When it comes to motorists searching for used cars, the demands placed on car dealer websites are high. Convenience, transparency, personalisation, and mobile optimisation are key. Research reveals that the modern car buyer expects a seamless, intuitive experience that helps them find the right vehicle quickly, and a well-designed website can significantly improve both user satisfaction and conversion rates.
Considering that up to 70% of your site visitors are actively looking for a used car (it’s the most commonly visited category of any car dealer website) making the search flexible and easy to use is vital. And when you also consider that about the same percentage of site visitors use a mobile device whilst searching, you see why it is most important to ensure that your site really performs this task well. Here’s what we know about used car search functionality.
Quick Results
If your site is optimised properly for SEO most of your used car visitors will not actually land on your home page. The inner pages, like used car listing pages as an example, should rank and this will be where they land, so the filtering options need to be clear and offer significant flexibility such as a mixed make search or a blended new and used car search option.
Our research on CaboodleCode 2.0, shows us that a significant proportion of your visitors want quick results and often simply hit the search button to see all your stock prior to refining later.
Comprehensive Search Tools
UK motorists want efficient, intuitive filtering options that allow them to narrow down their choices with ease. Consumers expect websites to provide filters such as make, model, price, mileage, transmission and locations. The ease with which they can sift through search results has a direct impact on engagement. Many aggregator sites like Auto Trader, for example, offer extensive filtering features to help users locate vehicles that meet their specific needs, allowing them to sort results by factors like proximity, price, and condition as well as detailed features like specifications such as sun roof, number of doors, transmission and colour.
Transparency and Real-Time Information
Transparency is essential when it comes to purchasing a used vehicle. Websites that provide clear, up-to-date information about vehicle history, pricing, are likely to build trust with potential buyers. Platforms like Carwow or Auto Trader, which provide detailed information about the cars' history and direct links to finance options, meet these expectations. Buyers no longer want to chase hidden details; they demand transparency upfront, which is crucial to reducing uncertainty and boosting confidence in their purchase.
Personalised Experience
Personalisation is becoming a significant feature in the used car buying process. Sites that use AI to recommend vehicles based on a user’s browsing behaviour are growing in popularity. This can lead to an increase in conversions by showcasing relevant options. For example, AI-powered platforms can suggest vehicles based on previous searches or even price alerts when a car's price drops. This personalisation not only improves engagement but also creates a tailored shopping experience that reflects the individual’s preferences, ultimately increasing the likelihood of a sale
Mobile Optimisation
More and more UK consumers are turning to mobile devices to browse and purchase cars, making mobile optimisation a key component of a dealer’s website. A mobile-friendly site ensures that potential buyers can access all the same features and information they would expect from a desktop site, but on the go.
Mobile and responsive websites allow customers to filter results, save their favourite vehicles, and even request quotes directly from their phones. This approach maximises the user experience and increases the chances of conversion
Reliance on Reviews and Third-Party Platforms
In addition to features like search tools and personalisation, UK consumers also place a significant value on third-party reviews. Websites such as Parkers and Auto Trader offer unbiased, comprehensive reviews that help buyers compare prices and assess vehicle quality.
Using AI to deliver these impartial reviews on your own website can increase the amount of time consumers spend on your site, as well as build trust with your own brand and the consumer.
Third-party platforms not only provide vital information but also foster trust. They give consumers the confidence to move forward with a purchase, knowing that they have access to expert reviews and detailed vehicle histories
For car dealers, understanding these demands and adapting websites to meet them is critical. Modern buyers are looking for more than just a catalogue of vehicles; they want an experience that is intuitive, personalised, and transparent.
By providing easy navigation, tailored recommendations, and clear, real-time information, dealerships can offer a customer-centric shopping experience that boosts both customer satisfaction and sales outcomes.
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