Webwatch
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A year in review
What were the key online trends for used truck dealers in 2011 – and which websites impressed CM the most?
Webwatch had a busy time last year, reviewing websites from the smallest independent used truck dealers to the big franchises. We were even able to fit in the occasional trailer dealer. Here’s what stood out for us.
Some of our reviews in 2011 were return visits to dealers that had recently relaunched or revamped their web offerings. The makeover by Renault Trucks approved distributor Allports Truck Centre (reviewed 24 March 2011) was particularly successful. “Allports has addressed nearly all of our previous criticisms and the result is a great used truck website,” we wrote. We also liked the modern and fresh Global Commercials relaunch (CM 18 August 2011).
With so many people now having smartphones, we tested every site on a mobile device. While we weren’t expecting to see a dedicated mobile version of the website, we did want a mobile-friendly website. Cloburn International (CM 16 June 2011) scored well. “The site’s clear, simple design makes it easy to use on a mobile device or slower internet connection,” said our review.
Seek and you will find
As ever, search was a key issue. While some sites had comprehensive search functions, others made you browse through pages of listings. Trucks ‘R’ Us (CM 7 April 2011) excelled, offering the user “no less than five ways to access the stock list” and providing “fantastic search tools”.
Almost as important as search in helping you find what you are looking for is the structure of the site in general – and the stock list specifically. Gloucestershire used truck dealer Rothdean (CM 13 January 2011) came in for praise. “Stock is well categorised,” we said.
The quality of the photography
on dealers’ websites has improved over the past few years, and pop-up slideshows or photo galleries are now the norm. Our review of the DG Taylor website (CM 3 March 2011) noted: “The photography is of high quality and shows the stock from a range of angles; in-cab shots are available for many of the tractor units.”
Tools of the trade
Dealer websites continued to innovate
in 2011, and nearly all offered tools to facilitate the buying process. These included currency converters (DG Taylor); downloadable datasheets (DG Taylor); automated translation (EM Rogers); an ‘add-to-favourites’ option (Trucks ‘R’ Us); email alerts (J&L Commercials); and industry blogs (Global Commercials).
We were particularly impressed with the ‘Resources’ section of
the Newton Trailers website (CM 27 January 2011) “because of
the sheer amount of information that it contains”.
But technology always moves on, and we are sure used truck dealers big and small will refuse to rest on their laurels in 2012. If you know of a new website you think Webwatch should review, or of an existing site that has been revamped, email james.clark@roadtransport.com
Scores on the doors
Webwatch rates every website out of 10 for appearance, information and navigation. So who scored the highest overall in 2011?
Scoring eight for appearance and navigation and a whopping 10 for information, the title goes to truck and plant exporter Britcom International (CM 1 September 2011). Its new site, launched in April to mark its 30th anniversary, “has all of the functionality you would expect from a cutting-edge used truck website”. We commended its good searching and sorting options as well as the comprehensive information it offers on Britcom’s services. ■
Buying and selling with Commercial Motor
● Commercial Motor has put its money where its mouth is and launched its own website. Visit http://usedtrucks. commercialmotor.com for a great selection of used trucks and trailers for sale.