brand dashboard

Lift the hood on your brand’s performance

Your ultimate source of truth for making more strategic decisions in digital

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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
10
Honda
Leader
60
xx
Amelia Hearn
Co-Founder at Sitch
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
Brand experience
Consistency
Honda
81
Content experience
Flow
Category Average
56
Brand experience
Distinctiveness
Honda
63
Content experience
Hygiene
Category Average
55
Brand experience
Execution Quality
Honda
100
Content experience
Novelty
Category Average
30
Content experience
Customer support
Honda
25
Content experience
Quality
Category Average
63
Content experience
Flow
Honda
67
Conversion experience
Conversion flow
Category Average
35
Content experience
Hygiene
Honda
0
Conversion experience
Order / Reserve Online: Task Test
Category Average
14
Content experience
Novelty
Honda
0
Conversion experience
Test Drive Booking: Task Test
Category Average
45
Content experience
Quality
Honda
75
Conversion experience
Visitors to sales ratio
Category Average
48
Conversion experience
Conversion flow
Honda
42
Depth of engagement
Engagement rate
Category Average
48
Conversion experience
Order / Reserve Online: Task Test
Honda
0
Depth of engagement
Visit depth and duration
Category Average
48
Conversion experience
Test Drive Booking: Task Test
Honda
88
Depth of engagement
Visit frequency
Category Average
48
Conversion experience
Visitors to sales ratio
Honda
25
Experience fundamentals
Accessibllity
Category Average
44
Depth of engagement
Engagement rate
Honda
50
Experience fundamentals
Cross-device experience
Category Average
76
Depth of engagement
Visit depth and duration
Honda
88
Experience fundamentals
Performance
Category Average
50
Depth of engagement
Visit frequency
Honda
75
Experience fundamentals
Structure
Category Average
60
Experience fundamentals
Accessibllity
Honda
33
Features and functions
Flow
Category Average
56
Experience fundamentals
Cross-device experience
Honda
95
Features and functions
Hygiene
Category Average
53
Experience fundamentals
Performance
Honda
49
Features and functions
Novelty
Category Average
26
Experience fundamentals
Structure
Honda
68
Features and functions
Vehicle Configuration: Task Test
Category Average
44
Features and functions
Flow
Honda
93
Market presence
Brand power
Category Average
48
Features and functions
Hygiene
Honda
100
Market presence
Brand punch
Category Average
48
Features and functions
Novelty
Honda
0
Market presence
Traffic power
Category Average
48
Features and functions
Vehicle Configuration: Task Test
Honda
75
Market presence
Traffic punch
Category Average
48
Market presence
Brand power
Honda
100
Market presence
Brand punch
Honda
75
Market presence
Traffic power
Honda
100
Market presence
Traffic punch
Honda
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
Legend
81
out of 100
SUB-CRITERIA
Brand power
Legend
Your overall brand power is stronger than most competitors. Your brand enjoys demand and direct engagement online. To sustain your position as a leader in brand power, continue to invest in brand building activities and enhance user engagement.
YOUR SCORE
100
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
SUB-CRITERIA
Brand punch
Leader
You are punching above your weight in terms of brand demand online. Continue to refine your brand building initiatives to maintain this advantageous position and potentially grow market share.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Digital Brand Punch Ratio
Leader
Your digital brand punch is stronger than many competitors. Your brand is effectively leveraging its market position as brand demand in digital.
SUB-CRITERIA
Traffic power
Legend
Your overall traffic volume is very 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
100
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
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 Growth Year on Year
Trailing
Your year-on-year traffic growth is lower than most competitors, meaning your digital traffic is shrinking relative to the category. Review your traffic strategy and work to meet or exceed your competitors in growing your traffic over the coming year.
Traffic Punch Ratio
Leader
Your traffic punch ratio is higher than many competitors. You're outperforming your market share in attracting digital traffic. Continue to refine your digital marketing strategies to maintain this advantageous position and potentially grow market share.
