Motors.co.uk has redesigned its website with enhancements to its user experience to increase onsite conversion, and a new visual identity to underline its credentials as a sophisticated, modern car search platform.
Utilising consumer feedback sessions and conversion rate optimisation (CRO) techniques, Motors.co.uk gained deep insight into usability that will see a number of further upgrades released during the year. All such changes have been implemented to better match buyers and sellers of cars.
The new design style for the site uses strong, bold fonts and a pared-down colour palette. The website has been stripped back to offer a clean interface with the distinctive Motors.co.uk green – introduced on the site in 2013 – used to emphasise key actions including the top-level navigation bar, as well as the search and dealer enquiry buttons.
A key driver of the changes has been the continued growth of smartphone usage, representing 56% of total visits in February 2018, up from 50% of visits in February 2017 and 42% in February 2016. The design changes are also reflected on the brand’s content focused sections, such as the Motors.co.uk News blog, Car Reviews and Electric Cars Hub.
Motors.co.uk Product Director David Hearns said: “The way that consumers search for cars is constantly evolving, so it’s important that our site does too. Smartphone usage brings its own opportunities to create an experience that is optimised for that device, rather than just a squashed version of the desktop site. We encourage dealers to look at their own websites on smartphones to ensure response isn’t being lost through difficult mobile experiences.
“Our 2018 roadmap has a number of further enhancements planned as we are committed to connecting car buyers and sellers with the best, easiest to use website. We pride ourselves on constantly innovating and the positive feedback we get from consumers on the site.”
Motors.co.uk Managing Director Phill Jones added: “This evolution of the site shows that we are always listening, learning and improving. It is a commitment from the team that we will share our insight with dealers to help them optimise their own businesses. This openness runs through our business, including our Value Based Pricing model – where dealers have a performance target to clearly hold us to account for the response we deliver.
“As 2018 brings its challenges for dealers, we are confident that we can help dealers both improve their visibility with in-market car buyers and better manage costs.”