Commentary

Just An Online Minute... Revving Auto Site Engines

  • by January 27, 2006
Amid all the sturm und drang coming from Detroit these days--Ford Motor Co.'s recent announcement about deep layoffs and an operations overhaul, and General Motors' massive losses in the fourth quarter--automakers are more focused than ever on economic efficiencies. While the Web can't help with the human cost of the fallout, it's increasingly an important tool for consumers researching vehicle purchases. Overall, the auto category gets props for aggressively embracing the Web in terms of media, marketing, and promotion, streamlining back-office operations, inventory flows, and processes, and creating an appealing brand presence.

Now comes the Harris Interactive® Automotive Website Assessment Study, which evaluated the effectiveness and visitor satisfaction of 37 major U.S. auto brand sites.

Results from the most recent study, conducted among more than 16,000 U.S. online consumers, showed that overall Web site satisfaction was highest for the Cadillac, Hummer, and Jeep brands. All three achieved an overall satisfaction rating of 8.6 out of 10. Nipping at their heels were Chevrolet, GMC, Honda, and Mercedes-Benz, all with satisfaction rates of 8.5 out of 10.

The Harris folks identified industry best practices and analyzed visitor satisfaction levels to offer automotive marketers and Web site managers insight into how they can improve their Web site performance. The biannual study involved a home page assessment and Web site evaluation that focused on information and content, appearance and design, ease of use, and navigation.

Here are some of the key findings from the study:

Features identified as having the most impact on overall consumer satisfaction with a Web site visit were:

  • Reliability (i.e., no broken links or errors);
  • Appealing design;
  • Ability to find things quickly;
  • Easy navigation.

    Nearly six in ten (58 percent) of online consumers reported using auto makers' sites to learn about vehicles, second only to in-person dealership visits (77 percent).

    Among those using the Internet as a source for new vehicle information, two-thirds (68 percent) said the Internet was at least somewhat of an influence to purchasing their most current vehicle.

    "The results of this research support general Web site development 'theory'--be sure the Web site is functional, provide visitors with the right information, make it easy to get to, and present it in an eye-pleasing fashion," said Karen Chiarelli, vice president of the Technology Research Practice at Harris Interactive, in a release.

    Among consumers' most common complaints about auto Web sites: Links that don't work, missing links, inappropriate information, difficult or clumsy navigation, and eye-straining color combinations and contrasts.

    Among those polled for the study, 52 percent said they turned to recommendations from friends and family to learn about vehicles; 41 percent visited auto review sites like Autobytel.com, Edmunds.com, and Kbb.com (Kelley Blue Book); 34 percent consulted magazines that review cars such as Consumer Reports; 25 percent checked out special auto sections of daily newspapers; 25 percent flipped through magazines such as Road & Track; and 15 percent visited auto enthusiast sites such as CarandDriver.com and RoadandTrack.com.

    Harris Interactive conducted the online study from Oct. 26 to Nov. 15, 2005 among a nationwide sample of 16,436 U.S. adults, ages 18 years and over, who own or lease a vehicle (2000 model or newer) and have a valid driver's license. Qualified respondents evaluated one brand's Web site; the assignment was based on the segment of the primary vehicle owned.

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