Shopify has led the charge towards building efficient, effective and streamlined ecommerce websites, allowing brands to present their products to the digital world without heavy development or resource expenditures. However, as consumers demand better experiences, brands are searching for ways to take their Shopify site to the next level. One of the most effective ways to enhance a Shopify site is adding 3D imagery and augmented reality (AR).
Research from Shopify shows brands who implement 3D on their site see 94% more conversions and significant reductions in returns. However, as with any strategy, the right execution is paramount to success when adding 3D to Shopify. To see the best results, be sure to follow these best practices.
Optimize Your 3D Assets
3D drives better experiences on Shopify, but in order to realize these results, 3D imagery and the pages it is on must be optimized.
Like many rich media types, 3D models can be very data heavy and slow down a page if not properly optimized, which can lead to users abandoning the page. Even a one second delay can reduce conversions by up to 5%. To prevent this, 3D experts use techniques on both the art and development sides to ensure the highest degree of realism is preserved while maintaining performance across any device. Some of these techniques include minimizing polycount on 3D meshes, loading varying resolution texture sets, and leveraging content delivery networks (CDNs) to cache and distribute the files as quickly as possible. It is important to note, 3D optimization often requires specialized knowledge, however the time spent bringing 3D assets up to standards will make all the difference in your ecommerce experience.
Use Product Visualization Software
Shopfiy is frequently chosen for its ease of use and compatibility with a wide range of tools. Among those tools is product visualization software, such as Dopple, which removes much of the stress of design and optimization of a 3D experience on Shopify. In fact, Dopple’s in-house experts can handle the all important 3D asset optimization mentioned previously, ensuring high performing experiences that look fantastic.
Using product visualization software allows for quick and seamless integration of 3D and augmented reality into an existing site. This includes Shopify’s core templates, as well as custom templates. Unlike native Shopify 3D, merchants are not required to use a template specified as 3D compatible by Shopify. The scope of 3D capabilities is also far greater when using product visualization software. While 3D media on Shopify limits the 3D views to those available in an uploaded model, product visualization software allows shoppers to view products from all angles with any product configuration offered by the brand. Additionally, features such as animation, hot spots, and additional camera controls may be enabled through the software.
Highlight 3D Capabilities
When designing a user experience, it is important to give the visitor clues on how to best experience the website. This is particularly true when implementing 3D and augmented reality (AR) . Well done 3D models should be digital twins of products, often unrecognizable from traditional photos. Point users in the right direction by enabling features such as gesture prompts or slight animations, such as auto rotate or bounce, to draw attention and instruct visitors how to view the product in 3D or AR.
Showcase Product Features
Among the largest benefits of 3D on Shopify is the ability to showcase specific product features and educate consumers on their value. The majority of shoppers rely on imagery over product descriptions, which can lead to key selling points and opportunities for upsells being missed. Whether you are using a product visualizer with educational callouts and animation, or a 3D configurator to allow buyers to add additional features, the ability to demonstrate form and functionality of the product delivers a more compelling buying experience and generates a higher conversion rate.
Enable Augmented Reality
If your product can be viewed in 3D on Shopify, it can be viewed in AR. Bring the buyer face to face with their product of interest and allow them to fully appreciate every detail. 77% of buyers say they prefer to view product variations, such as colors and style differences, in AR.
Set Up Analytics
Adding 3D to Shopify will create a better customer experience on a website, leading to more time spent with the products, higher conversions, and lower return rates. However, knowing, tracking, and leveraging the insights around 3D is just as important as implementing it on your site. In addition to general web analytics, measuring interactions and user patterns around a 3D experience provides valuable information on how buyers are discovering and viewing the brand, what product variations are the most popular, and where there may be emerging opportunities. For example, if a certain product configuration proves to be the most popular, marketers may choose to use imagery showcasing that specific combination of colors, materials and features for advertising (bonus: they can use the 3D models to create marketing assets, no photoshoot needed). Similarly, brands may find that a complementary product is more likely to be added when a certain color, material, or trim level is selected. The more information that can be gathered, the more informed decisions will be moving forward.