Are your website inventory photos turning off potential buyers?
In the ultra-competitive world of automotive sales, compelling visuals are a MUST-HAVE to grab attention.
Read on to discover common inventory photography mistakes that may cost you sales.
A Picture’s Worth A Thousand Words
Humans make decisions based on appealing visuals, from food to cars.
Great photos show vehicle quality, trim package, and features.
Most importantly, photos help buyers imagine themselves in the car, creating emotion that shapes action.
As the saying goes, sell the sizzle, not the steak.
You don’t need a professional photographer to get great inventory pictures, but you MUST avoid these common mistakes…
Mistake #1: Using Stock Photos
It may be tempting to post stock photos of an automobile. But once customers are browsing your vehicle description page (VDP), they’re deep enough in the sales funnel to want to see the actual vehicle they’d be buying.
A Kelly Blue Book study found that 74 percent of vehicle shoppers surveyed say they’re more likely to visit a dealership if they can see a picture of an actual vehicle currently available on the lot.
Mistake #2: Leaving The “Photo Coming Soon” Graphic Up Too Long
A “photo coming soon” graphic is a great way to get new inventory posted quickly while you’re preparing a vehicle for its glamor shots. But don’t leave the graphic up too long.
Interested buyers may visit the VPD regularly if they’re interested in your particular make and model. Don’t keep them waiting or they may go elsewhere.
Mistake #3: Only Posting One Photo
Potential buyers don’t get a complete view of a vehicle’s condition, features, and appeal with just one photo.
Customers want to see as much detail as possible. A face-on photo with the vehicle turned ¾ way to the camera is only the start. One photo will not only underwhelm them, but it may also make them wonder if you’re hiding something.
AutoSweet recommends including at least 25 different images for each vehicle you post.
It’s best to create a flow with your vehicle photos. Start with exterior shots moving counterclockwise around the vehicle. Then, move to the interior, creating a sequence that will keep the customer engaged. Posting all these photos in a gallery on the VDP gives potential customers all the goods.
Mistake #4: Only Showing One Angle
Taking photos of vehicles from several angles is important because it provides a total view, enhances the customer’s experience, increases their confidence in the car and in your business, and improves your reputation.
It’s important to include shots such as front, rear, side, and interior angles to provide a well-rounded look at a vehicle.
Mistake #5: Bad Photos
No one expects art, but your photos must be of good quality. A DSLR camera on a tripod is ideal, but these days, the cameras found on most cell phones are excellent. With a few tips, you can take quality snaps and avoid common pitfalls.
Steer clear of:
- Blurry photos
- Bad lighting
- Distracting reflections
- Shadows
- Low-resolution images
The sun may seem like a great help but in fact, it can create many of the issues above. A cloudy day is great for snapping photos of your vehicles. Or, take your photos in the morning or in the evening before sunset, when the sun isn’t directly above you.
Good Photos are A Snap
Sharp photos convey professionalism and build trust.
Don’t scare away potential customers with too few or just plain bad pictures. With a little bit of time and effort, you can gather enough awesome photos to impress your potential customers.
For some great tips on how to shoot great photos for your inventory, download AutoSweet’s free Photography Guide here.
Or, have AutoSweet review your current inventory photos! Our digital marketing experts are available for a quick review of your website. Give us a call today and elevate your inventory for greater sales.
