General Motors' too General Website

A Critique

January 12th, 2011

Paul Guastella - Staff Writer - CheersandGears.com

Almost anyone looking to make a major purchase these days will at least do a bit of research online. With so many things to consider when purchasing a new vehicle, a website is a vital source of information to a consumer. A positive web experience will definitely make an impression on the visitor. Conversely, so will a negative experience. This is a chance a manufacturer has to lure a consumer towards their product and hopefully into their showroom. GM knows this and has their websites packed with information. However, if a customer is shopping for an upcoming Chevrolet Sonic, the new Buick Regal, or a loaded Cadillac CTS-V Coupe, they should be awarded with equal experiences online: websites that are clear, easy to navigate, and highly informative. This is where GM misses the ball. GM's websites have many wonderful attributes, but some details need to be worked on.

Cluttered product spec pages: When you compare trim levels, all trims are listed side by side, but it's overwhelming to look at as it appears to be a large block of words. If a feature is not available, a simple dash (-) would suffice. If a feature is an option, use an "O". Many other manufacturers use these abbreviations/symbols and their feature lists/trim levels are much easier to navigate through.

Sometimes, model feature lists on the websites are repetitive. When looking at the Chevrolet Cruze feature list again, this time in the "Exterior" tab, the first feature listed is "Automatic Headlamps". If you read further down, that same feature is listed again. Looking elsewhere on the chart, why should there be separate lines for front and rear performance or all-season tires? This adds to the already existing clutter of words on the chart.

An additional way to help the user read this chart is to either add lines or lightly highlight the background of every other row. This will clearly allow the viewer's eyes to scan left to right across the trim levels without dropping down or floating up a row.

Labeling of features: Some features are listed using similar or identical names. An example from the Chevrolet website is: "Climate Control" is only available in the LTZ trim on the Chevrolet Cruze, whereas "Single Zone Climate Control", right below it, is available on all trims. Your average car shopper is not going to be able to discern between the two and will be unaware the former is referring to Automatic Climate Control and the latter, manual. Also, it could be better organized. If the Auto Climate Control is an option (or rather only available on the highest trim), why not have it featured after you've stated Manual Climate Control is available on all trims (other than the LTZ Cruze as you can't get it with Manual), which should simply have a (-)below it.

Available colors. I applaud GM for placing the vehicles available colors and ability to view them in 360° views on each vehicle's homepage. However, this is only available for the exterior colors on the Chevrolet website. On other GM websites, only an interior swatch pops up instead of the full 360° view. GMC's website has the ability to see 360° interiors in any color—all GM websites should offer this.

On many vehicles the interior images are limited to one color. Allow the viewer to see the car in other available colors from different angles in stills. You've spent a lot of time and money improving your interior style and making contrasting colors available—show them off.

Incomplete imagery. One note to make aware is that the viewer is very limited to what they can see in some vehicles. For example, on the Cadillac website, there are only three images of the DTS' interior: a close-up of the floor shifter, the Driver Information Center controls, and one of the available illuminated door sill plate. Where are the images of the interior as a whole?

"Build your own"seems overly simplified. When building a GM vehicle to price, you essentially have three steps after you choose your model: colors, trim, options. While the simplicity of the steps may make it easy for people to choose what they wish their vehicle to look like, the image presented while your building your vehicle is just as simple and at times inaccurate. Many manufacturers custom tailor the image while you're selecting your colors and options. GM appears to do this on their Chevrolet and Buick websites, but not with GMC and Cadillac. If I agree to pay $1,200 dollars for an optional wheel, I would like to see what that wheel would look like on the car. If I choose a base trim, I do not want to see what the car looks like in the top trim and vice-versa.

Consistency is key. While GM websites can differentiate themselves in appearance, the information and experience offered should be consistent across the board. All of GM's websites should share the same ease of navigating through their pages, they should be informative yet simple to decipher, and they should offer the viewer a clear image of what the customer would see in person.

Yeesh...I've seen excel spreadsheets that are more interesting than that spec sheet. I can't say I have gone to a website to "build my own car" in quite some time, but if I saw something like this it would irk me quite a bit. These may seem insignificant to some, but presentation is a huge component to me, and these examples show an apparent lack of attention. When I see repetitions, poor formatting and layout, and graphics/images/interfaces that appear unfinished and took seemingly little effort to achieve, I begin to lose confidence in the product and the company backing it (especially in regards to larger entities -- there is no excuse for it.)

This is one of those sections that I have always felt deserves a significant amount of attention from a marketing standpoint. If I want a car, I am going to go to that manufacturer's website and build it. I want a highly detailed, highly accurate interface where I can configure my car exactly to my liking and be able to view it as I configure it. I want to be able to add an accessory and see it appear on the car, inside or out. I want to play around with the colors. It is the closest thing many people will ever get to the vehicle without seeing it at a dealer and taking it for a test drive. Why wouldn't you want it as detailed and complete as possible?

Yeah GM really needs to improve their websites. The flash intros take soooooo long to load even on my broadband, and they serve no real purpose. Then the actual information about the cars is super-lacking. Since GM doesn't really print brochures anymore, you'd think that they'd spend more time on their websites since that assumedly is the intended primary source of information.

Their websites are terrible. I'm guessing some of the equipment listings are that way for legal reasons, but the other stuff you mention is not acceptable. On Cadillac for instance I don't think they have any images pod their platinum level vehicles either. Nit having all the interior colors to preview is unacceptable. I remember a time when Cadillac brochures had paint chips and faux leather in them for viewing.

I don't know if I've just never found the right thing but if anyone can provide a url...

but

Ford has OrderGuide .pdf's that I *Love* - always a thrill when they come out (as the order banks open) & I download them - make great references too, years later if I want to know what colors/options/specs were available 'back then'

Does GM have something similar?

Good article, Paul! Congrats.

I've often wondered why companies don't put more thought and purpose into their websites. Some just appear to be slapped together to "get the word out as quickly as possible", without thinking about the overall usability, the conciseness, and the fast experience to the end user (the consumer). It's amazing to me how many companies overlook the SIMPLE things....

*shrugs*

Cort | 37.m.IL.pigValve.pacemaker | 5 Monte Carlos + 1 Caprice Classic | * 06.2011_RT=us66+NW USA

MCs.CC + CHD.models.HO.legos.RadioShows + RoadTrips.us66 = http://www.chevyasylum.com/cort

"I see our time has gotten stale" __ Eve 6 __ 'Inside Out'

Thanks Knightfan

Good article, Paul! Congrats.

I've often wondered why companies don't put more thought and purpose into their websites. Some just appear to be slapped together to "get the word out as quickly as possible", without thinking about the overall usability, the conciseness, and the fast experience to the end user (the consumer). It's amazing to me how many companies overlook the SIMPLE things....

*shrugs*

Cort | 37.m.IL.pigValve.pacemaker | 5 Monte Carlos + 1 Caprice Classic | * 06.2011_RT=us66+NW USA

MCs.CC + CHD.models.HO.legos.RadioShows + RoadTrips.us66 = http://www.chevyasylum.com/cort

"I see our time has gotten stale" __ Eve 6 __ 'Inside Out'

+1

Agreed!