Toyota ranks first websites automakers in Canada
According to JD Power and Associates Reports: Satisfaction of Canadian buyers of new vehicles has the respect of the website of a carmaker influence of a test drive the probability
Consumers in search of a new vehicle that consults the Web site and a car manufacturer who are highly satisfied with their experience are more likely to visit a dealer for a test drive, according to the study in 2012 Evaluation of websites builders JD Power and Associates published today (2012 Canadian Manufacturer Web Site Evaluation StudyMS).
The probability of making a test drive a vehicle at a dealership increased 76% among highly satisfied online consumers (note upper is 976 on a scale of 1,000 points), compared to 14% of consumers are less satisfied (score of 500 points or less).
"As more and more consumers to the web sites to conduct their research on a vehicle First, the need to leave a good first impression is crucial," stated JD Ney, accounting analyst, automotive, JD Power and Associates. "The important gap between intention or not to test a car recalls that the first impression is of paramount importance and it weighs heavily on the consumer's choice of a new vehicle. "
The amendments made to websites contribute to the increase in satisfaction
As the web evolves constantly and new technologies are continually presented to users, the expectations of new buyers of vehicles online constantly changing. As a measure of new technologies emerge and preferences, the study reveals that more than one manufacturer is proactive and adapts to these changes on the Web, the more the consumer will be satisfied.
Overall, consumer satisfaction in search of a new vehicle with websites automakers has increased considerably, falling to 821 in 2012, an increase of 37 points compared to 2011. Satisfaction, all factors combined, or the download speed (42 points), the appearance of the site (40), the fluidity of navigation (34) and information / content (33), was also vintage significant way, contributing to the increase in the index of overall satisfaction.
According to the study, the fact review and refresh the design of their website helps manufacturers to increase their level of satisfaction. In some cases, simple small updates process or individual Elements sufficient to increase the satisfaction of frequently used tools, such as the payment estimator.
"The key is not to refresh or revamp constantly and completely the website, but to identify precisely the problems of content and navigation, and to adjust to allow buyers to find exactly what they are looking "Mr. Ney was added. "These strategic changes, whether big or small, demonstrate to consumers that manufacturers are listening to them. "
Luxury brands compared to those of the mass market
Higher expectations of a brand lead to a gap in satisfaction index when comparing the websites of luxury vehicles with those of the mass market. The mass market brands receive a score of overall satisfaction highest among the buyers of new vehicles online (822), the luxury brands (818), although the ranking of luxury brands in the public is much higher than that of mass market brands (4.38 c. 4.00, respectively, on a scale of five points).
"Buyers have much greater expectations of luxury brands and expect was that they are also filled on Web sites," says Ney. "When reality did not match perception, satisfaction with the decline website. Builders of luxury vehicles should devote more effort to their website in order to live in a consumer experience first class site. "
Results of the assessment of manufacturers' websites
The study, which is now in its seventh year, evaluates the usefulness of websites Canadian automakers during the process of shopping for a new vehicle from the point of view of consumers who only plan to buy one in the next twelve months. Four factors contribute to the overall satisfaction index of the Customer: information / content, download speed, the fluidity of navigation and appearance of the site.
Toyota is at the forefront in terms of customer satisfaction, with a score of 858, standing out significantly in all four factors. Lincoln and Buick followed with a score of 845 and 843, respectively.
Classification of consumer satisfaction with the manufacturers' web sites:
(On a scale of 1000)
Average mass market brands 822
Average of 821 sector
Average of 818 luxury brands
The MINI has been included in the study but the model was not included in the list because of a too small sample.
The 2012 study evaluation of websites automakers is founded on the evaluations of 3078 providing for consumers to purchase a new vehicle in the next twelve months. The study was undertaken between February and March 2012.
J. D. Power and Associates
JD Power and Associates, which is headquartered in Westlake Village, Calif., is a global services company commercial information which is involved in key business sectors including market research, forecasting, performance improvement , Web intelligence and customer satisfaction. The evaluations of the quality and satisfaction measurements are based on the company answers given by millions of consumers each year. You can find more information at the following sites (in English): evaluation and classification of cars, car insurance, health insurance, cell phone ratings. For information on other topics, visit JDPower.com site. JD Power and Associates is a business entity of The McGraw-Hill Companies.
The McGraw-Hill Companies
McGraw-Hill announced September 12, 2011 its intention to split into two separate public companies: McGraw-Hill Financial, a leading information and analysis for the global financial markets supplier, and McGraw-Hill Education, a leading global company with oriented information on digital services training and learning. The leading brands of McGraw-Hill Financial include Standard & Poor's Ratings Services, S & P Capital IQ, S & P Indices, information services on energy Platts, and JD Power and Associates. With a turnover of $ 6.2 billion in 2011, the company has approximately 23,000 employees and more than 280 offices in 40 countries. For more information, please visit www.mcgraw-hill.com.
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