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Viewing posts from: September 2015

Motors.co.uk reveals secrets to great online advertising

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09 24, 2015 | Posted in Uncategorized | 0 comments

Innovation-led car search network, Motors.co.uk, has revealed its top tips for dealers looking to make the most of their online presence. Providing a behind-the-scenes view on how to capitalise on car search networks, as well as hints on converting online visits to real world purchasing, this handy guide, based on consumer research conducted in the UK and US, focuses on four key areas:

  1. the aggregation of marginal gains
  2. understanding what matters in an era of attention deficit
  3. the importance of images and descriptions
  4. the opportunities presented by new conversion rate optimisation (CRO) technologies
  Top_Tips_Sept_15_Infographic_png Motors.co.uk’s director of marketing and business intelligence, Dermot Kelleher, comments: “The way in which consumers interact with brands has changed dramatically over the past five years and it is vital that businesses alter their mind-set to respond. Our quick guide shows how dealers can maximise their return on investment from websites like Motors.co.uk and also increase engagement and repeat visits on their own site by gaining a better understanding of the customer journey.” 1. Aggregation of marginal gains Kelleher explains the Motors.co.uk approach: “We are firm believers in ‘the aggregation of marginal gains’. By this we mean that rather than looking for one mythical solution to the challenge of producing sales, it is better to focus on doing lots of little things well. This is a familiar theme in the world of elite sport, with former England rugby manager Clive Woodward quoted as saying that the 2003 Rugby World Cup win wasn’t founded on doing one thing 100% better, but doing 100 things 1% better. Mindset   “At Motors.co.uk, this means that we are constantly reviewing, testing and enhancing the way in which we display vehicle listings, the creative we use in our TV advertising and the partners we invite into our network in order to ensure that dealers get the best possible access to interested, in-market car buyers. It’s also important that consumers looking for their next car are able to access information in the right way." 2. Understanding what matters in an era of attention deficit The Motors.co.uk guide highlights that when it comes to maximising return on investment in online advertising, there are three key areas of focus for dealers: standing out from the crowd, ensuring all online real estate is mobile-friendly and understanding that consumers are looking for responsiveness from every interaction with a dealer. Kelleher continues: “The online car buying environment is a very competitive space and, based on our research visitors to the 14 largest car search portals in the UK – including Motors.co.uk – viewed 715 million pages in March 2015. That’s the equivalent of 600,000 copies of the Lord of the Rings trilogy. However, with ‘just’ 459 million minutes spent looking at those pages, this equates to only 39 seconds per page. The lesson? Car buyers are looking at lots of pages but making rapid decisions, so there is a real requirement to stand out." Attention   Motors.co.uk also emphasises the importance of responsive web platforms in its research. Kelleher explains: “In early April, Google made a change to rankings on mobile devices, rewarding mobile-friendly sites and pushing the rest back in the search results. In addition, all of the research shows that consumers are less willing to pinch and zoom, with higher bounce rates on sites which have not been made mobile-friendly. This trend is only set to grow, with visits to the Motors.co.uk site on mobile and tablet devices increasing from 54% in May 2014 to 60% in May 2015.” Mobilepng 3. The importance of images and descriptions As well as looking at the type of device used to access the Motors.co.uk site, the brand also analysed over half a million listings placed on the site in April 2015 in order to determine the ‘magic number’ for photos. The data showed that, for cars priced between £5,000 and £10,000, the optimum number of images is five – generating a 180% improvement in click through rate over no images. For cars priced £15,000 to £20,000, the magic number is 10, which generated a 215% improvement in click through rates.   Image A review of the quality of the descriptions also showed that dealers who invested time in speaking directly to the consumer, including features and benefits in the headlines and providing unique text for each of their ads also reaped rewards in terms of click through rates.   4. The opportunities presented by new CRO technologies Motors.co.uk has also highlighted a number of new technologies which it is investigating for the future. Underlining the growth in conversion rate optimisation, the infographic emphasises that the direction of travel for consumer marketing is firmly focused on the personalisation story. Kelleher explains: “Whereas the requirement used to be to make a website accessible for the majority of people, now it is about providing the best possible experience for each person. “There are plenty of tools to track the customer journey and send messages if they are leaving the site. There are also significant opportunities to use the real estate in different ways to send messages to site users. We also believe that the car industry can learn from the hotel and restaurant industry by providing the facilities for car buyers to make online bookings through dealership test drive calendars and similar.” speed Reflecting on the research, Kelleher concludes: “Of course, despite how much you invest in clever technologies, the success of a transaction ultimately rests in the responsiveness of the dealer to any enquiry. In a recent survey of Motors.co.uk site visitors, 36% said they would expect a reply from an email to a dealer within 24 hours. A further third (33%) would expect a reply within four hours and a staggering 27% would want a response within 60 minutes. Speed is certainly key to success.”

