This is an in-depth case study of our test results with Kineon. Nothing hidden, everything laid out. I've done this as i think the mobile vs desktop results are super interesting.

Soooo, grab a brew, a biscuit and take 5 minutes to see the in-depth analysis produced by Step Labs below…

Introduction

Who are we testing with?

Kineon are direct to consumer brand that sells medical equipment. Their Hero product is the 'The Move+', a laser light therapy device. Kineon wanted to try out our 3D photos in a bid to increase engagement and reduce purchase anxiety about the product they sell.  

This was a part of the wider goal of Step Labs & Kineon to create a more immersive shopping experience by leveraging advanced product visuals.

Hypothesis

Step Labs started with Hypothesis they wanted to test... adding a 3D interactive image of the MOVE+ device to the PDP (product display page) will capture visitor attention, enhance product understanding, reduce purchase anxiety, and potentially increase conversion rates by allowing customers to visualise the product as they would in a real world store.

Why on this specific Page Type?

The PDP is the main page where customers make purchase decisions. Consumer trends are also changing, because of Google ads, customers journey often starts on the PDP. Since the media gallery is one of the most interacted-with sections on the PDP, enhancing this area with a 3D image directly addresses how visitors explore the product, making it the ideal page type for this test.

What are we aiming to learn from this test?

We aim to determine whether incorporating a 3D image into the PDP can improve user interaction, increase the average session duration, and ultimately lead to higher conversion rates by reducing purchase anxiety through more detailed product visualisation.

How does this test lead to the desired outcome of more revenue exactly?

The 3D image provides a more detailed view of the product, which can help users feel more confident in their purchase decision. This enhanced interaction can lead to increased engagement, reduced bounce rates, and higher conversion rates, directly driving more revenue.

Data / Supporting References 

• Heatmap analysis from the past 30 days shows the "next image" arrow in the media gallery as the most popular click area on the PDP.

• User feedback indicates that visual content heavily influences purchase decisions, especially for tech and health-related products like MOVE+.

• Industry studies suggest that interactive product visuals can increase customer confidence, engagement time, and overall conversion rates.

 

Test & Set-Up

Development/Build: 1 day.
Testing Phase: 14 days
Key Metrics: Revenue per customer
Data Collection: Intelligems A/B testing tool

 

Control (Standard PDP with no 3D image): 

Standard PDP with no 3D image. Traditional product images only.

Variation A:

The 3D image appears first in the media gallery. Users interact with the 3D image as the initial impression of the product.

Variation B:

The 3D image appears as the second image in the gallery. Users see the traditional static image first. 

3 problems the control causes

1. Limited Visualisation: The static images do not provide a user a full understanding of the products shape & functionality. 

2. Reduced Engagement: Without interactive elements, users may quickly scroll past the images without truly engaging, limiting their connection to the brand.

3. Increased Purchase Anxiety: Customers may hesitate to purchase if they cannot fully visualise the product, leading to missed conversions.

3 Solutions Var A Presents

1. Enhanced First Impression: Placing the 3D image first grabs the users immediate attention. It encourages them to engage with the product and the rest of the messaging.

2. Better Understanding of Product Features: The interactive image provides a more detailed view, allowing users to explore the product from all angles, reducing purchase hesitation.

3. Capturing the customers imagination: By visualising the product in 3D, users can imagine owning and using it, which can reduce anxiety and drive quicker purchase decisions.

3 Solutions that Var B Presents

1. Balanced Introduction: Displaying traditional images first keeps the familiar flow of content (in line with competitors), while the 3D image as a secondary option adds a novel twist without overwhelming the visitor.

2. Enhanced Exploration: Users can still benefit from the 3D visualisation after viewing traditional images, deepening their understanding of the product features.

3. Maintains Familiarity: Starting with familiar images ensures that customers are not put off by an unexpected interactive element but still gain the benefits of the 3D image.

What do we expect from this test?

Based on previous case studies by the All Axis team, we expected Variation A to increase user engagement, session duration, and conversion rates due to the prominent positioning of the 3D image. Variation B is expected to perform well by maintaining a traditional start but still incorporating the 3D benefits. The Control is expected to perform the least due to the lack of interactive and detailed visuals.

