Traffic to automotive portals begins its particular de-escalation when 60% of searches are shot before the official opening of the dealerships, scheduled for May 11, according to data from Sumauto, a specialist in vertical automotive portals, which groups Autocasión and AutoScout24, among others, and which moves more than 4 million unique monthly users.
This rebound, which takes the first week of confinement as a reference total in mid-March, coincides with the Government’s announcement of the four-phase de-escalation plan, which includes the gradual opening of commercial establishments, including the distribution of automobiles, which will definitively lift the shutter next Monday, from according to the recommendations of the employers Faconauto.
This return to normal perspective has ‘clicked’ in the mind of the consumer, who, although still moving in search ratios 30% lower than pre-COVID levels, gradually seems to resume his interest in the purchase, either because you need to change your car, or because you opt for private mobility to guarantee safety on the move, in line with the Government’s recommendation to return to work.
Thus, the Sumauto data confirm how the evolution of online traffic and the predisposition towards the purchase of the car are aligned with the calendar of announcements made weekly by the Executive, in such a way that negatives hold back confidence and the most encouraging encourage purchase, two variables closely linked in the auto sector.
Precisely, the moment of greatest fall in searches on automotive portals during the health crisis, with 60% less than pre-COVID levels, coincided with the week of March 23 to 29, when the Government announced the first extension of the alarm state.
Thus, in just a month, the interest in searching for a car on automotive portals has followed an evolution in the form of an elongated V or swoosh, which coincides with the progressive release of the lethargy of activity in many sectors.
Precisely, the first signs of slowing down were registered in the week of April 13 to 19, which coincides with the return of non-essential activity, after the stoppage decreed by the Government and which limited activity for two weeks to sectors considered essential. In this period, there was an increase in searches of more than 40% compared to the first full week of quarantine.
However, after the bet by dealers and sales of give greater visibility to your stock In the online shop windows -the only ones that have remained open in these weeks of confinement-, for Sumauto, the current moment of de-escalation can no longer be that of ‘screen shopping’, browsing and seeing, and finally not buying, but the conversion to sales or ‘one shot shopping’.
On the one hand, because the consumer looking for a car does so out of real interest and not out of impulse, so the sales opportunity is absolute. Thus, if it is usual for lto conversion to sale be in a ratio four to ten, now ten opportunities must be made full, which requires extreme attention to online channels and relying on specialist vertical portals that help direct quality traffic to them.
Dealers and merchants must play it safe and the safe thing right now is the Internet for its ability to increase its visibility and multiply sales, but also for the security provided by the virtual environment compared to the physical one, and there we, as specialist car portals, have a level of conversion to sales that doubles the market average ” .