2 Min ReadJune 1, 2023

User Experience Can Make — or Break — Your Dealership

User Experience Can Make — or Break — Your Dealership

Today’s connected consumer spends nearly seven hours a day on their computers, tablets and mobile phones. They start shopping online long before they walk into your dealership, so making a good first impression with your website is critical. According to a recent study, 94% of impressions of a brand’s website relate to the site’s design 1. If your website makes a bad impression, the relationship could end before it even gets started.

89% of consumers shop with a competitor after a poor user experience.

When consumers visit your website, do they see a disorganized, jumbled page that’s difficult to navigate? Is the animation distracting? Are the colors so bright it’s difficult to view? If this is the consumer’s first impression, they’re likely to head to another dealership’s website.

Good or Bad, Word Gets Out

A recent study showed that 72% of consumers will share a positive purchase experience with six or more people. Conversely, 13% of those polled will share their negative experience with 15 or more potential customers. Having a user-friendly retail website gives you an opportunity to strengthen the consumer-dealer relationship, while increasing the prospect of customers sharing their successful car-buying experiences with others. However, simply creating a standout website is not enough.

67% of people want companies to be more authentic.

Consumers are looking for a shopping experience that’s more streamlined, transparent and flexible, so they can shop how they want, when they want — both online and in the showroom. Building a successful customer-centric dealership sales process takes a combination of digital retail tools and in-store assets.

Never Underestimate the Pull of the Dealership

AutoNation Inc. CEO Mike Manley stated in October 2022 that 50% of their vehicle sales began through digital channels, yet consumers still wanted the full dealership experience. And according to a recent CDK Global Friction Points Study, 91% of consumers still bought from a dealership even if they started their buying journey online.

The Right Digital Retailing Partner Matters

Does your current digital retail partner offer customers a satisfying omnichannel experience? With CDK Roadster, you have a best-in-class digital retail partner that gives you the tools you need to ensure a transparent and streamlined omnichannel experience while building consumer trust.

Online or in the Showroom, Roadster Delivers a Great Customer Experience

Roadster has been rated 4.5/5 stars by consumers for customer satisfaction, with an average NPS score of 85 for the customer experience. Customers can shop where they feel comfortable and have transparency with their dealership.

See how Roadster can help you turn on more buying excitement. Give us a call today to schedule a free demo.

Learn More

Sources: 1WebFX, 2Adobe

Share This

Jen Miller
By Jen Miller
Lead Product Marketer, CDK Global

Jen Miller is a Lead Product Marketer for CDK Global. She is responsible for assisting the company’s sales, implementation, and success teams with go-to-market strategies for current and new product offerings. With over 15 years of experience in business development and marketing strategy, Jen has helped execute business strategies to maximize profitability and retention.

Recent Insights

Three Ways Dealers Use Automotive Inventory Management Software.

3 Ways Dealers Use Automotive Inventory Management Software

Not too long ago, CDK conducted an informal survey of dealerships to see what inventory concerns plague them most. Some...
4 Min ReadJul 30CDK Global
How COVID 19 Strategies Can Help Dealers Pivot in 2025.

How COVID-19 Strategies Can Help Dealers Pivot in 2025

If the word of the year in 2020 was unprecedented, the word of 2025 may very well be tariff. Tariffs...
3 Min ReadJul 28CDK Global
The Evolving Role of the E V Salesperson in 2025.

The Evolving Role of the EV Salesperson in 2025

According to CDK data, vehicle satisfaction declined as electric vehicle buyers shifted from innovators and early adopters to the early...
4 Min ReadJul 23CDK Global
How Generations Like to Buy Electric Vehicles. Online versus In Person.

How Generations Like To Buy EVs: Online vs. In Person

Today, the automotive retail landscape is evolving at an unprecedented pace, with vehicle technology, consumer preference and politics playing crucial...
3 Min ReadJul 17CDK Global
Dealerships Should Always Approach Electric Vehicle Sales Differently.

Dealerships Should Always Approach EV Sales Differently

Today, there may be an elevated interest in electric vehicles as incentives are set to expire on Oct. 1. But...
4 Min ReadJul 14CDK Global
The Race Is On for Used electric vehicles.

The Race Is On for Used EVs

New federal tax guidelines in the One Big Beautiful Bill Act eliminate both the new and used electric vehicle tax...
3 Min ReadJul 10CDK Global
Car Shoppers’ Aversion to Sharing Their Info Online.

Car Shoppers’ Aversion to Sharing Their Info Online

While it’s no surprise car buyers want to test-drive a vehicle in person, it’s surprising how few are willing to...
3 Min ReadJul 8CDK Global
C D K Foundations Suite. The Core of a Connected Dealership.

CDK Foundations Suite: The Core of a Connected Dealership

In This ArticleWhat’s the CDK Foundations Suite?Core CapabilitiesWho’s the Right Fit for the Foundations Suite? What’s New in the Foundations Suite?How...
4 Min ReadJul 2CDK Global
Dig Deeper Into Your Fixed Ops Digital Toolbox.

Dig Deeper Into Your Fixed Ops Digital Toolbox

Vehicle technology has evolved from mechanical systems to software-driven machines. Today’s vehicles run on sensors, diagnostics and over-the-air updates. Maintenance...
3 Min ReadJul 1Lindsey D. Bona
Car Buyer Satisfaction Tanks in June

Car Buyer Satisfaction Tanks in June

CDK’s three years of tracking car shoppers’ opinions on the purchase process has never seen a monthly drop as large...
3 Min ReadJun 26David Thomas