JD Power rates third-party auto shopping websites

JD Power rates third-party auto shopping websites

JD Powerês recent study on third-party auto shopping websites is useful to dealers not only for its conclusions, but also for its choice of the measures that make up the overall website experience: navigation; appearance; information and content; and speed. Those measures may be useful to dealers as they refine their own websites.

Significantly, JD Power looked at both desktop and mobile satisfaction, as more and more car research is being done from mobile devices. In both categories, Cars.com and Kelley Blue Book took top honors. Cars.com offers shoppers detailed vehicle feature and specification information in an intuitive way. The site also offers multiple financial calculators, inventory search and consumer/expert and dealer reviews.

Kelley Blue Book offers intuitive dealer locator and inventory search tools that are critical to mobile shoppers, particularly those who are actively shopping. The site also has platform-appropriate content, such as 360 degree exterior/interior views.

The study brings a reminder not to neglect the increasing number of mobile shoppers. Shoppers using a desktop computer have a much better shopping experience when navigating auto websites than mobile users do. The study also found that those shopping for new vehicles have a more satisfying experience than used/certified pre-owned shoppers, especially on vehicle pricing information. That finding points to a good opportunity for dealers on their own websites, especially dealers with a strong focus on CPO vehicles.