Auto site redesigns gone awry – and why

Marketers and their Web development teams are very aware that the initial launch of a Web site will never go perfectly.  Flaws and inconsistencies, previously hidden, will suddenly become glaring problems.  As we’ve seen over many waves of the Manufacturer Web Site Evaluation Study (MWES), continuous improvement is the way that most sites improve their user experience; few are as lucky as Honda to debut a new site near the top of the MWES rankings.  In the 2010 MWES – Wave 2, which was released two weeks ago, we found that three of the four brands that redesigned this wave performed worse than the prior wave.  Let’s take a quick look at where these brands fell short, and then highlight how Hyundai’s redesign bucked the trend.

Land Rover – Awkward navigation; reduced emphasis on imagery

This wave, Land Rover dropped 36 points overall, 59 points in navigation and 43 points in appearance.  In the overall MWES ranking, Land Rover now ranks #28 out of 33, down from #12 last wave.  The primary problem with this redesign is that there is no dominant navigation scheme.  Shoppers can probably figure out where to start, but there is no clear path for methodically browsing the site’s content.  Examples of areas that may be creating headaches for shoppers:

• Many links do not look like links, creating the illusion of fewer navigation options
• Features and Specs page navigation is completely different from model page navigation, even though the same content links are offered
• Shoppers have to make a decision among 30 links on the homepage – an overwhelming task
• Gallery images are relatively small and the slideshow is excruciatingly slow

Volvo – Cluttered navigation and non-standard terminology are confusing shoppers

Volvo’s redesigned site fell by 19 points, with the vehicle configuration process falling by 32 points.  The site is now ranked #26 overall out of 33 sites, down from #21.  This is a good example of a site that may benefit noticeably from continuous tweaking.  Currently, however, navigation once again hampers the site experience.  Specific examples:

• Way too many navigation areas (links, menus) create a sense of clutter
• Shoppers may not immediately know where to find the information they are seeking.  For instance, the model level links contain non-standard terminology such as “5 Things to Know” and “The Details.”
• Duplicative-sounding links (e.g., “Style Your XC90” vs. “Build Your XC90”) create confusion
• The configurator actually contains too much information – the entire bar of information below the configurator navigation is redundant and adds clutter

Cadillac – User experience sacrificed in favor of branding

Cadillac fell almost 30 points overall this wave, with their biggest drops in Appearance (-68) and Navigation (-40), placing them last in the MWES overall ranking this wave.  The best way to describe the result of Cadillac’s redesign is to say that the new site is a microsite masquerading as an OEM brand site.  This is not a good thing.  Overall, the site’s poor usability makes it tough to get excited about the vehicles.  A few reasons why:

• The collage-style navigation on the home and model pages is unique, but difficult to use and does not emphasize the aesthetic beauty of the vehicles
• Menus and content move around as different items are selected – extremely confusing for shoppers
• The layout makes it difficult to distinguish primary content from secondary links and information, particularly in 1280×1024 resolution
• The site’s appearance was very dark this wave, making it difficult to read text, find links, and see the images

Non-intuitive navigation is the common factor contributing to the poor debuts of these three sites.  The new navigation schemes, regardless of the planning and testing behind them, need time to improve from a series of fine-tuning tweaks and revisions.  Compounding the issue is the fact that designers often seem compelled to start from scratch and/or try something completely new in an effort to stand out.  Unfortunately, this methodology can backfire, requiring years of tweaks to reach or exceed the level of usability of their predecessors.

Hyundai – Simplicity triumphs

Although reduced usability following redesigns is the norm, it’s not the rule.  Hyundai’s redesigned site showed substantial improvement across the board – particularly in navigation and speed – and finished at #7 overall, up from #28 last wave.  Hyundai’s success clearly stems from a focus on delivering a quick, simple, and informative site experience.  A few examples of this focus on usability:

• Rather than cluttering the site up with more links and content, Hyundai actually simplified the site – going from 19 links in the top navigation down to eight, focusing shoppers’ attention and establishing a clear navigation flow
• The site’s resolution changed to 1024×768 (from 800×600), giving designers room to add more content as well as the breathing room to avoid clutter and the need for small fonts
• The drop-down menu is easier to read – especially the links in the model-level flyouts
• The model-level navigation flow is straightforward

Usability, particularly through intuitive navigation, must be kept in mind as sites are redesigned.  That isn’t to say that all manufacturer websites have to look the same.  Websites can and should have a brand identity much like the vehicles they are showcasing.  The danger is that in striving to be different, it can be painful to stray too far from what shoppers expect from your sites – making it difficult for them to find the information they seek.

Tagged with: Manufacturers • Usability • Website