{"id":6824,"date":"2020-01-08T15:00:26","date_gmt":"2020-01-08T15:00:26","guid":{"rendered":"https:\/\/sketchfab.com\/blogs\/enterprise\/?p=6824"},"modified":"2022-04-11T13:21:38","modified_gmt":"2022-04-11T13:21:38","slug":"3d-vs-video-an-honest-comparison","status":"publish","type":"post","link":"https:\/\/sketchfab.com\/blogs\/enterprise\/3d-vs-video-comparison","title":{"rendered":"3D vs Video: An Honest Comparison"},"content":{"rendered":"[vc_row][vc_column][vc_column_text]Using video to increase conversions and improve customer experience online has long been considered a standard best practice. The reasons behind this have been studied extensively, and there are thousands of available case studies outlining the benefits of using video to support any online efforts.\u00a0<\/span><\/p>\n

However, the benefits of using videos have been further extended by the <\/span>relatively recent advent of 3D.<\/b> 3D models allow webmasters to <\/span>leverage a number of the existing advantages of video<\/b>, while also <\/span>creating a more<\/strong> <\/span>immersive, engaging, and holistic experience for visitors.\u00a0<\/b><\/a><\/p>\n

In this article, I will outline the top benefits of using video, and how <\/span>3D improves upon these to help enrich the customer experience, increase conversions, and ultimately, revenue.<\/b>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][tm_heading tag=”h2″ custom_google_font=”” text=”Engage visitors: a picture is worth a thousand words”][vc_column_text]If a picture is worth a thousand words, then a video is like a book and a 3D embed is a whole trilogy.\u00a0<\/span><\/p>\n

Online businesses are always looking for ways to make their customer experience more engaging. Although <\/span>video<\/b> provides customers with something they can watch, which is more engaging than using product <\/span>images<\/b>, this in itself may not be enough to engage and retain visitors.\u00a0<\/span><\/p>\n

Customers are essentially just <\/span>scrolling through all these content passively.<\/b><\/p>\n

3D, on the other hand, passes the driving wheel to the customers and allows them to actively engage with the products<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_video link=”https:\/\/sketchfab.com\/models\/fdd5cfadb693408f82eee53e8000dbb4\/embed?ui_infos=0&ui_watermark_link=0&ui_watermark=0″][\/vc_column][\/vc_row][vc_row][vc_column][tm_heading custom_google_font=”” text=”3D increases time spent on a site compared to videos”][vc_column_text]According to <\/span>Wistia<\/span><\/a>, a popular video hosting platform, websites saw an average 2.6x increase of time spent on site when embedding video. Based on tests run by Sketchfab clients, embedding a <\/span>3D model lead to an average increase of 5x-10x time<\/b> spent on site due to <\/span>3D\u2019s engaging nature.<\/b>[\/vc_column_text][tm_heading custom_google_font=”” text=”3D models play rate are higher than videos”][vc_column_text]According to <\/span>another study<\/span><\/a>, <\/span>video play rates range from 10-35%<\/b>, whereas, according to our data, <\/span>3D embed play rates range from 45-75%.\u00a0<\/b><\/p>\n

Using 3D, businesses can create extremely <\/span>immersive and engaging experiences <\/b>that will capture customers\u2019 attention and increase the average time spent on site, decrease bounce rates, and <\/span>improve conversion rates<\/b>.<\/span><\/a><\/p>\n

This is really important when you want to capture and engage a large audience <\/span>for a product launch for example<\/b>. Fnatic, a leading global esports organization, recently <\/span>leveraged Sketchfab\u2019s 3D configurator technology<\/span><\/a> to launch their latest line of apparel.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][tm_spacer size=”lg:30″][vc_raw_html]JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLW5vY29va2llLmNvbSUyRmVtYmVkJTJGUXhiaVkwY2VZT3clMjIlMjB0aXRsZSUzRCUyMllvdVR1YmUlMjB2aWRlbyUyMHBsYXllciUyMiUyMGZyYW1lYm9yZGVyJTNEJTIyMCUyMiUyMGFsbG93JTNEJTIyYWNjZWxlcm9tZXRlciUzQiUyMGF1dG9wbGF5JTNCJTIwY2xpcGJvYXJkLXdyaXRlJTNCJTIwZW5jcnlwdGVkLW1lZGlhJTNCJTIwZ3lyb3Njb3BlJTNCJTIwcGljdHVyZS1pbi1waWN0dXJlJTIyJTIwYWxsb3dmdWxsc2NyZWVuJTNFJTNDJTJGaWZyYW1lJTNF[\/vc_raw_html][tm_spacer size=”lg:30″][vc_column_text]By embedding a 3D model into their landing page, and leveraging the 3D experience to hide \u201ceaster eggs\u201d within the 3D models of their apparel, they managed to <\/span>attract a significant amount of social media attention and generate over 30,000 signups <\/b>to their product launch waitlist.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][tm_spacer size=”lg:20″][vc_raw_html]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[\/vc_raw_html][vc_column_text]\n

Fnatic Worlds Collection Pro Jersey<\/a><\/span><\/i> | <\/span><\/i>Try it! Click and drag with your mouse, or move with your finger on mobile.<\/span><\/i><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][tm_heading tag=”h2″ custom_google_font=”” text=”Further boost conversion rates”][vc_column_text]It\u2019s a well known fact that using videos improves conversion rates by making web pages more engaging. <\/span>According to a study by Unbounce<\/span><\/a>, a leading landing page builder, embedding videos in landing pages can improve conversion by up to 20%.<\/span><\/p>\n

The great news is that using <\/span>3D embeds on your landing pages can further boost conversions and increase bottom line revenue<\/b>.\u00a0<\/span><\/p>\n

Our client <\/span>MADE.COM<\/span><\/a> has implemented 3D models across more than 1,000 product pages and seen <\/span>a 25% conversion increase<\/b><\/a>.\u00a0 Here is an example of one of their products, displayed using our unbranded player. You can also see it in action<\/span> on its product page<\/span><\/a> (click the <\/span>360 view<\/span><\/i> button).<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][tm_spacer size=”lg:10″][vc_raw_html]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[\/vc_raw_html][vc_column_text]\n

Corin Pull Out Sofa Bed <\/a><\/span><\/i>\u00a0| <\/span><\/i>Customers who viewed a 3D model on MADE.COM are 25% more likely to buy\u00a0<\/span><\/i><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][tm_heading tag=”h2″ custom_google_font=”” text=”Showcase multi-dimensional objects”][vc_column_text]Businesses with <\/span>complicated or multi-part products<\/b> sometimes have difficulties and delays during their sales cycle due to the complex nature of their offering. Potential customers have difficulties understanding the different accessories and characteristics simply by scrolling through different images.\u00a0<\/span><\/p>\n

Using videos, companies are able to demonstrate the benefits of their products while providing visual references for potential customers to watch. <\/span>According to Business Insider<\/span><\/a>, Zappos saw between 6%-30% increase in sales when they added videos to their product pages.\u00a0<\/span>[\/vc_column_text][tm_spacer size=”lg:30″][vc_raw_html]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[\/vc_raw_html][tm_spacer size=”lg:30″][vc_column_text]Leveraging a<\/span> 3D configurator<\/b> <\/a>can help further simplify these concepts, educate potential customers on how the product works and give shoppers the ability to:<\/span><\/p>\n