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
Legend
81
out of 100
SUB-CRITERIA
Consistency
Legend
Your execution of brand in digital is extremely 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
81
out of 100
CATEGORY AVG
70
out of 100
YOUR Lowest 3 datapoints:
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.
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.
SUB-CRITERIA
Distinctiveness
Leader
Your overall brand distinctiveness is strong in digital. Stick with your current approach but look for ways to evolve and refine your brand expression to maintain your competitive advantage.
YOUR SCORE
63
out of 100
CATEGORY AVG
57
out of 100
YOUR Lowest 3 datapoints:
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.
Tone of Voice Distinctiveness
Leader
Your tone of voice is highly distinctive in digital. Continue to refine this voice to maintain its impact and grow relevance to your audience.
Brand Style Distinctiveness
Leader
Your visual brand style is highly distinctive and differentiated in digital. Continue to evolve this style to sustain and build on this advantage in your digital presence.
SUB-CRITERIA
Execution Quality
Legend
Your creative execution in digital far exceeds category norms. Continue to express your brand at a high quality creatively across your website, display media, social advertising and video media.
YOUR SCORE
100
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
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
65
out of 100
SUB-CRITERIA
Engagement rate
Average
Your percentage of engaged visitors is in line with the category average. To gain a competitive edge, focus on enhancing content engagement and user experience to encourage more visitors to explore your site beyond the landing page.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Percentage Engaged Visits
Average
The percentage of visitors to your website that stay engaged beyond the first page is on par with your category average. To get ahead of the pack, focus on optimising landing page relevance and initial user experience to engage visitors early and lower bounce rate.
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:
Pages Per Visit
Leader
Your average pages per visit's high compared to your competitive set. Users are exploring more pages on your site compared to your competitors. Continue to provide clear navigation paths and relevant content to maintain this competitive edge.
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
Leader
67
out of 100
SUB-CRITERIA
Flow
Legend
Your overall feature flow is stronger than most competitors. To maintain your position as an industry leader in user experience, continue to refine all aspects of feature flow.
YOUR SCORE
93
out of 100
CATEGORY AVG
56
out of 100
YOUR Lowest 3 datapoints:
Cross Feature Interconnection
Leader
Your features are more interconnected than those of many competitors. Users can easily move between related functionalities. Continue to refine how your features work with each other across the full experience to maintain this advantage.
SUB-CRITERIA
Hygiene
Legend
You passed the feature hygiene test, meaning you offer all of the core features our study considered essential to a quality user experience for your category.
YOUR SCORE
100
out of 100
CATEGORY AVG
53
out of 100
YOUR Lowest 3 datapoints:
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
75
out of 100
CATEGORY AVG
44
out of 100
YOUR Lowest 3 datapoints:
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 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.
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
Trailing
29
out of 100
SUB-CRITERIA
Customer support
Trailing
Your overall customer support experience in digital is weak relative to your competition. Prioritise improvements in contact options, self-service features, and support content to enhance customer experience in digital.
YOUR SCORE
25
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.
Breadth and Depth of Support Content
Trailing
The breadth of your support content is lacking. Expand your FAQs, knowledge base or guides to address more customer questions and pain points.
Contact Framing
Trailing
Your contact option framing is poor. Improve how you present contact options to suit different visitor types (e.g., prospects, customers, partners) and give them confidence they are in the right place.
SUB-CRITERIA
Flow
Leader
Your overall content flow is excellent. To maintain a seamless and engaging content experience, continue to hone content connections, scannability and narrative continuity.
YOUR SCORE
67
out of 100
CATEGORY AVG
56
out of 100
YOUR Lowest 3 datapoints:
Narrative Continuity
Average
Your narrative continuity is average, with related sections and pages sometimes building a cohesive story. Look for opportunities to strengthen the connections between pages and sections to build a stronger and more integrated narrative in digital.
Content Scannability
Leader
Your content is highly scannable. Continue to review and optimise your content to maintain easy readability and quick information access.
