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User-friendly websites scoop awards

Clean, uncluttered and easy to navigate websites is what car buyers’ most want to see, according to Auto Trader.

The company handed out awards to dealer, car supermarket and carmaker websites this month following a survey of more than 600 people across the country.

Each website was assessed on its usability. A simple layout, easy to find contact details, attractive vehicle images and neatly presented information were the most popular features.

People also preferred websites which load quickly, help them to find the right car and provide details of the company’s nearest outlet.

Renault’s website, which won best motor manufacturer homepage, was praised for clear navigation plus people liked the images of cars they could scroll through.

Pippa Barron, Renault manager internet publishing, said: “The home page was fine tuned by feedback from usability studies. People wanted clear navigation and signposts for new and used cars or to find their way into owners’ services.

“Customers were happy with the fine tuning and this award shows they are happy with the home page.”

Car supermarket website of the year went to The Car People because of its graphics, plentiful stock and a call-back option for customers.

Sales director Jonathan Allbones said: “We spend a lot of time talking to customers and looking at market trends such as green issues.”
Lookers took the dealer website of the year, while Skoda won the carmaker award.

Communications manager Carla Bacchio said: “Skoda replaced the website in December 2007.
“Before the site was completed, research was done on what customers wanted. People wanted good navigation and speed of loading.”

TV presenter Andrea McLean presented the trophies at the Park Lane Hotel in London.

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