2015 Manufacturer Website Evaluation Study--Summer Results

Dynamic Imagery Adds Excitement to OEM Websites

Exciting visual imagery and lively, concise, informative text are driving customer satisfaction with auto manufacturer (OEM) websites, according to the J.D. Power 2015 Manufacturer Website Evaluation Study^SM--Summer. The study finds that OEMs have evolved beyond text-heavy websites illustrated with static pictures and are now using movement and shorter, punchier phraseology to tell the story of their vehicles.

The semiannual study, now in its 16th year, measures the usefulness of automotive manufacturer websites during the new-vehicle shopping process by examining four key measures (in order of importance): information/content, appearance, speed, and navigation. In this most recent study, overall customer satisfaction with auto manufacturer websites is 797 (on a 1,000-point scale).

Content, Appearance Drive Satisfaction

Considering that information/content and website appearance are the two most important measures contributing to overall customer satisfaction with OEM websites, when content and appearance are integrated in a complementary manner, they provide a far richer shopping experience, which is key to satisfaction.

"Buying a new vehicle is a big investment and shoppers want to be sure they are making an informed decision in selecting the right vehicle," said Arianne Walker, senior director, automotive media and marketing solutions at J.D. Power. "Manufacturers can influence shoppers by creating an emotionally connected online shopping experience through compelling, visually appealing storytelling to engage, entice, and reassure shoppers that they are making the right decision."

Walker notes that two of the most improved brand sites in this study, BMW and Volvo, have recently enhanced the visual imagery of their sites to connect shoppers to their vehicles through storytelling.

The study also finds that among new-vehicle shoppers who say they are "delighted" with their experience on a manufacturer brand website (overall satisfaction scores of 901 or higher), 57% indicate they are more likely to test drive a vehicle after visiting the site, compared with only 13% of those who say they are "disappointed" with their experience on an OEM website (satisfaction scores of 500 or below). The study finds that large proportions of in-market shoppers view both exterior images (82%) and interior images (80%) on the site. Satisfaction is higher among those who watch at least one video compared with those who do not (813 vs. 781, respectively).