Smart Web Analytics for 3D Content
The Wall Street Journal reported spending on marketing analytics is expected to nearly double over the next two years, from 7% to 12%
Today almost every website has web analytics tools which help to monitor user traffic, find out which pages are more popular and what objects are clicked more often, what elements on the page draw attention, and far more. Website analytics provide insights and data that can be used to create a better user experience for website visitors. Understanding customer behavior is also key to optimizing a website for conversion metrics.
Critical to the development of relevant and effective web analysis is creating objectives and calls-to-action from the organizational and site visitors’ goals, and identifying key performance indicators (KPIs) to measure the success or failures. There are plenty of tools designed to collect different types of data:
- The number of page views: an indicator of demand for a website and the content on it;
- The number of visits: assists in determining how many chances a website has had to convert its visitors into prospects, buyers, readers, or successful referrals to other websites;
- Conversion rate: how many times the visitors did what the site owner wanted them to;
- Bounce rate: helps to indicate which pages are the most off-putting to visitors, or which repel the most visitors off of the site when viewed alone;
- Time on page: if a user spends much time on one page, it shows that a piece of content is sufficiently engaging to induce the visitor to read the whole thing.
Such metrics are important for e-commerce. Even more could be learned if the website owner could determine exactly which goods are of interest to buyers. With 2D images on the website it is impossible to find out which objects attract the visitor’s attention more. For example, an online store owner will never know (without additional tools) the way the customers interact with the goods, as he does not know which objects they are looking at. One can monitor the clicks on the image, but as users rarely interact with 2D images, additional data which might be useful for traffic analysis is lost.
Cappasity offers a solution — the Cappasity AI tool. It allows for the tracking of user interaction with 3D content on the website, thus determining the aspects influencing the conversion rate of website visitors to buyers.
Since you can not only embed Cappasity 3D View images but any 3D model, the tool comes as a comprehensive solution for tracking all 3D content on the website.
Smart algorithms track visitors turning and zooming in on an object and help to find out which products would-be buyers examine longer, which elements prompt them to zoom in on an image, and provide more analytical data.
Data and analysis delivered by the Cappasity AI will be useful for marketing managers, designers of packages and products, and photographers, who will be able to receive information on the most popular angles of view and use this knowledge for professional improvement.
In addition, the Cappasity AI tool can be integrated with Content Management Services, which will allow all analytical data related to the website to be stored in one place.