The Internet has essentially become the first place people go when they’re shopping for a car.
This is why it has become increasingly important for automakers to not only have functional and appealing websites, but ones that are also easy to navigate and load quickly. The results of the 2016 J.D. Power Manufacturer Website Evaluation Study are in, based on the responses from more than 9,500 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months.
The semi-annual study found that the combination of navigation and speed issues can be extremely detrimental to the shopping experience, with a 232-point gap in satisfaction between shoppers who experience no speed or navigation issues (845) and those who experience three or more navigation and speed issues (163). The study observed four key measures (in order of importance): information/content, appearance, navigation and speed.
Just how important is a good website to an automaker? Among new-vehicle shoppers who were “delighted” with their experience on an automaker’s website, 59 percent said they were more likely to test drive a vehicle after visiting the website, compared to 18 percent of those who say they are “disappointed.”
Here are the five automakers with the best websites, according to the study.
5. MINI – 820
4. Lexus – 821
3. Mercedes-Benz – 828
2. Porsche – 836
1. Ram – 838