An ePublication from Ecommerce Partners

Use Product Zoom to Increase Conversion

By | May 20, 2010 3:06 pm

Product Zoom technology gives internet shoppers the virtual experience of wearing, touching and viewing products in fine detail. Zoom lacks the tactile and other sensory experiences of the real world, but it’s about as close as you can get. Online retailers including Anthropologie, Coach, GAP and Zappos all use product zoom successfully to sell their products. According to Internet Retailer, Divisional VP for Coach.com, Ron Offir notes that product zoom technology is, “a very powerful marketing channel for our brand and a driver of business to our stores.”

We recently performed a full website redesign for Infinity Shoes, which included optimized landing pages, an improved interface, product zoom and other advanced e-commerce components to enhance the user experience. Using zoom technology, customers are able to explore the fine detailing in products like the Miz Mooz Hazel before deciding to buy. In the world of fashion, this is essential as part of the buying process – the consumer knows what to expect when the product arrives in the mail, and the e-tail shop has fewer returns and higher profits. This upgrade to the interactive experience on InfinityShoes.com resulted in a 51% increase in conversion.

Miz Mooz Hazel women's heel

Product Zoom Technology Providers

Many e-commerce shopping carts have product zoom capabilities built in. There are also well-known Software-as-a-Service (SaaS) providers such as RichFX and Scene7 who feature Product Zoom in their SaaS offerings. Cristophe Cremault, VP of Marketing for RichFX says, “Zoom has a nearly universal adoption now among retailers. It’s become the standard thing most retailers should have.”

SaaS technology is a smart alternative to hard-coding a website. It often results in better performance, shorter deployment time and lower costs. It removes bottlenecks in the development process, as updates and resources can be managed more effectively by the provider. Often these services will make your pages load faster as there is less strain on your own servers and with site-speed as a factor in the latest Google algorithms, every second counts.

Going Beyond Product Zoom

While product zoom is one of the fastest ways to add a rich media experience to your products, you may be in the market for something more. If you’d like to give users more than just a close up glimpse of your product, consider 360-degree spin technology to let them view the product from every angle.

360 Degree View of Von Zipper Rockford Sunglasses

360 Degree Rotation

Deploying product spin technology for every product on your website may or may not be feasible, depending on your budget. However, following the Pareto Principle (i.e. the 80/20 rule), you may select your top selling inventory and add this technology on a case-by-case basis to result in a significant increase in conversion. Golf retailer Golfsmith.com used this technique to reduce their product spin technology costs, in addition to convincing manufacturers to absorb some of the costs and reports an increase in conversion rates from 10% – 40%.

Think about ways to bring your website up to speed with the latest technology and plug in features such as zoom and 360° spin. To move things along efficiently, try using Software as a Service to see faster results with a more reasonable up-front investment of time and money. Using these tools as part of a sound e-commerce strategy, you’ll be able to monetize your existing traffic to its full potential.

While product zoom is one of the fastest ways to add a rich media experience to your products, you may be in the market for something more. If you’d like to give users more than just a close up glimpse of your product, consider 360-degree spin technology to let them view the product from every angle.

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About Ecommerce Partners:
Founded in 1998, ECommerce Partners is a full-service, ecommerce and interactive agency headquartered in New York City. Best known for our unique process methodology, we combine Internet expertise, creative talent, and business know-how to help clients across a variety of industries achieve rapid, measurable online marketing results.

True to our motto, "We build businesses, not just websites," we provide large and mid-sized companies with a full range of Internet marketing, website design and ecommerce solutions geared to maximize online revenues.

 

 

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