Finance executives should take note of some very interesting data points that came out of a semi-annual study released by J.D. Power & Associates that analyzes consumer satisfaction with automotive manufacturers’ websites.
While the study itself, appropriately enough called the Manufacturer Website Evaluation Study, does not specifically analyze the finance — or even purchase — portion of the transaction, there is much to be gained by looking at the results and applying them to the finance side of the business.
Tablet usage among car buyers was 23% higher for the 2013 study (data was compiled during November 2012) than it was six months ago, according to J.D. Power. The proliferation of tablet usage among consumers has created a dilemma for manufacturers. Traditionally, manufacturers have maintained two separate, but connected sites — a traditional site for desktop and laptop visitors, and a scaled-down site for visitors accessing their site from mobile devices like smartphones. Tablets have a more powerful internet browser than smartphones, but many sites are set up to direct tablet users to a manufacturer’s mobile site. More than 90% of new-car buyers own a tablet, according to the survey.
“Shoppers want the same content-rich experience, whether they’re on a desktop, tablet,or smartphone,” said Arianne Walker, senior director of media and marketing solutions at J.D. Power and Associates, in a release. “The challenge for automakers is creating sites that meet the needs of shoppers across platforms.”
As expected, there is a direct correlation between consumers’ satisfaction with a manufacturer’s website and the likelihood that those consumers will visit a dealership. Nearly three-quarters of consumers who were “delighted” with a manufacturer’s website were likely to test drive a vehicle, compared with 25% who were disappointed with a website.
The challenge for finance executives is to create a website that adheres to the brand and value proposition of a manufacturer, while still presenting important and valuable information. Sites that offered the easiest and most convenient access to information were generally rated higher than others. The survey also looked at how quickly websites loaded and performed, overall appearance, and ease of navigation.
