Auto Trader Click Awards Categories and Winners
September 4th, 2007Manufacturers:
Auto Trader’s Motor Manufacturer Website of the Year 2007: TOYOTA
The Toyota site was praised by users in many areas.
Balancing depth of content with ease of use, the Toyota site was felt to offer a superb online experience for users, with particular praise singled out for the following features, its used car locator and new car builder, to its virtual showroom and providing superior customer service. One user stated ‘I loved the easy of use of this site. You would not need a lot of computer experience to enjoy your visit to this site.’
Users felt that Toyota provided them with enough information to make that all important purchasing decision. Researching and comparing information was simple and intuitive. Features like the dealer locator option and online test drive request were also highly rated.
Toyota were frequently praised for the speed with which they followed up enquiries generated through the website. This quick and efficient service left customers feeling satisfied and reassured, with many only too happy to recommend the Toyota website to friends and family.
Best Motor Manufacturer Home Page: TOYOTA
Users were impressed with the quality of the site, especially the eye catching moving images of various models.
Excellent use was made of the mouse pointer, with images and information being enhanced and revealed in great detail, simply by gliding the pointer to an area of interest.
Wherever users were on the site, navigation was simple with navigation bars remaining consistent and constant. When images of cars were enlarged and animated, the users felt it brought to life the Toyota range and made them want to view more.
The site was straightforward and quick to load, with lots of interest to read and do. Clear communication of site content is arranged across the top of the page. Toyota has provided an excellent homepage for which they can be justifiably proud.
One surveyor commented: ‘The homepage loaded well and was very well designed and the categories and links were easy to understand and access. This made understanding how to navigate around the site very easy’.
Best Motor Manufacturer New Car Builder: VOLKSWAGEN
Users enjoyed the clarity of the new car builder – particularly for the functionality of ‘Style Your Eos’ - and the ‘New Beetle Art’
Images, graphics and text were all combined to provide an inventive and exciting new car feature that not only reflected the product image, but was also simple to use and navigate.
Enquirers found their requirement could be tailored quickly and easily on an individual basis.
The whole process of choosing and specifying a car, from selection of model to arranging a test drive and placing an enquiry was felt to be the best of any manufacturer, making Volkswagen a deserving winner.
Best Motor Manufacturer Used Vehicle Locator: HYUNDAI
The Hyundai site consistently delivered fast and accurate responses to searches, whilst remaining easy to use and intuitive.
The menus were clean and easy to view. The interface allowed a user to make a search as simple or as highly personalised as they wished. One user said ‘The used car search is clearly laid out and easily investigated. It is clear to see what all the links offer and navigation is uncomplicated. The site informs you how many vehicles are available for your specifications.
Search results were displayed attractively, containing full specification, pictures, pricing and dealer details.
There was the option to save searches and to email any results to other interested parties.
Hyundai have made great effort to ensure that their approved used cars are searched for, found easily and then presented in a effective and attractive manner.
Best Motor Manufacturer Virtual Forecourt: TOYOTA
The Toyota site was singled out for special praise regarding its excellent research tools.
Allowing the user a feel of a real dealership experience online, the site delivered its extensive content in a clear and easy to use format.
The virtual showroom made browsing the range extremely easy and intuitive use of the mouse-overs was made throughout.
Excellent use has been made of images and videos throughout the site, adding to an already impressive experience.
The facility to compare models and print out vehicle configuration was deemed very helpful, together with the detailed information provided regarding finance and insurance. One user said ‘I like the visual model comparison table and the number of different subjects that can be used to compare the range.’
The online service booking facility, links to customer and magazine reviews completed an extremely attractive package that sets the benchmark for future virtual forecourt design and implementation, as well as promoting the benefits of purchasing from Toyota.
Best Motor Manufacturer For Purchase Intent: BMW
Users felt most likely to enquire or make a purchase regarding a new or used BMW after visiting this site.
The site was very quick to load and use, with information and pictures displayed in a clear, easy to view environment.
The categories and links were easily found and understood, making navigation quick and painless. Comparison and review of models was simple and practical.
Whether buying a new or used BMW, the vehicle locator was a joy to use, returning searches promptly and accurately, containing all the information needed when motorists are in the market to purchase a BMW. One user stated ‘Plenty of information was available to make informed choices about a possible future purchase. I would be confident that what I was viewing would be what I get.’
BMW are to be congratulated on providing a welcoming and extensive website that combined style with innovation, and allowed purchasers to find exactly what they were looking for.
Best Motor Manufacturer Customer Service: HONDA
As well as providing the superior information through added features, Honda won plaudits for the manner and speed in which they dealt with telephone and email enquiries. ‘I received a personal and friendly email giving me the information I required. It was answered very quickly too.’
At all times on their website, Honda offered the facility to contact them in a clear and well presented manner.
When making an enquiry by telephone, users found the Honda operators to be very polite and quick to answer their calls, with the minimum of waiting.
Customer qualification was excellent, ensuring that callers were put through to the right person for their particular enquiry.
Dealing with Honda by email also found praise, with users not only impressed by the speed of the response, but also with the comprehensive and accurate nature of the reply.
Honda has displayed a very real interest in staff training, customer service and satisfaction. The way in which their staff dealt with users has deservedly allowed them to win this award.
Dealer Group - AM 100 Top 20:
Auto Trader’s Motor Dealer Website of the Year 2007: HARTWELL (www.bestpricecar.co.uk)
Users found the Hartwell site comprehensive and lively, with good use made of colour schemes and imagery, combined with clear navigation.
