Volkswagen achieved a conversion rate of 4.3%, based on 4.65 million searches, compared with a conversion rate of 5.7% from 3.55 million searches in 2018.
MINI saw the second-highest conversion rate of 4.2%, followed by Vauxhall at 4%. These two also saw their year on year conversion rates fall from 4.65% and 4.6% respectively.
Syed Ali, Honchō’s Head of Performance, said: “With new car registrations falling in 2019, most carmakers experienced a year on year decline in their conversion rates which proved to be a mixed blessing for Volkswagen which maintained the highest conversion rate but saw it erode higher than anyone else.
“OEMs looking to improve their conversion rates during the March plate change should be making better use of the real estate on Google search pages especially for brand searches.
“While there is always high interest in new models from buyers, branded search results can be a turn off and are often ignored.
“OEMs need to make their search results attractive with up to date information, removing any extra steps in the car buying journey and actively re-marketing to buyers exploring multiple brands."
Read more here