Chrome Systems' general manager outlines some new visual strategies that give consumers more opportunities to make a vehicle their own.

Remember when dealer and vehicle websites were predominantly text and static images? Those days are long gone. If you want to attract consumers to your vehicle website or portal, you've got to jump on the visual trend that includes 360-degree vehicle spins, movies and streaming live-action video. Why? Because visual components generate interest, leads and sales. In June 2007 the Online Publishers Association (OPA) published "Frames of Reference: Online Video Advertising, Content, and Consumer Behavior" citing, "Of 80 percent of viewers who had watched an online video ad, just over half had taken some sort of action. Nearly a third had checked out a website, while 22 percent had searched for more information, 15 percent had gone into a store and 12 percent had actually made a purchase." Makes you want to jump on the visual trend, doesn't it? Following are some suggestions to help you dive in:

Dazzle them with customizable images
If your automotive website is counting on stale, static vehicle photos to bring in consumers, it's time to upgrade. Consumers want to see a vehicle from every angle, in zoom views, and in different colors. When you offer options like 360-degree vehicle views and the opportunity to change colors and options with the touch of a button you are giving customers the power to make the vehicle theirs. Moreover, customer develop a vested interest in their creation, keeping them on your site longer and making them more likely to submit lead information. 

Up the ante with streaming video
Want to increase the appeal of your website even more? Add live-action streaming vehicle videos. The appeal of streaming video is almost impossible to overstate. When you show viewers video of a vehicle starting, stopping, cornering and accelerating, you are putting them in the virtual driver's seat so that they can see the vehicle in action, not just read about what it can do. They're having the experience of driving the vehicle, which is always more powerful than just viewing it. Using video you can also show interior amenities, the engineering and safety features. Consider adding video of the vehicles you carry to your website so visitors can take a visual test drive.

Make your site a true visual shopping experience
High-quality comprehensive images and streaming videos make your vehicles come alive, but most vehicle websites still have inherent problems. For example, as consumers search for vehicles, they often have to choose a make and model and then select from a dizzying array of options. This process can be confusing and time-consuming. Now think about how you shop at brick-and-mortar stores for other goods, like clothing. Let's say you head to your local department store needing a nice pair of pants for work. You may not particularly care who makes the pants, only that they come in a 34-inch waist, are black and are made of cotton. You search through the racks and find a couple of pairs that you like and try them on. One pair fits well, but it's too short. Another is long enough, but has pleats. Finally you find a pair that is the right length, that doesn't have pleats and that meets your budget. You're sold. 

You can bring the same shopping experience to your online vehicle customers. There are companies in the space that can help you design your website so that shoppers can choose a body style, like SUV or four-door coupe, instead of having to choose a brand first. Then let them 'try on' different options to see if they fit. Your website can then tell them if certain body styles come with the options they want, or suggest other vehicles that do come equipped with those options. In addition, some configurators now employ consumer-friendly terms for the different vehicle options, instead of manufacturer-supplied jargon; making the experience more like a traditional lot experience. This is considered a visual shopping experience since consumers can instantly see the vehicles that meet their body style criteria and then choose options. This streamlined approach puts the consumer in charge and does away with off-putting industry jargon.

Vehicles are inherently a visual and tactile purchase. Consumers want to see a vehicle in action, sit in the driver's seat, and feel the power of acceleration. Current technology cannot literally deliver the driving experience, but images, video and 'visual shopping' can come close by showing a vehicle in motion and enabling consumers to mold a vehicle to meet their needs. Visuals are powerful and can lead to greater website traffic, leads and sales.

Peter Batten is the general manager of Chrome Systems. Read full bio.