brand dashboard

Lift the hood on your brand’s performance

Your ultimate source of truth for making more strategic decisions in digital. Explore our sample dashboard powered by mock data to get the full experience.

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Alfa Romeo
42
38
54
28
23
66
13
Aston Martin
56
52
21
19
25
57
28
Audi
60
72
54
46
78
54
48
BMW
52
63
18
19
53
61
18
BYD
56
63
82
44
78
63
33
Bentley
63
57
53
45
63
56
34
CUPRA
42
34
23
30
75
72
7
Category Average
59
48
48
33
48
58
44
Category Average
59
48
48
33
48
58
44
Chery
29
41
20
24
5
54
42
Citroen
42
48
73
34
48
73
29
Ferrari
71
13
51
6
50
61
37
Fiat
40
50
48
21
25
55
13
Ford
67
43
57
29
53
48
43
GWM
46
44
24
19
58
54
48
Genesis
75
45
33
40
60
60
29
Honda
81
81
29
41
65
63
67
Hyundai
58
63
87
41
63
51
88
Isuzu Ute
90
28
56
30
28
52
63
Jaguar
42
39
51
41
58
51
76
Jeep
60
55
76
28
38
57
24
Kia
67
63
84
40
68
72
45
LDV
81
60
24
6
0
55
37
Lamborghini
63
68
48
30
100
57
24
Land Rover
50
38
52
26
20
58
7
Lexus
46
44
49
31
78
52
49
Lotus
69
44
32
43
33
63
64
MG
88
38
57
26
28
67
89
MINI
46
50
50
38
73
61
73
Maserati
69
53
32
11
38
70
64
Mazda
35
68
54
38
63
55
53
McLaren
54
44
23
34
40
55
17
Mercedes-Benz
69
46
25
53
43
55
53
Mitsubishi
63
54
21
31
50
48
53
Nissan
27
61
45
50
60
44
49
Peugeot
38
47
43
16
33
43
20
Polestar
73
24
85
56
45
70
59
Porsche
50
78
76
14
83
69
56
RAM
42
23
46
26
20
61
5
Renault
77
42
30
39
30
63
65
Rolls-Royce
52
3
20
16
0
53
40
Skoda
75
39
52
38
83
51
57
SsangYong
38
29
25
36
23
47
26
Subaru
27
44
45
33
70
34
50
Suzuki
56
52
20
26
38
64
15
Tesla
83
69
87
64
88
74
84
Toyota
69
63
83
55
73
49
53
Volkswagen
85
54
81
65
25
69
86
Volvo
90
54
57
36
38
71
59
Rank
out of 47 brands
BRAND
class
score
out of 100
11
Helios
Average
59
Helios' digital presence reveals a fundamental tension between automotive industry conventions and luxury brand expectations. While the site delivers strong technical foundations with seamless cross-device functionality and well-structured content, it fails to transcend the standard automotive website playbook.

