Study evaluates auto shopping websites

No single automotive website has so far been able to supply all the content car buyers want across all device platforms, according to research by J. D. Power, but there are two clear industry leaders: Cars.com and Kelly Blue Book.

The study evaluated automotive third-party websites from two perspectives across multiple platforms (desktop/mobile), covering overall site function and the importance of various site features to online shoppers.

It assessed which site functions and designs are most effective in helping shoppers narrow down their choices.

Thomas King, vice president of PIN OEM operations, media & marketing at J.D. Power, said: “Over the past five years, we’ve seen an explosion of innovation that has been employed by third-party automotive sites, among others, to guide automotive shoppers through the process.

“However, in the end, it always comes back to content and we have found that the top-performing sites are better at delivering key information on different devices.”

To maximize website update efforts and reduce development costs, he said automotive brands need an understanding of what drives satisfaction with third-party sites and ultimately increases return visits and advocacy. This means looking at the top performers to understand what sets them apart.

Based on 8,525 evaluations of automotive manufacturer websites by new- and used-vehicle shoppers who indicate they will be in the market for a vehicle within the next 24 months, Cars.com and Kelley Blue Book emerged as the top-ranking brands in desktop and mobile satisfaction.

J.D. Power said Cars.com offers shoppers very detailed vehicle feature and specification information in an intuitive way, plus a wealth of other tools, including multiple financial calculators, inventory search and consumer/expert and dealer reviews.

The analysis said Kelley Blue Book consistently offers intuitive dealer locator and inventory search tools that are critical to mobile shoppers, particularly those who are actively shopping. Furthermore, the site offers platform-appropriate content such as 360 exterior/interior viewers to help shoppers understand the vehicles inside and out.

The study found that 76% of highly-satisfied shoppers using third-party websites say they “definitely will” return to the website in the future, and 75% say they “definitely will” recommend the site.