Everyone knows that the majority of the car buying process is done online, but did you know that 86% of VDP interactions involve photos or vehicle visualizations?
Your online photos are what engage and convert website visitors to leads, so it’s important for you to invest in taking high-quality and detailed photos. Don’t miss out on key interactions because you’re using poor quality photos on your website. Rather than reading through a long list of features on your VDP’s, your visitors will be more engaged with your inventory’s photos. You can enhance your online buyer’s experience by using consistent images.
Now that you know how important it is to have quality photos of your inventory; how can you improve your photography to better engage your visitors?
We have some best practices that will help your online images convert. With these photo best practices, your photographer will take even better pictures for your website.
- Shoot vehicles in a consistent format.
Convey professionalism and improve your brand image by being consistent with your inventory photos. Shoot in the same location and at the same angles to give your website a cohesive look. This also makes it easier for customers to compare vehicles on your website, enhancing the online buying process.
- Ensure value-added features are captured using dynamic photo prompts.
Some of the biggest selling points, like trailer hitches, navigation systems, safety features, or specialty wheels are often overlooked. Don’t forget to take photos of these features to engage your leads and provide more information during their online buying process. Give your online shoppers more reason to stay on your VDPs for longer. Adding these details helps to educate them, making their buying decision easier.
- Get vehicles online fast to reduce missed opportunities.
The sooner you can get your vehicles online, the faster you can sell them. Waiting to add your inventory to your website can mean missing sales for your dealership. Don’t waste any time with photographing and uploading the vehicle information and images to your website.
- Leverage manual camera controls to improve photo quality.
Your camera has a lot of options that will help optimize your photos and ensure you are getting the best quality pictures. The focus, exposure, white balance and flash are all options that will help you get the optimal shots.
The key to digital success is having compelling and engaging content. Incorporating great photos that show the details of the cars you are selling will transform your website and ultimately help you to sell more cars. With attractive and eye-grabbing photos, you’ll see longer dwell times, and better conversion rates.
Check out our photo best practices video with Impel (formerly SpinCar) CEO Devin Daly here. Try out these tips and let us know in the comments which ones worked best for you. These best practices will help attract and convert more leads, giving you a competitive advantage with your automotive marketing.
If you want to increase your photographer’s efficiency by 2-3 times, take a demo of Impel’s Mobile Capture App to learn how you can get better photo consistency and promote higher inventory coverage at your dealership. Check out more photo tips that can help your online merchandising here.