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Auto Trader’s Call Tracker helps dealers get more from their call

Auto Trader’s Call Tracker helps dealers get more from their call

Auto Trader today announces the launch of its new and improved Call Tracker service, powered by Cable & Wireless.

The exclusive Call Tracker service allows dealers to place tracking numbers on all their ads, both online and print. Once on their ads, dealers can examine and maximise the performance of their business through analysis of incoming leads, sales team responses and customer conversions.

The new Call Tracker packages include a free-of-charge version alongside the more advanced Plus and Pro packages, each of which offers its own unique benefits and features.

Commenting on the launch, Richard Thwaites, Head of Product at Auto Trader says: “Call Tracker has been designed to help dealers make sure that they are getting the best possible conversion rates on incoming calls. The upgraded product offers a much more comprehensive service than its predecessor and we’ve launched the new Free product to give dealers a chance to experience the benefits first-hand. Those who choose to start with the Free product have the option of staying with that package or upgrading to either the Plus or Pro options, each of which has a series of additional features. Alternatively, dealers can choose to work with Plus or Pro from the word go.”

The free product offers missed call alerts, making sure that dealers never miss a potential lead, as well as a thorough analysis of when the customer called, how long they waited to be answered and which calls went unanswered. By making this information easily accessible, Call Tracker allows dealers to identify specific business areas for improvement and to increase service levels – leading to improved conversion on incoming calls and better return on investment (ROI) on ads.

The Plus product allows dealers to track an unlimited number of advertising sources, measure lead quality by channel (with details of whether an appointment was made or if a follow-up call is needed) and a cost per lead / appointment function, giving a more thorough and in-depth understanding of ROI. The Pro product The Pro product offers all the features of the Plus product and adds sales person IDs and Wrap Codes, giving dealers a better understanding of individual sales performance. Upgrading to the Pro product allows dealers to add call recording with quality scoring, helping them to segment calls by quality and understand any training requirements within the team. The call recording feature can also be purchased as a bolt-on to the Free and Plus products.

All dealers who subscribe to Call Tracker will be able to see direct call volumes in the call response data within their monthly 'Pulse' report, creating a complete overview of all response data provided from Auto Trader.

Thwaites concludes: “Call Tracker gives dealers the opportunity to tailor their investment to the most profitable and effective channels and is part of our ongoing programme to enable dealers to respond to changing patterns in the way that people search for cars. By understanding the customer experience, including wait time, missed call information and duration times, dealers can focus on the areas of their business that will best help improve conversions”.

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