Dealer response rates to online leads vary significantly, from 2% to 23%. A study of over 30,000 leads found that dealers who directly contacted customers, provided a price quote, and confirmed vehicle availability within 24 hours of receiving a lead closed sales at a rate 4 times higher than those who did not take these actions. Key actions for dealers to improve their lead conversion rates include responding quickly, offering multiple vehicle and price options to customers, and following up with both email and phone contacts.