BMW of Greenwich Web Audit
I conducted a full website audit across the dealer’s primary and sister location, identifying opportunities to enhance the site. I included mocked up edits in the presentation. These often-overlooked optimizations created a stronger user experience and reinforced my value as a partner.
I began the audit with BMW of Greenwich’s main website, analyzing key elements of the digital experience to identify opportunities for improvement.
During my review, I identified a gap in the EV customer journey. Although informational pages were available, users lacked a direct path to electric inventory. I streamlined the EV navigation by removing unnecessary links and creating a clearer path for shoppers to find available vehicles.
The EV masthead link was directing users to a model research page instead of inventory. I streamlined the user experience by updating the link to point directly to EV inventory, creating a clearer path for shoppers.
I identified an opportunity to improve the “Value Your Trade” user journey. The link was repeated throughout the navigation without a clear destination, so I recommended moving it under the Finance dropdown to create a more intuitive path for users.
I optimized the Certified navigation by removing the inconsistent “Sell/Trade” link and moving the “Lease Return Center” under the Finance dropdown. These changes consolidated related resources and created a clearer, more intuitive navigation experience.
The Specials masthead link was directing users to the Finance page instead of current offers. I streamlined the user journey by updating the link to the Lease & Finance Specials page, providing a clearer path to available promotions.
The Service & Parts navigation linked to an outdated Service Clinic page. I improved the user experience by redirecting users to relevant Service Specials and Service Center pages and removing outdated content.
I identified an outdated, low-quality image on the Vehicle Ownership Products page and recommended updating the asset to improve the overall visual experience.
I next moved to BMW of Greenwich Mamaroneck, applying the same audit process to evaluate the digital experience and identify opportunities for improvement.
I began auditing Mamaroneck’s site by reviewing the EV experience and identified additional navigation opportunities. I refined the EV menu structure by removing unnecessary links and simplifying the path to relevant vehicle information and inventory.
The EV masthead link was also directing users to a research page instead of inventory. I updated the link destination to EV inventory, reducing friction and creating a more seamless path for shoppers.
I identified that the “Value Your Trade” link was only available under the New and Certified vehicle dropdowns, creating an inconsistent user path. I recommended consolidating the link under the Finance dropdown, where users would naturally expect trade-in resources, while also refining the navigation styling for a cleaner experience.
I refined the Certified & Pre-Owned dropdown by removing unnecessary links, including the “Sell/Trade” tab after relocating the trade-in resource and the “Lease Return Center” link, which was better suited under Finance. These updates created a cleaner, more focused navigation experience for pre-owned shoppers.
Next, I streamlined the Service & Parts navigation by removing duplicate links and consolidating overlapping specials pages. The duplicate “Parts” tab was removed, and “Parts Specials” was merged into “Service & Parts Specials” to create a clearer, more organized path for users.
The Tire Center link was opening an external page in the same tab, disrupting the user journey. I updated the link behavior to open in a new tab, creating a smoother transition between the Tire Center resource and the dealership website.
I identified an outdated, low-quality image on the Loyalty Program page and recommended updating the asset to improve visual consistency and create a more polished user experience.
I flagged outdated, low-resolution images on the Vehicle Ownership Products page for replacement to improve visual quality and brand consistency.
Overall, this audit delivered measurable value by identifying and addressing key opportunities across both dealership websites. With all recommendations approved, the updates created a cleaner digital experience, improved site navigation, and made it easier for shoppers to find relevant information.
