Report

November 2002

Building A Better Automotive Web Site

Baba Shetty 		One in five visitors to an OEM Web site becomes less likely to test-drive. But fixing site flaws will only stop the bleeding. To increase test-drive intention, OEMs must motivate users by delivering the right kinds of content.
by Baba Shetty with Bill Doyle, Becky Bermont, Esther Yuen, Jeremy Sweeney

MARKET OVERVIEW
  • 58% of auto shoppers start online research at an OEM site.
  • OEMs struggle to measure the impact of their sites on the bottom line.
ANALYSIS
  • Test-drive intention decreases for 18% of OEM site visitors, increases for 30%, and stays flat for the balance.
  • Nissan leads the field of eight sites tested.
ACTION
  • OEMs should conduct online content audits.
WHAT IT MEANS
  • Auto sites worsen before they improve.
 
Figures & Data
  • Figure 1.  OEM Sites Are Indispensable For Auto Shoppers
  • Figure 2.  Users Visit OEM Sites For Product Details
  • Figure 3.  Auto Manufacturers' Sites Fail Users -- And OEMs
  • Figure 4.  Nissan's Web Site Performs Best Overall
  • Figure 5.  Site Flaws And Content Affect Users In Different Ways
  • Figure 6.  Three Levels Of Search
   
RELATED MATERIAL 
  • User Experience Testing Data Analyzed For This Report
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • "Treat us like we're stupid, please. Cars and car Web sites are not our life."
  • "The searchlight gets smaller with dense information."
  • "Users can be heavily medicated and still submit a lead."
  • "Our job is to accelerate the funnel."

 

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