According to Baymard, an independent web usability research institute that conducted a 2 year-long in-depth study on product page UX, of the 60 top-performing US and European e-commerce websites, 82 percent — the overwhelming majority — are either “poor” or “mediocre” in their performance.
The product page is one of the most crucial points in the customer journey, and it’s often at this stage that the user decides whether to proceed with the purchase or not.
“A well-thought-out product page helps customers overcome the doubts they have about the product: color, material, size, the manufacturer — all this information gets rid of the blind spots,” says Kosta Popov, CEO of Cappasity. “But even a perfect product description and high-quality photos cannot add the much-needed physicality to online shopping. Only immersive technologies can do that.”
That’s when an ordinary product page becomes fully immersive.
Although still in its demo phase, the fully immersive product page offers a glimpse into the future of e-commerce product presentation. The future where any product page can be enriched with “View in 3D” and “View in AR” options. Working together in a seamless transition, the two modes will offer unprecedented interactivity. With the 3D mode, the user will be able to rotate an item online as they would offline and evaluate its details from every available angle in 4K quality.
AR mode will help bridge the gap between the digital and the physical as a product is placed within a real-life environment.
Stay tuned for the next installment — Immersive Product Page Explained, Part 2: https://link.medium.com/yLvP9ntqV4