The days of consumers driving to the local dealer to research their next vehicle are disappearing. Instead, today’s car buyers seek information from online resources including TrueCar, Edmunds, Kelley Blue Book, and JD Power. Half of the top 10 brands in L2’s Digital IQ Index: Auto also show up in the top 10 of JD Power’s dependability rankings, indicating a pervasive link between digital acumen and product strengths.
After consumers finish their research and are ready to make a purchase, those digital strengths become crucial for brands to increase conversions and set themselves apart from competitors. The study finds that Auto brands are increasing direct calls to action on vehicle information pages, as well as adding new functionalities. Nearly half of brands in L2’s study changed their sites’ user interface or experience within the past year, and virtually all of them now support vehicle customization tools, while almost 50% let users save car configurations – testifying to the increasingly digital nature of the auto purchase experience.