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Rural Lifestyle Dealer
Responding to Website Leads: How Do Dealers Perform?
May 2019
Harley-Davidson dealerships ranked highest in the 2019 Pied Piper PSI Internet Lead Effectiveness (ILE) Industry Study, which answers the question, “What happens when UTV or motorcycle customers visit a dealer website and inquire about a vehicle?”
OPE dealers scored below the industry average and three rural equipment brands, Bobcat, Kubota and Husqvarna, had the biggest declines compared with the 2018 survey. Among the 32 motorcycle and OPE brands, Mahindra had the largest increase compared with last year. (See the chart below for the complete ranking.)
Scores ranged from zero to 100, with 21% of dealerships nationwide scoring above 60, demonstrating an effective website-response process. The industry average was 33. However, 58% of dealerships scored below 40, struggling to respond effectively to today’s website customers. Customers nationally received a personal reply to their website inquiry within 24 hours only 47% of the time on average.