Content Flow
Leader
Your content flow is excellent. Continue to refine the connections between content elements to maintain a seamless content experience.
SUB-CRITERIA
Hygiene
Failing
You failed the content hygiene test, meaning you don't offer all of the core content our study considered essential to a quality digital experience for your category. Use the Content Hygiene Compliance Tool to see which content areas you failed, and consider adding them into your digital experience to meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
55
out of 100
YOUR Lowest 3 datapoints:
Hygiene Content Compliance Test
Fail
You failed the content hygiene test, meaning you don't offer all of the core content our study considered essential to a quality digital experience for your category.
SUB-CRITERIA
Novelty
Failing
Your content (i.e. written copy, video, images, and audio) lacks novelty. Explore more innovative and unique content formats or topics to surprise and engage your audience.
YOUR SCORE
0
out of 100
CATEGORY AVG
30
out of 100
YOUR Lowest 3 datapoints:
Novel Content Test
Fail
You failed the content novelty test, which assesses novelty across written copy, video, images, and audio. Consider adding more innovative and unique content formats or topics to surprise and engage your audience beyond the category norms.
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
75
out of 100
CATEGORY AVG
63
out of 100
YOUR Lowest 3 datapoints:
Content Format Impact
Average
Your choice of content format (e.g. written copy, video, images, audio etc.) on the website sometimes enhances the impact of the information it's conveying, but there's room for growth. Explore more effective and creative content formats to enhance the delivery of information in digital.
Flesch Readability Test
Leader
Based on a sitewide Flesch Readability Test, you had a low number of pages with 'difficult' or 'very difficult' content. Continue to maintain clear, accessible language while conveying complex ideas effectively.
Claim Substantiation
Leader
Your referencing and substantiation of facts and claims is excellent. Continue to maintain high standards of evidence and sourcing in your content.
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
Trailing
Your overall accessibility performance is behind many competitors. Focus on improvements across all accessibility aspects to meet industry standards and create a more inclusive user experience.
YOUR SCORE
33
out of 100
CATEGORY AVG
44
out of 100
YOUR Lowest 3 datapoints:
Assistive Scale Test
Fail
Your site failed the assistive scale test. Prioritise improvements to ensure your site maintains integrity when zoomed to 400%, meeting basic accessibility standards.
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.
Focus States
Fail
Your site failed the focus states test. Improve the visual indicators (like contrast, bolding, outlines and colour changes) for focused elements to meet accessibility standards.
SUB-CRITERIA
Cross-device experience
Legend
Your overall cross-device experience leads your competitive set. To keep your position as an industry leader, continue to innovate and refine all aspects of cross-device functionality.
YOUR SCORE
95
out of 100
CATEGORY AVG
76
out of 100
YOUR Lowest 3 datapoints:
Lighthouse Performance Score Discrepancy Between Devices
Leader
The performance gap between your mobile and desktop sites is smaller than many competitors according to your Lighthouse Performance scores. Continue to refine both mobile and desktop performance to maintain this advantage.
SUB-CRITERIA
Performance
Average
Your overall technical performance is average for your industry. To gain a competitive edge, focus on implementing technical optimisations and best practices to exceed your competitors in speed, security and reliability.
YOUR SCORE
49
out of 100
CATEGORY AVG
50
out of 100
YOUR Lowest 3 datapoints:
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.
Mixed Content
Failing
You have more mixed content issues than most competitors, potentially affecting your site's security and user trust. To fix this, ensure your HTTPS website doesn't reference insecure (HTTP) resources.
Int Client Error 4XX
Failing
You have more 4XX errors than most competitors, potentially affecting user experience and SEO. Focus on identifying and resolving these errors to meet industry standards.
SUB-CRITERIA
Structure
Leader
Your overall site structure is strong compared to your competitors. Users can easily navigate and find content. Continue to refine all aspects of your site structure to maintain your high performance in user experience and information architecture.
