Feature article
You can't sell a secret
It’s best to be (page) number one - the link between the way consumers search on Google and Trade Me.
Research shows that 75% of users never scroll past the first page of Google search results*. It’s not that surprising when you think about it. Once we’ve searched for what we want, if the answer shows up on the first page, why would we keep searching?
Trade Me Motors buyers search behaviour is very similar - 80% of buyers searching for a car won't go past the first page and only 20% of searches use a ‘make’.
You might tell yourself buyers sort search results by price, so it doesn't matter. But less than 15% of buyers search for cars this way. While price is important, nearly 9 out of 10 buyers didn't actually buy the vehicle with the lowest price.
Where your listings sit within search results has a direct impact on the number of buyers likely to view your stock.
Platinum listings receive 50% more watchlists than Bronze listings. In addition to that, vehicles with Super Feature applied receive 85% more than Platinum listings alone.**
Although buyers are becoming more comfortable researching and even buying cars online, physical dealers remain important. We know that car buyers visit an average of 2.9 dealerships before purchasing a vehicle.
If your dealership has multiple listings that tick their boxes, and a buyer sees them on the first page of search results, you’re more likely to be one of the dealerships they visit.
Get your vehicles in front of the right buyers, first.
Talk to your account manager about what package and products are best for you to maximise the number of buyers viewing your listings.
Sources:
*Hubspot, Inbound Marketing Stats
**Trade Me Motors site data, February 2022