Helios' premium positioning is undermined by basic feature design, most notably in the build and price journey where the digital experience fails to elegantly guide users through Helios' complex model range. The purchase pathway similarly falls short, lacking the seamless inventory integration and comprehensive online ordering capabilities that define modern luxury experiences. Despite these challenges, strong engagement metrics and content performance indicate Helios has built a solid foundation—one that's ready for transformation into a truly distinctive and premium digital experience.
Amelia Hearn
Co-Founder at Sitch
Depth of engagement
Engagement rate
Tesla
100
Depth of engagement
Visit depth and duration
Tesla
38
Depth of engagement
Visit frequency
Tesla
100
Experience fundamentals
Accessibllity
Tesla
50
Experience fundamentals
Cross-device experience
Tesla
90
Experience fundamentals
Performance
Tesla
71
Experience fundamentals
Structure
Tesla
78
Features and functions
Flow
Tesla
75
Features and functions
Hygiene
Tesla
100
Features and functions
Novelty
Tesla
100
Features and functions
Vehicle Configuration: Task Test
Tesla
63
Market presence
Brand power
Tesla
100
Market presence
Brand punch
Tesla
50
Market presence
Traffic power
Tesla
100
Market presence
Traffic punch
Tesla
25
Brand experience
Consistency
Category Average
70
Brand experience
Distinctiveness
Category Average
57
Brand experience
Execution Quality
Category Average
48
Content experience
Customer support
Category Average
39
Content experience
Flow
Category Average
56
Content experience
Hygiene
Category Average
55
Content experience
Novelty
Category Average
30
Content experience
Quality
Category Average
63
Conversion experience
Conversion flow
Category Average
35
Conversion experience
Order / Reserve Online: Task Test
Category Average
14
Conversion experience
Test Drive Booking: Task Test
Category Average
45
Conversion experience
Visitors to sales ratio
Category Average
48
Depth of engagement
Engagement rate
Category Average
48
Depth of engagement
Visit depth and duration
Category Average
48
Depth of engagement
Visit frequency
Category Average
48
Experience fundamentals
Accessibllity
Category Average
44
Experience fundamentals
Cross-device experience
Category Average
76
Experience fundamentals
Performance
Category Average
50
Experience fundamentals
Structure
Category Average
60
Brand experience
Consistency
Tesla
81
Features and functions
Flow
Category Average
56
Brand experience
Distinctiveness
Tesla
69
Features and functions
Hygiene
Category Average
53
Brand experience
Execution Quality
Tesla
100
Features and functions
Novelty
Category Average
26
Content experience
Customer support
Tesla
70
Features and functions
Vehicle Configuration: Task Test
Category Average
44
Content experience
Flow
Tesla
75
Market presence
Brand power
Category Average
48
Content experience
Hygiene
Tesla
100
Market presence
Brand punch
Category Average
48
Content experience
Novelty
Tesla
100
Market presence
Traffic power
Category Average
48
Content experience
Quality
Tesla
78
Market presence
Traffic punch
Category Average
48
Conversion experience
Conversion flow
Tesla
71
Conversion experience
Order / Reserve Online: Task Test
Tesla
63
Conversion experience
Test Drive Booking: Task Test
Tesla
63
Conversion experience
Visitors to sales ratio
Tesla
50

Birds-eye view

See how you perform in digital at a glance, and where your current strengths and weaknesses lie.

Strengths
Priorities
Content experience
Hygiene
Legend
You passed the content hygiene test, meaning you offer all of the core content our study considered essential to a quality digital experience for your category.
YOUR SCORE
100
out of 100
CATEGORY AVG
55
out of 100
Content experience
Novelty
Legend
Your content (i.e. written copy, video, images, and audio) demonstrates novelty. Continue to innovate and surprise your audience to maintain high engagement levels.
YOUR SCORE
100
out of 100
CATEGORY AVG
30
out of 100
Depth of engagement
Visit depth and duration
Legend
Your overall visit depth and duration performance is leading your competitive set. Continue to optimise your content strategy and site structure to maintain high levels of user engagement and exploration.
YOUR SCORE
88
out of 100
CATEGORY AVG
48
out of 100
Features and functions
Novelty
Failing
You failed the feature novelty test. Users may find your functionality predictable or outdated. Prioritise innovation in your feature set to meet or exceed industry standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
26
out of 100
Features and functions
Hygiene
Failing
You failed the feature hygiene test, meaning you don't offer all of the core features our study considered essential to a quality user experience for your category. Use the Feature Hygiene Compliance Tool to see which features you failed, and consider adding them into your digital experience to meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
53
out of 100
Conversion experience
Conversion flow
Trailing
Your overall conversion flow is poor. Prioritise improvements in brand communication, delivery information, navigation, tool and form input simplification, inventory transparency, and motivation drivers.
YOUR SCORE
33
out of 100
CATEGORY AVG
35
out of 100

Brand drilldown

Drill deep to find out where you lead, where you lag and what to do about it.

criteria 1
Market presence

Market Presence measures a brand's visibility, demand, and performance in digital spaces relative to its market position and competitors.

