Used car listings with multiple custom photos receive significantly more attention than those with no photo, stock photos, or a single custom photo. Listings that include a price also see more vehicle detail page views than those without a price. Finally, vehicle shopping videos are an effective tool, as they lead 37% of online shoppers to search a dealer's inventory and 49% to visit the dealership.

1. DRIVING ONLINE INFLUENCE & PREFERENCE
USED CAR
UCINFO14
MULTIPLE CUSTOM PHOTOS VS. NO PHOTO
1
NO PHOTOVS.
308%=
STOCK PHOTO VS. NO PHOTO
1
NO PHOTOVS. =
SINGLE CUSTOM PHOTO VS. STOCK PHOTO
1
VS.
99%=
MULTIPLE CUSTOM PHOTOS VS. STOCK PHOTO
1
VS. =
336%
*
VDP = Vehicle Details Page
Source: 1
AutoTrader.com Core Site Data Q4, 2013 defined by monthly site activity & inventory data for listings with 1 or more VDPs
Source: 2
Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
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MULTIPLE CUSTOM PHOTOS VS. SINGLE CUSTOM PHOTO
1
VS.
119%=
PRICE VS. NO PRICE
1
PRICE NOPRICE
VS.
more VDPs*
per listing
39%=
more VDPs
per listing
more VDPs
per listing
more VDPs
per listing
more VDPs
per listing
fewer VDPs
per listing
(6%)
VIDEO DRIVES SHOPPERS TO SEARCH INVENTORY
2
37%
37% of shoppers searched dealer inventory after
watching an online video
==
49%
49% of shoppers visited a dealership after watching
an online video
VIDEO DRIVES SHOPPERS TO SEARCH INVENTORY
2