Online leads tend to be more targeted than leads from other advertising sources because of the wealth of information available on the Internet to help in educating consumers on purchase decisions.
Fortunately, many boaters are transitioning their boat search online as well, with 39 percent saying they use the Internet to research a boat purchase, according to a recent Boat Trader survey conducted at boat shows nationwide. Of the consumers that plan to purchase a boat this year, 75 percent said price has the greatest impact on their purchase decision.
So dealers that include this information on their online ads tend to generate more ad views and more leads. On BoatTrader.com, ads that display a price, (even if it is the MSRP) generate an average of 383 percent more click-throughs than ads without a price displayed. This increase in activity generated 136 percent more leads for those dealers.
This article originally appeared in the May 2010 issue.