This criteria accounts for
10
% of your total score
Leader
63
out of 100
SUB-CRITERIA
Brand power
Leader
Your overall brand power is stronger than many competitors. Your brand enjoys demand and direct engagement online. To sustain your position as a high performer in brand power, continue to invest in brand building activities and enhance user engagement.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Share Of Search
Leader
Your share of total category branded search is higher than many competitors. This indicates strong brand awareness and interest. Continue to invest in brand building activities to maintain this advantage.
Share Of Direct Visits
Leader
Your share of total category direct traffic is higher than many competitors. To maintain this strong performance, continue to provide valuable drivers for direct visits in offline marketing, and to optimise your site to encourage repeat visitation.
SUB-CRITERIA
Brand punch
Average
You're brand demand online aligns with your market share. To gain a leadership position, focus on initiatives that increase brand awareness and consideration both on and offline, to drive branded search and direct visits to your website at a level that exceeds your market share.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Digital Brand Punch Ratio
Average
This means your brand demand in digital is average relative to your market position. Consider exploring new ways to build brand awareness and consideration to drive demand online that aligns with or exceeds your market share.
SUB-CRITERIA
Traffic power
Leader
Your overall traffic volume is high for your category, and you're highly effective at capturing market presence as traffic online. Continue to refine and expand your traffic generation initiatives to maintain your position as a leader in your category.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Share Of Visits
Leader
Your share of total category visits is higher than competitors. You're successfully attracting a significant portion of category traffic. Continue to prioritise initiatives that boost your overall market presence and increase your ability to convert that presence into traffic in digital.
SUB-CRITERIA
Traffic punch
Average
Your overall traffic punch is average for your category, meaning your digital traffic aligns with your market position. To gain a competitive edge, prioritise traffic generation initiatives to win a share of digital traffic larger than your market share.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Traffic Punch Ratio
Trailing
Your traffic punch ratio is lower than most competitors. Your digital traffic is underperforming relative to your market share. Prioritise improving your digital marketing effectiveness to better leverage your market position to drive traffic.
Traffic Growth Year on Year
Leader
Your year-over-year traffic growth is higher than many competitors, meaning you're effectively expanding your digital audience. Continue to innovate and optimise your traffic strategy to maintain this strong growth trajectory and stay ahead of the competition.
criteria 2
Brand experience

Brand Experience evaluates how well a brand executes with distinctiveness, consistency and high quality in digital.

This criteria accounts for
15
% of your total score
Average
56
out of 100
SUB-CRITERIA
Consistency
Leader
Your execution of brand in digital is highly consistent and cohesive compared to competitors. Keep your current approach in place but look for opportunities to refine this consistency to reinforce brand recognition and impact, and maintain a leading position.
YOUR SCORE
75
out of 100
CATEGORY AVG
70
out of 100
YOUR Lowest 3 datapoints:
Personality Cohesiveness
Leader
Your brand personality is highly cohesive across your digital experience. Continue to refine and strengthen how you bring it to life in distinctive and engaging ways.
Brand Style Consistency
Leader
Your visual brand style demonstrates strong consistency across your digital experience. Maintain this high standard while allowing for strategic evolution to keep your expression fresh and engaging.
Tone of Voice Cohesiveness
Leader
Your tone of voice demonstrates strong consistency across your digital experience. Keep up this exceptional level of consistency while adapting appropriately for different contexts.
SUB-CRITERIA
Distinctiveness
Average
Your overall brand distinctiveness is average for your category. Enhance your brand expression to create stronger differentiation and stand out from competitors online.
YOUR SCORE
44
out of 100
CATEGORY AVG
57
out of 100
YOUR Lowest 3 datapoints:
Tone of Voice Distinctiveness
Trailing
Your tone of voice lacks distinctiveness in digital. Develop and implement a more unique brand voice to build recognition and impact across your digital experience.
Personality Distinctiveness
Average
Your brand personality shows some distinctiveness online but doesn't fully differentiate you from competitors. Strengthen your unique personality expression across your digital experience.
Brand Style Distinctiveness
Average
Your visual brand style has distinctive elements but isn't particularly unique in your category. Develop a more distinctive visual identity to improve your brand differentiation online.
SUB-CRITERIA
Execution Quality
Average
Your creative execution in digital is on par with category norms. Consider improving the quality of your creative assets across your website, display media, social advertising and video media to move beyond the category standard.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Quality Of Execution
Average
The quality of your creative execution is average in digital relative to your competitors. Consider reviewing creative assets to find areas to boost quality.
criteria 3
Depth of engagement

Depth of Engagement measures how effectively a brand's digital presence captures and maintains user interest and interaction.

