Initial Impacts of BMW Website Redesign

in Uncategorized by Chris Coad — February 7, 2008 at 12:42 pm | 0 comments

Boston, MA. February 1, 2008 — Compete’s automotive service experts help OEMs better understand how consumers interact with their websites. In the latest edition of the Compete Automotive Website Engagement Study, a monthly study that analyzes what percent of OEM website visitors use shopping tools, the team assessed the change in visitor use of three shopping tools following BMW‘s mid December website redesign.

Build Your Own Vehicle

• The site now features two links to build your own vehicle
• BMW kept the traditional start/stop button in the bottom left of the screen, and added a new link in the top left corner, an area that commonly attracts visitor attention
• 26.9% of the visitors to BMW’s website used the build your own vehicle tool in December
• This represented a 5.1 ppts increase from November

Offers

• The addition of a prominently displayed link to the offers page increased visitor traffic from 5.7% of total site traffic to 9.3%
• The new link is displayed as part of a sliding menu bar in the bottom right hand corner of the homepage

Locate Dealer

• Redesigning the locate dealer tool from a simple zip code entry text box at the bottom right of the home page to the site menu bar led to a 4.3ppts decline in visitor usage
• 7% of visitors used the tool in December compared to 11.3% in November