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
13
Mazda
Average
57
TBD
Amelia Hearn
Co-Founder at Sitch
Brand experience
Consistency
Mazda
75
Brand experience
Distinctiveness
Mazda
38
Brand experience
Execution Quality
Mazda
25
Content experience
Customer support
Mazda
30
Content experience
Flow
Mazda
50
Content experience
Hygiene
Mazda
100
Content experience
Novelty
Mazda
0
Content experience
Quality
Mazda
64
Conversion experience
Conversion flow
Mazda
29
Brand experience
Consistency
Category Average
70
Conversion experience
Order / Reserve Online: Task Test
Mazda
0
Brand experience
Distinctiveness
Category Average
57
Conversion experience
Test Drive Booking: Task Test
Mazda
63
Brand experience
Execution Quality
Category Average
48
Conversion experience
Visitors to sales ratio
Mazda
100
Content experience
Customer support
Category Average
39
Depth of engagement
Engagement rate
Mazda
75
Content experience
Flow
Category Average
56
Depth of engagement
Visit depth and duration
Mazda
100
Content experience
Hygiene
Category Average
55
Depth of engagement
Visit frequency
Mazda
50
Content experience
Novelty
Category Average
30
Experience fundamentals
Accessibllity
Mazda
48
Content experience
Quality
Category Average
63
Experience fundamentals
Cross-device experience
Mazda
83
Conversion experience
Conversion flow
Category Average
35
Experience fundamentals
Performance
Mazda
54
Conversion experience
Order / Reserve Online: Task Test
Category Average
14
Experience fundamentals
Structure
Mazda
56
Conversion experience
Test Drive Booking: Task Test
Category Average
45
Features and functions
Flow
Mazda
60
Conversion experience
Visitors to sales ratio
Category Average
48
Features and functions
Hygiene
Mazda
100
Depth of engagement
Engagement rate
Category Average
48
Features and functions
Novelty
Mazda
100
Depth of engagement
Visit depth and duration
Category Average
48
Features and functions
Vehicle Configuration: Task Test
Mazda
31
Depth of engagement
Visit frequency
Category Average
48
Market presence
Brand power
Mazda
100
Experience fundamentals
Accessibllity
Category Average
44
Market presence
Brand punch
Mazda
0
Experience fundamentals
Cross-device experience
Category Average
76
Market presence
Traffic power
Mazda
100
Experience fundamentals
Performance
Category Average
50
Market presence
Traffic punch
Mazda
0
Experience fundamentals
Structure
Category Average
60
Features and functions
Flow
Category Average
56
Features and functions
Hygiene
Category Average
53
Features and functions
Novelty
Category Average
26
Features and functions
Vehicle Configuration: Task Test
Category Average
44
Market presence
Brand power
Category Average
48
Market presence
Brand punch
Category Average
48
Market presence
Traffic power
Category Average
48
Market presence
Traffic punch
Category Average
48

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
Conversion experience
Visitors to sales ratio
Legend
Your sales per visitor ratio is very high, meaning that a greater portion of your visitors end up buying a car than is typical in the category. This may be 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
100
out of 100
CATEGORY AVG
48
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
100
out of 100
CATEGORY AVG
48
out of 100
Market presence
Traffic punch
Failing
Your overall traffic punch is significantly weaker than most competitors, meaning your digital traffic is low relative to your market position. Focus on improving traffic generation approach to better leverage your market share and meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
Market presence
Brand punch
Failing
You are punching well below your weight in terms of brand demand online. Prioritise 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 aligns with or exceeds your market share.
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

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
50
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
areas to focus:
SUB-CRITERIA
Brand punch
Failing
You are punching well below your weight in terms of brand demand online. Prioritise 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 aligns with or exceeds your market share.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Digital Brand Punch Ratio
Failing
Your digital brand punch is weaker than most competitors. This means your brand demand in digital is low relative to your market position. Focus on improving brand demand online to align with or exceeds your market share.
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
areas to focus:
SUB-CRITERIA
Traffic punch
Failing
Your overall traffic punch is significantly weaker than most competitors, meaning your digital traffic is low relative to your market position. Focus on improving traffic generation approach to better leverage your market share and meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Traffic Growth Year on Year
Failing
Your year-on-year traffic growth is significantly 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
Failing
Your traffic punch ratio is significantly 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.
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
46
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
areas to focus:
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.
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
Trailing
Your overall brand distinctiveness is weak in digital. Revitalise your brand expression to create clear recognition and differentiation from competitors across your digital experience.
YOUR SCORE
38
out of 100
CATEGORY AVG
57
out of 100
areas to focus:
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.
Brand Style Distinctiveness
Trailing
Your visual brand style often fails to differentiate you from competitors in digital. Create and implement a more distinctive visual identity that sets you apart 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.
SUB-CRITERIA
Execution Quality
Trailing
Your creative execution in digital is poor relative to the category. Prioritise improving the quality of your creative assets across your website, display media, social advertising and video media.
