The latest study of automaker websites found that though brands are doing a good job getting consumers to visit them, many could improve on giving people what they want when they get there.

The semiannual J.D. Power survey of more than 11,000 new-vehicle shoppers last October and November found the vast majority peruse automaker websites when they’re considering their choices – 83% of those who’ve already picked a model and 94% who haven’t.

A third of new-vehicle shoppers start their research undecided on a brand, though most visit an automaker website, J.D. Power said. The poll also revealed that of those undecided consumers, 66% said they’d consider the brands of the websites they visited, underlining the important role automaker websites can play in sales. 

But some automakers may miss out on sales because they prioritize their branding over presenting model details.

“While [undecided] shoppers are highly engaged, we continue to see that about 20% of OEM sites prioritize branding over the detailed vehicle information shoppers are actively seeking,” said Digital Experience Consultant Cory Maxwell. “At that stage, the brand has already done its job by getting shoppers to the site, so what matters most is helping them evaluate the vehicle.”

J.D. Power’s poll measures in order of importance sites’ visual appeal, navigation, speed, vehicle research and research tools. It examined 16 luxury brands and 17 mass-market automakers.

U.S. electric-vehicle maker Tesla outscored all other studied automakers with its website score of 777. In the luxury category, it was followed by Cadillac, with a score of 761, and Mercedes at 757. The average segment score was 737.

GMC bested mass-market competitors with a score of 717. Ford nearly tied with it at 716, followed by Hyundai at 715. The segment’s average score was 703.

J.D. Power debuted the website study in 1999 in the early days of online shopping. It polls consumers who plan to be in the market for a new vehicle within 12 months.

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