June 6, 2001, 12:00 AM

Gifts.com finds immediate ROI on 3-D presentation

Reader’s Digest’s gifts.com reports that it earned $2.77 for every $1 it spent on rich-media presentation of gifts for Mothers Day.

Kurt Peters

Executive Editor

Reader’s Digest’s gifts.com reports that it earned $2.77 for every $1 it spent on rich-media presentation of gifts for Mothers Day.

For Mother’s Day, gifts.com used technology from RichFX Inc. to promote the Loving Family Pendant. The site used synchronized audio with RichFX computer-generated video content to show online shoppers a 3-D video with a Mother’s Day story featuring the pendant. To test how effective the RichFX solution was in increasing sales, gifts.com ran a head-to-head test by sending an e-mail with a link to the RichFX 3-D presentation of the Mother’s Day pendant to a group of 50,000 customers. To another group of 50,000 customers, it sent an e-mail with a link to a static 2-D image of the pendant. The group receiving the link to the RichFX 3-D presentation of the product was three times as likely to purchase the product as the group that received the 2-D link.

Among all customers visiting the gifts.com site during the month leading up to Mother’s Day, the conversion rate among those who viewed the pendant using the 3-D presentation was approximately seven times higher than among those who viewed only the 2-D version of the pendant.

 

Dan McManus, Vice President of Marketing and Business Development at Gifts.com, Inc., said “We are very excited with the test results from the use of RichFX technology on gifts.com. With our Mother’s Day promotion, we looked for a technology partner that could help us relay an interactive feel and emotional appeal with our feature jewelry product. The RichFX technology proved to be an innovative way to increase the conversion rate, realize a profitable return on investment, and differentiate us from our competitors.”

McManus saysa gifts.com is working with RichFX to convert other products a 3-D presentation.

 

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