Buying a car starts online. Whether it’s checking out models, comparing prices, or booking a test drive, most Canadian car buyers spend a lot of time researching before they ever step foot into a dealership. But are Canadian dealerships prepared for this shift? A recent U.S. study by Overfuel suggests many are falling short, and the same might be true in Canada.
What We Learned from the U.S. Market
The Overfuel study took a close look at the websites of 2,657 top U.S. dealerships and found something surprising: fewer than 1% of these sites met Google’s basic website performance standards, known as Core Web Vitals (CWV). These standards measure key things like how fast a site loads, how stable it is while you scroll, and how smooth the overall experience feels. So, what’s going wrong? Bloated website code, slow hosting, and too many unnecessary plugins are some of the biggest issues. And if U.S. dealerships are struggling with this, there’s a good chance Canadian dealerships are, too.
Why This Matters for Canadian Dealerships
Even though this study was focused on the U.S., it’s highly relevant for Canadian dealerships.
We Use the Same Tech:
Many Canadian dealerships use the same website platforms and technologies as U.S. dealerships. So, if U.S. sites are struggling, chances are ours might be, too.
Our Customers Shop the Same Way: Like in the U.S., Canadian car buyers are spending a lot of time researching online before making any decisions. A slow or clunky website could mean losing out on potential customers.
Our Customers Shop the Same Way: Google doesn’t care whether your dealership is in Canada or the U.S. The same rules apply when it comes to ranking websites based on speed, user experience, and performance.
How Dealerships Can Improve Their Websites
Here are a few simple steps dealerships can take to make sure their websites are up to par:
Prioritize Mobile:
Over 80% of car shoppers use their phones during the buying process, so it’s critical that dealership websites are mobile-friendly, fast, and easy to navigate on smaller screens.
Speed Things Up: Slow websites drive customers away. Dealerships should check their website speed and look for ways to improve it—like compressing images, reducing heavy plugins, and cleaning up the site’s code.
Watch Out for Plugins: While third-party plugins can add extra features to a site, too many of them can slow things down. Dealerships should evaluate what plugins are really necessary and cut out the ones that aren’t.
Meet Google’s Standards: Use tools like Google’s Core Web Vitals report to identify areas where your website may be underperforming. Addressing these can improve your site’s rankings and make it easier for customers to find you online.
Why This Is Worth Your Time
Improving your website isn’t just about making it look nice—it can have real benefits for your dealership. A well-optimized site means:
More Traffic:
A faster site that meets Google’s standards will rank higher in search results, meaning more people will find your dealership online.
Happier Customers: If your website is easy to use and loads quickly, customers are more likely to stick around, explore your inventory, and book a visit.
Better Sales: A better online experience can lead to more leads, more appointments, and more sales.
The Bottom Line for Dealerships
The Overfuel study shows just how important it is for dealerships to invest in their online presence. While the study focused on the U.S., the insights are just as relevant to Canadian dealerships. In an increasingly digital world, your website is often the first impression customers have of your business. If it’s slow or difficult to use, you could miss out on valuable opportunities.
Take a hard look at your website, see where it can be improved, and make the changes needed to stay competitive. After all, the car-buying experience starts online—make sure your dealership is ready.
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