Baabuk leveraged 3D photos across on there best sellers and ultamately, boosting sales across all their products.
Who are Baabuk
Made in Nepal with wool from New Zealand and designed in Switzerland, BAABUK is the very definition of sustainability. With B-Corp certification driving their decisions, the Swiss shoe maker is a modern, online direct to consumer footwear company.
Their shoes are uniquely brilliant, combining heritage production methods and materials with modern sneaker design. They will always stand out in a crowd and must be seen to show off the unique textures and detailing!
The problem with static photos
How do you connect your customers to your footwear when they can’t pick up and feel a shoe like they would in a store. As Alex from Baabuk put it, as an online store “we sell pictures, not footwear”
Being able to get close to the shoe is the best way for shoppers to understand the unique properties their shoes bring. Baabuk wanted to add an interactive feature to engage users on site.
Solution
Baabuk and All Axis collaborated together to understand the impact that 3D photos could have on Baabuk's website. As the technology is so new, there was relatively little data about the effectiveness of 3D in fashion. The most important factor/feature for Baabuk was the need for the 3D photo to load instantly.
How we tested
Baabuk AB tested the All Axis 3D photo using their Sky Wooler Jeans shoe. 50% of customers were shown the static image, 50% shown the 3D photo. This eliminated any bias from ongoing marketing campaigns.
The Results
The results were astoundingly positive.
"Since using the All Axis Photo, our Sky Wooler shoe has become our best selling product"
Alex Miller Head of e-commerce and digital marketing
- 226% Increase in online conversions.
- 56% drop in bounce rate
- 106% increase in page value
- 52% increase in page value
The AB testing revealed a huge benefit. The All Axis 3D Photo increased online conversions by 226%. Customers were spending more time on the page. It proved that engaging customers with your product would lead to an increase in sales.
When tracking the customer journey, we could see customers were interacting with the 3d photo then going on to purchase the shoe in a separate colour. As such, increasing the page value by 106%.
The dramatic fall in bounce rate showed it was loading the same as a normal photo. Instead of skipping to the next page on viewing the photo, they were instead staying on the page.
When tested, the google lighthouse score for the webpage was not impacted by the All Axis 3D Photo.
The testing starting in April 2021, by May 2021 the Sky wooler Jeans shoe had become Baabuks leading show on the web page.
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