Auto Trader research has highlighted the importance of dealer reviews with research which found 30% motorists bought a car based on dealer reviews or recommendations by family and friends.
Feedback from 2,000 motorists suggested that the sale of around 2.1 million used cars could result from a review or recommendation each year.
An analysis of Auto Trader data also revealed that on average consumers spend 10% more time on the profile page of dealers who display consumer reviews.
Nick King, Auto Trader’s Insight Director, said: “Building trust is one of the most important tasks of a retailer’s website, and transparency is the number one driver of trust.
“Trust leads to more sales with better margins and increases customer retention. The addition of dealer reviews provided by consumers is one of the best ways to deliver that transparency.”
Auto Trader has already launched dealer reviews and currently has 820 retailers providing over 6,400 consumer reviews with some already enjoying the benefits.
Bob Merrell, of Manor Garages, said: “We are fortunate to have received some excellent reviews and I have noticed that many customers who have read those reviews appear to feel more comfortable from the outset.”
Auto Trader’s Digital Excellence Index compared how automotive websites performed next to nine other retail sectors including finance, property and transport.
The Index was based on the responses of 8,000 consumers conducting 32,000 reviews across 10 different retail sectors and the results placed the automotive sector in seventh place.
That was behind the top performers of retail (such as ASOS) and home (eg: Amazon).