Hyundai’s website went from worst to first in an annual ranking of consumer satisfaction with automaker sites by J.D. Power and Associates.
The 2009 Canadian Manufacturer Web Site Evaluation ranked 20 companies, according to content, speed, ease of navigation, and appearance.
Hyundai improved greatly in each category, propelling it into the study’s top spot, said Ryan Robinson, senior manager of automotive research at J.D. Power and Associates.
“They went from the bottom to the top, literally in one year,” he said. “The changes they made to streamline content worked.”
Hyundai scored top points this year for current incarnation of HyundaiCanada.com, which features shopping tools like “request a quote” and “schedule a test drive” as well as a homepage which allows users to quickly scroll over each of its models to see images and starting prices.
Consumers liked it because they found it fast and easy to navigate, said Robinson.
Respondents to the study reported they are looking for information on price and value, as well as easy ways to compare different manufacturers and makes, which helps them through the shopping process, said Robinson.
Extras like videos and simulated test drives can be useful, but tend to slow down page loads.
Car shoppers want content over appearance, and if information is hard to find, users are quickly turned off, he said. “They tend to penalize you quite harshly if they know what they are looking for and can’t find it.”
Toyota closely followed Hyundai in customer satisfaction, with Toyota.ca receiving only a single point less than Hyundai in the study. Toyota’s website includes information on hybrids, shopping tools like “appraise your trade-in” and roadside assistance and collision repair for owners.
Mazda and Volvo also performed above industry average in the study, while Dodge, Chrysler and Honda did not fare as well, receiving the three lowest scores in the study.
The 2009 Canadian Manufacturer Web Site Evaluation was conducted in April, and is based on the response of 2,168 consumers who indicated plans to buy a new vehicle within the next year.
