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.
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SOURCE CDK Global