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Motors.co.uk strengthens management team with appointment of Peter Watts

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09 18, 2015 | Posted in General, Uncategorized | 0 comments

Motors.co.uk strengthens management team with appointment of Peter Watts Motors.co.uk has further strengthened its senior management team with the appointment of Peter Watts as Director of Dealer Insight. Watts brings to the role over 30 years’ dealership experience, most recently as brand director for franchise and supermarkets at Autotrader.co.uk and previously group operations director at Randles Motor Group. At Motors.co.uk, Watts will work alongside sales director Mark Hammond to ensure the business continues to offer innovative sales solutions and, importantly, excellent value for money. This news comes as the Motors.co.uk Network celebrates record market share, with 4.1 million unique visitors in July 2015*, up 70% year on year. Phill Jones, Managing Director of Motors.co.uk, said: “I’m delighted to welcome Peter into the Motors.co.uk business at this exciting time. He brings a wealth of dealership and digital experience which will ensure that we continue to deliver great products and service that will help our dealers sell cars more efficiently. We’re investing in Peter, just as we’re investing in product innovation, network partnerships and above the line marketing to benefit our advertising dealers.” Peter Watts, Director of Dealer Insight at Motors.co.uk, added: “I’ve been impressed by Motors.co.uk’s progress within the industry over the past two years and I believe the business has tremendous solutions for dealers. I’m looking forward to helping the business to develop and position tools and products that meet its core mission; to help dealers sell more cars by ensuring their customers have an engaging experience online and offline.” Peter Watts black and white   *comScore MMX Multi-platform, July 2015, based on the Motors.co.uk network (a custom entity which includes Motors.co.uk, Carmony, Parkers, Carsite, Driving.co.uk, Carfused.com and many more)

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Motors.co.uk survey shows crossovers come out top for school run

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09 09, 2015 | Posted in Statistics | 0 comments

As the summer holidays have come to an end and a nation of schoolchildren pack their pencil cases, Motors.co.uk has revealed the top cars for the school run – and the buying habits of parents looking for the perfect family vehicle. The leading innovation-led car search network has conducted a ‘back to school’ survey among motorists. Findings show crossovers are the favoured school run mode of transport, as parents opt for a spacious, resilient and practical ride. The Nissan Qashqai was once again voted the preferred car for the daily journey to school, with almost a quarter of respondents putting it in first place for the second consecutive year. This was closely followed by the Honda CR-V, up 13% from last year to 20%. The Ford Fiesta hatchback, Ford C Max MPV and Skoda Octavia estate made up the top five. The stats tie-in with Motors.co.uk’s latest used car sales trend data, ‘What’s Hot?’, which reveals demand for MPVs is also on the increase for the new term. While the Vauxhall Zafira and Mariva took top spots for the category, Ford remains a popular choice, with C-Max, S-Max and Galaxy featuring in the top five. Drivers said the most important factor in the vehicle selection process was how economic fuel and running costs were (32%), followed by age and mileage (19%), number of seats (11%) and safety (10%). Interestingly, how the car handles on the road was deemed to be one of the least important features, with only 6% of respondents choosing this as a decisive factor. Similarly, the provision of child safety features was only selected by 3% and ease of access by 2% as the most important factor in deciding what to buy. And, it seems many respondents are influenced by family members when it comes to choosing the right vehicle – with 48% saying their car purchase is influenced by their partner and 23% by their children. Dermot Kelleher, director of marketing and business intelligence at Motors.co.uk, said: “It is no surprise that cross-overs are popular among families who are looking for a comfortable, practical vehicle. However, it was interesting that for a family audience monthly running costs are by far the most important factors when deciding what to buy, well ahead of how the car handles or safety features such as Isofix. It shows there’s a role for dealers to play in communicating this value to families looking for their next vehicle.” The survey also revealed that if money was no object Land Rovers would be the school run rides of choice, with the Range Rover model proving most popular. Other wish list makes were BMW X5 and X6 models and the Audi Q7.

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Leadership Change As Motors.co.uk Connects With Autotrader.com

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09 01, 2015 | Posted in General | 0 comments

Cox Automotive today announced changes within the leadership team at the innovation-led car search business Motors.co.uk, increasing its connection to its parent company in the U.S. car classified giant Autotrader.com and appointing Phill Jones as its new Managing Director. Motors.co.uk’s current Managing Director, Andy Coulthurst is stepping down from his current role to take up a new role outside of Cox, as CEO of car supermarket group Trade Centre Wales. Andy will be leaving the Motors.co.uk business on 18th September 2015. John Bailey, Executive Vice President, International of Cox Automotive commented: “I would like to thank Andy for his skill, vision and energy transforming Motors.co.uk over the last three years. Having run the business from an operational perspective as Commercial Director since 2010, Phill is the natural successor to Andy at this important stage of growth. I am certain that under his direction, the business will continue to thrive and build on the momentum that has been generated, maintaining its total focus on helping our dealers sell more cars.” Motors.co.uk has recently established closer connections with its parent company, Autotrader.com, and recently hosted a visit from President Jared Rowe and his team to their Oxford offices. Phill explained: “Whilst we have always had strong connections with our U.S. parents, over recent months we have extended our interface with the team in Atlanta and are sharing ideas and best practice across many functions, including marketing, product, technology and sales. I am proud to lead the team as we plan new strategies to benefit our dealers and the millions of in-market car shoppers that engage with our product.” Jared Rowe, President of AutoTrader.com, added: “I’m delighted to be more involved in helping Phill and the team at Motors.co.uk build on their significant progress to date and share learnings between AutoTrader.com and Motors.co.uk.  With the support of my team, Manheim and Cox Automotive, I’m confident that we will continue to make great strides, delivering compelling solutions to both dealers and consumers.” The Motors.co.uk site now lists over 300,000 used cars from thousands of independent and franchised dealers and through its powerful network can help dealers reach 3.9 million unique visitors per month. Phill commented: “I’m hugely excited by the prospect of leading Motors.co.uk. Our growth to date has been driven by product innovation, network partnerships and above the line marketing and has seen us deliver record levels of audience reach and response for our dealers. With new partnership opportunities, an extremely strong product roadmap and sustained support from our forward-thinking parents at Cox Automotive, we are perfectly positioned to grow our market share for the benefit of our dealers.”

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