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Looking for suggestions on website quality assurance

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Arinehart

Arinehart

Mar 14, 2023
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#1
I'm currently looking to hire a Quality Assurance individual to make sure everything is working properly on our websites. With 18 dealerships brings 18+ websites and I'm going to bringing someone on to our team that will do a daily check of all our websites. From photos and merchandising to assuring feeds work properly, phone numbers are working, hours are correct. Do our CTA's line up properly? Are our monthly specials updated? Banners updated? Any typos? Are we doing everything we can to assure that shoppers first impressions are met when they get to our website?

Does anyone currently have someone doing a similar job? I'm working on a live checklist so they can keep track of any issues and then we can get them corrected. Anyone have a checklist already made that I might steal, I mean borrow, and add to what I already have?

TIA!
 
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#2
I love where your head is at! Dealership website UX is less than an afterthought for most groups/stores. In my experience, vendors or consultants end up brining issues to dealer's attention well after the damage has already been dealt. UX/CX in automotive is the biggest opportunity in automotive not many are paying attention to.

Looks like you're in my backyard! I'd be down to have a chat to help, or potentially find some one for the role. It'd be great to swap 'Michigan fan in Columbus' stories. GO BLUE!
 
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#3
Arinehart said:
I'm going to bringing someone on to our team that will do a daily check of all our websites. From photos and merchandising to assuring feeds work properly, phone numbers are working, hours are correct.
Click to expand...

I believe much of this audit work can be automated.

Consider adding to your list: VIN feature audits.
Below is a used car audit I made of a mid-western dealer group.
1724532390391.png
This was done pre-covid (while I was at CARS) and we all know how much tech is in these cars now and how 'trim-flation' has exploded.

If you consider that this is a nationwide problem, making your inventory listings accurate is a competitive advantage (i.e. winning the zero sum game).
 
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#5
A QA person could really be used in ALL dealers!
A QA is not really an entry level job because your WHOLE TEAM depends on that person! They seem like it though. But you really do need someone who has great skills in being thorough and detailed in checking to see if a ticket was resolved.

A QA would have prevented my last 3 trips to the dealer service department which probably cost the dealer about $240-300 or so in Uber fees. I had to go back because my repair wasn't QA'ed.
 
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#6
Arinehart said:
I'm currently looking to hire a Quality Assurance individual to make sure everything is working properly on our websites. With 18 dealerships brings 18+ websites and I'm going to bringing someone on to our team that will do a daily check of all our websites. From photos and merchandising to assuring feeds work properly, phone numbers are working, hours are correct. Do our CTA's line up properly? Are our monthly specials updated? Banners updated? Any typos? Are we doing everything we can to assure that shoppers first impressions are met when they get to our website?

Does anyone currently have someone doing a similar job? I'm working on a live checklist so they can keep track of any issues and then we can get them corrected. Anyone have a checklist already made that I might steal, I mean borrow, and add to what I already have?

TIA!
Click to expand...

This is definitely a great plan to have in place. Most of that activity can be automated at your scale, eliminating the need for manual, repetitive work. Create a workflow and assign the checklist of items to someone who loves to scour over the details:)

Check out Siteimprove.

There are many categories of items to include in these types of audits, from accessibility to general site performance, QA, and SEO elements.

Plus, you can create your own internal policy/process library for rules about images, phone numbers, large images, misspellings, etc.

Long-time user, solid solution.
 
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#7
Eric Miltsch said:
Check out Siteimprove.
Click to expand...

Thnx Eric. Their chat bot CTAs are genius.
1724785506651.png

The CTAs trigger the visitor into action. A few for Auto:
  • Make Us an Offer
  • Schedule a Test Drive
  • Check Availability
  • Check Your Loan Approval
  • Book a Service Appointment
  • Sell Us Your Car
I'd bet you'd see a lift :)
 
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#10
Arinehart said:
I'm currently looking to hire a Quality Assurance individual to make sure everything is working properly on our websites. With 18 dealerships brings 18+ websites and I'm going to bringing someone on to our team that will do a daily check of all our websites. From photos and merchandising to assuring feeds work properly, phone numbers are working, hours are correct. Do our CTA's line up properly? Are our monthly specials updated? Banners updated? Any typos? Are we doing everything we can to assure that shoppers first impressions are met when they get to our website?

Does anyone currently have someone doing a similar job? I'm working on a live checklist so they can keep track of any issues and then we can get them corrected. Anyone have a checklist already made that I might steal, I mean borrow, and add to what I already have?

TIA!
Click to expand...
Great strategy and for what it's worth, I don't think most of this work can be automated. Well, at least not easily. However, it can be programmatized into a playbook so that these checks are performed in a systematic manner at a regular cadence. Once that playbook is developed, then you'll be able to know what you might be able to automate.

On the role itself, consider hiring for "Marketing Operations Specialist" or "Site Reliability Engineer (SRE)". I'd lean towards marketing ops as it's traditionally the less technical of the two. On that note, consider adding A/B testing to your list of oversight. Someone who knows how to identify and run a good test can pay for themselves in a matter of weeks when it comes to uncorking new opportunities.

Happy to chat through it further if you want to dig in anywhere.
 
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