Overfuel, a technology solutions provider, recently released a study analyzing North America’s top RV sales and services businesses’ digital readiness.
The company’s report concluded over three-quarters of RV industry websites did not have enough visits to qualify for Google’s assessments. The result is the websites failed to meet essential consumer experience standards.
Of the 2,397 RV dealers and service provider websites analyzed, 64.7% did not have enough consumer engagement to produce a Google assessment.
Google’s Core Web Vitals are key metrics for evaluating website performance. These metrics include load speed, interactivity and visual stability. Overfuel’s study measured RV dealership and service provider websites against these metrics.
Alex Griffis, Overfuel’s president and chief technology officer, said, “These results are disappointing for an industry built on the promise of exploration and adventure. The inability of RV dealer websites to meet fundamental digital standards not only erodes consumer trust but also undermines sales potential and brand reputation. However, this gap represents a significant opportunity for dealers to differentiate themselves and capture untapped revenue through improved online performance.”
Of the 846 websites Overfuel studied that generated enough consumer visits to qualify for a Google assessment, 77.5% failed performance tests for mobile or desktop performance—or both. Just under a quarter passed mobile and desktop assessments or passed one while failing to generate enough data for an assessment of the other.
Overfuel said the data underscored an urgent need for RV dealerships and service providers to address technical inefficiencies and embrace strategic improvements to stay competitive. A slow, unresponsive, or complicated website experience risks driving consumers toward competitors with more consumer-friendly platforms, Overfuel said.
