Online Research is a Critical Phase in the Car Buying Journey
According to Google’s recent Gearshift Study, 90% of car buyers rely on researching online as part of their path to purchase. Dealers must have great digital experiences that help customers research, leaving a positive impression and leading them to set up a test drive at the dealership.
Maritz’s Digital Assessments highlight gaps, inconsistencies, and challenges along the customer vehicle purchase pathway. They leverage technology and training resources to make these findings actionable.
Dealers’ digital presence is constantly evolving, with as many as 15 vendors involved, and the consumer often forms their initial brand and dealer impressions from the digital journey.
Our assessments analyze the most impactful assets that customers research to help dealers be as well-positioned as possible. Customers prioritize the following areas in their research:
79%
use Search Engines
68%
use Online Video
49%
use the OEM Website
43%
use the Dealer's Website
28%
use Social Media
Customers expect dealer websites to be easy to use, informative, and offer great customer service. Specifically, shoppers consider these features to be the most influential when making their purchasing decision:
60%
want it to be easy to compare different vehicle options
56%
expect the price and financing options to be clear and easy to manage
55%
rate excellent customer care and services as the most important
Car dealers need to have a strong online presence to stay competitive. Optimizing dealer websites and digital properties is critical to brand success for OEMs and dealer sales success for retailers.
All research comes from Think with Google and partner resources.
Case Study #1: Digital Assessments for U.S. Dealers - Evaluation 1.0
Dealers evaluated: 1,000
Time period: 2021 – 2023
Frequency: Quarterly
Areas assessed: Reputation, Service, Website, and Search.
Results
Cincinatti Dealer
In the Cincinnati region, there was significant improvement quarter over quarter. For example, one dealer in this area showed the following results comparing the first and third quarters:
Portland Dealer
One example of common results is a Portland dealer who experienced great improvement in the following areas:
Reputation
12
percentage points improved
84% to 96%
Website
13
percentage points improved
60% to 73%
Service
12
percentage points improved
75% to 87%
Reputation
8
percentage points improved
50% to 58%
Website
9
percentage points improved
81% to 90%
Search
8
percentage points improved
80% to 86%
Key Insights
- High engagement with the report is crucial for digital improvement. This can be measured by a high percentage of reports accessed by dealers and regional e-commerce stakeholders.
- In the New York region, there was an average of 8.5 views per dealer over three quarters and a 5.41% overall score improvement across all sections.
Case Study #2: Digital Assessments for U.S. Dealers 2.0
Dealers evaluated: 1,000
Time period: Fall 2023 – Ongoing
Frequency: Tri-annual
Areas assessed: Reputation, Service, Website, and Search. Emphasis on customer experience.
Results: Portland
Website Section
13
percentage points improved
60% to 73%
Customer Experience
4
percentage points improved
From 5 to 4 issues in one period
Case Study #3: Commercial Vehicle Digital Assessment and Coaching Program
Time period: 3 months (July – September 2023)
Frequency: Monthly
The mission of the Commercial Vehicle Digital Assessment and Coaching Program is to help commercial dealers deliver a world-class customer experience, which leads to more commercial sales and improved customer loyalty.
A great customer experience is achieved by meeting customer expectations along the buying path and eliminating friction. This is accomplished with expert coaching and actionable evaluations for specific customer events and touchpoints.
Areas assessed:
- Social Media, Lead Response
The program also included monthly feedback and recommendations to achieve increased conversions and digital success via short, customized, easily digestible videos.
Results: Plano Dealer
Assessment Scores
23
percentage point improvement
Increasing from 12% to 35%
Lead Volume
400%
lead volume increase
From 13 to 65
Case Study #4: EV Retailer Digital Assessment Program
Dealers evaluated: 702
Time period: 2022-2024
Frequency: Twice annually
Areas assessed: Program Compliance, Website and Search
Our EV Retailer Digital Assessment program reviewed 702 dealerships in California across all OEMs. The criteria covered EV presence on the website and tools available to promote the purchase of an electric vehicle.
Dealers in the program steadily improved their electrification presence on the website, which is imperative to succeeding in the California market. According to Bloomberg NEF, EV Sales in the US are expected to outpace ICE vehicles by 2030. Across the nation, only 52% of dealers provide consumers with the right information in EV shopping assistance.
Results
Website Content
23
percentage point improvement
increasing from 43% to 67%
Why Buy Electric Vehicle Content
400%
percentage point improvement
increasing from 46% to 76%
Specials
24
percentage point improvement
increasing from 63% to 93%
Usability
Electric Vehicle Link on New Vehicle Detail Drop Down
18
percentage point improvement
increasing from 52% to 70%
EV Battery Warranty Info Present
11
percentage point improvement
increasing from 82% to 93%
Electric Vehicles Filter Available
18
percentage point improvement
increasing from 80% to 98%
Digital Assessments Can Help Your Dealers Succeed
Digital assessments drive measurable improvements in dealership performance. Our programs enhance reputation, service, website performance, and customer experience.
Leverage our insights to optimize your online presence, meet customer expectations, and boost sales and loyalty.
