Visualization feature increases conversions on apparel by 15% at Orvis.com
Orvis.com, the web site of multi-channel outdoor clothing and gear retailer Orvis, upped its overall conversion rate on apparel by 15% after implementing dynamic imaging from Scene7, the company says. The increased conversion rate resulted in “significant” incremental sales, according to Scene7, though sales numbers weren’t disclosed.
The retailer used Scene7`s Infinite Imaging platform to give online shoppers the ability to see all fabric and color options available on items of apparel sold on the site. Users can select a men’s or women’s apparel item, click on any available fabric swatch, and see their choice instantly applied to the actual garment image. The technology can produce multiple presentations of the produce from one image by dynamically generating versions that show the different fabrics and colors, without requiring a different photo image for each option.
The visualization feature has improved Orvis’s merchandising ability online, says Orvis.com e-commerce director John Rogers. “Now we have a product visual for every option, allowing us to visually represent our full line,” he says. Orvis expects to add more Scene7 features to the site this summer, he adds.
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