HOFFMAN ESTATES, Ill.,
Oct. 13, 2016 /PRNewswire/
-- Reviews matter to customers, and they should for dealers
too. New research from CDK Global, as a part of The Language of
Closers study, has identified the top words and phrases playing a
role converting potential shoppers through dealership reviews.
"Dealers typically assume that positive, five-star reviews
should be front and center on their homepage," said Jason Kessler, lead data scientist at CDK
Global. "However, we found that reviews using specific and
relatable words, even if their overall star-ranking is lower, are
more effective at converting shoppers."
The research found that words such as "passing" (as in passing
someone on the road) were high predictors for conversion in sedan
reviews. This word ranked at the top because it helps shoppers
visualize and understand the power of a car by its passing ability,
while attributes like "torque" and "horsepower" are only meaningful
to car enthusiasts. "Quiet" and "comfortable" were other highly
ranked words for all vehicle reviews.
"Words that help a customer imagine what it might be like to
drive the vehicle were consistently ranked at the top of the list,"
continued Kessler. "While dealers can't control what their
customers say, they can highlight the reviews that will be most
beneficial to their customers, and their business."
To learn more about The Language of Closers, visit
http://www.cdkglobal.com/promo/language-of-closers-reviews.
About CDK Global
With more than $2 billion in revenues, CDK Global (Nasdaq:
CDK) is a leading global provider of integrated information
technology and digital marketing solutions to the automotive retail
and adjacent industries. Focused on evolving the automotive retail
experience, CDK Global provides solutions to dealers in more than
100 countries around the world, serving more than 27,000 retail
locations and most automotive manufacturers. CDK's solutions
automate and integrate all parts of the dealership and buying
process from targeted digital advertising and marketing campaigns
to the sale, financing, insuring, parts supply, repair and
maintenance of vehicles. Visit www.cdkglobal.com.
Media Contact:
Kyle Donash
847.485.4335
Kyle.donash@cdk.com
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SOURCE CDK Global