Dealers are already aware of the importance of having good photography to advertise vehicle stock online but research from Motors.co.uk shows that pictures can double the click through rate on an individual listing.
The Motors.co.uk survey of potential car buyers found that classified listings for vehicles with at least two images had double the click through rate of vehicles listed online with no images. In addition, more than two thirds of consumers said they would not contact a dealer without seeing a picture of the car first.
Potential car buyers are also picky about the photos they want to see. Around 70% want a view of the dashboard, 84% want to see the interior of the car and 85% of people expect multiple exterior shots before they make up their mind. It is also best practice to photograph any imperfections or damage in the interest of transparency.
Andy Coulthurst, managing director at Motors.co.uk, said: “In the past, when it cost extra to put a colour image in the local paper, dealers may have thought twice about including a photo with a classified listing.
“However, in today’s digital society, where people may be buying virtually from anywhere in the country, images are crucial when it comes to generating trust and standing out from the competition.
“Of course, it isn’t just about having the photos; it is important to think about the quality too. Anyone can take a photo with a smartphone and sometimes that will be good enough. However, a whopping 77% of consumers would be more attracted to a good quality image with a superimposed professional background, rather than a standard image.”