3 ways immersive technology is changing e-commerce
Immersive technologies like 3D and augmented reality (AR) have been used to immense e-commerce success thanks to their ability to create engaging shopping experiences for consumers and drive online sales. Let’s take a more in-depth look at 3 ways these innovative technologies are transforming e-commerce and at how Cappasity can help brands stay ahead of the competition.
- Immersive content improves customer engagement, leading to higher conversion rates
Customer engagement and time spent in the shopping environment have a direct impact on purchases. According to Google Benchmarking, the average time on a product page for e-commerce websites is 38 seconds. Yet, purchase probability is at its highest when a consumer spends around 50 seconds on a product page. Cappasity’s research revealed that 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.
Change the angle of perception and zoom in to estimate all the details of the item.
The partnership between Cappasity and leather goods brand Claris Virot is a great example of how immersive content impacts customer engagement and online sales. The fashion brand digitized items in 3D with the help of the Cappasity platform and embedded interactive 3D product images into their online store. As a result Claris Virot noticed improvements in customer engagement and the time consumers spend in a shopping environment. “With Cappasity, our visitors spend an average of 19 seconds more time browsing products and 26 seconds more on the most popular bags,” shared Jean-Christophe Ankaoua, President of Lion-Snakes (Marque Claris Virot). Immersive demonstration of items is effective for not only fashion brands but also for car dealers, furniture retailers, and others. For instance, IKEA allows its online shoppers to put the desired items in a real-life environment using an AR-based mobile app, better envision how they would look, and estimate all the details before the purchase. The app is highly popular among IKEA’s customers.
2. 3D and AR technologies improve product perception and minimize the number of returns
Returns tend to be much higher when consumers buy products online — at least 30% of all products ordered online are returned as compared to 8.89% from brick-and-mortar stores. One of the most common reasons for returns in e-commerce is the discrepancy between the photos seen online and the resulting product, with 35% of consumers saying they returned a product because the item was not as pictured or described. 3D product images and AR demonstrations can solve this problem by providing a detailed and interactive visualization of the product.
Click the “Cube” icon to interact with the 3D View in AR.
For example, while interacting with a 3D View of a product (Cappasity’s proprietary data format), online shoppers can change the angle of perception, zoom in and out, and get a better understanding of the desired item for buying confidence. The same applies to AR demonstrations of items. According to recent research, 80% of AR shoppers feel more confident in their online purchases after experiencing the items through AR. That’s why 66% of shoppers who use AR are less likely to return their purchases.
Watch the video to learn how a customer can interact with AR Hologram of fashion pieces created with Cappasity.
3. Immersive technologies deliver valuable customer data to e-commerce brands
Thanks to 3D and AR, e-commerce companies can gain valuable insights into the ways that consumers interact with products online. This data can be used to improve the customer experience and products themselves. For instance, Cappasity’s enterprise clients are provided with access to an AI-based analytical system that allows them to study consumer behavior on a website or a mobile app. It helps brands measure consumers’ engagement — they can track all consumers’ interactions with your 3D Views, like rotating items, zooming in, etc.
Additionally, Cappasity AI generates a heatmap (Zoom map) for every product, illustrating each customer’s interactions with product 3D Views. You can conduct A/B testing based on these heatmaps, comparing and analyzing the reactions of different focus groups for the improvement of your product packaging.
It’s also possible to extract specific data about consumers’ behavior and preferences using Cappasity AI. Each 3D View uploaded to a website is matched with corresponding tags, allowing you to extract specific data for different audience segments. For example, you can see how consumers of a certain age react to a specific product category. This is helpful when analyzing the behavior of different audiences and their reactions to certain products or product categories. It makes your data about customers’ behavior even more informative. The extracted data is also useful for launching marketing campaigns effectively targeted at different audiences.
Contact our team at support@cappasity.com to integrate immersive content into your catalog.
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