Transportation websites span the gamut from equipment and trucking to railroads and logistics. These sites must market products to customers who require specialized machinery or vehicles and services to those interested in moving goods through the supply chain. They must effectively convey the parent company’s expertise, reliability, and innovation to encourage visitors to become customers, and — in some cases — they must allow existing customers to buy or book products and services and track shipments.
To assess how well prominent sites in the Transportation industry achieve these objectives, the siteIQ team evaluated a total of 16 sites across four industry segments, including Railroads, Equipment, Logistics, and Trucking using the Transportation edition of the siteIQ Usability benchmark.
This benchmark includes 196 questions across four categories and nine sub-categories that measure the overall practicality, versatility, and convenience of any given website from the visitor’s perspective. A second review recategorizes the 196 questions into 16 unique Usability Dimensions that illustrate how sufficiently each website allows users to achieve common tasks, objectives, and goals. The results of these evaluations allow the team to rank and rate each site — and determine a winner overall.
This summary announces key findings for the Transportation industry based on Website Usability and Website Usability by Dimension scores.
Even a quick review of our inaugural Transportation industry results reveals the ugly truth: sites in this sector perform poorly overall. This is evidenced by their overall website usability average that, as a group, is only 52.5%. Even more concerning, three-quarters of all tracked sites register an overall score that rates as Below Average or Poor.
Thus, it’s not surprising that digging deeper into the data reveals the majority of sites struggle in nearly every sub-category — or that most scores are below 65%. In fact, there are a handful of sites that fail to break the 65% barrier in any of the sub-categories on the benchmark.
This grim reality means that Transportation websites aren’t very useful or effective — and that they are nowhere close to operating at optimal levels. Unfortunately, it also means that these sites don’t adequately convey the parent company’s expertise, reliability, and innovation — or encourage visitors to become customers.
Making matters worse is that Transportation sites aren’t well aligned to visitor activities or objectives, so even the most undaunted users won’t find it easy to accomplish their tasks or goals. This is substantiated by scores in the Navigational Usability, Ease of Locating Content, Ease of Using Resources, and Usefulness of Resources Dimensions that fall well below 60% — and, in some cases, drop into the 30% range.
When all is said and done, Deere.com, NSCorp.com, Harley-Davidson.com, UP.com, and CSX.com are the Top 5 ranking Transportation websites based on Overall Website Usability and Overall Website Usability by Dimension. That said, being among this group hardly gives the teams managing these sites bragging rights given their overall scores. Instead, they should be having discussions about how to improve the usability and effectiveness of their online properties — including how they might benefit from website benchmarking.
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About the siteIQ Usability Index
siteIQ evaluated the 16 Transportation Websites listed on the 2020 siteIQ Usability Index. These Websites are categorized into four industry-specific segments including:
- Railroads (BMSF.com, CSX.com, NSCorp.com, UP.com)
- Equipment (ArcticCat.txtsv.com, Deere.com, Harley-Davidson.com, Polaris.com)
- Logistics (CHRobinson.com, Expeditors.com, TQL.com, XPO.com)
- Trucking, Truck Leasing (JBHunt.com, PGTTrucking.com, Ryder.com, Uhaul.com)
These in-depth evaluations were conducted using the 2020 edition of the siteIQ Usability Index Best Practices Benchmark, which tracks results in 10 sub-categories and 16 Usability Dimensions.
The 2020 evaluations were performed during the second quarter of 2020.
Category: Index Rankings
Class: Website Reviews and Rankings
Websites Profiled: siteIQ Usability Index Websites – Food & Beverage Industry