The UK’s top automobile purchasing sites have been comprehensive in a new report from the car Retail Network, which ranks automobile retail sites in terms of customer usability.
The site report 2013 looks at the sites of franchised dealers, independent used automobile dealers and automobile producer sites, and ranks them based on criteria endorsed by experts at Google, car Trader, autotorq and MotoNovo Finance.
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Motorparks topped the list of franchised dealer websites, thanks to strong performance on mobile devices as well as its consumer focus and engaging design. Pentagon came in at close second, thanks to good finance options.
The highest-scoring producer site was Volkswagen, which was found to be easy to use and had extra features over rival sites. Abarth didn’t fare too well in the report, with a broken configurator implying it came in last place.
Fords of Winsford picked up the prize for the best used automobile dealer site, with a helpful 48-hour ‘reserve a car’ function and online part-ex valuation service.
For franchised dealers, the criteria for judging included the ability to book a service or test drive, a special provides page, social media presence, and a live finance quote. For used automobile dealer sites, the ability to offer a part-ex valuation was key, along with the speed at which an enquiry was responded to. finally the producer sites needed to feature a good configuration, the ability to browse features and specs, and a brochure request option.
All of the sites were also evaluated for usability on mobile phones and tablets. One panel member said: “If I want to check out Amazon or eBay I expect to be able to do everything that I can do on desktop on mobile. Why ought to car retail consider itself any different?”