Turning audience behavior into actionable insights

This article, written by Gillian Luce of Trader Interactive, originally appeared in the November edition of Powersports Business.

One of the key elements in running a successful business is having access to real, clear information that can help shape your operations. However, simply having this information as a reference is just the start. You can boost success when you apply it at every stage of the funnel. To offer more guidance, we’ve analyzed the 2022− 2024 site analytics of Cycle Trader, turning this information into actionable insights and practical tips for you to use.

Consumer preferences and behavior based on internal site data

The top five brands that consumers most frequently search for on Cycle Trader’s marketplace have consistently remained the same year after year: Harley-Davidson, Honda, Yamaha, Kawasaki, and BMW. This trend highlights the strong brand loyalty among our users. A similar pattern is observed with specific models like the YZF, Gold Wing, Road Glide, Ninja, and Street Glide. We noticed a decline in searches for Ninja models from 2022 to 2023, with these models slipping out of the top five by 2024.

Despite the decline in the Ninja lineup’s ranking in the top five model searches, a closer look at the data shows that this drop may be partially due to a reduction in Ninja listings on the site from 2022 to 2023. However, buyer interest in these models remains strong. Inventory levels for several Ninja models fluctuated throughout 2023−2024, and vehicle detail page views for these models have increased significantly. For example, inventory for the Ninja 1000 rose by 54%, the Ninja 650 by 38%, the Ninja H2 by 90%, and the Ninja ZX−6R by 31%. This suggests that while overall availability may impact search rankings, demand for specific models can remain robust.

Leveraging consumer feedback to better generate leads

Our findings indicate that digital tools are becoming increasingly crucial in the buying journey and can impact lead generation. For example, among buyers who sought used units, 27% preferred purchasing from private sellers over dealers, citing direct communication as a primary reason. The 19% of buyers who prefer purchasing used units from dealers cited accountability, financing, price, quality, trade-ins, and trustworthiness as their key reasons. These preferences can be effectively addressed with digital tools like detailed online listings, which enhance credibility and provide the information buyers seek.

Our survey also revealed that, apart from dealership websites, the most frequently used resources by buyers are review platforms and websites offering specifications, as these are deemed reliable sources. In fact, about 45% of shoppers indicated that reading or watching reviews was their next step before making a final purchase decision. This indicates that while these review and specification sites are not direct sales channels, they provide valuable opportunities to target and engage potential leads.

Create a more targeted strategy

While the online space is extremely crucial for reaching buyers, understanding which specific markets have the most active buyers is also essential for attracting the most qualified leads. To this end, we examined the top cities based on email leads to Cycle Trader dealers and identified the following states as standouts from 2022−20241:

• New York (New York, United States)
• Chicago (Illinois, United States)
• Atlanta (Georgia, United States)
• Los Angeles (California, United States)

Given the growing appeal of motorcycles for easier travel in metropolitan areas, targeted advertising in these cities will be advantageous. Selling within these markets can be even more effective when leveraging the resources and platforms consumers most frequently use, such as review sites and online marketplaces. For dealers not located in top markets, utilizing these platforms to complete transactions online can help to remain competitive and reach more consumers.

Five takeaways

1. Stock the right inventory

Be mindful of the top searched brands and models on Cycle Trader—Harley-Davidson, Honda, Yamaha, Kawasaki, and BMW. Ensure your dealership has a well-balanced inventory that includes these popular brands.

2. Target advertising in high-lead markets

Focus more advertising efforts on states with the highest number of email leads, such as New York, Illinois, Georgia, and California. Use geo-targeted ads to reach potential buyers in these key markets, and highlight the availability of in-demand brands and models.

3. Expand digital communication channels

Since 27% of used unit buyers prefer direct communication with private sellers, make sure your dealership offers accessible digital tools like live chat and prompt email responses. This can help bridge the gap and build trust with customers who might otherwise look to private sellers.

4. Leverage review and specification sites

As nearly half of the buyers turn to review platforms before making a purchase, ensure your dealership has a presence on these sites. Encourage satisfied customers to leave positive reviews and actively engage with feedback to build your online reputation.

5. Offer a wide range of options

With 44% of buyers expressing no preference between new and used models, it’s crucial to offer a diverse selection.