Since 2012, Nubikk has strived to improve what we put on our feet and make their footwear as comfortable and light as they can be, without compromising on quality. For Nubikk, quality does not only refer to the physical product itself. It also transfers to the customer experience online they continuously strive to enhance.
“One of our goals using Fibbl’s technology is to mimic the offline experience as much as possible online.”
/Michael Slagman, E-commerce Manager, Nubikk.
The hypothesis
We operated on the hypothesis that by integrating a 360-degree product image (in 3D) with a prominent Call to Action, product uncertainties would diminish and purchase motivation would rise. Consequently, more users would effectively complete their transactions, leading to increased conversions and sales. Guided by our Customer Success Team, Nubikk introduced a pilot feature enabling 360-degree viewing for 24 products and initiated testing.
Test format
Testing channel: Product pages
Testing feature: 360 viewer (3D)
Test results
To conduct the A/B test on all 24 products, we designed two variations, A and B, for direct comparison. In each test, variant A featured a standard 2D product image, while variant B showcased a button which enabled the users to view a dynamic 360-degree product viewer in 3D. After 36 days of testing our initial hypothesis turned out correct.
Here’s what went down:
- Uplift on both mobile and desktop
Compared to variant A (2D product image) the uplift of transactions on both mobile and desktop was 16 %, with a certainty of 91.9 % in favor of variant B – the 360 viewer. - Uplift for mobile transactions
Compared to variant A (2D product image) the uplift for mobile transactions of 3D product images in 360 viewing was 18.7 % with a success rate of 91 %. - Uplift for desktop transactionsThe uplift for desktop transactions of product images in 360 viewing (3D) was 0.9 % with a success rate of 52 %.
- Uplift for “add to cart”
The uplift in “add to cart” for the product images in 360 viewing (3D) on all devices was 10.9 % with a success rate of 99 %. - Uplift of visitors
The uplift in visitors to “checkout” was 21 % with a success rate of 99 %.
