Benchmark test-drive request forms
Automotive (UK)

Form score

Technical UX audit of test-drive request forms across 31 scoreable automotive brands in the UK, measured with the Exatom form-audit engine. Scores run 0–10, higher is better. Weighted across five categories.

	Brand	Overall ↓	Accessibility	Performance	Style	Usability	Web standards

Conversion funnel

Q4 2024

11%Start form

›

47%Reach submit

›

5%Convert

Category weights

Web standards×5

Usability×4

Accessibility×3

Performance×3

Style×1

Universal failures – no brand gets these right

✉

0 of 31 use input type=emailNo brand uses the correct HTML email input type

◎

0 of 31 auto-focus first fieldNo brand sets autofocus on form load

🤖

28 of 31 have no CAPTCHAOnly 3 brands implement spam protection

Accessibility

Measures how usable the form is for all users: semantic HTML, label associations, ARIA attributes, keyboard navigation, and colour contrast compliance. Weight in overall score: ×3.

Benchmark ranking – Accessibility

Score ranking – Accessibility

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Performance

Covers Core Web Vitals (LCP, CLS, INP), JavaScript bundle weight, and render-blocking resources. Weight in overall score: ×3.

Market average: 4.1 / 10 – the weakest category in the benchmark. Only Volkswagen (8.0) achieves a strong result. Xpeng scores 0.1 because its form fails to render client-side.

Benchmark ranking – Performance

Score ranking – Performance

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Style

Evaluates visual design: layout consistency, typography hierarchy, spacing, brand alignment, and overall visual polish. Lowest weight in the scoring model (×1).

Benchmark ranking – Style

Score ranking – Style

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Usability

Covers interaction quality: field label clarity, error message precision, progress indicators, logical field order, and form length. Second-highest weight (×4).

Benchmark ranking – Usability

Score ranking – Usability

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Web standards

The highest-weighted category (×5). Checks HTML5 input types, autocomplete attributes, form validation patterns, and semantic structure. Directly affects autofill rates and conversion.

Benchmark ranking – Web standards

Score ranking – Web standards

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Design analysis

Qualitative audit of form structure and UX patterns across all 31 brands. Field counts range from 4 to 15 (median ~5). Single-step and multi-step forms split roughly fifty-fifty. Dealer locators are near-universal; date/time selectors and proper GDPR consent remain inconsistently implemented.

Form feature analysis – all brands

Brand	Form structure	Dealer locator	Model preselected	Date & time	GDPR / consent	Fields

Behavioural benchmark

Real user interaction data from 10+ European automotive brands, Q1 2026. Ranges show minimum, median, and maximum observed across the panel. Independent of the technical audit scores.

Form-level metrics

Metric

Min

Median

Max

Direction

Field-level friction

Field	Drop-off	Error rate	Correction	Autofill	Avg. time