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
26
Jeep
Average
50
TBD
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
Market presence
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
Depth of engagement
Visit frequency
Failing
Your overall visit frequency performance is far behind your competitive set. Prioritise improvements in content value, user experience, and retention strategies to encourage more frequent return visits and meet category norms.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
Conversion experience
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
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

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
Average
55
out of 100
SUB-CRITERIA
Brand power
Average
Your overall brand power is average for your industry. While you have moderate brand demand in digital, there's room for growth. To gain a competitive edge, focus on brand building initiatives both on and offline that strengthen your digital brand power beyond the category average.
YOUR SCORE
45
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Share Of Direct Visits
Trailing
Your share of total category direct traffic is lower than many competitors. Fewer users are coming to your website directly which can impact your search performance and indicate lower repeat visits. There can be many contributing factors to this, but it warrants investigation. Consider how your offline marketing works to drive direct traffic online, and optimise your site to encourage repeat visitation.
Share Of Search
Average
Your share of total category branded search is average for your industry. While you have moderate brand interest, focus on strengthening brand awareness initiatives both on and offline to drive brand demand in digital.
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
areas to focus:
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
Average
Your overall traffic volume is average for your category. To exceed category standards, prioritise initiatives that boost your overall market presence and increase your ability to convert that presence into traffic in digital.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Share Of Visits
Average
Your share of total category visits is average for the category. Consider exploring strategies to grow traffic share such as building overall market presence to drive online demand, or improving tactical digital marketing efforts.
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
areas to focus:
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
Leader
60
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
63
out of 100
CATEGORY AVG
70
out of 100
areas to focus:
Personality Cohesiveness
Average
Your brand personality is sometimes cohesive across your digital experience. To boost your score, define your personality clearly and strengthen its application in digital.
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.
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.
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
69
out of 100
CATEGORY AVG
57
out of 100
areas to focus:
Tone of Voice Distinctiveness
Average
Your tone of voice shows average distinctiveness for your category. Refine your content with a more unique voice to enhance your brand differentiation and recognition online.
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.
Personality Distinctiveness
Leader
Your brand personality is highly distinctive in digital. Continue to create experiences that strengthen and reinforce your unique market position.
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
areas to focus:
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
Trailing
38
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
areas to focus:
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
Leader
Your overall visit depth and duration performance is high compared to your competitive set. Continue to optimise your content strategy and site structure to maintain high levels of user engagement and exploration.
YOUR SCORE
63
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Pages Per Visit
Average
Users are viewing an average number of pages on your site before leaving compared to your competitors. To improve, consider optimising internal linking and content relevance to encourage deeper exploration than is standard for your category.
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
Failing
Your overall visit frequency performance is far behind your competitive set. Prioritise improvements in content value, user experience, and retention strategies to encourage more frequent return visits and meet category norms.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Avg Visits Per Visitor
Failing
Your average visits per visitor is quite low. Users are returning to your site significantly less frequently than to your competitors'. Improve content, features and overall user experience to encourage repeat visits and catch up with the category.
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
24
out of 100
SUB-CRITERIA
Flow
Average
Your overall feature flow is on par with most competitors. To improve, focus on relevant calls-to-action within features, the intuitive integration of features with the overall user journey, and the interconnection between features.
YOUR SCORE
58
out of 100
CATEGORY AVG
56
out of 100
areas to focus:
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 Integration
Average
Your feature integration is average for your industry. While features generally work within the site flow, there's room for improvement. To stand out, focus on creating more seamless feature integrations than your competitors.
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.
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
areas to focus:
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
areas to focus:
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
Trailing
Your car configurator experience is below the standards of the category. Prioritise optimisations that lower friction and boost motivation, to meet category standards in this crucial part of the car shopping experience.
YOUR SCORE
38
out of 100
CATEGORY AVG
44
out of 100
areas to focus:
Task Test: Vehicle Configuration Motivation on Desktop
Trailing
On desktop, your car configurator 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 configuration process on desktop devices to find the best fit for increasing motivation.
Task Test: Vehicle Configuration Motivation on Mobile
Trailing
On mobile, your car configurator 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 configuration process on mobile devices to find the best fit for increasing motivation.
Task Test: Vehicle Configuration Friction on Desktop
Average
On desktop, your car configurator 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 areas that require development to reduce friction in the configuration process, which will improve user experience and completion rates on desktop 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
Leader
76
out of 100
SUB-CRITERIA
Customer support
Average
Your overall customer support experience in digital is average relative to your competition. Focus on refining your contact options, expanding self-service features, and enriching support content to enhance customer experience in digital.
YOUR SCORE
40
out of 100
CATEGORY AVG
39
out of 100
areas to focus:
Interactive Support Options
Trailing
Your use of interactive experiences like digital tools or chat to enhance your support offering is minimal or poorly executed. Incorporate more interactive, on-demand support experiences, or improve the execution of your existing offering, 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 Prominence
Average
Your contact options are somewhat prominent in digital, but might be difficult for users to locate in some instances. To improve, ensure your contact information is visible and easily accessible across the full extent of your digital experience.
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
50
out of 100
CATEGORY AVG
56
out of 100
areas to focus:
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
Average
Your content flow is average. Look for opportunities to create smoother transitions and stronger connections between content elements.
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
areas to focus:
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
areas to focus:
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
61
out of 100
CATEGORY AVG
63
out of 100
areas to focus:
Flesch Readability Test
Failing
Based on a sitewide Flesch Readability Test, you had a significantly 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.
Claim Substantiation
Average
The proportion of facts or claims without sources or substantiation where it appears to be required on your website is average for your category. Ideally all facts or claims should be clearly and adequately referenced, so consider reviewing how facts and claims are referenced on your website.
Clarity of Page Purpose
Leader
The purpose of each individual page on your website is clear on landing, making it easy for users to immediately gauge the relevance of the content on landing. Continue to optimise your page purpose communication, and apply the same high standards to new pages as the site evolves.
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
Average
57
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
68
out of 100
CATEGORY AVG
44
out of 100
areas to focus:
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.
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.
Keyboard Only Navigation Test
Average
Your site performs average in keyboard navigation tests compared to competitors. Prioritise improvements to ensure all functionality is accessible via keyboard, meeting 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
68
out of 100
CATEGORY AVG
76
out of 100
areas to focus:
Lighthouse Best Practices Score Discrepancy Between Devices
Failing
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
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.
Feature Parity
Leader
Your feature parity across devices exceeds most competitors. Continue to maintain and improve this consistency to stay ahead in providing a seamless cross-device experience.
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
45
out of 100
CATEGORY AVG
50
out of 100
areas to focus:
Int Server Error 5XX
Failing
You have more 5XX errors than most competitors, potentially affecting user experience and site reliability. Prioritise identifying and resolving these errors to meet industry standards.
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.
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
51
out of 100
CATEGORY AVG
60
out of 100
areas to focus:
Navigation Intuitiveness
Trailing
Your navigation is less intuitive than many competitors. Users may struggle to move through your site with confidence. Improve your navigation design to make it more user friendly, with focus on organisation, structure, layout and language.
Intuitive Organisation
Trailing
Your site's organisation is less intuitive than many competitors. Users may struggle to find information. Prioritise improving your information architecture to create a more logical and intuitive content structure.
Key Page Visibility
Average
Your key page visibility is average for your category. While important pages are generally findable, there's room for improvement. To stand out, focus on making key pages more prominent and easily accessible.
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
Trailing
28
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
areas to focus:
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
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
areas to focus:
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
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
areas to focus:
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
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
areas to focus:
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.
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