How To Choose Products for 3D Configuration
You have decided to deploy a 3D visualizer or configurator on your website, great! You are one step closer to providing buyers with an exceptional shopping experience, joining industry forerunners who are driving 94% higher conversions and 2x the average order value.
As with any tool, having a strategy for a successful roll out is essential. The first priority for 3D is determining which products benefit from a visualizer or configurator, and what options to showcase in the 3D experience. While 3D and augmented reality drive higher rates of engagement and purchase, decisions should be made based on what will enhance the buying experience on the front end and create efficiencies on the backend.
Here are the questions you should ask when building your 3D product experience.
Which of My Products Need 3D?
Delivering a consistent experience across your website is an important aspect of web design. When it comes to 3D, it is ideal to allow shoppers to experience all products in the same type of immersive experience. However, time and budget constraints often require prioritization of products. If implementing a 3D experience for all of your products is not immediately possible, consider which products will most benefit from an upgraded experience, or which are best positioned for a successful implementation. Are there any that have 3D assets available now? Existing assets dramatically reduce the lead time for launch.
Products offered in a single configuration or without the ability to be customized will generally be better served by a product visualizer, which offers the same high fidelity, interactive experience as a configurator without the ability for buyers to view additional colors or complementary products. If there is a need to quickly launch a single product, 3D visualization may provide a strong starting point while a more complete product catalog is built out. Visualizers may also be deployed on pages beyond the product details page, offering buyers an immersive touch point to explore and engage with the brand.
Both product visualizers and 3D configurators built by Dopple are compatible with augmented reality. While this may not be a necessary addition for all products, the ability to view products in AR is a highly desirable feature in the ecommerce setting. Research shows 77% of consumers say they prefer to use augmented reality to view product variations such as color and style differences
What Features & Options Will I Showcase?
For products offered in multiple colors and materials, or those with the ability to be customized or bundled, 3D configuration provides buyers an effective method for viewing and evaluating all of their options. Within a product configurator, Dopple offers the ability to deploy product presets, or selected combinations of colors, materials and features known to be attractive to buyers.
When designing a configuration experience, consider the most important attributes a buyer will consider. Are there features that separate your product from the competition? Or product add ons that are an easier sell when paired directly with the primary product? Integrating additional products, specialty upgrades, and accessories into a product configurator better showcases their value to the buyer. In many cases, the likelihood of a higher value purchase is increased as buyers view these additions as part of the initial product, as opposed to an additional purchase. This is particularly true in the case of material upgrades and special edition options, where seeing the material as it will appear on the product is the difference between a standard and upsold purchase.
Imagine you are a bike manufacturer offering a road bike in a variety of colors. The buyer will choose their frame color, wheels, and handlebars. These core components make up the primary product, but the company also offers accessories such as water bottle holders, handlebar lights, and storage. Instead of a pop up appearing at checkout, these high margin offerings can be included in the initial build.
Do Any of My Products Require Additional Explanation or Consumer Education?
Among the benefits of immersive 3D configuration is an increased capability to offer brand and product education with product detail pages. When buyers are able to see how specific features work and enhance their product experience, or how complementary products pair with their core purchase, the shopping experience is improved and buyer confidence increases.
Product pages enabled with a 3D configurator see 4.5x time spent on site when compared to traditional media. This extra time allows shoppers to immerse themselves in the buying process, defining and appreciating the aspects of the brand or product that make it the perfect fit for their needs. It is also important to note that education need not be limited to product functionality. As more buyers take sustainability and employment practices into account when choosing brands, the opportunity to demonstrate these values within a product experience are incredibly valuable.
Consider the jewelry industry, which offers a variety of metals, stones and materials. In many cases, buyers will need more education around the product they are purchasing. Instead of sending them to Google, why not provide an immersive experience with callouts showcasing where stones are sourced, how to interpret a stone’s rating, or what the differences between the types of metal are? This not only delivers more value to the buyer and keeps them on the brand site, but positions the brand as the experts in the field for finding the perfect fit for their buyers.
Adding 3D product configuration is an exciting opportunity for the brand and their customers; with benefits created for both. Whether you are adding 3D to all of your products at once, or working on a staggered approach, answering these questions will set you up for a successful roll out.
Looking for more information on choosing products for product visualization, 3D configurator, or augmented reality? Get in touch with our experts today.