Manufacturers' websites are hindering car sales
by Helen Jackson |
posted 12 January 2018
According to a new study, car fleet manufacturers are missing significant sales opportunities because of poorly designed websites.
The Manufacturer Website Evaluation, by Sewells Research & Insight, tasked 200 user-tester (who had free choice of a company car) to find vital information on the websites of 28 manufacturers. Their experiences were then backed-up by an independent online mystery shop, and further assessed by an industry expert.
The exercise highlighted the huge variations in response times and the user-friendly nature of each site. So how did each manufacturer perform?
Peugeot typically responded to email enquiries within an hour. While other manufacturers took up to four days or even failed completely to follow up enquiries.
Overall, company car drivers rated Hyundai’s website the highest. Awarding it top marks both for its ease of use and for the simplicity of booking a test drive.
BMW and Vauxhall
Came second and third respectively in the rankings. Both manufacturers performing strongly in key areas, such as ease of navigation and benefit in kind tax calculators.
Sewells assessed each manufacturer website across 10 criteria:
Ease of use
Company car tax calculator
Test drive booking
Speed of email response
Live chat response
Site functionality on a mobile device
Skoda, Kia and Land Rover were judged to have the best car configurators. Vauxhall and Honda excelled when it came to company car tax calculators. Peugeot, Kia, Infiniti and Nissan were the fastest to respond to mystery shop email enquiries.
Simon Staplehurst, Commercial Research Director at Sewells Research & Insight said:
“Our research repeatedly shows that company car drivers start their search for a new car online. This report found that several major motor manufacturers are falling at this first hurdle, denying themselves and their dealer's potential sales.”
With fleet and business sales accounting for more than 57% of all new car sales in 2017, the ability to satisfy the web demands of company car drivers is seen as an essential marketing tool for every manufacturer.