The main image is one of the first things a customer sees when visiting Serial1.com. And it’s likely what they will engage with, says Rex Hamilton, vice president, finance and corporate operations at e-bicycle retailer Serial 1. Motorcycle brand Harley Davidson has a minority stake in Serial 1.

Images dominate Serial 1’s ecommerce site, so the stakes were high to show shoppers an image that strongly resonates, Hamilton says.

“Everyone has a gut feeling of, ‘This image looks good. We think this one is going to resonate,’” he says. “You have a bunch of folks who are leading that say, ‘This is the image for sure.’ And with five different people, there are seven opinions about which one is really the most important picture that spoke to our customers.”

Serial 1, knew it could update its process of how it selects an image with a more data-driven approach and away from its process of executives voting for the best picture. “The process worked, but it felt like it was just everyone’s opinion,” he says.

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