A recent Internet Retailer/Toluna 2018 Web Design Survey of 562 consumers in October 2018 in which consumers said seeing many images of a product is helpful—56% of consumers said “alternative views” were very important to making a purchasing decision. Alternative views was the third-highest response behind the top choice of product images at 78% and product reviews at 64% for very important features. Consumers could pick more than one response.
True Value Company is an American wholesaler with over 4,600 independent retail locations worldwide.
Dave Elliott, senior vice president of marketing at True Value, wanted to give shoppers an elevated customer experience. And for the hardware retailer, that means having helpful images on the product detail page in the form of 360-degree spins so a shopper can view the product from different angles as its spins. TrueValue.com replatformed its ecommerce site in April 2018 onto the Magento platform. Then the retailer began adding the 360-degree images in the summer of 2018 and now has the feature for 3,000 of its SKUs. While this is a mere 4% of its online SKUs, True Value is already happy with the results.
CONVERSION RATES UP 22%:
Conversion rates for products with 360-degree pins have increased 22% on average compared to when these same products didn’t have this feature on the product detail page.
ADD TO CART RATIO INCREASED BY 35%:
In addition, add-to-cart ratios (or the rate at which consumers add a product to their cart) for these products increased 35%
BOUNCE RATES DECREASE BY 27%:
The bounce rate (or the people who left the ecommerce site after that product page) decreased by 27% compared to when these products didn’t have the spin feature. Elliott did not reveal specific figures.
Products without the 360-degree spins did not see comparable changes, which makes Elliott even more confident that this feature is what drove those results.
True Value were able to use the spinning images in digital marketing ads and the differently angled images in other marketing forms, such as a print circular ad that is typically distributed with a newspaper. Previously, many of True Value’s 80,000 SKUs have one or only a few images on its site, which was often a straight-on picture.
“We’ve seen far better ROI in advertising on Facebook, for example,” Elliott says, without revealing specific data. He says that consumers find the ads that spin more engaging and useful, without revealing more. For example, on one Facebook ad of a rotating electric stove, the click through rate to TrueValue.com from Facebook was 4.5%, above a normal industry rate of 2.4%, Elliott says.
In terms of streamlining, True Value now has access to 20 high-quality images of each of its products with this feature. That means if the retailer is selecting that product for an advertisement, it has a variety of images from which to choose.
These results coincide with a recent Internet Retailer/Toluna 2018 Web Design Survey of 562 consumers in October 2018 in which consumers said seeing many images of a product is helpful—56% of consumers said “alternative views” were very important to making a purchasing decision. Alternative views was the third-highest response behind the top choice of product images at 78% and product reviews at 64% for very important features. Consumers could pick more than one response.
Even though technology has advanced incredibly – trends are always changing and updating. Ecommerce may have once been a vision of the future, but now that it’s here and thriving there are many ways in which companies are making shopping experiences excel for their customers – so read these tips and make sure to jump on the digital band wagon.
- Be careful with the checkout layout. Things have moved on in a couple of years – unnecessary extra clicks, poor landing pages or small fonts acceptable. Move on, or your customer will! 38% of users that shop online will leave if they find the layout of the page unattractive or difficult to navigate.
- Ditch the uninspiring approach and inject vibrance into your site. User-generated content (in the form of images, videos and reviews) will help your customer understand the product and reliability. Incorporating all these features will boost conversion rates instantly.
- Avoid the idea that being the cheapest will make you the most desirable. Connect with your customers on an emotional level – 80% of the younger generation say that making the world a better place is a top priority. Unite the community through shared values; whether that is through the use of raw materials, donations to charity or putting a percentage of sales towards a shared mission.
- Make sure you are not avoiding your customers’ demands; feedback is an integral part of marketing and merchandising decisions. Support your customer so they remain happy with the services you provide them and spread the news to their peers. Two-thirds of consumers expect a same day response to queries about a product of service.
- Look beyond social and digital platforms and think of the channels your customer may be gravitating to. This could be an established retailer or a pop-up store. This can target your audience at the right time, in the right place and with the right message.
There are also changes to put in place if you want to increase your online conversion rate. Many of the top online retailers are using customization such as personalised welcome messages for repeat customers, pop-up boxes offering help, products that can be personalised and the ability to remember details of returning customers.
Boosting sales for your online e-commerce site can be a real struggle in the digital world that we live in. Digital platforms are ever-changing so it can be difficult to keep up and match with competitors that might be further advanced with these adaptions – we can’t all be tech wizzes after all!
With nearly 1/3 of online sales being returned, you need to put in a strategy to reduce the return rate as much as possible.
If you have ever shopped for anything online – whether it be a car or phone – you know that before you commit to handing over your money, you want to be able to see and test the product first to know if it works for you. With little time in the day, we want our on-line experience to emulate our in-store experience. 360° is the way to give 91% of shoppers what they want. And: With 360° in place, customers are 85% more likely to share a positive review of their experience.
According to an Adobe Mobile Consumer Survey, 360° product imagery is 11% more effective than video and 13% more than alternative views.
Also, a report from online retailer Duematernity.com showed that their conversion rate excelled by 27% due to 360° spin. Goldsmith.com also claims that products with this feature increase conversion rates by at least 10% and sometimes as much as 30% or 40% higher than products without.
3D Animation Wizards cover every digital avenue. We can snap photos for you and create individual or mass products using 360° spin, 2D animation and 3D animation in a cost-effective way. Pop us an email or give us a free call if we can be of any help!
(+44)1908 968350 v
Forbes Magazine have published a great article here about the benefits of 360 degree rotating imagery. A US automotive parts manufacturer that trialed 360 degree animation and proved a significant return on investment.
- Ecommerce sales increased as the company saw a 6-8% lift in conversion rates.
- Product returns were reduced.
- Unlikely products such as bottles of detergent had sales boosted as consumers could rotate the bottle and read the chemical makeup.
The article also pointed out that having 360 spin images of a product also gives brands an advantage in visual search and object character recognition (OCR). “Artificial intelligence and OCR engines can easily pull information from all product labels, which improves categorization and searchability.”
AMAZON RAPID DEPLOYMENT
Apparently Amazon took only 60 days to test the use of 360 degre display before deciding to deploy widely.