This criteria accounts for
10
% of your total score
Leader
78
out of 100
SUB-CRITERIA
Engagement rate
Leader
Your percentage of engaged visitors is excellent compared to your competitive set. Continue to optimise your landing pages and initial user experience to maintain this high engagement rate and stay ahead of competitors.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Percentage Engaged Visits
Leader
You're successfully retaining more of your visitors beyond the landing page than most competitors. Continue to optimise your content and user experience to maintain this competitive advantage.
SUB-CRITERIA
Visit depth and duration
Legend
Your overall visit depth and duration performance is leading your competitive set. Continue to optimise your content strategy and site structure to maintain high levels of user engagement and exploration.
YOUR SCORE
88
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Avg Visit Duration
Leader
Your average visit duration is high compared to your competitive set. Users are spending more time on your site compared to your competitors. Continue to provide engaging experience and intuitive navigation to maintain this competitive advantage.
SUB-CRITERIA
Visit frequency
Leader
Your overall visit frequency performance is high compared to your competitive set. To maintain your competitive edge, with high levels of visitor engagement and frequent return visits, continue to optimise your content strategy and user experience.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Avg Visits Per Visitor
Leader
Your average visits per visitor is high. Users are returning to your site more frequently than to your competitors'. Continue to provide fresh, valuable content and memorable user experiences to maintain this category leading position.
criteria 4
Features and functions

Features & Functions assesses the functionality, usability, and novelty of a brand's digital features and tools.

This criteria accounts for
20
% of your total score
Trailing
33
out of 100
SUB-CRITERIA
Flow
Leader
Your overall feature flow is strong compared to competitors. To keep your position as a top performer in user experience, continue to refine all aspects of feature flow.
YOUR SCORE
68
out of 100
CATEGORY AVG
56
out of 100
YOUR Lowest 3 datapoints:
Cross Feature Interconnection
Average
Your features are somewhat interconnected, but not always. Users may sometimes struggle to move between related functionalities without losing context or data. Improve the cohesion between features to create a more intuitive and connected experience.
Feature Calls to Action
Leader
Your feature CTAs are more effective than many competitors. Users are well-guided from your features into conversion actions. Continue to refine your approach to maintain this advantage in CTA integration.
Feature Integration
Leader
Your feature integration is more intuitive than many competitors. Features work seamlessly within the overall site experience. Continue to refine your integration approach to maintain this advantage in user experience.
SUB-CRITERIA
Hygiene
Failing
You failed the feature hygiene test, meaning you don't offer all of the core features our study considered essential to a quality user experience for your category. Use the Feature Hygiene Compliance Tool to see which features you failed, and consider adding them into your digital experience to meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
53
out of 100
YOUR Lowest 3 datapoints:
Hygiene Feature Compliance Test
Fail
Your website doesn't offer all of the core features our study considered essential to a quality user experience for your category.
SUB-CRITERIA
Novelty
Failing
You failed the feature novelty test. Users may find your functionality predictable or outdated. Prioritise innovation in your feature set to meet or exceed industry standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
26
out of 100
YOUR Lowest 3 datapoints:
Novel Feature Test
Fail
You failed the feature novelty test, meaning your features lack novelty and are largely typical to the category.
SUB-CRITERIA
Vehicle Configuration: Task Test
Leader
Your car configurator experience is ahead of the category. Continue to optimise in ways that lower friction and boost motivation, to maintain your leadship position in such as important part of the car shopping experience.
YOUR SCORE
63
out of 100
CATEGORY AVG
44
out of 100
YOUR Lowest 3 datapoints:
Task Test: Vehicle Configuration Motivation on Desktop
Average
On desktop, your car configurator has moderate levels of motivational elements. This means it has some but not many elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Keep optimising features that encourage users to complete the configuration process on desktop devices to find more options for increasing motivation.
Task Test: Vehicle Configuration Motivation on Mobile
Average
On mobile, your car configurator has moderate levels of motivational elements. This means it has some but not many elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Keep optimising features that encourage users to complete the configuration process on mobile devices to find more options for increasing motivation.
Task Test: Vehicle Configuration Friction on Mobile
Leader
On mobile, your car configurator has low levels of friction. This means there are few elements of its experience that work against a user’s motivation to slow or obstruct their progress through it (i.e. create friction). To maintain your leading experience, periodically review it and look for ways to optimise your configurator’s user experience on mobile devices.
criteria 5
Content experience

