A new survey of car buyers on their experiences with car manufacturer websites has seen Land Rover handed the title of having the best web presence.
The JD Power 2016 Manufacturer Website Evaluation Study (Summer) found nearly all new-vehicle buyers in the US spend time on manufacturer websites and satisfaction with those websites is driven mostly by the quality of the content.
How important is it to have a great website? More than half (57%) of the 9,500 recent car buyers surveyed who were delighted with their website experience indicated that they were more likely to test drive a vehicle after visiting the site.
In comparison, only 16% of those who are disappointed with their experience indicated they were more likely to test drive a vehicle.
Top 10 US Car Manufacturer Websites (calculated on a 1,000-point scale):
- Land Rover – 834
- Jaguar – 833
- Mercedes-Benz – 831
- BMW – 828
- Fiat – 826
- Cadillac – 825
- Infiniti – 825
- Jeep – 821
- Acura – 819
- Audi – 817
Arianne Walker is the senior director of marketing analytics at J.D. Power, she says a slick and content-rich website is especially important for attracting younger car buyers.
“Gen Y1 shoppers—soon to be the largest group of new-vehicle shoppers—use these tools at higher rates than Boomers, signifying that manufacturers must continue to invest in and improve website tools in response to shifts in the car-buying population.”
You can check out that top-rated Land Rover website for yourself here.