As COVID-19 keeps showrooms closed across the country, having an attractive and user-friendly website is more important than ever for automakers and dealers.
J.D. Power recently published its 2020 Canada Manufacturer Website Evaluation Study, which measures the usefulness of car manufacturer websites during the process of shopping for a new vehicle. It is based on responses from 3,244 shoppers who indicate they will be in the market for a new vehicle within the next 24 months.
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“The majority of shoppers in Canada rely heavily on manufacturers’ websites to help guide their purchase decisions and a significant percentage are willing to move much further down the purchase funnel than in previous years,” says J.D. Ney, automotive practice lead at J.D. Power. “Once we emerge from this COVID-19 pandemic, that first point of contact is going to play an increasingly vital role. It’s critical that manufacturers invest now to assure their sites are operating at peak performance and can handle new digital retail opportunities.”
The four key measures in the J.D. Power study, in order of importance, are information/content, appearance, navigation, and speed. So, which websites are the best? We have the top 10 in the gallery above.