The biggest reason for the change is that websites (incl. 3rd parties) were showing thumbnails on the VDPs of just the first 4-9 photos, then the user had to page through to see more. (Now we see the first few thumbnails on SRPs as well.) Also, at the time, we were learning that a huge indicator of shopper intent was photo engagement and we were looking for ways to improve that metric. Ultimately, by providing the most relevant and differentiating pictures up front, we were hoping to deliver a better guest experience. The result is that we measured a significant photo engagement increase along with increased 3rd party lead volume immediately after the change. We've never gone back.
Exterior vs. Interior Inventory Photos?
- Thread starter hnenni
- Start date
- Dec 19, 2018
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- Bill
In spite of the fact that customers say they hate this? I agree that photos should be in a certain order, but I'm going to do what the customer says that they like. As I said, this is the way I used to do it, so it took me a lot of convincing to change it, but when the customer speaks, I listen. We do the exterior, pictures showing all of the seats, then the hot buttons, and then the rest. When I presented customers with several variations, this was emphatically their choice.
- Dec 19, 2018
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- Bill
1,000% accurate that photo engagement is near the top of the heap of most important engagement metrics. I think it's the second most important behind payment calculator events.
- Apr 13, 2012
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- George
Bill, I'm simply letting the data guide me. I've run GA4 reporting for @joe.pistell for a few years now, and when he made merchandising improvements, injecting interior photos early, adding text to explain options, his conversion rate quickly went to 2-3X our conversion rate benchmark (math=forms, calls, chats divided by sessions). Tough to argue against these results.
For your Facebook survey you did, what was the sample size? What were the questions and responses. Market research can be a tough thing without scale and discipline, for me the data tells a cleaner story, with tens of thousand of sessions monthly.
- Dec 19, 2018
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- Bill
Won't argue with you on that. Besides, our difference is only of about 8 pictures and otherwise we agree. Mine was obviously pretty simple. I just presented them with screenshots of multiple options and asked for feedback on what order they preferred to search them. And it wasn't that they merely disagreed with having the interior pictures before they could see all of the exterior ones. I mean they thought it was the dumbest thing ever.
I’ve actually been thinking about this a lot lately. This is what I’ve settled on:
1. The hook
- 2 external (front and rear 3/4)
- 2 internal ( wide angle dash and front seats)
- 1-3 high value features
2. External
A sequence of all wide angle external photos with key close shots
3. Internal
A sequence of wide angle internal photos with key close ups
4. The rest
All other close up photos
Here’s an example
baycitymitsubishi.co.nz
Although after reading the other comments now I’m thinking we need to crowdsource some actual data and try to piece together some proof of results
1. The hook
- 2 external (front and rear 3/4)
- 2 internal ( wide angle dash and front seats)
- 1-3 high value features
2. External
A sequence of all wide angle external photos with key close shots
3. Internal
A sequence of wide angle internal photos with key close ups
4. The rest
All other close up photos
Here’s an example
2019 Mitsubishi ASX VRX 2WD 2.0L - Bay City Mitsubishi
Experience luxury with Leather Seats, Heated Front Seats, and a Panoramic Sunroof for added comfort. Stay connected with Apple Carplay and Android Auto on the Touchscreen Media Unit. Ensure safety with Blind Spot Warning and Forward Collision Prevention. Enjoy convenience with Keyless Entry and...
baycitymitsubishi.co.nz
Although after reading the other comments now I’m thinking we need to crowdsource some actual data and try to piece together some proof of results
- Dec 19, 2018
- 667
- 630
- Awards
- 8
- First Name
- Bill
Just gotta decide whether you believe the data or what the customer says. As always, your pictures are great!I’ve actually been thinking about this a lot lately. This is what I’ve settled on:
1. The hook
- 2 external (front and rear 3/4)
- 2 internal ( wide angle dash and front seats)
- 1-3 high value features
2. External
A sequence of all wide angle external photos with key close shots
3. Internal
A sequence of wide angle internal photos with key close ups
4. The rest
All other close up photos
Here’s an example
2019 Mitsubishi ASX VRX 2WD 2.0L - Bay City Mitsubishi
Experience luxury with Leather Seats, Heated Front Seats, and a Panoramic Sunroof for added comfort. Stay connected with Apple Carplay and Android Auto on the Touchscreen Media Unit. Ensure safety with Blind Spot Warning and Forward Collision Prevention. Enjoy convenience with Keyless Entry and...
Although after reading the other comments now I’m thinking we need to crowdsource some actual data and try to piece together some proof of results
- Apr 7, 2009
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- Joe
I'll give your take a twist, from my POV, great photo engagement leads to great payment calc. engagement (not vice versa)
- Dec 19, 2018
- 667
- 630
- Awards
- 8
- First Name
- Bill
That's a very good point. I just mean it's more of a lower funnel act. But you are absolutely right. Crappy pictures can lead to less further engagement.
- Apr 7, 2009
- 4,805
- 2,270
- Awards
- 10
- First Name
- Joe
@Alex Snyder, you just spent MONTHS car shopping with your wife, nothing is more valuable than wearing that hat.
Thoughts?
Thoughts?
