Dataium Study: Carfax Reports Help Dealers Drive More Conversions

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Dealers Using Carfax on the Internet Attract More Potential Buyers to their Cars

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We noticed the cars we listed with a Carfax Report were getting more traffic and more sales. Now we make sure a Carfax Report is included with all our cars. It’s a big key to our online success.

According to a new independent study by Dataium, the largest aggregator of in-market automotive shopper behavior, dealers using Carfax on the Internet engage more visitors and improve lead conversions on their website. Commissioned by Carfax, the findings from the study revealed that online shoppers spend nearly twice as long on a dealer’s website, are five times more likely to submit a lead, and also are twice as likely to look at cars when the dealer provides Carfax® Vehicle History Reports™.

Dataium analyzed visitor behaviors across its entire network of automotive websites from May through July of 2013 to measure the influence of Carfax Vehicle History Reports online. “In our study, when Carfax Reports were provided online, there was a significant increase in visitor engagement,” said Joe Burns, Director of Business Intelligence at Dataium. “Visitors spent more time on site, viewed more pages on average, and were more likely to submit a lead to the dealer.”

“Most of our customers start shopping online, so building their confidence in us and our cars on the Internet is critical,” said Bennett Boothe, digital sales and marketing director at Moreland Auto Group in Colorado. “We noticed the cars we listed with a Carfax Report were getting more traffic and more sales. Now we make sure a Carfax Report is included with all our cars. It’s a big key to our online success.”

“Our partnership with dealers goes well beyond providing vehicle history information,” said Bill Eager, vice president of Carfax. “We help give online shoppers more confidence to become on-the-lot buyers.”

To download this white paper and learn more about the impact of Carfax Vehicle History Reports on automotive websites, visit

About Dataium
Dataium is the largest aggregator of online in-market automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events from millions of active auto shoppers monthly. The company supports cutting-edge data collection, analysis, proprietary research and reporting technology. For more information, visit, email: info(at)dataium(dot)com, or call 877.896.3282.

About Carfax (
Carfax is the vehicle history expert for used car buyers, sellers and the automotive industry. Carfax created the Vehicle History Report in 1986 and is trusted by dealerships across North America to help acquire, advertise and retail used cars. Carfax is the vehicle history provider of choice for 37 manufacturer Certified programs and is integrated into hundreds of acquisition and inventory management tools, available on popular online automalls and featured on thousands of automotive websites. Carfax® Vehicle History Reports™ are viewed more than 170 million times a year to help people buy with more confidence. Become a Carfax Advantage™ dealer or learn how Carfax can help your dealership win by visiting Carfax was recently acquired by IHS Inc. (NYSE: IHS).

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Tarynne Rodney
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Christopher Basso
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