Why 3D configuration is gaining importance in online sales and marketing
“Use a picture. It's worth a thousand words.”
We all know this evergreen. Reportedly the phrase stems from a quote that dates back to a journalism and publicity banquet in the early 1900s. Since then, the use of images to advertise products and convey (commercial) messages has grown exponentially. To the extent that visuals are practically everywhere. Just look around you. In the streets, in the shop windows, at the points of sales… brands are trying to grab your attention with all types of visual imagery.
Visual imagery beats text
And this goes for the online world as well. In fact, probably even more so. Look at the social media, for instance. Whether it’s Instagram, Facebook, LinkedIn, Twitter, TikTok… it’s nearly all visuals that catch the eye. And you can take that quite literally. There’s an adage in the world of marketing that states that “the human brain is able to process images up to 60,000 times faster than text”. No wonder these social media are completely tuned to using photos and videos to attract your attention.
What about your website or online product pages? Well, it’s the same. World-renowned user experience research company Nielsen Norman Group revealed that users on average read at most 28 % of the words on a web page, stating 20 % is more likely. According to a Product Page Usability study, 56 % of the test subjects’ first actions upon arriving at a new product page was to begin exploring the product images, before reading titles, descriptions, or scrolling down the page to get a more comprehensive overview.
In other words, you need attractive visual imagery to win over your online customer’s eyes. Or, to put it in other words, the more vividly you can portray your product, the more persuasive the image gets.
Now, how can you do this when every other brand is already swamping the internet with beautifully stylized images and videos? How can you win over potential buyers in such a visually competitive world?
The answer is 3D configuration.
3D configuration wows the crowd
3D configuration is one way to wow and convince potential customers online. Especially when your product is easy to configure and customize. For instance, if you’re in the outdoor living business - selling pool houses, garden sheds, sun rooms, porches… - then add a 3D configurator to your website.
A 3D configurator provides your potential customers with an immersive user experience. It gives them the possibility to build a pool house, garden shed, sun room, porch… that perfectly meets their needs.
In fact, 3D configuration does even more. A 3D model gives customers a clear overview of your product. It gives them the opportunity to investigate it from all angles. They can even portray it in different backgrounds or even ‘place’ it in a realistic setting, such as a picture of their garden or house. In this way, they are able to assess the model’s true scale and see how it all matches out in real life. In other words, it’s the closest thing to giving online customers a near-lifelike experience of your product, and for you to meet their high customer expectations.