How product content influences customers’ purchase behavior
According to Syndigo’s The State of Product Content 2024 report, product content is hugely influential in guiding consumers’ decision-making processes. It influences everything from the choice of purchases to brand loyalty. Let’s take a closer look at the key report insights and learn how Cappasity helps brands create engaging product content.
Why product content matters
The study revealed that half of consumers have abandoned a potential purchase online or in-store over the last six months due to a lack of product information. What’s more, 35% of individuals returned a purchased item as it failed to meet their expectations based on pre-purchase content. The study also revealed that 83% of global respondents would abandon an e-commerce platform that lacked sufficient product details. Furthermore, 73% said they’d think less of a brand if they found incomplete or inaccurate information about its products online.
How to enhance product content with immersive technology
According to Justuno, 93% of consumers consider visual content to be the key deciding factor in a purchasing decision. One of the most efficient ways to improve visual product content on an e-commerce website is to implement immersive technologies like 3D images and AR product demonstrations. Cappasity offers the first scalable solution for the fast production and easy embedding of 3D/AR content into websites, mobile apps, classifieds, and marketplaces. It includes the SaaS platform, Easy 3D Scan software for content production, and API/SDK for integration scenarios. The Cappasity platform allows clients to create, analyze, and embed immersive content.
The platform supports general content formats, including 3D models. So, if you have a ready-made 3D model of an item then you can upload it directly on the Cappasity platform with a couple of clicks. Brands can also create interactive 3D Views of their items (3D data format developed and patented by Cappasity) without manual 3D modeling using the Cappasity solution. Cappasity 3D Views allow consumers to interact with products as they would in a brick-and-mortar store: changing the angle of perception and zooming in to examine the quality and materials in detail. According to key metrics obtained after performing Cappasity customer development, 3D Views improve product perception by 23% and increase purchase intent by 29%.
On top of that, the technology allows you to create AR Holograms of items without manual 3D modeling. It is a simple matter of shooting a video and processing it using the Cappasity Easy 3D Scan software. An AR Hologram is created within as little as 20 minutes, where it usually takes multiple days.
Click the “Cube” icon to activate an AR experience.
Cappasity AR Holograms provide animated views, allowing shoppers to see materials in movement and better envision how the desired items would fit. Apart from e-commerce, they can also be used in brick-and-mortar stores. Retailers can print QR codes redirecting shoppers to AR Holograms and add them to item tags for the realization of AR-based shopping experiences. The consumer simply needs to scan a QR code with their smartphone to explore a whole outfit or separate items in the surrounding environment. Using AR to view fashion pieces allows consumers to get a clearer sense of their real-life appearance, enhancing the shopping experience by making it more interactive and user-friendly.
To enhance your catalog with immersive content, feel free to contact our team at support@cappasity.com.
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