Cars.com Ranks First in Overall Customer Experience and eBay Motors
Ranks First in Overall Technical Quality
SAN MATEO, Calif., May 05, 2011 (BUSINESS WIRE) --
Competitive Research, the industry analysis group of Keynote
Systems (Nasdaq:KEYN), today announced the results of the Keynote
Competitive Research Industry Study examining U.S. Third-Party Auto
websites. In the 2011 U.S. Third-Party Auto study Cars.com took first
place for Best Overall Customer Experience and eBay Motors came in first
for Best Overall Technical Quality. The entire study is available for
immediate purchase. To request more information please visit: http://bit.ly/thirdpartyauto.
Winners of Keynote
Competitive Research studies are invited to participate in the
Excellence Program which recognizes the "best of the best" websites
as ranked in the studies. The rankings are based on responses from real
users, who were observed as they accomplished tasks on each of the sites
studied, as well as real data collected through Keynote website
monitoring to assess the technical quality of the sites. For each study,
Keynote recognizes the companies with the overall top ranking, as well
as those exhibiting excellence in specific categories. For the 'Customer
Experience' portion of the study, Keynote observed and conducted online
interviews with 2,000 prospective auto buyers (a mix of those
considering purchasing a new vehicle, purchasing a used vehicle, or
purchasing a new and/or used vehicle) as they interacted with the
websites of a total of 10 leading Third-Party Auto sites (200 people per
site): AOL Autos, Automotive.com, Autotrader.com, Cars.com, eBay Motors,
Edmunds.com, Kelley Blue Book, MSN Autos, Vehix.com and Yahoo! Autos.
For the 'Technical Quality' portion of the study, Keynote performed
5,000 total measurements for each site, for a total of 50,000 total
measurements, from 12 locations in the U.S.
Keynote Competitive Research produces leading industry research using
the company's commercially available Web
performance monitoring and real user experience testing products.
Keynote regularly evaluates the current state of online customer
experience, technical quality (responsiveness/reliability) and
implementation of best practices on leading websites across a wide
variety of vertical markets including financial services, automotive,
media/entertainment, retail, travel and technology.
More Information about the Customer Experience Rankings for US
Third-Party Auto Websites
For the 'Customer Experience component of the study, Keynote sent 200
U.S. resident Internet users to each of the 10 websites. The online
panelists evaluated the website's home page and then researched and
compared different makes and models. Panelists then searched for and
priced a specific new vehicle and a specific used vehicle of interest,
selecting for features, options, and any other criteria important to
them. Finally, they were asked toassume they wanted to sell
their current vehicle online and start the process of creating a listing
for their vehicle on each site, going as far as possible with the
process without entering in a credit card number.
The study revealed that when tested by actual users Cars.com offers the
strongest Overall Customer Experience, placing first in all three
indices from which Keynote derives its Overall Customer Experience
rankings -- Brand Impact, Conversion Impact and Customer Satisfaction.
Other key findings include:
Cars.com ranks 1st for Brand; sharing the top performance tier with
Vehix.com and AutoTrader.com;
Cars.com is perceived as "friendly," "fun," and "helpful" more than
any other site;
Cars.com is also a top site for Conversion along with Kelley Blue Book;
More than any other site, Kelley Blue Book is perceived as "an
industry leader," "reliable," and "trustworthy;" and along with
Vehix.com "high quality;"
Two aspects of the online experience, Design and Organization and Find
Used Vehicle Satisfaction, were the biggest drivers of business
"Based on our analysts' observations and interviews with our panel of
real online users, our 2011 study of US Third-Party Auto websites
revealed that a well-designed, well-organized site can have a major
impact on potential car buyers and sellers overall customer experience,
driving both brand perception and overall conversion outcomes," said
Christopher Musto, general manager of the Keynote
Competitive Research group at Keynote. "With this knowledge in mind,
it's clear that customers appreciate the clean design and functionality
of the Cars.com website."
More Information about theTechnical Quality Rankingsin
the U.S. Third-Party Auto Website Study
In addition to evaluating customer experience with its panel of actual
users, the Keynote study also examined two broad aspects of technical
quality: responsiveness and reliability. Responsiveness comprises: high
speed response, DSL (midband) response, response time consistency,
geographic uniformity and load handling, while reliability is comprised
of availability and outages. For the 'Technical Quality' portion of the
study, using measurement computers located in 12 cities across the U.S.,
Keynote measured a typical transaction of starting at the site's home
page, searching for a new vehicle to research and ending at pages with
specific vehicle details. Based on the thousands of transactions
monitored over the course of the study, eBay Motors came in first for
Responsiveness (or speed), and tied with Yahoo! Autos for Reliability to
earn first place for Overall Technical Quality.
"Based on tens of thousands of measured transactions that Keynote
performed for this study eBay Motors set the standard for technical
excellence, outpacing the rest of the competition in our Responsiveness
rankings and scoring a perfect 1000 on our Reliability scale," said Ben
Rushlo, director of performance management at Keynote.
In order to collect the Technical Quality data Keynote used its Transaction
Perspective(R) product, the leading real browser-based service for
measuring and monitoring website performance from the end user
perspective. With Keynote Transaction Perspective the company examines
website performance from multiple geographic locations by simulating
users clicking through transactions on a website. Keynote collected more
than 5,000 data points that detailed each of the sites' technical
performance in terms of page responsiveness and reliability.
The study is available for purchase from Keynote and comes with
extensive analysis of brand impact, acquisition impact, reliability and
responsiveness and the factors that drive sites' performance in these
areas. Clients will receive an executive presentation, extensive back-up
charts and illustrations, and online access to all clickstreams,
verbatims, question responses and panel facts for all panelists at all
sites for all tasks and can download and use this data in their own
research. To inquire about a copy, please visit us online at: http://bit.ly/thirdpartyauto.
Follow Keynote on Twitter at: www.twitter.com/KeynoteSystems
Keynote Systems (NASDAQ:KEYN) is the global leader in Internet and
mobile cloud monitoring. We provide companies with solutions for
continuously improving the online experience. Founded in 1995, Keynote
delivers testing, monitoring and measurement products and services for
any enterprise including online portals, e-commerce sites, B2B sites,
mobile operators and mobile infrastructure providers. Keynote products
and services help companies improve customer experience in four areas:
Web performance, mobile quality, streaming and real user experience
Known as The Mobile and Internet Performance Authority(TM), Keynote has a
market-leading on-demand infrastructure of over 3,000 measurement
computers and mobile devices in over 275 locations around the world.
Keynote's 2,800 customers represent top Internet and mobile companies
including American Express, AT&T, Disney, eBay, E*TRADE, Expedia,
Google, Microsoft, SonyEricsson, T-Mobile and Vodafone.
Keynote Systems, Inc. is headquartered in San Mateo, California and can
be reached at www.keynote.com
or by phone in the U.S. at 1-800-KEYNOTE.
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owners. © 2011 Keynote Systems, Inc.
SOURCE: Keynote Systems
Keynote Systems, Inc.
Dan Berkowitz, 650-403-3305