WESTLAKE VILLAGE, Calif.: 29 January 2015 — Build and price is the most frequently used tool among in-market shoppers on OEM websites (85%), and when used by shoppers, it can significantly improve satisfaction and increase the likelihood that they will visit a dealership to test drive, according to the
J.D. Power 2015 Manufacturer Website Evaluation StudySM—Winter released today.
The semiannual study, now in its 16th year, measures the usefulness of automotive manufacturer websites during the new-vehicle shopping process by examining four key measures (in order of importance): information/content, appearance, navigation and speed. Satisfaction is measured on a 1,000-point scale.
The build and price tool is used for more than just building the desired vehicle. Shoppers use it most often to find a vehicle in their shopping area (59%); research vehicle information (50%); and research price-related information (49%) when evaluating manufacturer websites.
“There is fierce competition in the automotive industry and a manufacturer’s website is a key channel for OEMs to show in-market shoppers why they should purchase their vehicles,” said Arianne Walker, senior director, automotive media & marketing solutions at J.D. Power. “In fact, the build and price tool is a key differentiator in the online shopping experience for consumers, creating a more satisfying, useful experience when it is well designed. It is critical to help shoppers understand the value of a vehicle as well as the benefits of vehicle trims and accessories, and to help them identify where they can find the vehicle of interest to test drive.”
- Two primary reasons drive shoppers’ use of the build and price tool: to determine whether a vehicle fits in their budget (35%) and to build an ideal vehicle with every feature and accessory they desire (29%).
- Among new-vehicle shoppers who are “delighted” with their experience on an OEM’s website (overall satisfaction scores of 901 or higher), 64 percent indicate they are more likely to test drive a vehicle after visiting the manufacturer’s site, compared with only 20 percent of those who are “disappointed” (satisfaction scores of 500 or below).
- Premium brand shoppers (33%) are more likely to use the build and price tool to build their ideal vehicle vs. non-premium shoppers (26%). Non-premium shoppers are more likely to use the tool for budget reasons (38%) than are premium shoppers (29%).
- Satisfaction is significantly higher among shoppers who use the build and price tool than among those who do not (801 vs. 770, respectively).
Jeep (816) ranks highest overall, followed by Infiniti and Jaguar in a tie (815 each) and Cadillac and Porsche in a tie (814 each). Overall satisfaction with automotive brand websites averages 795.
The 2015 Manufacturer Website Evaluation Study—Winter is based on responses from more than 9,800 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded from November 5, 2014, through November 24, 2014.
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