Study on Web sites of used cars (II)
27.10.10
Users had to perform two main tasks: a free search for a car with a predefined make and characteristics from a blank page and a search and query of details of a particular car model in each one of the selected Web sites. The three Websites that did better in the usability and user experience study were Coches.net, Autoscout24.es and Autocity.com.
The Web pages that have achieved a higher efficiency ratio (users’ capability to complete a given task successfully) have been Coches.net y Autocity.com, with a 90% success rate. Users believe that Coches.net is the easiest Web and the one with a higher satisfaction rate after the interactive experience to find a used or second-hand car.
In addition, the Segundamano.es Web stands out above others as the most popular among users, followed by Autoscout24.es, the second one in the ranking, although less representative.
Users’ Preferences and Behavior
The best rated factors in terms of design and usability by the users was the speed when downloading pages, the detailed car information and the control over the process of finding the car. On the contrary, the worst rated factors were the excessive advertising in the pages, the fields to be filled in and the disorganization of some Web contents.
In addition, users take into account a number of features to guide the search process, among them: the car price, make or model, number of kilometers, pictures and place of sale of the car. Additional services, such as more multimedia contents, such as pictures and videos, as well as other users' opinions, are also claimed.
Also, nearly 60% of the users compare the information on car models and only 10% says that they visit used car fairs. When looking for information on a car of a predefined make and characteristics, over 60% used Google directly and only 7% visited the Web site of the make directly, the most frequent search being by car portals.
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