Transportation websites span the gamut from equipment and trucking to railroads and logistics. Trucking sites must market services to those interested in moving goods through the supply chain. They must effectively convey the parent company’s expertise and reliability to encourage visitors to become customers, and they must allow existing customers to buy or book services and track shipments.
To assess how well prominent sites in the Trucking sector achieve these objectives, the siteIQ team evaluated a total of four sites using the Trucking version of the siteIQ Best Practices Usability benchmark. This benchmark includes 196 questions across four categories and nine sub-categories.
These questions measure the overall practicality, versatility, and convenience of any given website. A second review recategorizes the 196 questions into 16 unique Usability Dimensions that illustrate how sufficiently each website allows users to achieve everyday tasks, objectives, and goals.
The results of these evaluations allow the team to rank and rate each site to determine the winner overall. This case study announces key findings for the Trucking industry segment based on Website Usability and Website Usability by Dimension scores.
The websites evaluated in this segment include JBHunt.com, PGTTrucking.com, Ryder.com, and Uhaul.com.
The results of our inaugural Trucking sector evaluations reveal that these sites post overall scores that rate as Poor or worse. This comes as no surprise given that these sites rank at the bottom of the pack on the Transportation roster and that Transportation sites perform pretty poorly overall.
What does come as a bit of a surprise, however, is just how poorly sites in this sector perform in key and critical areas, including Navigation & Architecture, Search Features & Facilities, Product / Services Marketing, and Call to Action. In fact, usability averages are below 57% in each of these sub-categories, which signals that serious usability issues exist with arguably the most critical website resources.
And the results only get bleaker when we review scoring by Dimension. Case in point, usability averages for the group are below 50% in twelve of the sixteen total Usability Dimensions — and drop below 40% in five of those. This signals that Trucking sites aren’t well aligned to user expectations and activities, so visitors will find it difficult to accomplish even the most basic tasks on every Trucking site we track.
And to rub a little salt in the wound, some of the worst scores come in the most critical Dimensions, including Navigational Usability, Ease of Locating Content & Features, Ease of Using Resources & Features, Usefulness of Resources & Features, and Logic of Features & Site Zones, where usability averages are all below 45%.
Taken together, low sub-category and Dimension scores are a clear sign that Trucking sites aren’t well geared toward achieving core objectives — or presenting resources based on typical user activities and expectations. More significant, these scores should serve as a warning for management teams that their sites need to evolve to remain relevant in the current competitive environment.
Sorry, you have to be a Library Member to access this content.
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