I’ve Observed 4Different Automobile Brand Websites-Here’s the Marketing Argument For Who Has the Best User Experience
Websites both desktop and mobile need to have this one quality attribute
I examined the following automobile brand websites to see what car brands were doing in the digital space:
Digital Storefront
All of the brands examined had content on their websites that was relevant and engaging if you were shopping for a car. All of the brands had aesthetic images, and colorful videos to reinforce their respective brands. However, each automobile company did not present their digital platforms to intern users the same way. For Audi, they took a more public relations approach by greeting visitors to their website with an announcement about how Young talents and Audi are contributing to the future under the “Audi & One Young World” initiative. For BMW, they chose to tell a story around their latest model i5 and a catchy tagline that drove it’s unique selling proposition. For Chevrolet, a more business objective approach greeted website visitors, calling to action “TRUCK SEASON.” I liked this form of design because each link directed you to either a Chatbot, or a small banner drop down that educated you on qualifying, GM financing, and cash allowances.
Simplicity of Use
Some consulting firms like Nielsen Norman Group refer to the term “usability” as a quality attribute when assessing user interfaces. According to this world leading insights group, usability is defined by learnability, efficiency, memorability, errors, and satisfaction. Ok Nielson, so lets give this a shot:
- Chevrolet: Was I able to learn how to finance a truck? Yes
- Audi: Was the Young World story memorable or resonating? Possibly
- BMW: Was the flashing digital artistry of the i5 pleasant? Somewhat
The Winner
In comparing the 4 brands, I couldn’t help but reference Nike, clearly not an automobile company, but rather an example of a brand who markets by never talking about product specifications or money but putting out content that inspires athletes. They identified that their customer is someone who is looking to bring out the athlete within them. So which car company created the most effective user experience that inspired their target demographic? My answer is Jeep and not because I am a “jeep person.”
In this storefront picture that greets visitors both on desktop and mobile, Jeep has conveyed that it knows its target audience; young outdoorsy individuals who like exploring, campaigning and outdoor adventures. They have 7 options right in front of them with an inspiring backdrop to carry out their lifestyle. If I am a BMW customer, is BMW saying that their target audience is someone who wants the newest model each sales cycle, so lets strictly focus on showcasing the i5? If I am an Audi customer, is Audi saying that its target audience is philanthropic by nature, so lets draw them in with a story? If I am a Chevrolet customer, is Chevrolet saying that their target audience is so loyal to Chevrolet, that lets prompt them with a Kelly Blue Book style dashboard to covert them as quick as possible? I choose Jeep also because their website employs a responsive design that achieves business objectives and allows users to find them easily on social media:
#adventuredays
