Considering that 59% of consumers mention visual information as the key deciding factor when it comes to making a purchase, product images on your online store have the power to make or break a sale. Today’s online consumers are overwhelmed with product options, so it’s crucial that your product images are enticing and give you a leg up against competitors. Let’s see how implementing 3D technology into a product page can elevate customer experience and boost online sales.
Interactive 3D content improves perception of the product
Though online shopping offers a wide choice of products, cheap deals and better prices, it has a significant drawback — lack of physical contact with the item. Online buyers can’t touch an item or try it on, making it impossible for them to ensure they’re getting exactly what they want. If product images don’t allow consumers to examine all the necessary details, they are likely to do more research and check out what your competitors offer before making a final decision.
To dispel customers’ doubts and gain their trust, your product images should provide buyers with almost as much information as they’d get from handling the item in person. This is where interactive 3D content comes into play. If you digitize your online catalog in 3D, your customers will be able to explore items from different angles, estimate their quality and materials, and interact with them like they would in a brick-and-mortar store. They’ll better understand the product and become more deliberate about making a purchase.
A great example of how a brand can use 3D product images to improve the perception of their items is Claris Virot’s online store. Claris Virot focuses on designing bags, purses, belts and footwear, most of which are made of python, lizard, and croco leather. It’s essential for the brand to allow online shoppers to study their unique products in every detail. The brand digitized items in 3D with the help of the Cappasity platform and embedded interactive 3D product images into their online store. Thanks to 3D product images, Claris Virot’s customers can rotate the items and zoom in to examine fabrics, textures, colors, zips, pockets, and straps. Now, the brand can ensure their customers’ accurate understanding of the product, building confidence and enthusiasm in purchase, all of which contributes to a better online shopping experience.
Interactive 3D product images minimize the number of returns
According to the National Retail Federation, the average rate of returns for online purchases in 2021 was 20.8% — an increase from 18.1% last year. Among the main reasons for returning an item, customers mentioned the discrepancy between the photos seen online and the received product. By providing 3D product images, you can reduce the frustration of returns since interactive 3D content accurately sets customers’ expectations for a specific product, and consequently, the buyer is less likely to get disappointed with their purchase.
Interactive 3D content increases time on page, leading to higher conversion rates
The additional interactivity of 3D product images increases customers’ engagement and the time they spend on a product page. For example, after embedding 3D product images into the online store, Claris Virot noticed that their visitors spend an average of 19 seconds more time browsing products and 26 seconds more on the most popular bags. Why does it matter? The time spent by a customer in a shopping environment has a direct impact on purchases. The average time on a product page for e-commerce websites is 38 seconds (Google Benchmarking). Yet, purchase probability is at its highest when a consumer spends around 50 seconds on a product page.
According to Cappasity’s research, 3D product images increase the time a consumer spends on a product page by 15-40 seconds thanks to additional interaction time with 3D content. As a result, time on a product page increases by at least 40% and reaches the desired 50-60 sec, leading to the highest possible purchase probability.
To sum up, 3D product images are beneficial for both online customers and your brand. They blur the line between online and offline shopping, making customer experience more interactive and engaging. For online retailers, implementing 3D technology into a product page is a perfect way to reduce the number of returns, drive time on a product page, and as a result, boost online conversions.