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'Usability' Research on Car Sites
Luxury car manufacturers are failing their consumers by over-using technology on their websites. This is according to new 'usability' research from interactive specialist RedSheriff.
In looking at the leading car websites, this latest study found that four of the manufacturers were at fault. In this sense, the ease of use for Mercedes, BMW, Jaguar, Audi and Lexus websites is thought to be seriously hampered by the use of large images and movies. Whilst each of the sites is well designed, the research found that users need a powerful machine and fast Internet connection for this to be fully appreciated.
More specifically, Red Sheriff argues that the sites have tried to portray their branding principles online. Although this works well on TV, the low UK take-up of broadband means that the effect is lost on most users. Experience has shown us that the overall effect of over-design is to leave users frustrated and angry.
Looking at the individual manufacturers, BMW in particular was felt to have a very attractive site for someone on a powerful PC with a fast connection. The Audi site had text well under the usually recommended font size with many users squinting to read the small text and find the tiny links.
Across the board, the survey found that all the sites used links that favoured prettiness over efficiency and effectiveness. By avoiding using standard conventions, these sites have succeeded in making themselves harder to use. Most surprising of all, only one site appeared to offer the use the opportunity to buy a car online (Vauxhall). All the others have concentrated on building brand or reassuring buyers of the value of their purchase.
This aside, the research does congratulate Mercedes for scoring the highest score ever received by Red Sheriff for 'Layout and Design' (scoring a whopping 73%). The site used simple and clear menu bars and delivered the selections into a single page in the middle of the screen.
The research was based on a 'Usability Index' of over 200 critical elements of website use. This is broken into 4 key areas (layout and design, simplicity of use, navigability and e-commerce) and results can be compared across industries.
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