The effect on your conversion rates

Marketing Information

The effect of a 3d presentation on customer purchase intent has been studied!

The results of an independant study involving 500 business students show a marked preference and heightened purchase intent (up to 16%) for products marketed with a 3d interactive presentation.
The effect could be heightened with thoughtful 'customisability' of the tool, allowing users to choose their colors or styles.

When engineers were faced with a 3d tool allowing them to custom build parts online the conversion percentage went as high as 85% (ThomasNet Study). Download the research paper here (pdf format 200kb).

Marketing online is a tricky business, customers are typically forced into a 'leap of faith' scenario, often abandoning their shopping carts and turning tail.

If you allow the user to negotiate a product in their own way it helps to alleviate the problems faced by other online retailers, and give your users the confidence they need to go through your shopping cart process.
Even better is to allow your users to customise the product instantly, so making it their own.
A 3d presentation goes as far as possible, 'virtually' putting your product right into your customers' hands, leaving them with a very powerful mental picture, that can sail them through your shopping cart, or into the shops to get hold of the 'real' version of 'their' product.

What about bandwidth?
These 3d applets are very small, typically 100 to 200kb, they take up less room than a set of "zoom in" product images. Even so , there's real reasons to aim for the broadband sector, it's where the smart money is going right now as broadband users make more purchases of more expensive items online, outspending their 56k colleagues consistently.

More than two thirds of online retail purchases are transacted via broadband.

Increased broadband penetration rates should encourage retailers to rethink their online business strategies to integrate rich media into website design and advertising campaigns

- Heather Dougherty - Senior Retail Analyst - Nielsen-netratings (The global standard for internet audience analysis). Have a look in more depth.

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