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In an important confirmation of a principle that web designers have
been pitching for years, a study at the University of Washington shows
that advertisers that offer visitors interactive demonstrations on their
web sites record 2 to 5 times higher sales than at sites which offer
only static presentation of information.
"Virtual product demonstrations that allow individuals to interact
with merchandise create more vivid mental images of the consumer using
the products, thereby increasing the likelihood they’ll purchase the
item," said Ann Schlosser, UW Business School assistant professor
of marketing.
"We’ve found that the more easily individuals can envision themselves
using a product, the more likely they are to buy it."
Schlosser studied how consumers’ buying intentions are influenced and
affected by their participation in virtual-reality product demonstrations.
She found that when users could manipulate products in the virtual world,
their likelihood of making a purchase was much higher than when they
received this information in a read-only, video or storyboard format.
from the Eureka Alert – University of Washington
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