Auto Trader, the UK’s no 1 motoring website and magazine, has celebrated best practice in website usability amongst the motor industry, with the Click Awards 2009, held at the headquarters of the British Academy of Film and Television Arts (BAFTA) in Central London, on 8th October 2009.
The Click Awards are based on the Auto Trader Website Usability Study, undertaken in July of this year. It formed the qualitative and quantitative study into the ‘user experience’ of over 600 UK car buyers across over 70 of the UK’s top motor manufacturers, dealers, independent dealers and car supermarket websites, analysing the usability of each site across a number of core buying and research disciplines.
The Website Usability Study, commissioned by Auto Trader and undertaken by eDigitalResearch, remains the largest of its kind in the UK and researched the views and opinions of UK motorists who were thinking about buying a new or used car. Each website was judged on a range of criteria designed to measure the usability and design of the site. These criteria included aesthetic aspects, such as website styling and emotional connection, and functional elements such as ease of navigation, speed of loading and the simplicity of carrying out every day tasks, like searching for a used car or finding information.
Bob Mullan Managing Director & Amanda McLoone Marketing Manager Bob Mullan Motors with their three awards.
The study also considered the multi channel consumer, as surveyors made contact with customer services via available email and telephone contacts. The experience encountered with a customer service team can be incremental when entering the purchasing process for a high value item, like a car.
Auto Trader’s objective for the Study was to gain a deeper understanding of consumer usage of automotive sites and identify what drives a satisfying online experience for users, when they are searching for new and used cars.
Company Director Damian Mullan and General Manager Darren McClintock went to pick up the awards where Bob Mullan Motors won three categories and runner up in two.
The categories were as follows:
Best Motor Dealer Homepage: Highly Commended - Bob Mullan Motors Best Motor Dealer Customer Service: WINNER - Bob Mullan Motors Best Motor Dealer for Purchase Intent: Highly Commended - Bob Mullan Motors Best Motor Dealer Used Car Locator: WINNER - Bob Mullan Motors
and the main award: Motor Dealer Website of the Year 2009: WINNER - Bob Mullan Motors
the achievement Amanda McLoone Marketing Manager within Bob Mullan Motors
stated, ‘It’s a fantastic achievement for us – we’re delighted. We changed our website recently and worked
hard to get it up and running so it’s nice to get recognized for it. Amanda continues, “when we knew what we
wanted website design company Blue Cubes designed and developed the website and
back-end systems. Their system is very user friendly and enables us to keep our
website up to date with offers, stock and content and their customised reports
give us the critical information required to continually improve our website.
Blue Cubes work closely with us and are hugely responsible for us receiving our