Sign in Subscribe
Automobile industry

iPerceptions Releases Year-End Highlights from 2005 Auto Industry Web Site Customer Satisfaction Report

Strategic Insights

— 1 min read

A comprehensive study by iPerceptions, North America's leading web focused attitudinal analytics provider, has revealed significant findings from their 2005 fourth quarter Auto Industry Web Site Customer Satisfaction Report. The report, based on feedback from over 55,000 actual visitors to branded automotive web sites in North America, has identified key areas of improvement for the industry. Notably, the report highlights the importance of a positive web site visit for customers planning to purchase a vehicle in the next 90 days.

Key Takeaways:

  • The report is based on feedback and comments from over 55,000 actual visitors to branded automotive web sites in North America, representing over 1,300,000 data-points.
  • Web sites with the highest customer satisfaction ratings converted 35% more of their visitors to brand champions compared to those sites that had the lowest customer satisfaction ratings.
  • Referral ratings for the sites studied ranged from a low of 6.2 to a high of 8.7 with an industry average of 7.2.
  • 22% of visitors to automotive web sites plan to purchase a vehicle in the next 90 days, highlighting the importance of a positive web site visit.
  • For in-market buyers, web sites are better suited to promote actions such as taking a test drive, requesting a quote, or impacting a purchase, rather than building brand image.
  • Only 12% of those purchasing a car in the next 90 days indicated that their web site experience had a strong influence on their image of the brand.
  • iPerceptions' clients include BMW, Allrecipes.com, Unilever, Volvo, Reebok, Hilton, GM, L'Oreal, RCA, Mazda, Aerosoles, Land Rover, and CompUSA.

Statistics:

  • Over 55,000 actual visitors to automotive web sites provided feedback in the report.
  • Over 1,300,000 data-points were collected from the visitors.
  • 35% of visitors to high-customer-satisfaction-rated web sites were converted to brand champions.
  • Referral ratings ranged from 6.2 to 8.7, with an average of 7.2.
  • 22% of visitors planned to purchase a vehicle in the next 90 days.
  • 12% of purchasing customers indicated that their web site experience had a strong influence on their brand image.

Sources:

  • iPerceptions 2005 year-end Auto Industry report
  • iPerceptions website
  • iPerceptions client list

Read more