Stat of the Week: Photos linked to increased VDP views

Cars.com photos, VDP views

Taking great inventory photos is an investment. Not only does it demand the time and energy of dealership personnel, it requires the right tools, appropriate lot space and a locked-in operations process to be effective. And though this basic merchandising practice is a given at many stores, some still question the value of producing quality photos of both new and used inventory, citing stock photos or other alternatives as being “good enough.”

However, a new analysis of Cars.com site data reinforces that taking custom photos of inventory can pay significant dividends. We found that vehicle listings with custom photos get, on average, 217% more VDP views than inventory listings with no photo. As shoppers browse listings and research dealerships online, custom photos instill confidence and provide opportunity to differentiate your dealership from competitors. Just like any other online marketplace (e.g. Amazon, Target), quality inventory photos are a consumer expectation, not a luxury.

2 thoughts on “Stat of the Week: Photos linked to increased VDP views

    1. Great question, Ricky. We didn’t look at that specific data point in our analysis, but other marketplace reports show about a 99% increase in VDP views for vehicles with a single custom photo vs. a stock photo and a more than 300% increase in VDP views for vehicles with multiple original photos vs. a stock photo.

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