A new study released by Harris Interactive reports that of all the automotive websites out there, Cadillac, Hummer and Jeep get top marks by users. These sites won overall satisfaction awards because of key features like reliability, design, discovery speed, and ease of navigation.
Conducted among over 16,000 US online consumers, Cadillac, Hummer and Jeep received an overall satisfaction rate of 8.6 out of 10. Close behind were Chevrolet, GMC, Honda, and Mercedez-Benz, all with satisfaction rates of 8.5 out of 10.
Karen Chiarelli, vice president of the Technology Research Practice at Harris Interactive, iterates the importance of websites that work efficiently, provide useful information, and are nice to look at.
“Be sure the website is functional, provide visitors with the right information, make it easy to get to, and present it in an eye-pleasing fashion,” said Chiarelli, vice president of the Technology Research Practice at Harris Interactive.
“Common complaints about websites are links that do not work, missing or inappropriate information, difficult or clumsy navigation, and eye-straining color combinations and contrasts.”
While nearly six in ten online consumers have used auto manufacturer’s websites to learn about vehicles, over two-thirds say the Internet was at least somewhat influential to their purchase of a new vehicle. Visits to manufacturer sites to learn about vehicles is second only to in-person dealership visits (77%).
“With many consumers citing the Internet as a leading source for vehicle information, it is critical that companies assess visitors’ needs, expectations and satisfaction levels and adapt or develop their websites accordingly,” said Bryan Krulikowski, senior director of automotive research at Harris Interactive.
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