Consumer expectations of the web are constantly changing. It’s a two-way relationship; when something new, flashy and dynamic appears on one website, consumers will gradually begin to expect it on other websites. Equally, web developers and software companies are falling over themselves to create the next innovation which will help them gain a greater slice of business.
In automotive retail there are few more important things than displaying stock effectively online. With over 90% of people using the web as their first port of call when researching a new car, poor quality photography or data isn’t going to enamour them towards a particular business. It’s no different than someone turning up on a forecourt to find the cars poorly prepared; they’re likely to make an about-turn and go elsewhere.
‘Digital Stock Preparation’ has been a big part of our recent development in terms of software, hardware and supporting services to retailers. The reason for this is more than just fulfilling the expectations of content-hungry web visitors. Engaging online visual content creates up to 94% more engagement than posts with no imagery. 70% of visitors want a view of the dashboard, 84% want to see the interior of the car and 85% expect multiple exterior shots, according to Motors.co.uk.
Video is also more important than ever. Clients implementing used car videos have realised a 58% increase in used car page views and almost 20% increase in leads. Other Groups who have appended short, simple videos to new car listings have also seen significant improvement in web performance, one such group seeing 64% more leads enter their business after introducing new car reveal videos.
We’re at a point where technology can now significantly improve the visual assets that are deployed via the web. This is in terms of its overall quality, and also in the production and dissemination of rich media content. Through our Image QA service we can ensure that the photos you take of your stock covers the bases, and with Image Augmentation, we can even remove unsightly backgrounds and replace them with something more suitable. Ultimately, the focus of images needs to be on the car!
Bringing automation to the entire process of taking pictures, we have recently begun deploying NetDirector Video 360. This automated system uses a static camera and vehicle turntable to automatically capture images and video of used stock. This can be appended to that vehicle’s digital record and pushed out to a live website within 10 minutes.
Ultimately, our own data shows that a motor retailer is eight times more likely to obtain leads from good quality imagery. In addition, data from Google shows that 49% of consumers who watch videos during the car buying process subsequently visit a dealership. The time for a robust approach to digital stock preparation really is now.