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When it comes to engaging with in-market buyers online, some auto dealers are challenged to deliver the website user experience (UX) consumers expect.

This takes more than fast website speed and attractive pages, and it can be daunting to begin with the steps to building a better website experience. Sometimes a change in mindset about UX is needed to improve digital traffic and conversions.

In this article, we’ll explore why website UX matters, what tools are in place to measure it, and how Dealer.com leads website optimization.

Why a good UX website is important

As in many industries, consumer preference for digital experiences is gaining momentum in the automotive industry. A good experience benefits both website visitors and website owners.

With a good experience, your visitors will be able to seamlessly interact with the website and find the information they expected. Conversely, when visitors have a bad experience, they’re more likely to leave your site without taking the appropriate action.

As a website owner, you want in-market buyers to select and engage with your website in search rankings. On-site engagement can take the form of searching for inventory lists, displaying a vehicle listing page (VDP), submitting a deal, or planning vehicle service.

If consumers leave your website before doing anything, you will get less information about them. That means your leads and conversions suffer – and so does your earnings. For these reasons, UX focused website design is critical to your business success.

Tools for measuring website UX

There are two types of data used to measure the speed and performance of the site: laboratory data and field data. Both are important but serve different purposes. So let’s take a closer look at them.

Laboratory or synthetic data is collected in a controlled environment with predefined device and network settings. This provides reproducible results and debugging capabilities that can be used to identify, isolate, and fix performance problems. This makes it very useful during site development.

Field data, also known as Real User Monitoring (RUM), is collected from real page loads that your website visitors experience. It captures real-world UX, including experiences with a variety of devices, networks, and other conditions. Because of this, traders like you can benefit from focusing on field data.

There are two reports that contain field data: Google PageSpeed ​​Insights (PSI) and Google Chrome User Experience (CrUX). The PSI report contains extensive laboratory data and a limited subset of field data on a page, while the CrUX report is based on the measurement of key UX metrics by real users on the public web.

To further demonstrate the importance of the website UX, Google will update the search algorithm with a new signal called Page Experience in May 2021. This is one of hundreds of signals that Google takes into account when ranking search results.

Google made the priority clear: “Although all components of the page experience are important, we’ll prioritize pages with the best information overall, even if some aspects of the page experience are below average. A good site experience doesn’t require having great, relevant content. ” Source

So, in order for your website to top the search rankings, increase digital traffic, and produce more leads, it’s best to prioritize overall UX over certain performance metrics.

Dealer.com is committed to Total UX

With a 55% market share of automotive franchise websites in North America, Dealer.com offers unmatched insight into actual consumer behavior and real-time preferences. We use this information to deliver technology that focuses on the entire UX, rather than just a single assessment based on a synthetic test.

Our team is continuously and actively improving key elements of site performance. Here are just a few recent examples: building responsive experiences, redesigning the VDP as a deal target, and streamlining font loading so car buyers can see text sooner.

Dealer.com is committed to providing improvements to its website platform that will have a significant impact on the website’s performance. We leverage our data and technology for your dealership to ensure car buyers find what they need quickly and have a productive experience from start to finish.

Learn how Dealer.com websites can help convert your website visitors into more leads and offers.

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