Test-drive conversion rate
Test-drive conversion rate is the percentage of test drives that end in a booking or sale, and it is one of the clearest indicators of how well a sales team closes once a buyer is physically engaged.
Test-drive conversion rate in dealership marketing
A test drive is the point where marketing hands over to the sales floor. If leads and walk-ins are healthy but test-drive conversion is low, the issue is usually in the demo experience, pricing conversation, or financing friction rather than in the campaigns.
Dealers also track the earlier step, lead-to-test-drive, which shows how effectively follow-up turns an enquiry into a booked drive.
Related terms
- Leads & Sales
Lead-to-walk-in ratio
The lead-to-walk-in ratio is the share of leads that result in a showroom visit, calculated as walk-ins divided by leads over the same period.
Read definition - Leads & Sales
Dealership sales funnel
A dealership sales funnel is the sequence of stages a buyer moves through from first enquiry to delivery, typically lead, qualified lead, showroom visit or test drive, booking, and retail, with the number of buyers shrinking at each step.
Read definition - Leads & Sales
Showroom footfall
Showroom footfall is the number of prospective buyers who physically visit a dealership in a given period, and it is the outcome most dealer marketing is ultimately judged on.
Read definition
Where it applies
AutoSutra services where test-drive conversion rate comes into play.
Further reading
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