Throughout the next two weeks, we will be posting recaps of the panels and presentations from the recent Automotive Internet Roundtable.  Presentations and videos are also coming soon.

Web Site Design and Content
Moderator: Scott Kane, J.D. Power and Associates
Panelists: Jenny Howell, Honda; Dean Evans, Dealer.com; Stephen Shelton, Animated Designs

OEM Sites

• OEM sites haven’t changed much in ten years
• Build and price touches the most people.  It’s fun and a challenge
• For redesigns, do lots of user testing.  Not just on functionality, but also look and feel
• Also look at the information architecture.  Make sure the user experience is simple.  The learning curve must be short and then consistent throughout the site.
  • The social media landscape is a great place to look for how to do this correctly
• We see model year 2011 as the year we need to be mobile (Jenny Howell)
• When considering mobile, ask “what should be mobile that will bring ROI?”
• Q: Why is inventory important when we can source any new vehicle combination
  • Consumers don’t know that.  They think that what’s on the lot is what you have
• Even with all the social media content, customers still have to go somewhere core. 
• Social media is not a shopping place, it will just be another channel.

Dealer Sites

• Vehicle landing pages is where the action is
• Fixed ops traffic is way up
• Not all video costs a lot to make these days.  When the dealer site has a service video, conversion rates go way up
• Dealers just want the site that converts best.  End users have realized they’re not the designers