How and Why 3D Animation and Video Improve Conversion
You’ll convert better. If you’re asking yourself why 3D animations or video need to be part of your site’s strategy, there is your answer. Brands with dynamic content across their site– like video guides, 3D product animations, or videographic– have a conversion rate of 4.8%, vs the 2.9% CR for sites with none (SlideShare). So what’s the cause of this 1.65x increase? From teaching customers about a product, to simply holding attention spans better, it comes down to how video content influences user behavior. Let’s explore 3 reasons why they make that difference.
Reason 1: Customers want to know the product
Four times the number of users state they would rather watch a product video or demonstration than read about it (Animoto). And that makes sense. We kick the tires on a used car to see if they’re inflated. In the supermarket we tap melons to test for ripeness. People like to poke and prod before making a purchase, and our online behavior is no different: we want to see and interact with a product before deciding whether or not to buy.
While product descriptions are ideal for displaying technical details (and covering keywords for SEO), product videos are seemingly more effective. Whether it’s a 3D demonstration or just a traditional video explanation, the movement, sound, people, tone, voices, and/or emotion in product videos help to capture a user’s attention. How much? Businesses that include product videos see increases in conversions ranging from 25% to 144% (Shakr). Anyone in charge of conversion rate optimization (CRO) would be more than happy with those numbers.
Reason 2: CRO, SEO… it’s all connected
How to combine your conversion rate optimization and search engine optimization strategies really deserves to be explored on its own, but here’s a lite version for the sake of this topic: Content with videos, like 3D animations or how-to guides, is viewed as high-quality. This, in turn, improves its chances of being shared and/or ranking. The more inbound links from shares and high-ranked pages mean more traffic, which ultimately means more conversions. There’s a little bit more to it than that, however, it highlights the importance of video or 3D animated content as part joint marketing strategies. Because… it’s all connected.
Reason 3: Rich media reduces bounce rate
A lower bounce rate means better conversion. The decrease in bounce rate actually ties back into Reason 1: Users want video or 3D demonstrations that grab their attention. So to get users to stay on a page, give them what they want. If the bounce rate on your product pages is high, it’s time to start adding videos to let your users get a better look at what’s on offer.
Maybe you see that no one is reading your how-to guides and tutorials. Include video or 3D animations that supplement the text to grab their attention. No matter how great your written content or images and illustrations may be, dynamic content might be what you need to lower the number of users bouncing from your site.
Video content consumption is only increasing, and brands that integrate it as part of their strategy see a dramatic increase in conversions, as well as overall growth. There are a lot of ways to do CRO, but if you haven’t started using videos and 3D animation, now’s the time.