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
2
Volkswagen
Leader
71
Volkswagen stands apart by offering true end-to-end online vehicle ordering—rare in the category—while infusing its playful brand personality into typically mundane touchpoints, even enlivening conversion forms. Despite a deep navigation structure that can complicate model comparison, the platform shines through intelligent feature integration and data sharing between tools.

The experience stands apart for it's holistic build and order flows, complete with inventory integration, though abundant brand content occasionally overshadows core shopping tasks.
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
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
Features and functions
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
Features and functions
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
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
Depth of engagement
Engagement rate
Failing
Your percentage of engaged visitors is lagging far behind competitors. There can be many innocuous reasons for this, but it should be investigated. Review landing pages for issues with relevance, content quality, and initial user experience. This may help you reduce bounce and meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
Depth of engagement
Visit frequency
Trailing
Your overall visit frequency performance is 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
25
out of 100
CATEGORY AVG
48
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
54
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
90
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Share Of Direct Visits
Average
Your share of total category direct traffic is average for the category. 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.
SUB-CRITERIA
Brand punch
Average
You're brand demand online aligns with your market share. To gain a leadership position, focus on initiatives that increase brand awareness and consideration both on and offline, to drive branded search and direct visits to your website at a level that exceeds your market share.
YOUR SCORE
50
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Digital Brand Punch Ratio
Average
This means your brand demand in digital is average relative to your market position. Consider exploring new ways to build brand awareness and consideration to drive demand online that aligns with or exceeds your market share.
SUB-CRITERIA
Traffic power
Leader
Your overall traffic volume is high for your category, and you're highly effective at capturing market presence as traffic online. Continue to refine and expand your traffic generation initiatives to maintain your position as a leader in your category.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Share Of Visits
Leader
Your share of total category visits is higher than competitors. You're successfully attracting a significant portion of category traffic. Continue to prioritise initiatives that boost your overall market presence and increase your ability to convert that presence into traffic in digital.
SUB-CRITERIA
Traffic punch
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
Legend
85
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
areas to focus:
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.
Tone of Voice Cohesiveness
Leader
Your tone of voice demonstrates strong consistency across your digital experience. Keep up this exceptional level of consistency while adapting appropriately for different contexts.
SUB-CRITERIA
Distinctiveness
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
75
out of 100
CATEGORY AVG
57
out of 100
areas to focus:
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.
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.
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
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
areas to focus:
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
25
out of 100
SUB-CRITERIA
Engagement rate
Failing
Your percentage of engaged visitors is lagging far behind competitors. There can be many innocuous reasons for this, but it should be investigated. Review landing pages for issues with relevance, content quality, and initial user experience. This may help you reduce bounce and meet category standards.
YOUR SCORE
0
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Percentage Engaged Visits
Failing
The percentage of visitors to your website that stay engaged beyond the first page is far below average for your category. If there is not a known reason for this, it should be investigated as a priority. Review your landing pages to identify areas where relevance and user experience can be enhanced to prevent users from bouncing.
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
areas to focus:
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
Trailing
Your overall visit frequency performance is 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
25
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Avg Visits Per Visitor
Trailing
Your average visits per visitor is low. Users are returning to your site 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
Legend
86
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
83
out of 100
CATEGORY AVG
56
out of 100
areas to focus:
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.
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
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
Leader
Your car configurator experience is ahead of the category. Continue to optimise in ways that lower friction and boost motivation, to maintain your leadship position in such as important part of the car shopping experience.
YOUR SCORE
63
out of 100
CATEGORY AVG
44
out of 100
areas to focus:
Task Test: Vehicle Configuration Motivation on Desktop
Average
On desktop, your car configurator has moderate levels of motivational elements. This means it has some but not many elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Keep optimising features that encourage users to complete the configuration process on desktop devices to find more options for increasing motivation.
Task Test: Vehicle Configuration Motivation on Mobile
Average
On mobile, your car configurator has moderate levels of motivational elements. This means it has some but not many elements designed to help build or sustain a user's desire to complete the task (e.g. social proof, scarcity indicators, personalisation or behaviour-based triggers). Keep optimising features that encourage users to complete the configuration process on mobile devices to find more options for increasing motivation.
Task Test: Vehicle Configuration Friction on Mobile
Leader
On mobile, your car configurator has low levels of friction. This means there are few elements of its experience that work against a user’s motivation to slow or obstruct their progress through it (i.e. create friction). To maintain your leading experience, periodically review it and look for ways to optimise your configurator’s user experience on mobile devices.
criteria 5
Content experience

