What are the real numbers and benefits behind a 3D-First integration? GANT’s digital growth team, led by Andrej Oblogin, Head of Growth at GANT, conducted a detailed A/B test on 274 products across 13 markets, involving over 400,000 users, to determine whether a 3D-First integration positively impacts conversion rates or not. This case study uncovers a definitive and significant answer to that question.
- My team supports all eCommerce teams and other business functions in gaining a deeper understanding of our customers, the user experience and business performance through a continuous optimization process. For this test we used the conversion rate as the primary metric, and our data confirms a 6.3% uplift in conversions with 95% statistical significance, comments Andrej Oblogin, Head of Growth at GANT.
- The greatest value I see in Fibbl’s technology is that it allows us to offer our customers a more engaging and enjoyable experience beyond the usual on our site. Additionally, it enables our customers to visualize how the shoes look when worn without having to order them first. This helps address one of the biggest challenges we face in digital commerce: the difficulty of experiencing products—touching, feeling, and trying them on—through a screen, comments André Lago, Global E-commerce Director at GANT.
GANT has previously partnered with Fibbl to save both time and money by using 3D product images for their eCommerce, as highlighted in a previous case study. However, this is GANT’s most thorough test to date. In fact, it might be the most significant test of a 3D-First integration on an eCommerce PDP currently conducted on the market.
Hypothesis
Here’s how Andrej and his Growth Team at GANT performed the test, starting with this hypothesis: Implementing Fibbl’s 3D viewer for footwear will positively influence conversion rates by providing users with a more accurate and engaging understanding of the product, ultimately improving purchase confidence and satisfaction.
The test setup
The team set up two variants to be tested against each other. The first variant was the 3D viewer with a 3D-First integration, meaning the 3D was the default experience before static imagery. The second variant was instead using static images as default. Andrej and his team also set up a small control group, comprising 10% of the traffic, to ensure that the technical implementation wasn’t influencing the results due to any flaws in the two test groups.
Variant A – 3D-First integration
Variant B – Image first
The result:
Spanning two seasons (Spring/Summer and Fall/Winter 2024) and running from May 24 to October 9, 2024, the test results proved compelling and well worth the wait.
- The first variant using a 3D-First approach achieved a 6.3% uplift in conversion rates with a significance of 95%, compared to the second variant with static images as default.
- 16% of the users in the control group (image first variant), did interact with the 3D feature before making the purchase.
Summary
The next step for GANT is to implement 3D-First as the default variant for all users. The Growth Team plans to run further experiments to identify where users find Fibbl’s functionalities most valuable, exploring additional touchpoints such as the PLP, enhancements in email marketing, and quick-buy options.
The test also revealed additional findings regarding the Virtual Try-On feature, showing significantly higher conversion rates for consumers who used it compared to those who did not. Andrej suggests that future experiments to boost user engagement or increase the feature’s visibility could be worth exploring.
