J.D. Power and Associates recently released their semi-annual study on automotive sites and found that the brand sites who recently changed to focus on lower funnel issues like “build a vehicle,” “get a quote” and “find a dealer” suffered in their evaluations by consumers.
The study was done with consumers who were interested in buying a vehicle in the next 24 months. It seems the site redesigns were about selling a car in the next 24 hours and that focus turned consumers off.
No one will debate that lower funnel features on a website are important but consumers tell us that we’ve got to sell the product first.
Sounds like a good idea that we’ve all heard before.
