Rolling out grid view in desktop search for all non-car vehicles

Over the past several months we’ve been testing a new design of search results for our non-car channels.

Following quantitative testing, and subsequent tweaks, we're now in a position to roll out grid view in desktop search to all our non-car channels which are Vans, Bikes, Motorhomes, Caravans, Trucks, Farm and Plant.

We’re advancing the search experience to meet the evolving needs of consumers in an increasingly complex marketplace.

• Principles of the changes include greater consistency, accessibility and conversion.

• Changes have been rigorously tested to prove effectiveness before being scaled to include our whole audience.

• The aim is to deliver a slicker experience helping the consumer find what they are looking for faster.

What’s included in the latest changes?

Vehicle Cards

Redesigning the vehicle card for desktop brings it closer to what exists today across app and mobile web, creating a more consistent search experience for users.

Grid View

We’re rolling out a new grid view for search results on new and used Vans, bringing a more consistent, accessible, and conversion led experience. Backed by data and extensive testing, these enhancements help consumers find what they need faster and more easily.

Infinite Scroll

Desktop search results now feature infinite scroll, eliminating pagination and aligning with the experience on our app and mobile web. This update enhances discoverability and increases ad visibility by offering users a seamless, continuous browsing experience.

Suggested Filters

Filters have been relocated to the top of the page, with suggested filters now prominently displayed. This makes it easier for consumers to access popular options quickly, without interrupting the search experience.

Filter Descriptions

We’ve added several new descriptions to less commonly understood filter criteria. This additional context will provide consumer with the background they need to make informed research decisions when shopping for their next vehicle.

Image Carousel on desktop

We’ve introduced an image carousel on desktop which allows consumers to scroll four larger images within search before progressing through to the advert.

How have we tested the latest changes?

We began by spending time with consumers to better understand their preferences when viewing search listings on desktop. Using eye-tracking technology and qualitative questionnaires, we identified the key elements of the current search card. These insights informed the design of a new search card and a grid view layout, which we tested side by side. Follow-up interviews allowed us to dig deeper into consumer preferences and iterate further.

User testing confirmed that consumers find it easier to process information in a grid view when searching for a vehicle. With strong qualitative feedback in hand, we began controlled testing of these updates with our live audience.

When implementing updated filters and descriptions, we paid close attention to the unique needs of each non-car vehicle category. For example, the van body type filter now includes illustrative images to help less experienced users understand their options more clearly. This approach was also applied to criteria such as wheelbase, cab type, and more.

By incorporating helpful explanations into filters, we aim to demystify vehicle-specific terms and support users in making informed decisions.

• Why are we evolving our search?

  More than 11 million users turn to Autotrader each month to browse a range of vehicles in a rapidly evolving marketplace. This traffic generates more than 18 million searches each day, and our search experience plays a pivotal role in connecting buyers to their next vehicle. So, it’s vital that we continue to invest in refining that experience to meet the changing needs and expectations of consumers.

  Mobile platforms account for the majority of activity on Autotrader, but it's important that we evolve our desktop experience too, so consumers get a great experience regardless of how they access Autotrader. While consumers might typically buy a car once every few years, their expectations of marketplaces are set by the digital experiences they encounter every day, and therefore the way that consumers search, browse and engage with content online is always advancing, bringing with it new norms.

• How will this benefit me as a retailer?

  At Autotrader we’re committed to our investment in technology, so that we can maintain the best search experience that keeps buyers coming back to your adverts. Part of that includes making our platform easier to navigate, generating a broader audience of engaged buyers, regardless of their experience or knowledge of the products they are browsing for. 

  We're confident that our prominence packages continue to deliver the performance uplifts we'd expect in the grid view on desktop.    

• How can we be confident in the changes we make?

  As with any changes we make on platform, decisions will be informed by data and made with a view of consumer preference and browsing observations. They’re also rigorously tested against old designs, so that by the time they are live to our whole audience, we can be completely confident that they deliver the additional value they’re designed to. 

• Why has the dealer logo been removed from the search card?

  We have rigorously tested the designs and journey for the new grid view. We spent over 30 hours using eye tracking technology to understand consumers' scanning patterns and focus areas in search, this gave us a rich understanding of what consumers were truly looking at. These tests highlighted that consumers were focussed on vehicle imagery and vehicle information at this stage of their journey, rather than retailer information. Information about the retailer became more important once they had found a car they were interested in and visited the product page. During our months of live testing to a % of audience on site, we have not seen evidence of this impacting the conversion across search through to advert view. Retailers should continue to showcase their brand in the ways they can which appear on the product page.

• Why is there no option to view in either grid or list view?

  Some sites do maintain multiple versions of the same experience in parallel, however we have purposefully chosen a single experience for a few reasons. Maintaining multiple experiences slows down progress because every change has to be researched, designed, developed, tested and maintained in both views. Maintaining a 'classic' experience is only delaying the inevitable, we'd rather remain agile and able to continue developing our search experience to meet consumer needs, so that it continues to deliver the response our customers expect.