‘Need for Speed’ in Automotive Website Responsiveness Drives Customer Satisfaction
MONTREAL, QC – May 29, 2012 – iPerceptions Inc., a leading provider of online Voice of Customer (VoC) analytics derived from actual visitor feedback, today announced the release of its Automotive Industry Report for Q1 2012. The report found that website speed was a key driver of overall experience, with visitors citing the ability to rapidly find the information they are looking for as critical in determining whether they had a satisfying experience or not.
When assessing the website attributes that have the greatest influence on in-market visitors’ overall satisfaction, Movement, Discovery, Convenience and Interactive Tools emerged as key drivers. Among these attributes, Movement, or the speed with which automotive website visitors can find what they are looking for, proved to be the most influential in Q1 2012.
“With the arrival of summer and the predominance of visitors researching vehicle price and features, OEMs must strive to put forward accurate and timely information that is highly accessible,” said Audry Larocque, CEO of iPerceptions. “This will not only meet the needs of important visitor segments and potential buyers, but also help improve their overall website experience.”
In addition to website speed, the report found that search engines are the most popular path to automotive websites – both brand sites and retail sites. In Q1 2012, roughly one third of visitors accessed automotive websites via a search engine, underscoring the importance of website notoriety and SEO efforts.
The report is based on immediate post-experience feedback from 43,958 visitors to 20 North American automotive brand websites and 9,873 visitors to 82 international automotive retail websites.
Data contained in the Automotive Industry Report for Q1 2012 represents aggregated information obtained from iPerceptions’ webValidator and 4Q Suite surveys. The full report can be found on the iPerceptions website at www.iperceptions.com/resource-center.
iPerceptions is a leader in online Voice of Customer (VoC) analytics, using sophisticated intercept survey techniques to gather feedback from representative samples of actual website visitors. Its 4Q Suite and webValidator Continuous Listening solutions turn millions of data points into easy-to-understand strategic and tactical decision support for clients around the world. Augmenting its unique ability of giving website traffic a voice is iPerceptions’ advanced integration technology, allowing clients to combine individual visitor feedback with session-level data provided by multiple best-of-breed web analytics solutions for enhanced analysis and understanding. For more information, please visit www.iperceptions.com.
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