Just over 12 months ago, we launched a small collection of high quality photos called Unstock. As Collis mentioned at the time, Unstock was “basically one big test”! Well as you may have seen with our recent announcement about our new approach to photos, the test has completed and we’re now making the move to improve the quality of photos in Photodune!
With this broader focus on quality and photos, we have now decided to turn off the Unstock website and direct all traffic back to PhotoDune. The photos available in Unstock are still available in PhotoDune though, so you should still be able to find these great quality photos.
As a test, the Unstock project was an exciting journey for us - the project team built the foundations for the website in just 2 weeks… although it took a bit more work to get it ready for launch.
Aside from the results from the experiment, this was also a good experiment in how to experiment with new ideas! The big lesson for us was to be really focused on a single hypothesis and put measures in place to ensure your findings can effectively prove or disprove your hypothesis. Sounds obvious, but it is hard to put into practice. As you can see from our original announcement, we listed 3 things we were trying to test:
- Do images sell better when there are less but higher overall quality?
- More image-centric User interface (big images, less stuff like comments)
- Less options (one buy button, instead of many sizes)
The results of Unstock were impressive - our metric was revenue per image (RPI). During the first few months, RPI for Unstock photos performed at 40x those of PhotoDune photos… but were these results due to higher quality images? More exposure? Better buyer interface? Simpler license messaging? Single price point? Smaller library?
We think it’s a combination of all of these things, and this is all now feeding our new approach for photos. As @adfit11 mentioned in our recent announcement we’ll be simplifying price options, creating a smaller but higher quality library and also reviewing our licensing.
I hope that helps provide some more context to our shift in approach to photos and thanks again for all of your support and we hope you’re as excited about the future of photos as we are!