The recent J.D. Power and Associates 2013 Third-Party Automotive Website Evaluation Study.SM indicates customer satisfaction makes potential buyers return.
Find out which 3rd party websites fared best in the study.
[J.D. Power] We find a high correlation between overall satisfaction with a third-party site and the likelihood of shoppers recommending and returning to that site in the inaugural year of measuring the usefulness of automotive third-party automotive websites during the shopping process.
Specifically, a more satisfying experience results in shoppers who report that they “definitely will” return to the website when shopping for a vehicle and that they “definitely will” recommend the site to friends and family. These return visits and positive word of mouth help increase exposure to the revenue-generating advertising on these sites.
There are a couple of sites that perform well in the study in providing a seamless, consistent experience for both new- and used-vehicle shoppers (and cross-shoppers). They are:
• Cars.com ranks highest with a score of 782
• Kelley Blue Book (777) and AOL Autos (753) follow Cars.com in the rankings
Overall satisfaction with third-party automotive websites averages 725 points (on a 1,000-point scale). Our study findings also show that satisfaction is significantly higher among new-vehicle shoppers than among used-vehicle shoppers (735 points vs. 715 points, respectively). One of the factors that results in lower satisfaction scores among used-vehicle shoppers is that many third-party sites are more difficult to navigate on the used vehicle side.