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

This criteria accounts for
20
% of your total score
Legend
81
out of 100
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
72
out of 100
CATEGORY AVG
63
out of 100
areas to focus:
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.
Readability Expert Review
Average
Your content was sometimes difficult to read and understand during our expert review, but overall on par with category averages. Consider ways to further improve clarity and ease of understanding across your content.
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.
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
50
out of 100
CATEGORY AVG
39
out of 100
areas to focus:
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.
Self Service Navigation
Trailing
Your customer support content is 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.
Breadth and Depth of Support Content
Average
The breadth of your support content is average. Identify gaps in your current content and develop new resources to address common customer questions and pain points.
SUB-CRITERIA
Flow
Average
Your overall content flow is average. Focus on enhancing content connections, improving scannability, and strengthening narrative continuity to improve your content experience in digital.
YOUR SCORE
58
out of 100
CATEGORY AVG
56
out of 100
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 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
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:
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
69
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
50
out of 100
CATEGORY AVG
44
out of 100
areas to focus:
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.
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.
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.
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
areas to focus:
Lighthouse Best Practices Score Discrepancy Between Devices
Leader
The discrepancy in Lighthouse Best Practices scores between your mobile and desktop sites is smaller than many competitors. Continue to refine your approach to maintain this advantage in cross-device consistency.
SUB-CRITERIA
Performance
Leader
Your overall technical performance is excellent compared to your competitive set. Continue to refine all aspects of site performance to maintain your competitive edge in delivering a fast, secure and reliable user experience.
YOUR SCORE
64
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 Page Titles
Failing
You have more missing page titles than most competitors, potentially affecting your SEO and user experience. Prioritise adding descriptive page titles.
GP Performance Score
Average
Your Lighthouse Performance score, averaged across desktop and mobile, is average for your industry. To stand out, focus on implementing advanced performance optimisations that your competitors might be overlooking.
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
63
out of 100
CATEGORY AVG
60
out of 100
areas to focus:
Expandability Viability
Average
Your information architecture (IA) is as expandable as most competitors. To future-proof your site, update your IA to allow for more flexibility ensure your it's structure maintains its logic as your site evolves over time.
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.
URL Structure Readability
Average
Your URL structure readability is average for your industry. While URLs are generally understandable, there's room for improvement. To gain an edge, focus on creating more readable and meaningful URLs 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
Leader
65
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
54
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
Average
Your communication of delivery options is average. Consider ways to make delivery information more clear and prominent in the conversion process.
Inventory Integration
Average
Your inventory communication is average. Look for ways to make product availability information, including low stock warnings and backorder expectations, more clear and timely throughout the conversion process.
SUB-CRITERIA
Order / Reserve Online: Task Test
Leader
Your vehicle ordering/reservation experience is ahead of the category. Continue to optimise it in ways that lower friction and boost motivation, to maintain your leadship position in such a crucial part of the car shopping experience.
YOUR SCORE
63
out of 100
CATEGORY AVG
14
out of 100
areas to focus:
Task Test: Order / Reserve Online Motivation on Mobile
Average
On mobile, your vehicle ordering/reservation experience 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 vehicle ordering/reservation experience on mobile devices to find more options for increasing motivation.
Task Test: Order / Reserve Online Motivation on Desktop
Average
On desktop, your vehicle ordering/reservation experience 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 vehicle ordering/reservation experience on desktop devices to find more options for increasing motivation.
Task Test: Order / Reserve Online Friction on Mobile
Leader
On mobile, your vehicle ordering/reservation experience 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 mobile devices.
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
75
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.
SUB-CRITERIA
Visitors to sales ratio
Leader
Your sales per visitor ratio is high, meaning that a greater portion of your visitors end up buying a car than is typical in the category. This may be a positive indicator, or have a known reason (e.g. your brand has more direct-to-dealer sales without a website visit than typical for the category). Consider the role of digital in your sales journey, and continue to refine your conversion process to maintain this high performance.
YOUR SCORE
75
out of 100
CATEGORY AVG
48
out of 100
areas to focus:
Unit Sales Per Unique Visitor
Leader
More of the unique visitors to your site than the category average end up buying a vehicle. Explore your data to determine if your ratio is falsely inflated (e.g. your brand has higher portion of direct-to-dealer sales without a site visit than the category norm) or a true positive indicator.
Acknowledgement of Country

We acknowledge that our workspaces sit on the lands of the the Yuggera people and Bundjalung people. We pay our respects to their elders past, present, and emerging.

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