Have you considered the impact on different devices, and channels? Are there any key events which will affect the test?

Yes, the test will be monitored across desktop and mobile devices. We've given attention to loading speeds on mobile, as slower connections could impact the user experience with the 3D image. The test period avoids any major sales events that could skew the results.

How could this test go wrong and decrease conversions? Forecast why?

• Slow Loading Times: If the 3D image takes too long to load, particularly on mobile, it could frustrate users and cause them to leave the page.

• Overwhelming Interaction: The 3D element might distract users or feel gimmicky if not executed well, leading to reduced trust and engagement.

• Technical Glitches: Bugs or performance issues with the 3D image could negatively impact the overall user experience.

 

The Results 🚀

Est revenue uplift ($): $83,420.00

RPV change (%): +27.95

CVR change (%): +29.41

AOV change (%): -1.12

Duration: 13 days

Visitors: 9457

RPV stat sig (%): 77.3

AOV stat sig (%): 32.2

Met hypothesis: Yes

Google Analytics results:

Interpretation of Results

Adding a 3D interactive image of the MOVE+ device to the PDP has captured visitor attention, enhanced product understanding, reduced purchase anxiety, and increased conversion rates by allowing customers to visualise the product similar to that in a store.

The 3D image definitely captured visitor attention and made a big difference in CVR. It performed well for returning visitors. The average order value stayed fairly similar however this is not a tool we expect to increase AOV unless the 3D image rolled out onto the product range.

 

Desktop results vs Mobile Results. 

This test smashed it on mobile - wow! A 51.71% increase in conversion vs 3.93%. It's interesting that the hero image seemed to be outperformed so much. 

As to why mobile did so well, we can hypothesise. Our initial assumption of the load speed here would have been even worse and the drag experience should have been harder. But this did not play out in the testing. It is possible because of a touch, it felt better to visitors. Also means they couldn't swipe to see the next image but rather had to use the thumbnails. I think having them see the product - it helped to reduce purchase anxiety. 

What is more intriguing is the conversion funnel. For “add to cart rate” , “Begin Checkout rate” and “Conversion Rate”, Variable A easily out performed the other variables. However the Desktop results saw a sharp drop off between begin checkout and converting. I can’t be sure why this is, further investigation is needed on the checkout flow.  

Mobile Results 

Desktop Results

Key Findings

Key Finding 1: Massive Mobile win

Results on Mobile were incredible, jumping up to a 54% uplift in CVR and breaking the $10 RPV mark. Mobile also made up more of the traffic in this test too.

Key Finding 2: Placement is Crucial!

The huge win is for Variable A vs Variable B. It showed engaging on a PDP led to higher conversions. This could be to do with how users find products. Most, now navigate straight to the PDP from google ads, having an engaging PDP has helped with the higher conversions.

 

Key Finding 3: Higher Add To Cart Rate

On mobile, all 3 steps of the funnel showed a clear improvement on Var A. 

Key Finding 4: Dropoff in sessions converted % on Desktop

Desktop funnel showed a positive variance in ATC and Checkout started but then we see a dropoff at the bottom of the funnel which is odd. This indicates a problem with the desktop checkout flow. Further investigation is needed for this.

Summary:

This is a great example to show the huge uplift good imagery can have on a PDP.

Variation A, with the 3D image displayed first, drove a 27.95% increase in RPV and a 29.41% improvement in conversion rates, with mobile devices showing the most gains. 

The test successfully enhanced user engagement, reduced purchase anxiety, and increased conversion rates, especially on mobile platforms.

However, desktop results revealed a drop-off in conversions after checkout initiation, indicating a potential area for further optimisation. Overall, this 3D image proves to be a valuable strategy for boosting revenue and improving the customer experience.

If you have read this far, bravo! I hope you found this insightful. A few extra links for you;

Book a call with our Founder Tim to explore using 3D photos for your site

You can see more of our 3D examples.

Visit our CRO partner Step Labs

Or do you want to buy a Move+, Check it out here.