Integrating 3D and augmented reality (AR) experiences into product pages has proved a boon for any business looking to sell online. With an established ability to increase conversion rates, boost customer satisfaction, and enable businesses to showcase the full range of their products in an interactive and cost-efficient way, the technology is already becoming a must have.
For brands that haven’t yet implemented 3D and AR, the first question many ask is how to go about it. With this straightforward guide, integrating immersive experiences into a website’s product pages is both simple and effective. And – best of all – the process is carried out with no disruption and no changes required to the existing setup.
Getting started
Buyers access immersive experiences through a 3D and AR viewer. The simplest way to add a viewer to an existing product page is by using an iframe, a very common piece of code that enables a viewer to be embedded in almost any web property.
Using a software solution such as the one developed by Enhance, businesses can create immersive product experiences in 3D and AR in less than thirty seconds. Once ready, the tool will generate a snippet of code which can then be copied and pasted into any of the company’s channels and existing pages. This is a simple process that requires no coding knowledge.
With no disruption to the existing website and no changes required to systems or software, this method of deploying web-based AR ensures a seamless experience for both the business integrating the technology into their operations and for their customers.
Choosing how to display 3D and AR experiences
Once embedded, companies can set how they want the experience to display on the chosen product pages. The below are just a select few options amongst the many open to users:
Option 1: direct load
With this option, the viewer will automatically load a 3D model of the product when users open the page. This enables buyers to immediately interact with products in an immersive way, allowing them to zoom in and out and rotate to view from all angles. And as the viewer has fully integrated AR capabilities, the buyer can instantly see a lifelike digital model of the product in its intended space, using just their smartphone.
Option 2: user load
An alternative to direct load is to start with a 2D image of the product. With this option, two buttons are placed beneath the visual, offering users the option to view in 3D, and to visualize the product in their space using AR. This gives users the ability to access an immersive product experience whenever they choose to do so.
Enabling real-time product personalization
One of the most popular features of immersive product experiences, for both businesses and their customers, is the ability to configure products in real time. Research by McKinsey found that 71% of consumers expect companies to offer personalization, and live-configuration functionality does exactly that, enabling buyers to change product features such as color, material, and texture to suit their preferences, at the click of a button.
For businesses, meanwhile, configuration functionality enables them to display every item from their product range, including each customizable option, without the need to have physical samples and images for each variant – representing huge savings in both money and time.
If companies choose to enable configuration functionality, there are two options for how they can offer this:
Option 1: Personalization within the 3D and AR viewer
This option enables buyers to configure products directly inside the 3D and AR viewer. The solution developed by Enhance allows companies to pre-configure a wide range of customization options for buyers to interact with, selecting which elements of a product can be configured – for example the legs, arms, or material of a chair – and then setting the range of options for each configuration – e.g. the available color or material choices. These choices will then be displayed to buyers inside the 3D and AR viewer, offering a seamless way to personalize the product according to their preferences.
Option 2: Enable customization outside viewer
This option offers the same range of customization abilities as above, but made directly from the company’s website, outside of the 3D and AR viewer. Buyers will still see changes made in real time, shown in the viewer, thanks to a process known as bi-directional flow – a technical term that simply means the viewer communicates directly with the website to ensure a seamless experience for the buyer.
This setup has the added benefit of facilitating direct communication between the 3D viewer and the site’s shopping cart, enabling buyers to place customized products there for purchase – ensuring the buying journey is both intuitive and efficient.
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Additional tips for maximum effectiveness
How companies integrate 3D and AR experiences into their website will influence metrics such as buyer interaction and conversion rates. Making the process seamless and intuitive will help maximize the potential of the implementation, and there are a number of ways to optimize the visual experience for buyers:
Maintain iframe aspect ratio of 1:1
While this sounds technical, it simply means ensuring the 3D viewer iframe has equal dimensions of width and height – 100 x 100 pixels, for example. This is crucial as it guarantees the best visibility of products within the viewer, while preventing overcrowding and ensuring that all buttons and customization options are displayed clearly and accessibly.
Place viewer in proximity to transactional buttons
One of the main benefits of 3D and AR experiences is a proven ability to boost conversion rates. The placement of the viewer on the webpage can influence this metric, so it is best practice to locate it in close proximity to transactional buttons, such as “add to cart,” and any call-to-action on the page. Locating the viewer close to these elements of the site helps streamline the user journey and encourages immediacy in interaction and decision making.
A simple integration with far-reaching benefits
While there are a variety of ways for firms to bring 3D and AR experiences to their webpages, the common feature of the steps outlined above is simplicity. Designed to enable seamless integration, with no disruption to the existing site, these methods demonstrate that any company can offer their customers immersive product experiences, regardless of technical know-how and resource.
With the power to boost sales and conversion rates, enhance the customer journey, and improve customer satisfaction, the benefits that 3D and AR offer to business are plain to see. Ensuring the most efficient and effective integration of the technology is a crucial step in maximizing the power of these transformative digital tools.
Contact Enhance today to discuss how to start with 3D and augmented reality in your business.
