Arnold Clark’s efforts to future-proof its online presence with a new website offering “original and high-quality content” alongside practical tools won the judges’ vote.
The group analysed its old website and identified issues with its functionality on smartphones and tablets. This was potentially a huge problem given that about 60% of its website traffic came from such devices.
A group spokesman said: “Our vision was to create an experience never seen before in the automotive industry, and to be the go-to place for users of these devices.”
High-quality images and videos now appear alongside content produced by an in-house newsroom, while the ability to search used cars, buy insurance, book appointments and access live chat functions are all easily accessed and fully optimised for a new generation of devices.
Website development is carried out by an in-house team, with sections of Arnold Clark’s 150-strong marketing department taking responsibility for their own element of the site.
Attracting more than 16.5 million visits during the past year (up 7.5% year on year), more than 7.6m unique visits (+10.7%) and more than 141m page views (+10%), the new website is credited with delivering 20,000 leads a month, with live chat accounting for 19.8% of website enquiries.
The judges said: “The winner by a country mile. Arnold Clark’s website is quick to load, customer-centric, easy to use and has lots of functionality. This company genuinely believes in digital.”
Shortlisted
cartime
Hendy Car Store
Perrys Motor Sales
Specialist Cars Stoke
Sytner Group
Previous winners
2015 CarShop (carshop.co.uk)
2014 Tates Motor Group (www.tatescars.co.uk)
2013 Mana Premiere Automobiles
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