A free and public preview of 3 case studies; to get the complete study please contact spinLAB for a more detailed, non-watermarked PDF.
spinLAB is foremost a science-based company. We measure every aspect of our business, from production time to end user experience. With 3 years of product animation experience, we have gathered enough empirical data to determine the impact of 360 degree product animations. These reports are from 3 cooperative clients that engaged 360 degree product animations or other smart product display methods. These are well known brands with loyal customer bases.
What we have learned from these three studies:
Some things to keep in mind:
53 Day Snapshot of Shoe Company
This midwest based shoe company deployed 207 product animations in a total inventory offering of 480 products when color choice was accounted for. The 360 product image was presented in place of a standard product image. The interactive image allowed the user to spin the shoe in a 360 degree capacity, as well as 1 higher and 1 lower vertical perspective.
Experiment Day 1:
spinLAB deployed the product animations over the evening/morning of May 8th and 9th 2011. Taking the aggregate improvements of the 53 day test period, overall goal conversion was significantly and unmistakably up. Visitor duration of 1 minute or more was up 55.41% from the same period last year. Product sold (goal 2) conversion was up 116.38%. The client has other predefined web site goals which were not relevant to this study.
Experiment Day 1 Examined:
The improvements to overall goal conversion were up 91.4% from the same day year to year. Taken alone, this could be considered anomalous yet when paired with future control date observations, the conclusion that 360 degree product animations and product zoom positively impact important web site performance metrics.
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Control Day 1, May 13, 2011: Roughly five days after launching the 360 campaign, spinLAB undertook the first control observation by disabling the 360 degree animations to show only 1 product perspective with no zoom capability. The results were an immediate and drastic reduction in all web site goals. Conversion ratio year to year increased 4.5%, however, it is markedly down from the improvements garnered from earlier in the test period. |
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Control Day 2, May 14, 2011: The site continued to show a modest improvement in conversion ratio 6.6% - keeping up with internet use familiarization and adaptation (mirrors the rate of inflation 5-10% increase in conversion no matter what is done to a web site). |
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Experiment Day 2 May 15, 2011: spinLAB re-deployed 360 degree animations on the client web site, the results were immediate and predictable. An immediate increase in overall goal conversion year to year and an increase from 55 sales to 111 sales (not shown). This is a 101.82% increase in conversion ratio from the year before. |
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Control Day 3, June 4, 2011: It is interesting to note that on this test day, the site's overall conversion ratio actually dropped from the year before. This was the only day that exhibited worse conversion and it took place precisely on the day we conducted our control observation. Overall goal conversion dropped from 122 conversion to 117 conversions. This does not include confirmed product sales-but nonetheless a significant degradation in site performance on the control day. |
The Worst Performing Experiment Day:
The worst conversion improvement day is annotated in green. A modest conversion improvement of 17.6% was achieved- which is significantly less than the overall improvement gained in the visitor duration and product sales metrics which were 55.41% and 116.38% respectively.
Conclusions:
To get the complete study please contact spinLAB for a more detailed, non-watermarked PDF.
This client employed 20% coverage of a product line of approximately 800 unique units. 20% of products received multi-level product photography- allowing for the tops and bottom of the products to be interactively shown. Roughly 50% of the online inventory was presented via interactive product images.
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100k per month on Adwords™ This web site pays for approximately 21% of its traffic from Google Adwords™. This is a significant monthly investment of well over $100,000.00, with some paid search terms reaching $4.50+ per click. All products are high ticket and margin- thus the high price of germane search terms. Nonetheless, with such high traffic subscription methods, conversion ratio is at the center of this e-tailers business. |
Experiment Day 1
This client agreed to allow spinLAB conduct 1 control day to examine the impact of 360 degree product animations on overall web site sales conversion performance. As with all studies, the control day consisted of removing all smart products and 360 degree animations from the web site.
What was more imperative is that the control day was the aggregate improvement in goal 2 conversion ratio, which resulted in a 161% improvement from year to year.
Before you give Google Adwords a dollar, you should invest a dime with spinLAB.
To get the complete study please contact spinLAB for a more detailed, non-watermarked PDF.
Not Every Day is Going to Be A Home Run
Our 3rd study was an observation only study without the use of control days. This e-tailer is an upper market tool manufacturer with both direct sales and links to value added resellers. Although conversion was up significantly on certain days- other days showed a very minimal to negative conversion improvement.
This company shared 3 relevant goals vis a vis 360 degree product animations. Goal 1: Browsed Product Page 90 sec. or More was up 36.86% during the aggregate observation period of 40 days. This is significantly less than other experiments. Goal 2, Product Sold, showed an aggregate improvement of 120.38%. This is a significant increase in conversion- but how this lift was achieved was very different when compared to the 2 control experiments. Improvements to goal 2 conversion were up only slightly on some days-but other days showed significant improvement.
Overall Performance Graph of Goal 2:
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Conversion Improvement of Goal 2 Varied Wildly: Observation date: July, 15, 2011. Sales conversion was up only 7.6%-which is within our initial observation that conversion ratios on unchanged web sites always improve at least 5-10%. Product sales were 38 in 2011 compared to 35 in 2010. No control experimentation was performed, 360 degree product animations were not removed from the web site. |
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Improvements Came Seismically: Improvements in conversion returned to the site on the majority of days. The observation date returned 99 product sales, compared to 34 the year before. This is an improvement in conversion ratio of 191.2%.
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Examination of Overall Goal Conversions
This web site showed improvement in 3 of the 4 relevant conversion metrics. Although this web site did not show consistent and measured improvement conversion of goal 2 , it still was able to achieve a 120.38% improvement in this metric.
This company's product page visitor duration was 90 seconds; 30 seconds longer than the two other companies examined in this study. There was a lessor increase in the amount of goal 1 conversion successes (10.24%) which is not a significant improvement. This did not have the numbers to support a the conclusion that this metric positively impacted on goal 2.
What we learned from this study:
To get the complete study please contact spinLAB for a more detailed, non-watermarked PDF.
These web conversion observations are the sole property of spinLAB. They can not be distributed, shared or repurposed on any other web site or medium without the express written consent of spinLAB or API.
