- Mazda beats Audi and Volkswagen to best website title
- 9,500 consumers complete survey for the leading digital award
- Digital experts recognise Mazda UK for use of modern web standards
Mazda UK’s state-of-the-art website (www.mazda.co.uk) – created by digital creative agency, Syzygy, London Office – has been awarded ‘Best Web Design’ at the 2013 Click Awards, sponsored by Auto Trader. The annual awards are allocated based on feedback from thousands of consumers from across the UK and cover areas of lead generation, web design, search engine optimisation (SEO) excellence, mobile and social media.
The Click Awards are based on one of the largest automotive studies in the UK which surveys over 9,500 consumers through HPI, Auto Trader’s independent research partner. Consumers were asked to visit three randomly selected websites, search for used and new cars and rate the websites and mobile sites in terms of how easy they were to use, how much they liked the design and how easy it was to contact a dealer. The results of this research generated shortlists of the top manufacturers and the top digital retailers.
Held in the Long Room at Lord’s Cricket Ground, the Click Awards ceremony was presented by Phil Tufnell, ex England spin bowler and current team captain on Question of Sport. The judging panel included experts from Google, Nokia, Twitter and Elvis Communications.
The Best Web Design award is based on how consumers rate the overall design of the website – including lead time, ease of navigation and more subjectively, the look and feel. Of the 30 manufacturers researched, Mazda UK was shortlisted along with Volkswagen UK and Audi UK. The research revealed that Mazda achieved above the average score for every category, specifically for the home page and new car section
Syzygy specifically developed Mazda UK’s website around a user-centred design process with customer input captured throughout. Careful consideration was given to the modular page layout to directly reflect how customers research cars online, while ensuring the content provides an immersive brand experience. The functional modules such as specifications and comparison tables were designed in a way that made the interactions feel original and inspiring.
The experts on the judging panel recognised Mazda UK’s website for its extensive use of new modern web standards, including expandable menus, large scrolling pages of editorial style content and extensive use of large scale imagery. Fewer click throughs and easily located primary calls to action throughout the site were key features that the judges felt set Mazda UK’s website apart in terms of ease of navigation.
Expert judge, Stuart O’Neil, Creative Director from Elvis Communications said of the Mazda UK website: “[Its] interactive gallery, clear navigation with key contact information clearly visible all the way through the site is really well built and indicative of what all good brands are doing.”
Sharon Randall, UK Sales Director at Trader Media Group said: “As consumers are so much more active online now more than ever before, it’s important that websites allow the consumer to easily navigate their way around with clear options to make contact immediately.
“It is evident that Mazda has carefully considered the consumer’s needs and expectations in the strategy behind the website and our congratulations go to Mazda for a fully deserved win in this year’s Click Awards,” adds Randall.
“Mazda UK is always striving to provide the best online experience, so we’re delighted that this has been recognised in the Click Awards, especially in the knowledge that it is judged by the consumers themselves,” said Claire Andrews, Marketing Director, Mazda UK.
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