YOUR SCORE
68
out of 100
CATEGORY AVG
60
out of 100
YOUR Lowest 3 datapoints:
Navigation Intuitiveness
Average
Your navigation intuitiveness is average for your industry. While users can generally navigate your site, there's areas that need refinement. To stand out, focus on creating a more intuitive and efficient navigation system than your competitors.
Taxonomy Model Precision
Average
Your taxonomy model precision is average for your industry. While content is generally well-categorised, there's room for improvement. To gain an edge, focus on creating more precise and user-friendly content groupings and organisation than your competitors.
Intuitive Organisation
Average
Your site's organisation is average for your industry. While users can generally find information, there's areas that can strengthened. To level up, focus on creating a more intuitive and user-friendly structure than your competitors.
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
41
out of 100
SUB-CRITERIA
Conversion flow
Average
Your overall conversion flow is average. Focus on refining brand communication, delivery information, navigation, tool and form input simplification, inventory transparency, and motivation drivers.
YOUR SCORE
42
out of 100
CATEGORY AVG
35
out of 100
YOUR Lowest 3 datapoints:
Inventory Integration
Failing
Your inventory communication is very poor. Enhance how you convey product availability, including low stock warnings and backorder expectations.
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.
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.
SUB-CRITERIA
Order / Reserve Online: Task Test
Failing
Your vehicle ordering/reservation experience either does not exist, or is well behind the standards of the category. Prioritise work to enable online ordering/reservation, or to optimise your existing implementation in ways that lower friction and boost motivation, to catch up to the category in this crucial part of the car shopping digital experience.
YOUR SCORE
0
out of 100
CATEGORY AVG
14
out of 100
YOUR Lowest 3 datapoints:
Task Test: Order / Reserve Online Friction on Desktop
Failing
On desktop, your vehicle ordering/reservation experience either does not exist, or has far higher than average friction. This means there are elements of its experience that work against a user’s motivation to slow or obstruct their progress through it (i.e. create friction). Identify and address the elements that cause friction in the process to improve the flow of the experience and completion rates on desktop devices.
Task Test: Order / Reserve Online Friction on Mobile
Failing
On mobile, your vehicle ordering/reservation experience either does not exist, or has far higher than average friction. This means there are elements of its experience that work against a user’s motivation to slow or obstruct their progress through it (i.e. create friction). Identify and address the elements that cause friction in the process to improve the flow of the experience and completion rates on mobile devices.
Task Test: Order / Reserve Online Motivation on Mobile
Failing
On mobile, your vehicle ordering/reservation experience significantly lacks motivational elements. This means it has very few or no 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.
SUB-CRITERIA
Test Drive Booking: Task Test
Legend
Your test drive booking experience is very strong. Continue to optimise the booking experience to reduce friction and enhance motivational factors.
YOUR SCORE
88
out of 100
CATEGORY AVG
45
out of 100
YOUR Lowest 3 datapoints:
Task Test: Test Drive Booking Motivation on Desktop
Leader
On desktop, your test drive booking process has high levels of motivational elements. This means it has 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 test drive booking process on desktop devices to find more options for increasing motivation.
Task Test: Test Drive Booking Motivation on Mobile
Leader
On mobile, your test drive booking process has high levels of motivational elements. This means it has 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 test drive booking process on mobile devices to find more options for increasing motivation.
SUB-CRITERIA
Visitors to sales ratio
Trailing
Your sales per visitor ratio is low, meaning that fewer of the unique visitors to your site than average for the category end up buying a car. This may be a known reason (e.g. your brand has a large fan base and a small buyer base). If not, it warrants closer investigation of your conversion funnel to find opportunities to increase the efficiency of turning visitors into customers.
YOUR SCORE
25
out of 100
CATEGORY AVG
48
out of 100
YOUR Lowest 3 datapoints:
Unit Sales Per Unique Visitor
Trailing
Fewer of the unique visitors to your site than the category average end up buying a vehicle. Explore your data to determine why this might be the case (e.g. your brand has a large fan base and small buyer base), and if necessary find opportunities to improve conversion efficiency.
Acknowledgement of Country

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