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WEB AD RESPONSE RIVALS NATIONAL PRESS

News, 01 August 1998

CAR MANUFACTURER Suzuki has revealed that its website pulled response levels approaching those of the national press. In the first five months of the year, the site [suzuki.co.uk] generated 755 names and addresses of potential carbuyers – over double the leads from Yellow Pages and approaching those from the Daily Mail and The Sun, respectively 835 and 800-plus. More importantly, 24% of website leads converted to firm sales when they visited Suzuki dealers. [However, Suzuki revealed neither the conversion ratio of national press leads; nor the advertising cost-per-sale data that determines the true effectiveness of media response.]