|Tates Motor Group MD Trevor Meadows, with Sophie Raworth, left, and Auto Trader’s Sharon Randall|
With assistance from Google, the judges assessed the nominated websites on a number of criteria demanded by today’s constantly connected, time-poor and research-hungry car consumer. Classic usability measures such as page load speeds, on both desktop and mobile sites, ease of navigation and clear calls to action were used to compare the sites.
The shortlisted entrants demonstrated many of the features sought by today’s customers, but the judges felt the winner covered the most and also had some useful elements not present in the majority of the competition.
|Best Dealer Website|
Tates relaunched its site in August 2013 in collaboration with GForces. The group’s focus was on enabling users researching across its five franchises – Citroën, Hyundai, Kia, Fiat and Renault – to find the model within a budget, with models shortlisted on their individual requirements. Potential customers can read independent reviews via Reevoo and watch What Car? videos.
The average conversion ratio from visitor to lead is more than 40% and Tates receives an average 15 bookings each month through the online service booking tool. The Live Chat and CAP valuation tools are two of the most successful lead generators.
Tates topped the competition with a good mobile site and simple navigation on desktop or mobile. It was also possible to book aftersales work online, with VRN look-up a particular time-saving feature.
“The winner cleverly used customer reviews to give all- important social proofing to their offering. Used cars could be easily compared with each other and there was good consistency of simple layout throughout,” the judges said.
Also shortlisted: HR Owen; Jardine Motors Group; Stoneacre Motor Group; TMS Motor Group
Previous winners: Harwoods Group (2011); Vospers Motorhouse (2012); Mana Premiere Automobiles (2013)
Judged with the support of Google
Category sponsored by Auto Trader