YOUR SCORE
25
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Quality Of Execution
Trailing
The quality of your creative execution is lagging in digital. Review creative assets across your experience with focus on improving 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
73
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
areas to focus:
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
100
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
SUB-CRITERIA
Visit frequency
Average
Your overall visit frequency performance is average for your industry. To move ahead of the pack, focus on improvements in content value, user experience, and retention strategies to encourage more frequent return visits and catch up to industry standards.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Avg Visits Per Visitor
Average
Your average visits per visitor is on par with the category average. While users are returning at a rate comparable with your competitors, there is room for growth. Consider prioritising initiatives that improve content, features and overall user experience to encourage repeat visits and outdo your competitors.
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
73
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
60
out of 100
CATEGORY AVG
56
out of 100
areas to focus:
Cross Feature Interconnection
Trailing
Your features are less interconnected than those of competitors. Users may struggle to move between related functionalities. 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
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
areas to focus:
SUB-CRITERIA
Novelty
Legend
You passed the feature novelty test. Continue to innovate in your feature set to maintain this competitive advantage.
YOUR SCORE
100
out of 100
CATEGORY AVG
26
out of 100
areas to focus:
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
31
out of 100
CATEGORY AVG
44
out of 100
areas to focus:
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 Mobile
Trailing
On mobile, your car configurator has high levels of 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 configuration process to improve user experience and completion rates on mobile devices.
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.
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
Average
50
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
30
out of 100
CATEGORY AVG
39
out of 100
areas to focus:
Self Service Navigation
Failing
Your customer support content is very difficult to navigate compared with category peers. Upgrade the organisation and accessibility of your help and support content to ensure customers find what they need quickly and easily.
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.
Interactive Support Options
Failing
Your interactive help and support options are very insufficient in enabling customers to self-service online if that is their channel of choice. Implement more extensive self-service features to allow customers to access support directly within their 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:
Content Scannability
Average
Your content scannability is average. Consider additional ways to use headings, bullet points, and other formatting to make your content easier to skim and understand quickly.
Content Flow
Average
Your content flow is average. Look for opportunities to create smoother transitions and stronger connections between content elements.
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.
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
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
areas to focus:
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
64
out of 100
CATEGORY AVG
63
out of 100
areas to focus:
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.
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.
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
61
out of 100
SUB-CRITERIA
Accessibllity
Average
Your overall accessibility performance is average for your industry. To level up, focus on exceeding basic requirements and creating a more inclusive experience than your competitors.
YOUR SCORE
48
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.
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.
Keyboard Only Navigation Test
Trailing
Your site performs poorly in keyboard navigation tests compared to competitors. Focus on improvements to ensure all functionality is accessible via keyboard, meeting basic 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
83
out of 100
CATEGORY AVG
76
out of 100
areas to focus:
Lighthouse Performance Score Discrepancy Between Devices
Trailing
The performance gap between your mobile and desktop sites is larger than many competitors according to your Lighthouse Performance scores. Prioritise improving mobile performance to align with category norms.
Visual Integrity of Content
Leader
The integrity of your content is almost always maintained across screen sizes. Continue to refine how your content adapts to different screen sizes to maintain this leading position.
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
54
out of 100
CATEGORY AVG
50
out of 100
areas to focus:
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
Trailing
You have more missing or invalid meta descriptions than many competitors, potentially affecting your SEO performance. Focus on creating and optimising meta descriptions to meet industry standards.
GP SEO Score
Trailing
Your Lighthouse SEO score, averaged across desktop and mobile, is lower than many competitors. Focus on addressing identified SEO issues to improve your score and meet industry standards.
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
56
out of 100
CATEGORY AVG
60
out of 100
areas to focus:
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.
URL Structure Consistency
Average
Your URL structure consistency is average for your industry. While URLs are generally consistent, your execution can still be improved. To raise your score, focus on creating more logical and consistent URL patterns across your entire experience.
Layout Visual Hierarchy
Average
The visual hierarchy across your site is as effective as most competitors. While users can generally understand content importance, there's areas that can strengthened. To improve comprehension, scannability and ease of use, focus on creating a more effective and intuitive visual hierarchy 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
Trailing
38
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
29
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
Leader
Your test drive booking experience is strong. Continue to optimise the booking experience to reduce friction and enhance motivational factors.
YOUR SCORE
63
out of 100
CATEGORY AVG
45
out of 100
areas to focus:
Task Test: Test Drive Booking Motivation on Mobile
Average
On mobile, your test drive booking process 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 test drive booking process on mobile devices to find more options for increasing motivation.
Task Test: Test Drive Booking Motivation on Desktop
Average
On desktop, your test drive booking process 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 test drive booking process on desktop devices to find more options 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
Legend
Your sales per visitor ratio is very high, meaning that a greater portion of your visitors end up buying a car than is typical in the category. This may be 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
100
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
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