Northampton based CarShop has won the Best Dealer Website category at the AM Awards 2015, held in Birmingham on February 19.

Beating off national competition, the judges said “Launched in 2014, the development of the CarShop website was inspired by the rapid growth in customers using mobile devices to view and search stock. Visitor numbers using tablets and smartphones went from less than 10% in 2012 to more than 30% a year. And the previous site, with its poor user experience was damaging the business – it was confusing and fiddly.

CarShop’s primary objectives were to improve customer experience and increase lead volumes through improved completion rates for enquiry forms and conversion rates. It took a mobile first approach to design to ensure customers get a great experience with faster response times for page and feature loading. The site was integrated into CarShop’s CRM to allow customer contact staff to retrieve online quotes, such as vehicle valuations, and complete the sales process over the telephone or Live Chat, so providing a “seamless multi-channel experience”.

Following the launch of the site mobile traffic is now more than 50%. Shortly after launch enquiry forms generated were up 90% year-on-year, online reserve and collect appointments up 36% and valuation appointments 28%.

The website was judged to be clear in its purpose, with a navigation that was simple to use and allowed users to focus on what they wanted from it, without being bombarded with offers and alternative paths to follow.

It features useful tools such as stock alerts, vehicle ‘watching’ and shortlisting and a body style search. Plus the language used throughout is also customer focused – industry jargon was clearly a no-no when building the site. The judges also noted the site was designed, built and is maintained by CarShop’s in-house team.”

The judges also received support from Google with this category.


The AM Awards are dedicated to acknowledging exemplary performance and innovation which is fundamentally important to the Automotive industry; high achievers deserve their time in the spotlight.

  • On: 20 February 2015
  • By: CarShop

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