HOFFMAN ESTATES, Ill.,
March 28, 2017 /PRNewswire/
-- New research released today by CDK Global, a leading global
provider of integrated information technology and digital marketing
solutions to the automotive retail and adjacent industries, reveals
that all potential car buyers are not alike when it comes to
language that entices them. In fact, according to the fourth
edition of the company's Language of Closers series, different
buyers respond better or worse to completely different words when
deciding which car to buy.
When reading car descriptions on review websites, certain words
fell flat and failed to lead prospective buyers to a dealership
site. For example, the word "bigger" fell flat with women. And all
of those glowing descriptions that praise a car's innovative
"design?" Generation-X consumers don't want to hear it, as
"performance" resonated much more than "design" to this particular
group. Meanwhile, most parents in 2017 felt that both "sound" and
"tech" were low priorities, and often responded negatively to
reviews including those words.
Table: Top and Lowest Performing Words
|
BUYERS
|
TOP PERFORMING
WORDS
|
LOW PERFORMING
WORDS
|
|
WOMEN
|
Drive, Power, Trip,
Comfortable, Luxury
|
Bought, Transmission,
Owned, Bigger, Cargo
|
|
GEN-X
|
Truck, Power, Luxury,
Package, Performance
|
Back, Seat, Design,
Built, Difference
|
|
COLLEGE
GRADS
|
Buy, Work, Truck,
Power, Highway
|
Company, Designed,
Inside, Warranty, Light
|
|
PARENTS
|
Truck, Leased, Row,
Nice, Purchase
|
Sounds, Buying,
Control, Tech, Company
|
In the results, several words resonated strongly across multiple
demographics, signaling a common thread amongst potential buyers.
Mentioning "power" struck a chord with several groups, as it helps
to describe the experience of driving the vehicle in a relatable
way. "Luxury" also stood out to several demographics in vehicle
descriptions that referred directly to luxury vehicles, as well as
those that simply had luxury-like features or a luxurious feel.
"Customer needs are always changing, and there is no
one-size-fits-all solution," said Jason
Kessler, lead data scientist at CDK Global. "The needs of
those graduating college are going to be much different than those
of new parents. Our latest research examined the words that would
eventually lead buyers of different demographics to leave a review
website and head to a dealership site. In our most recent analysis,
we were able to pinpoint specific words that shed valuable light on
what vehicle traits matter most to women, Generation-X consumers,
recent college graduates, and parents."
As dealers continue to seek out effective ways to describe cars
on their vehicle description pages, CDK Global's latest installment
in its Language of Closers series may prove to be the golden ticket
of conversion.
"As a leading provider of websites and digital advertising for
dealers and OEMs, we are always looking for the best ways to help
our customers bring the right buyers into their dealership. By
making subtle changes to the language used on vehicle description
pages, dealers can help customers easily identify cars that they
both connect with and fit their lifestyle needs," Kessler said.
"Ultimately, these changes will prime both dealers and customers
for success."
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 Contacts:
Rob Duda
Peppercomm
cdk@peppercomm.com
Jennifer Nagy
CDK Global
Jennifer.Nagy@cdk.com
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SOURCE CDK Global