New ‘Voice of Customer’ Data Shows Convenience is Key to Automotive Website Satisfaction
iPerceptions Inc. (TSX-V: IPE), a leading provider of web-focused Voice of Customer analytics, released its Automotive Industry Report for Q2 2010. As the second quarter of 2010 shows some signs of economic recovery, this report demonstrates that the automotive industry is in a position to benefit from a renewed desire to purchase luxury goods. But as purse strings loosen, brands must continue to be attentive to their website, and focus on site convenience (that is, the extent to which the website can save visitors time) in order to improve overall customer satisfaction.
Analysis of the ‘Ten Automotive Industry Attributes’ showed that website convenience had the biggest impact on customer satisfaction in Q2. For example, visitors who came to ‘Check Inventory’ found the process inconvenient and subsequently produced some of the lowest satisfaction scores. As a greater number of sites offer inventory visibility, visitors expect an up-to-date, user-friendly platform that is easily searchable.
“Convenience is key,” said Claude Guay, president and CEO of iPerceptions. “If a website isn’t simple and intuitive and the information visitors want isn’t easily accessible, then their perception of the website and consequently the brand will be adversely affected.”
The iPerceptions report showed that fewer website visitors came to research price during Q2, suggesting that price is not as big a deterrent as it was previously. During Q2 only 35 percent of visitors researched price versus 40 percent in Q1. In addition, more visitors focused on luxury vehicles – up to 18 percent compared to 13 percent in Q1, which indicates that consumers are prepared to spend more on a new car or truck.
Other important findings from the report include:
- Visitors’ purchase horizons narrowed in Q2, with 16 percent of visitors who said they plan to buy within a month compared to only 14 percent in Q1
- 24 percent of visitors expressed an interest in European vehicles compared to 15 percent in Q1
- Fewer visitors showed interest in American vehicles during Q2 – 58 percent compared to 64 percent in Q1
The report analyzes real-time feedback from more than 500,000 people visiting nearly 150 automotive sites to identify the most important issues and trends facing the industry. The Automotive Industry Report for Q2 2010 contains data that represents aggregated information obtained from iPerceptions’ enterprise solution webValidator™ and free 4Q surveys deployed on the websites of many leading automotive brands. The full report can be found on the iPerceptions website at www.iperceptions.com/resource-center.
iPerceptions is a leading web-focused Voice of Customer analytics provider. Its webValidator Continuous Listening solution, free website survey solution 4Q, Web Analytics Solution Profiler (WASP) and proprietary iPerceptions Satisfaction Index (iPSI) turn thousands of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions’ clients includes well-known brands such as Mercedes-Benz, BMW, MINI, General Motors, Ford, Chrysler, Mazda, Hyundai and Volkswagen. For more information, please visit our website at www.iperceptions.com.