Consumers rate OEM websites in new J.D. Power and Associates study
In its annual beauty contest for OEM websites, J.D. Power and Associates released its list of finalists, runner ups and also rans. But the Canadian Manufacturer Website Evaluation Study judges more than looks, it goes deep under the skin of the websites and evaluates things like functionality and user-friendliness.
The stakes are high, say the study’s authors, because after a highly satisfying experience on a manufacturer’s website, new vehicle shoppers are “significantly more likely” to visit a dealership to test drive a vehicle of interest.
“As more shoppers use manufacturer websites to conduct initial vehicle research, the need to create a great first impression is imperative,” said J.D. Ney, automotive account analyst at J.D. Power and Associates. “The significant gap in the intent to test-drive is a reminder that first impressions matter and weigh heavily on the shopper’s mind when considering a new vehicle.”
The study found that among highly satisfied online shoppers (those with satisfaction scores of 976 or higher on a 1,000-point scale), 76 per cent are more likely to visit a dealer showroom for a test drive, compared with 14 per cent of shoppers who are less satisfied (satisfaction scores of 500 or lower).
Expectations always changing
As consumers surf the web, and not just automotive sites, they are exposed to more technologies and bells and whistles and this changes their expectations of what to expect when they visit a manufacturer’s site. The more active an OEM is at adapting to these new trends, the more shopper satisfaction with that website increases, say the authors.
The authors say that all OEMs have picked up their socks since last year, as overall new-vehicle shopper satisfaction with manufacturer websites has increased significantly to 821 in 2012, up 37 points from 2011.
Satisfaction in all factors—speed (+42 points); appearance (+40); navigation (+34); and information/content (+33)—has also increased significantly, contributing to the rise in the overall satisfaction score.
The study finds that website redesigns and refreshes help manufacturers improve their website satisfaction scores. In some cases, very small updates to processes and individual elements are enough to boost satisfaction scores of frequently used tools, such as the payment estimator.
“The key is not to refresh or redesign the entire website constantly, but to understand specifically where problems with content and navigation are in order to allow shoppers to find exactly what they need,” said Ney. “Those strategic changes, whether big or small in scale, show the shoppers that automakers are listening to what they want.”
The authors say luxury brand shoppers also expect a better online experience, and OEMs need to boost their efforts to match customer expectations. “Shoppers have much higher expectations of luxury brands and expect those expectations to be conveyed on their websites as well,” said Ney. “When perception and reality do not match, the shopper’s satisfaction with the website drops. Luxury brands need to put more effort toward making their website a premium experience.”
Canadian Manufacturer Website Evaluation Results
Now in its seventh year, the study measures the usefulness of Canadian automotive manufacturer websites during the new-vehicle shopping process from the perspective of online shoppers who intend to purchase a new vehicle within the next 12 months. Four factors contribute to overall shopper satisfaction with manufacturer websites: information/content, speed, navigation and appearance.
Toyota ranks highest in overall shopper satisfaction with a score of 858 and performs particularly well across all four factors. Lincoln and Buick follow in the rankings, with scores of 845 and 843, respectively.
