eDigitalResearch Web Study Helps Auto Trader Select Winners for Click Awards 2009

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Auto Trader, the UK's no 1 motoring website and magazine, has this week announced the winners of the Click Awards 2009. Winners were selected based on the Auto Trader Website Usability Study, undertaken by leading online research company, eDigitalResearch.

The largest study of its kind in the UK, the Website Usability Study, uses qualitative and quantitative research to gauge the views and opinions of 600 UK car buyers across 70 of the UK's top motor manufacturers, dealer, independent dealers and car supermarket websites.

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 everyday tasks, like searching for a used car or finding information. It also measured consumer feedback regarding online and telephone customer service.

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. Winners included KIA (Best Motor Manufacturer Home Page), Peugeot (Best Motor Manufacturer Customer Service) and Audi (Motor Manufacturer Website of the Year 2009).

Craig Stevens, Group Sales and Service Director at Trader Media Group comments: "Our congratulations go out to all winners of the Click Awards 2009. The Awards have opened up to independent dealer groups this year and we have been very impressed by the standards of all of this year's finalists.

"Over the last four years, our Website Usability Study has provided valuable insight into how motorists interact with manufacturer and dealer websites and what they rate as good and bad on a website. We have been able to benchmark excellence across a range of key online indicators and this data has been welcomed by the motor industry."

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LISA BONCZYK
eDigitalResearch
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