Content Experience assesses the breadth, quality, relevance, and flow of a brand's digital content. It also assesses the availability and usability of customer support, and the presence of novel or innovative content.

This criteria accounts for
20
% of your total score
Legend
82
out of 100
SUB-CRITERIA
Customer support
Leader
Your overall customer support experience in digital is strong relative to your competition. To maintain your leadership position, keep innovating around support and enhancing your offering.
YOUR SCORE
70
out of 100
CATEGORY AVG
39
out of 100
YOUR Lowest 3 datapoints:
Interactive Support Options
Failing
You do not use, or make poor use of interactive experiences like digital tools or chat to enhance your support offering. Incorporate more interactive, on-demand support experiences to make it easier and more enjoyable for users to self-service online.
Contact Framing
Leader
Your contact option framing is excellent. Continue to tailor your contact options presentation to effectively serve different visitor types.
Breadth and Depth of Support Content
Leader
Your support content is comprehensive. Regularly review and update your content to ensure it continues to meet evolving customer needs.
SUB-CRITERIA
Flow
Average
Your overall content flow is average. Focus on enhancing content connections, improving scannability, and strengthening narrative continuity to improve your content experience in digital.
YOUR SCORE
58
out of 100
CATEGORY AVG
56
out of 100
YOUR Lowest 3 datapoints:
Narrative Continuity
Trailing
Your narrative continuity is weak, with related sections and pages failing to build a cohesive story. Prioritise developing a more integrated narrative across your digital experience, by considering how pages and sections work together across a full user journey.
Content Flow
Leader
Your content flow is excellent. Continue to refine the connections between content elements to maintain a seamless content experience.
Content Scannability
Leader
Your content is highly scannable. Continue to review and optimise your content to maintain easy readability and quick information access.
SUB-CRITERIA
Hygiene
Legend
You passed the content hygiene test, meaning you offer all of the core content our study considered essential to a quality digital experience for your category.
YOUR SCORE
100
out of 100
CATEGORY AVG
55
out of 100
YOUR Lowest 3 datapoints:
SUB-CRITERIA
Novelty
Legend
Your content (i.e. written copy, video, images, and audio) demonstrates novelty. Continue to innovate and surprise your audience to maintain high engagement levels.
YOUR SCORE
100
out of 100
CATEGORY AVG
30
out of 100
YOUR Lowest 3 datapoints:
SUB-CRITERIA
Quality
Leader
Your overall content quality is excellent. Your current approach is working well, but periodically look for opportunities to refine your content to maintain high standards and effectiveness.
YOUR SCORE
66
out of 100
CATEGORY AVG
63
out of 100
YOUR Lowest 3 datapoints:
Flesch Readability Test
Trailing
Based on a sitewide Flesch Readability Test, you had a high number of pages with 'difficult' or 'very difficult' content. Simplify your language and sentence structure to improve your content's readability and make it more accessible to a wider audience.
Readability Expert Review
Average
Your content was sometimes difficult to read and understand during our expert review, but overall on par with category averages. Consider ways to further improve clarity and ease of understanding across your content.
Calls to Action
Leader
Your calls-to-action (CTAs) are well integrated within your content experience. Continue to test and refine CTA placement and design to optimise your progression of users through the conversion funnel.
criteria 6
Experience fundamentals

Experience Fundamentals evaluates the technical and structural aspects that form the foundation of a brand's digital presence.

