General Motors brands scored well in the recent 2022 Website Evaluation Study conducted by J.D. Power, which attempts to measure the usefulness of automotive manufacturer websites to consumers that are shopping for a new vehicle.
J.D. Power judges automotive manufacturer websites by examining four key measures, listed in order of importance: information/content, visual appeal, ease of navigation and speed. The research firm’s experts then use these evaluations to award each brand’s site a score based on a 1,000 point scale, with a higher score reflecting a website that is more useful, faster, nicer to look at and easier to use.
Chevy was ranked sixth among the mass-market brands that were judged in this study with a score of 727, while GMC was tenth with a score of 715. These were above the mass-market average score of 711. Buick faltered in the study, however, receiving a score of just 696 – placing it third last and just barely above Hyundai and the worst performer of all, MINI.
It was a similar story among luxury brands, with Cadillac ranking above average in third place with a score of 743. Porsche had the best-rated website with a score of 746, closely followed by Cadillac’s crosstown rivals at Lincoln with a score of 744. The worst-performing luxury brand in this study was Volvo with a score of 680.
Jon Sundberg, director of digital solutions at J.D. Power, said automakers can improve their website usefulness by putting important information such as vehicle availability front-and-center. Improving website speed can also make the site easier to use for visitors.
“Optimizing the website speed and including things such as waitlists, order when available or even simply stating issues upfront can make a big difference in website satisfaction,” Sundberg explained.
J.D. Power also observed a 53 percent satisfaction decline in the feature that helps shoppers find a vehicle this year. This is unfortunate, as more consumers have been relying on online tools to help find their ideal vehicle amid the COVID-19 pandemic and semiconductor chip shortage. GM has sought to improve this tool on its sites, implementing a new version of its Shop.Click.Drive tool that provides payment and pricing information, among other enhancements.
Going forward, GM will implement an EV-focused online retail tool to help consumers shop for a GM EV without being inundated with internal combustion cars they would not be interested in.