Cox Automotive Australia (CAA) recently hosted a masterclass, where head of product Gillian Allen and lead product manager Callum Coe presented CAA’s new automotive website platform, Radius.
The session provided an in-depth look at the extensive research and connected features that make Radius a competitive website platform option for automotive dealers in Australia.
Research and development
During the class, Allen highlighted that the development of Radius was a meticulous process spanning over a year and a half. The team conducted extensive research, drawing insights from both international markets and the unique needs of Australian consumers in the automotive industry. This dual focus ensures that Radius meets global standards and addresses local market expectations.
The research revealed several critical insights into consumer and dealer expectations. A survey of hundreds of Australian consumers who had purchased vehicles in the last six months highlighted significant gaps in user satisfaction. Over 50% of critical factors in the digital car buying journey were found to be underserved, indicating a substantial opportunity for improvement.
Key consumer insights shared included trust and transparency, user experiences and performance, integration and seamless experience, frictionless conversion, finance and trade-in transparency.
Trust and transparency
One of the most striking findings was the importance of trust and transparency. Consumers expressed a strong desire for accurate and honest information about vehicles. More than 85% of consumers expressed the importance of trusting the vehicle information, and more than 80% wanted to avoid unpleasant sales interactions.
Radius addresses this need by ensuring that all vehicle details are clearly and accurately represented, reducing the risk of buyer’s remorse and building consumer confidence.
User experience and performance
Consumers also emphasised the value of a high-quality, user-friendly website. They wanted a seamless experience from online browsing to the showroom.
Radius delivers on this expectation with high-resolution images, interactive features, and a streamlined test drive process to enhance user engagement and satisfaction. Notably, 68% of sessions are on mobile devices, highlighting the importance of a mobile-friendly design.
Integration and seamless experience
Radius integrates with existing product suites, such as lead management systems and service booking platforms. This integration ensures a smooth and efficient experience for dealers and consumers, supporting a cohesive digital retailing strategy.
Frictionless conversion
A key goal of Radius is to minimise bounce rates and keep consumers engaged.
“You want the bounce rate to be between 20 and 40%, 20% meaning only one in five consumers are going somewhere else before doing something on your website,” Coe says.
The platform achieves this by providing clear, easy-to-navigate options and calls to action. Features like quick search, high-resolution imagery, and interactive elements help maintain user interest and drive conversions.
Finance and trade-in transparency
Another cornerstone of Radius is transparency in vehicle valuations and finance options. The platform includes tools like finance calculators and detailed trade-in value information, helping consumers confidently make informed decisions.
For instance, 63% of consumers want to value their existing vehicle, and 67% seek trustworthy finance information directly from the dealer’s website.
Download a copy of the research here or access the masterclass here.