This criteria accounts for
15
% of your total score
Leader
63
out of 100
SUB-CRITERIA
Accessibllity
Leader
Your overall accessibility performance high compared to your competitive set. To maintain your high performance in inclusive design, continue to innovate and refine all aspects of accessibility.
YOUR SCORE
63
out of 100
CATEGORY AVG
44
out of 100
YOUR Lowest 3 datapoints:
Accessibility Policy Availability
Fail
Your website does not provide a publicly available accessibility statement. Develop and publish an accessibility policy to meet accessibility best practices.
Colour Contrast Test (WCAGAA)
Fail
Your site's colour contrast fails to meet WCAG AA standards. Prioritise improving colour contrast across your site to meet industry standards.
Icon Only Navigation
Trailing
You sometimes use icon-only navigation without labels. Improve icon labelling or supplement with text to enhance usability and meet basic accessibility standards.
SUB-CRITERIA
Cross-device experience
Leader
Your overall cross-device experience is excellent compared to your competitive set. To remain ahead of the curve, continue to innovate and refine all aspects of cross-device functionality.
YOUR SCORE
75
out of 100
CATEGORY AVG
76
out of 100
YOUR Lowest 3 datapoints:
Lighthouse Best Practices Score Discrepancy Between Devices
Trailing
The discrepancy in Lighthouse Best Practices scores between your mobile and desktop sites is larger than most competitors. Focus on aligning performance across devices to meet industry standards.
Lighthouse Performance Score Discrepancy Between Devices
Average
The performance gap between your mobile and desktop sites is average for your industry according to your Lighthouse Performance scores. To gain an edge, focus on optimising mobile performance beyond your competitors.
SUB-CRITERIA
Performance
Leader
Your overall technical performance is excellent compared to your competitive set. Continue to refine all aspects of site performance to maintain your competitive edge in delivering a fast, secure and reliable user experience.
YOUR SCORE
61
out of 100
CATEGORY AVG
50
out of 100
YOUR Lowest 3 datapoints:
Lighthouse Best Practices Score
Failing
Your Lighthouse Best Practices score, averaged across desktop and mobile, is lower than most competitors. Focus on addressing the identified issues to meet basic best practices and improve your score.
Lighthouse Core Web Vitals
Fail
You failed the Core Web Vitals test by Google on either mobile, desktop or both. Prioritise improvements in loading, interactivity, and visual stability to meet best practice standards and enhance user experience.
Missing or Invalid Meta Descriptions
Leader
You have fewer missing or invalid meta descriptions than many competitors, benefiting your SEO performance. Continue to maintain and refine your meta description practices to preserve this advantage.
SUB-CRITERIA
Structure
Average
Your overall site structure is average for your industry. While users can generally navigate and find content, there's areas that can be enhanced. To gain a competitive edge, focus on creating a more intuitive, organised, and user-friendly site structure than your competitors.
YOUR SCORE
53
out of 100
CATEGORY AVG
60
out of 100
YOUR Lowest 3 datapoints:
URL Structure Readability
Trailing
Your URL structure is less readable than many competitors. This may affect SEO and user understanding. Enhance the clarity and logic of your URLs language and structure to meet category standards.
Expandability Viability
Trailing
Your information architecture (IA) is less expandable than many competitors. Improve your information architecture to allow for more flexibility, and ensure it can maintain its logic as your site evolves over time.
URL Structure Consistency
Trailing
Your URL structure is less consistent than many competitors. This may affect SEO and user understanding. Improve the consistency of your URL naming patterns to catch up to the category.
criteria 7
Conversion experience

Conversion Experience evaluates how effectively a brand's digital presence is designed to turn visitors into leads or customers.