The homepage was regularly updated and packed with content, with clear links to insurance, finance and up to the minute clearance deals. One user praised the website by saying ‘Overall I liked the layout and design. The colour scheme was very eye-catching. The search facility was excellent making it very easy to find a car to any criteria you were looking for.’
The site was easy to search and results were returned quickly with in depth specification and suggested finance options.
Users dealing with Hartwell found them to be professional and prompt.
It was felt that Hartwell offered all the information needed to buy a car with confidence from them, supplying a superior online service with excellent usability.
Best Motor Dealer Vehicle Locator: ARNOLD CLARK
Arnold Clark wins for their comprehensive vehicle locator system. With a straightforward and easy to use search facility, users can gain access to 1000’s of cars for sale in over 140 dealerships.
The ability to customise searching through the use of the ‘advanced’ section ensured that results of searches could be tailor made to the customer’s exact requirements. One user praised Arnold Clark, saying ‘Overall this was a very useful and helpful website. Cars can be located quickly’
The results of searches were displayed quickly and in an easy to view format.
Users appreciated the opportunity to store details of cars in the ‘my showroom’ section for later comparison, they felt that Arnold Clarke made the most of technology to offer a stress free, user friendly locator system that could find a customers required vehicle quickly and accurately.
Best Motor Dealer Customer Service: DUTTON FORSHAW
Dutton Forshaw won this competitive category thanks to their ability to make customers feel valued, combined with a strong personal touch.
Users spoke highly of Dutton Forshaw’s ability to not only provide accurate product information during enquiries, but the speed of response and their helpful and knowledgeable answers.
Their operators displayed excellent product knowledge and confidence, dealing with a variety of enquiries in a warm and friendly manner, either by telephone or email. One user praised Dutton Forshaw by saying ‘The customer service is great. The call was answered quickly and my question was answered politely and quickly.’
Users were made to feel throughout their dealings with Dutton Forshaw that their custom was highly valued, and that they were dealing with a retailer passionate about cars and providing the best in customer service.
If you would like to learn more about the usability of your website and how it scored in the 2007 study, please contact Craig Stevens, Commercial Director at Trader Media Group on 0208 544 7000 to arrange a meeting.
- Ends –
Methodology:
The Auto Trader Website Usability Study consisted of a qualitative and quantitative study, with over 500 motorists surveyed across over 50 websites.
Each website study was undertaken by eDigitalResearch in July 2007 – changes made to the sites after this period then may not be reflected.
Scoring for each section was rated from zero for ‘very poor’ to four for ‘excellent’.
Manufacturers surveyed: Audi, BMW, Chevrolet, Chrysler, Citroen, Fiat, Ford, Honda, Hyundai, Jaguar, Kia, Land Rover, Lexus, Mazda, Mercedes-Benz, Mini, Mitsubishi, Nissan, Peugeot, Porsche, Renault, Saab, Seat, Skoda, Subaru, Suzuki, Toyota, Vauxhall, Volkswagen, and Volvo.
Dealers surveyed: Arnold Clark, Camden Motors, Daimler-Chrysler, Dixon Motors, Dutton Forshaw, Ford Retail, Greenhous, Best Price Car, Inchape, Jardine Motors, JCT 600, Listers Group, Lookers, Marshall Group, Pendragon, Perrys, Rea Group, Robins and Day, Sytner and Vertu Motors.
Website surveyors had just brought or were thinking about buying a new or used car. The gender mix was 70:30 male:female.
Notes to Editor:
Autotrader.co.uk has been voted amongst the top 10 most trusted online brands, reliable websites and best websites to visit* according to The eSuperbrands Council – experts in marketing, managing, creating or reviewing Internet brands. (*Source: eSuperbrands 2006)
With 13 regional Auto Trader magazines across the UK and the Republic of Ireland, the brand is building a competitive position across all effective channels including print, the web and mobile. Auto Trader provides buyers and sellers including dealer groups and motor manufacturers with an interactive digital offering across mobile (Orange, O2) and online (AOL and MSN).
Auto Trader is owned by Trader Media Group, which also publishes market leading niche titles such as Top Marques, Bike Trader, Truck & Plant Trader, Ad Trader, Motorhome and Caravan Trader, Boats and Yachts for Sale, Boat Trader , Farmers Trader, Auto Freeway, TNT magazine – all with the largest reach in their sectors, through magazine readership and web visitors.
Trader Media Group publishes over 70 titles every week with a combined circulation of 1.5 million and has leading websites for its top titles.
Trader Media Group, a division of Guardian Media Group, employs over 3,900 people across 40 locations in the UK, Ireland, Holland, Italy and South Africa. The Group is looking to expand on its winning formula - developing a car supermarket and one-stop-shop for motorists; giving trade customers the opportunity to choose all effective channels to market; building the service and relationship with dealers and manufacturers; and strengthening its portfolio of automotive and specialist classified titles.
Trader Media Group wholly owns and operates www.CarZone.ie, Ireland’s no 1 motoring channel for new and used cars, the Contact Advantage Group a leading CRM software provider and 2nd Byte a market leading web services business to the motor industry.
For further information, please contact:
Karen Hughes/Caroline Burnell
The Drum Consultancy
Tel: 020 7025 8044
Fax: 020 7025 8100
Email: karenh@drumbeat.co.uk
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