Are the world's luxury car dealers doing a good job of creating compelling user experiences via their websites? The answer is mixed.
According to a new report, Lexus and Porsche lead the way when it comes to giving customers a good experience when the visit their website. It's an interesting study, and worth the read if you sell high-priced items and use a website to help do it. Here's an excerpt from the study:
"The results didn't really surprise me," says the report's author, Forrester Research principal analyst Ron Rogowski. "We've looked at a number of automotive sites over the past 10 years, and in general automotive has been pretty weak in terms of the user experience."
Still, he says, some brand image scores were surprising. BMW, for instance, "undercuts content with ho-hum language and imagery" with a site that features vague category names and illegible text. Audi was cited for "unsophisticated content and function," failing to "differentiate any parts of the customer experience, providing just enough content and function to satisfy users' minimum requirements."
The two key components to any website, Rogowski says, are "a clear definition of what your brand means and what you're trying to achieve with it, and -- what's hopefully obvious -- the perception that you understand what people are trying to do when they come to your site. Many of these sites work almost internally, and seem to be built more for the people who build them than for those who actually use them."
You can read the whole study if you click here.
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