To better evaluate the success of the Leads Plus Program, Go RVing contracted with IHS to do a sales match analysis to understand how Go RVing leads from the campaign translate into purchases.
According to a press release, Go RVing provided 208,000 leads gathered from July 2011 through December 2012 and then matched those names through Polk’s registration database of new and used RV registrations through June 2013.
IHS found that out of the total number of U.S. households, the national new RV purchase rate for that period was 0.36%. The Go RVing lead rate of purchase for a new RV was 0.84% – more than double.
Purchase rates for used RVs were even higher among Go RVing leads, at 1.5%. When combined, the total purchase rate for Go RVing leads was 2.35%, impressive when compared to the 1% to 2% rate the Direct Marketing Association considers good for lead conversions, the release stated.
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