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CarEdge Member Feedback Report

Key Areas for Improvement

Week Ending 02/08/2025

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Top 3 Categories Identified for Improvement

Based on recent customer feedback, the following three areas require the most attention:

Navigation & User Experience (UX/UI)

Data & Accuracy

Subscription, Billing & Log-in

Each of these categories presents specific challenges that users face, which need to be addressed for improved customer satisfaction and retention.

1. Navigation & User Experience (UX/UI)

Analysis:

Many users find the interface clunky, especially with filters, sorting, and search navigation.

The requirement to log in before searching is a major pain point, leading to frustration.

Mobile usability issues are common, with glitches, slow loading times, and difficulties using features like VIN search.

Too many upsell ads upon logging in create dissatisfaction, making users question the value of their paid subscription.

The site’s design and flow feel fragmented, leading to confusion and difficulty in accessing key features.

Representative Feedback:

"Enough with the upsell advertisements EACH TIME I log into the site. It’s distracting & annoying. It makes me question why I paid for site access to start with."

"I have to login now to use the site. You can no longer browse caredge.com without setting up an account? That is ridiculous."

"Every time I open the app to create a search, I had to enter my zip code. I would love to be able to save the zip code as my default zip code."

"What happened to the VIN search? Who decided to make the change on how to search - BAD IDEA."

"Too many pop-ups. The homepage used to have a link to search for cars, now it takes extra clicks just to search—a real pain when at the dealership looking up stuff."

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2. Data & Accuracy

Analysis:

Many users report missing or outdated vehicle data, leading them to seek information elsewhere.

Incorrect pricing information, especially in used cars, has been flagged as an issue.

Lack of important vehicle details (e.g., accident history, rental car status, window stickers, and trim distinctions).

Some customers expected dealer invoice pricing but only received MSRP, leading to frustration.

Issues with filtering for specific features like 4WD, cab size, EV range, or dealer history.

Representative Feedback:

"The site was clean and gave great basic info before. Now, a lot is missing while unnecessary features were added. Bring back basic details like car specs, accident history, and rental car usage."

"You advertise that you provide invoice pricing, but I only got the sticker price. I paid for something I could have found for free elsewhere."

"I was looking for a specific used car, and CarEdge didn't show it, but I found it on other sites like Autotrader and CarGurus."

"The view window sticker does not work, but I just went to the dealer site and viewed it there."

"I need to filter by 4WD, long bed, or cab size, but these options are not available in the search filters."

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3. Subscription, Billing & Log-in

Analysis:

Customers struggle with recurring payment issues, with some subscriptions being unintentionally renewed or payments failing.

Lack of transparency regarding billing cycles, leading to unexpected charges.

Cancellation process is unclear or difficult, with users reporting they struggled to find how to cancel.

Some customers feel that pricing is too high given the value provided.

Issues with account login persistence, forcing users to re-enter payment information or experiencing unexpected logouts.

Representative Feedback:

"Each month, I enter my payment information, and each month, I receive a notification that my payment info is lost and my payment is overdue. Please cancel my account."

"Not sure if I read the conditions, but I didn’t realize I was signing up for a monthly subscription. I double-checked and immediately canceled."

"I had trouble canceling my Insights subscription, and I was still charged after canceling last year."

"$40 a month is really steep, and without paying, the site does not offer much more value than most others."

"I'm having to dig to find how long my CarEdge subscription lasts if I buy it—frustrating."

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Next Steps & Recommendations

Navigation & UX/UI

✅ Reduce login friction – Allow some level of browsing before requiring an account. ✅ Improve filtering functionality – Enhance search capabilities with more detailed filters. ✅ Reduce intrusive upsell ads – Consider limiting pop-ups or offering a cleaner UX. ✅ Fix mobile usability issues – Prioritize mobile optimization for better performance. ✅ Bring back VIN search functionality – Address user concerns about search limitations.

Data & Accuracy

✅ Enhance data sources – Ensure pricing, trim details, and vehicle history are as accurate and complete as possible. ✅ Improve invoice pricing transparency – Clarify what pricing data is provided to avoid misleading expectations. ✅ Add missing filters – Include essential options like 4WD, cab size, and rental history. ✅ Fix window sticker functionality – Partner with better sources for accurate vehicle documentation. ✅ Ensure up-to-date inventory – Work on real-time updates to avoid showing unavailable vehicles.

Subscription, Billing & Log-in

✅ Fix recurring billing issues – Ensure customer payment details are retained correctly. ✅ Improve transparency on pricing – Make subscription models clearer before purchase. ✅ Simplify the cancellation process – Provide easy, accessible cancellation options. ✅ Offer more flexible pricing – Consider multi-month discounts or trial options to ease concerns about cost. ✅ Resolve account login issues – Ensure better stability so users do not have to frequently re-enter their credentials.

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