Mobile Vehicle Details
Optimizing the "first 600 pixels" of the vehicle detail page to close the mobile conversion gap.
Overview
The Car Details Page (CDP) is the "front door" for the majority of our paid traffic, yet we identified a significant performance gap: mobile lead submission rates were 30% lower than desktop. The page was cluttered, the information architecture was inverted (burying critical info like vehicle history), and users were bouncing because they couldn't quickly build confidence in the vehicle. I spearheaded the "First 600 Pixels" initiative to optimize the mobile experience. My challenge was to declutter the interface while balancing stakeholder requirements to keep various features visible. I utilized card-sorting research to prove that users prioritized price, mileage, and photos above all else, contradicting internal assumptions that prioritized financing tools and social proof. I redesigned the mobile header, simplified the navigation, and overhauled the image gallery to include integrated 360-degree views. I also introduced a "confidence-building" hierarchy that surfaced vehicle history and inspection data immediately after the hero image. This required navigating complex technical constraints regarding image cropping and managing pushback from stakeholders attached to legacy page elements.
