Sector checker: Mazda focuses on specs, but the journey needs more zoom

Mazda's MX-5 site is sparse and there's not much 'zoom zoom' on
offer.

The copy doesn't go out of its way to sell the car. The homepage
mentions 'resounding approval' at the Geneva Motorshow, but fails to
offer any press reviews or comments from Joe Public. On Google, I found
half a dozen enthusiastic reviews in seconds.

The MX-5 web site is all about process. Enthusiasts can pick an MX-5 to
configure and order before it hits the showroom.

Unfortunately, this process isn't very satisfying. To decide which of
the four MX-5 models you want, you have to juggle the technical
specifications in pop-up windows. All this clicking back and forth is
tiring. A summary table would be simpler.

Next, the site prompts you to 'Accessorise your MX-5' - is Mazda
targeting hairdressers? A pop-up appears, whereby you can choose some
cool trim options. Then you print out the list and take it to your
dealer. But that's a waste of time. I like the idea of getting users to
specify their car in detail and play with extras - that's great
psychology - but the outcome is a dead end along the customer's
journey.

You go on to fill out a pre-order form. Mazda's postcode checker is one
of the best I've seen; done well, this feature can dramatically increase
the number of forms completed. But, hang on, is this a contract or just
an expression of interest? Now you're probably getting worried; enough
to think that perhaps you should just talk to a dealer. From Mazda's
point of view, that would be a pretty good outcome, but there is no way
of doing it on this site.

Just when you think you've sent in the pre-order form, an unexpected
page opens with a £15 processing fee. Ouch. Now that isn't a lot
if you're serious about buying a car, but the jolt lets doubt set in.
Have you really seen enough? Maybe you will call a dealer some other
time when you're not so busy?

Mazda has the neat idea of tapping into customers' loyalty and affection
for the MX-5 to generate pre-orders. Customers who pay the fee will no
doubt buy, but Mazda could have had more success with more guile.

Simply getting someone to disclose a desire to buy a MX-5 is worth more
than £15. A subtler programme could have involved sending
registrants something they could show their friends, followed by a call
to arrange a test-drive.

By turning interest into a vocal, public commitment, rather than rushing
to close the deal, Mazda could have fattened up its pre-order book.

And now for the rest ...

The Golf GTi is an iconic car and VW's site (www.volkswagen.co.uk/gti)
has petrol heads in mind - those people willing to pay a BMW 3 series
price for a hot-hatch. But, it is unfair to compare it with the MX-5's
pre-launch site, whose developers have the time and assets to create a
polished experience.

VW's Flash-based configurator is superb. It takes you through what
appears to be a linear, step-by-step process, but there is actually
freedom of movement. The Flash transitions are slick, without being
showy, and the design echoes the styling of the car. So far, so
good.

However, a couple of minor niggles: some of the photos do not change to
match your configuration choices and the site uses annoying tool tips
that hover over the otherwise sophisticated interface. Still, it's
stylish, simple and effective.

At the end of an engrossing experience, you can save your choices, but
that's where VW decides to put the frighteners on you with a
data-protection statement as intimidating as a Swiss customs officer.
It's a pity as this is bound to put people off, but what lingers in the
memory is a confident experience.

Alfa Romeo has a reputation for cars that combine flair with
eccentricity and its site for the Alfa 159 (www.alfaromeo.co.uk) follows
in that tradition.

There's a button that lets you turn off the main menu, although I'm not
sure why you'd want to.

The photos show the car looking as slick and sharp as a Dolce & Gabbana
suit, but before you see them, you're treated to some shoddy computer
generated images. A button invites you to rotate the car, but there are
no clues on stopping it.

Getting information on the car isn't easy either. The 'contact us'
button seems to float outside the main content area, making it hard to
find.

Clicking leads you to a page that doesn't look at all like a contact
form - Alfa expects you to read through it all to find how to contact
them.

On to the Honda Civic, a pensioners' favourite. What will they make of
the 2006 model, whose looks are straight out of Blade Runner? This site
(www.honda.co.uk/2006civic) aims to play up the edgy, futuristic feel of
the car with strong colour and energetic Flash transitions.

For such a good-looking car, it's hard to find a clear photo. Flash
hotspots on tiny graphics lead to disappointingly small images, which
take ages to download and turn out to be movies.

Honda has high expectations of what my home broadband connection can do,
but it has used Flash well to present the car's innovative features - I
rather enjoyed playing with the rear seat animation.

With your appetite whetted, you'll be disappointed by the dull
call-to-action - 'more information' - and the contact form includes some
confusing radio buttons. However, this is a solid performance from
Honda.

The site for Renault's new Clio (www.newclio.renault.co.uk) is an
interesting mix of lively graphics, which add personality to the dull,
pre-launch photography. High on style and low on technical detail, the
site seems to be pitched at consumers.

Much of the content is made up of two games where you create a jazz
soundtrack or video to share with friends. Getting users to declare
their interest in the car to their friends is good psychology, but the
games, though polished, are awkward. If users can't play them, they
won't share the results.

- Giles Colbourne is founder of Cxpartners

TOP FIVE AUTOMOTIVE MANUFACTURER WEB SITES
Rank Web address Visits
(% relative
market share)
1 www.bmw.co.uk 7.18
2 www.ford.co.uk 5.71
3 www.vauxhall.co.uk 5.28
4 www.volkswagen.co.uk 5.28
5 www.toyota.co.uk 5.28
Rank Web address Pages
(% relative
market share)
1 www.bmw.co.uk 11.33
2 www.vauxhall.co.uk 8.51
3 www.peugeot.co.uk 4.59
4 www.ford.co.uk 4.47
5 www.toyota.co.uk 4.10
Rank Web address Session time
(minutes)
1 www.harley-davidson.com 13:14
2 ak4-uk.audi.co.uk 11:10
3 www.swiftleisure.co.uk 10:49
4 www.porsche.com 10:20
5 www.morgan-motor.co.uk 10:15
Source: Hitwise, September 2005.