Automaker websites tend to be slowpokes, according to a sizeable share of consumers who’ve visited them.
A J.D. Power survey of nearly 12,000 new-vehicle shoppers found about a third of consumer experiences on mass-market brands’ websites and 38% on premium brands’ sites scored low on basic speed and design expectations.
Those aspects have an outsize effect on user satisfaction, J.D. Power said, lowering scores by nearly 100 points when they fail to meet expectations.
“Animations and auto-playing videos can enhance the appearance of automotive websites, but it comes at the cost of slower speed perceptions,” said the company’s Senior Director of Digital Solutions Jon Sundberg in a report on the study.
“When comparing the presence of foundational elements across other J.D. Power website evaluation studies for wealth management, retirement plan and insurance, these vehicle manufacturer websites fall short. To help drive an increase in user satisfaction, automakers must start with the basic elements before enhancing the experience further.”
J.D. Power has conducted the study since 1999. In addition to assessing site features’ speed, it polls shoppers on visual appeal, navigation, vehicle research and research tools.
Of automakers getting their websites right, GMC scored highest among mass-market brands at 728 on a 1,000-point scale, followed by Ram at 723 and Dodge at 721. Mercedes topped premium brands with a 788 score, while Audi and Tesla tied for second at 758.
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