As consumer reliance on online research grows, powersports dealers must offer seamless digital experiences to stay competitive. Overfuel, a leader in performance-driven dealer website solutions, has released a comprehensive study analyzing the digital readiness of North America’s top powersports sales and service businesses. The findings reveal major shortcomings in website performance, with many failing to meet Google’s essential benchmarks.

Understanding Core Web Vitals: A Measure of Digital Health

Google introduced Core Web Vitals in 2020 to assess website performance based on three key metrics:

• Load Speed (Largest Contentful Paint - LCP): Measures how quickly the main content loads.
• Interactivity (First Input Delay - FID): Evaluates responsiveness to user interactions.
• Visual Stability (Cumulative Layout Shift - CLS): Assesses unexpected content shifts.

These elements directly impact user experience and conversion rates, making them critical for business success.

Findings from Overfuel’s Study

Overfuel analyzed 2,315 powersports dealer websites using real-world data from Google CrUX. The results indicate widespread digital inefficiencies:

• 42.6% (986 websites) failed mobile and desktop performance tests.
• 80.3% (1,858 websites) failed mobile performance tests.
• Only 15.7% (363 websites) passed both mobile and desktop assessments.

The Impact of Poor Website Performance

According to Alex Griffis, President and CTO of Overfuel, these results are concerning for an industry built on excitement and adventure. He warns that poor website performance:

• Erodes consumer trust by delivering frustrating online experiences.
• Undermines sales potential as buyers turn to competitors with better websites.
• Damages brand reputation in an increasingly digital marketplace.

However, Griffis also sees this as an opportunity for dealers to stand out and capture untapped revenue through digital optimization.

Why Digital Performance Matters in Powersports Sales

Today’s consumers demand fast, user-friendly, and responsive websites when researching their next ATV, motorcycle, or snowmobile. The study highlights:

• Consumers extensively research online before visiting a dealership.
• Slow and unresponsive websites drive potential buyers to competitors.
• A well-optimized website improves conversion rates and revenue potential.

Overfuel’s research reveals a critical digital gap in the powersports industry. To stay competitive, dealers must prioritize website performance, aligning with Google’s Core Web Vitals to enhance user experience and drive sales. The time for digital transformation is now.