IAB UK: Customer Conversion Journey - Automotive

The results to the third of the IAB UK's Customer Conversion Journey research studies carried out in conjunction with Nielsen, featuring an analysis of the online user journeys of consumers who have visited or converted on 4 automotive brand websites - Mercedes, BMW, Land Rover and Hyundai.

The results of the IAB UK's Customer Conversion Journey research in the automotive sector illustrate the relationship between exposure to different online activities including display advertising, sponsored search, natural search and buzz - and site visitation and online conversions.

Some of the key findings include:

  • Between 4% and 11% were converting online following visits to the brand websites
  • Between 52% and 64% of visitors to the brand websites were exposed to online activity such as display and search
  • Between 0.5% and 2.9% of consumers exposed to online display advertising visited advertisers website post exposure – this ranges between 5 and 15 times more than site visitation of those not exposed, who were in the control group


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