Today, we welcome back Urban Science. In previous discussions, they highlighted the importance of defection data through their solutions, TrafficView and SalesAlert. However, today, we will shift our focus to one of their other dealership performance solutions—AutoHook. As many of you are aware, vehicles are spending more time on the lot, making it essential to find ways to increase foot traffic to your store.
Joining us for today’s episode of Inside Automotive are John Sass, Solution Manager at Urban Science, and Betsy Marietti, Senior Marketing Specialist at Urban Science.
Urban Science’s AutoHook program converts online interest into dealership visits by offering a simple, yet effective tool: a $50 incentive for customers who take a test drive. Sass highlights that AutoHook’s success comes from its targeted strategy. It appears as an overlay on dealership websites, particularly on inventory pages. When customers sign up for a test drive, they receive a voucher code to redeem at the dealership, encouraging them to visit in person.
The results are impressive. Nearly 40% of AutoHook leads turn into dealership visits; of those, 40% purchase a vehicle within 90 days. The program proves particularly effective for EV inventory, which can present unique sales challenges. Marietti shared findings from a recent case study showing that 42% of consumers looking at EVs appreciate individualized guidance, especially in areas like range anxiety and charging logistics. Additionally, Marietti emphasized dealership staff’s crucial role in addressing these buyer concerns, and the AutoHook incentive allows staff to engage these buyers directly.
EVs are a specific area where AutoHook has proven valuable, helping move aged EV inventory by addressing consumer hesitations. According to Marietti, a recent case study showed that 42% of consumers prefer dealership staff who can offer individualized guidance on EVs. Among those who completed a test drive, 80% purchased a vehicle—a testament to the program’s ability to convert interest into commitment. With more EV models now available and rising gas prices, the attraction to EVs is stronger than ever. Based on extensive consumer research, the program’s $50 test drive incentive is enough to motivate 72% of car buyers to visit a dealership.
Furthermore, AutoHook’s targeted advertising customizes promotions to specific models or inventory categories. Dealerships can tailor their ads to high-priority vehicles, such as those aged over 100 days, which makes AutoHook highly versatile. According to Sass, AutoHook’s targeting capabilities also allow for geographical customization, ensuring ads reach the most relevant audiences, which reduces marketing waste and maximizes impact.
In terms of cost, AutoHook is affordably priced at $299 plus the cost of redeemed cards, making it a high-ROI investment for dealers. As Marietti pointed out, AutoHook has one of the lowest costs per lead in the market, adding to its appeal to dealerships. With its ability to bring in new-to-brand customers and positively influence brand loyalty, AutoHook is an essential tool for dealerships looking to turn online interest into in-person sales.
“This small incentive is shifting online interest into the showroom, where customers can experience the product firsthand and make the jump to ownership.” – Betsy Marietti
