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I'm in the skeptic boat here.

When our stores went from 12 images to 25 images on AutoTrader.ca the leads went up at least 25%

I'm sure there were other factors at play, but month over month and year over year there was an obvious spike when the change happened.

I don't think customers suffer from image fatigue and I don't think this data makes any sense.

Having 40 images doesn't stop them from clicking CTAs, they can stop looking at photos at any time.

There's clearly some data missing here though.

• What was vehicle quality like? Maybe more photos in the sample data was revealing more defects
• What was the photo order like? What if they put important photos up front and had the other 25 behind those?
• What was the photo quality like? Were customers frustrated because the quality of the photos was poor enough that the photos weren't helpful?
• Was this affected by the way the third party website displayed the photos? Did different third party sites have different results?