This criteria accounts for
10
% of your total score
Average
44
out of 100
SUB-CRITERIA
Conversion flow
Trailing
Your overall conversion flow is poor. Prioritise improvements in brand communication, delivery information, navigation, tool and form input simplification, inventory transparency, and motivation drivers.
YOUR SCORE
33
out of 100
CATEGORY AVG
35
out of 100
YOUR Lowest 3 datapoints:
Motivation Drivers
Failing
Your use of motivation drivers across the conversion funnel is far less effective than competitors. Consider how elements like social proof, brand cues, scarcity indicators, and guarantees can be used or improved to increase conversion motivation.
Delivery Fundamentals
Failing
Your communication of delivery options and details is very unclear. Improve how you present shipping speeds, pickup options, and delivery timing expectations.
Inventory Integration
Trailing
Your inventory communication is poor. Enhance how you convey product availability, including low stock warnings and backorder expectations.
SUB-CRITERIA
Order / Reserve Online: Task Test
Trailing
Your vehicle ordering/reservation experience is below the standards of the category. Prioritise work to optimise it to lower friction and boost motivation, to catch up to the category in this crucial part of the car shopping digital experience.
YOUR SCORE
38
out of 100
CATEGORY AVG
14
out of 100
YOUR Lowest 3 datapoints:
Task Test: Order / Reserve Online Motivation on Desktop
Trailing
On desktop, your vehicle ordering/reservation experience lacks motivational elements. This means it has few elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Investigate and test features that encourage users to complete the vehicle ordering/reservation experience on desktop devices to find the best fit for increasing motivation.
Task Test: Order / Reserve Online Motivation on Mobile
Trailing
On mobile, your vehicle ordering/reservation experience lacks motivational elements. This means it has few elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Investigate and test features that encourage users to complete the vehicle ordering/reservation experience on mobile devices to find the best fit for increasing motivation.
Task Test: Order / Reserve Online Friction on Desktop
Average
On desktop, your vehicle ordering/reservation experience has moderate levels of friction. This means there are some elements of its experience that work against a user’s motivation to slow or obstruct their progress through it (i.e. create friction). While it’s working relatively well, there are still opportunities to further smooth the experience and reduce moments of friction, which will improve user experience and completion rates on desktop devices.
SUB-CRITERIA
Test Drive Booking: Task Test
Average
Your test drive booking experience is average. Prioritise improvements in both friction reduction and motivation enhancement to improve the experience, and move into a leadership position.
YOUR SCORE
50
out of 100
CATEGORY AVG
45
out of 100
YOUR Lowest 3 datapoints:
Task Test: Test Drive Booking Motivation on Desktop
Trailing
On desktop, your test drive booking process lacks motivational elements. This means it has few elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Investigate and test features that encourage users to complete the test drive booking process on desktop devices to find the best fit for increasing motivation.
Task Test: Test Drive Booking Motivation on Mobile
Trailing
On mobile, your test drive booking process lacks motivational elements. This means it has few elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Investigate and test features that encourage users to complete the test drive booking process on mobile devices to find the best fit for increasing motivation.
Task Test: Test Drive Booking Friction on Desktop
Leader
On desktop, your test drive booking process has low levels of friction. This means there are few elements of its experience that work against a user’s motivation to slow or obstruct their progress through it (i.e. create friction). To maintain your leading experience, periodically review it and look for ways to enhance the flow of the experience and keep friction low on desktop devices.
SUB-CRITERIA
Visitors to sales ratio
Leader
Your sales per visitor ratio is high, meaning that a greater portion of your visitors end up buying a car than is typical in the category. This may be a positive indicator, or have a known reason (e.g. your brand has more direct-to-dealer sales without a website visit than typical for the category). Consider the role of digital in your sales journey, and continue to refine your conversion process to maintain this high performance.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Unit Sales Per Unique Visitor
Leader
More of the unique visitors to your site than the category average end up buying a vehicle. Explore your data to determine if your ratio is falsely inflated (e.g. your brand has higher portion of direct-to-dealer sales without a site visit than the category norm) or a true positive indicator.

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