How many clicks to request a test drive?

How many clicks to request a test drive?

At Sophus3 we deal in often complex metrics to analyse the performance of car brand websites and their effectiveness in engaging with consumers. But from time-to-time it is refreshing to perform some simpler measurements, if only to remind ourselves of the purpose of our work which is to help make sites where visitors can efficiently achieve their goals.

Over the last decade Sophus3 has performed regular audits of car brand sites’ test drive request process. For many brands, the number of test drives that their site generates is often the key metric of the site’s effectiveness. Consumers interested in a test drive are rightly seen as being close to the bottom of the purchase ‘funnel’ and ready to commit. Encouraging these visitors to cross from virtual- to real-world interaction through booking a test drive is understood as pivotal to winning them as a customer.

 

The audit we recently performed was simple and straightforward, in effect subjecting each brand’s site to a digital test drive.

 

Our researchers went to every car makers’ site in the UK and followed the path a visitor would need to take to successfully complete a request for a test drive. To measure the effort required we simply counted the number of clicks or taps the visitor must perform to submit the request, taking the homepage as their starting point.

 

The survey was carried out and completed in the first two weeks of June. At that time, probably due to the Covid-19 crisis, we found five sites offering no test drive request facility.

 

The results of the audit (below) show a considerable, and perhaps surprising variation in the ease with which the visitor can complete the task of requesting a test drive. On average it took eight clicks to find and submit a request form. However, in the most long-winded case it took 14 clicks. In the best case it required just two clicks to bring up and then send a request. (The accolade for best performing brand goes to Porsche.)

 

As we can see, sometimes a very simple analytical exercise can provide a valuable benchmark of online performance and reveal where challenges and barriers exist that, with a little thought, could be easily rectified.

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