Why is it that buyers become more attached to a product they can see? Why does engaging with a product make us want it that much more? While it may seem like it, it’s not magic that marketers use to capture consumers’ desire, it’s psychology, and it affects anyone who ever buys anything.
Humans process visual cues 60,000 times faster than text, which means that if I show you a bike instead simply asking you if you would like a bike, or even telling you that you need a bike, your brain will process the bike and the possibilities that come with it exponentially faster. Taking that a step further, 90% of the information sent to our brains is visual, so the brain is best equipped to process visual information to evaluate products and progress through the decision making process. This insight is key to optimizing the customer journey and creating an experience that increases engagement with your brand and higher conversion rates for your products. Research shows that interactive content drives a conversion 70% of the time, compared to 36% for passive content. When you are competing in a noisy media landscape and a crowded market, that difference adds up quickly.
The easiest way for a consumer to engage with a product is in a brick and mortar setting; however the majority of today’s buyers are rarely heading straight to a store, if they ever set foot in one at all. Only 20% of buyers say that they shop exclusively in store, while 73% say that they use multiple channels before making a purchase, which means that much of the process of convincing a buyer to purchase your product relies on a digital experience. Given the dramatic shifts in consumer behavior that we have seen in 2020 and the expectation that those shifts are likely permanent, the importance of those digital experiences is further elevated.
The answer lies in visual commerce. Visual commerce is using realistic visual representations of your products to elevate the online shopping experience. High quality images have shown to increase the rate of discovery for brands across industries, with more than ⅔ of consumers saying that images are the most important factor in their online purchase decisions. Once discovered, consumers expect a high quality experience, and a clear representation of exactly what they plan to purchase; the same kind of clarity that they would get from an in store experience.
The ability to engage with and customize products also creates a sense of ownership for the consumer, which can lead to an emotional attachment and thus a higher personal value placed on the product. By driving engagement with the product, you are making it a part of your customer’s reality, and increasing your chance of conversion.
To create that engaging experience, many brands have turned to 3D product visualization, 3D visual configuration, and augmented reality. The ATLATL Visual platform offers an exceptional user experience and easy integrations with top tech and e-commerce providers to bring your products to life online. High fidelity product visualizations showcase the features that make your product unique and provide customers with a true image of the item they are looking to purchase. Beyond your site, these visualizations can be used in media and marketing materials to aid in discovery and drive attention to your brand.
For products that can be configured with options or customized, a visual product configurator delivers an immersive shopping experience designed to optimize the customer journey and continually engage the buyer, while augmented reality allows the customer to experience the product in a whole new way prior to purchase.
Visual commerce is here, and with ATLATL Visual you are ready to more efficiently promote your products, elevate your customer’s journey, and drive increased conversions online and offline. Schedule your product visualization or product configurator demo today.