When it comes to grabbing attention online with rich content, luxury automakers are coming out on top.
According to J.D. Power’s 2015 Manufacturer Website Evaluation Study — Summer, luxury automakers are excelling at connecting with online shoppers by providing interactive content on their websites.
On a 1,000-point scale, BMW and Porsche topped the list with 830 points each, followed by Mercedes-Benz scoring 819 points, Jaguar with 816 and Land Rover with 813.
In a statement, J.D. Power noted “rich imagery paired with concise, informative text and interactive content is becoming the new standard” on OEM websites, while they are generally moving away from text-heavy descriptions and static pictures.
The study found 57 per cent of new-vehicle shoppers who were “delighted” with their experience on an OEM site are more likely to test drive a vehicle after, compared to only 13 per cent of respondents who were “disappointed.”
Most of the new-vehicle shoppers were viewing interior and exterior images of the vehicles on the website, with almost half of the respondents more satisfied when there was at least one video on the site.
“Manufacturers can influence shoppers by creating an emotionally connected online shopping experience through compelling, visually appealing storytelling to engage, entice, and reassure shoppers that they are making the right decision,” said Arianne Walker, senior director, automotive media and marketing solutions at J.D. Power.
The 2015 Manufacturer Website Evaluation Study — Summer is based on responses from 9,600 new-vehicle shoppers in the U.S.
