Attaining 20% Higher eCommerce Conversion Rates with 3D Product Modeling

A US-based eStore retailer secured higher conversions with our 3D modeling services.

Footwear Ecommerce
The Client

A Specialized Footwear eCommerce Retailer

Our client, based in the US, provides a broad range of footwear, encompassing casual, formal, athletic, and specialty shoes for men, women, and children. Known for their superior quality products, they collaborate with esteemed brands and designers to promote and offer the newest trends and styles in the footwear industry.

Project Requirements

Bringing Products to Life with 3D Models on Client’s eCommerce Website

Through our 3D modeling services for eCommerce, the client aimed to improve its users' shopping experience and speed up decision-making for potential buyers by providing a 3D view of their products. They came to us with the following requirements:

    • Convert existing 2D shoe images into high-quality 3D models
    • Provide an option for customers to switch between 2D and 3D views
    • Enable customers to rotate, zoom, and view shoes from different angles
    • Ensure that the 3D models do not compromise website speed or performance on both desktop and mobile devices
Project Requirements
Our Proposal

Fast and Accurate 3D Model Creation of Shoes Using Photogrammetry

Given the complexity and time-consuming nature of modeling and texturing shoes from scratch, we recommended using photogrammetry to convert 2D images into 3D models.

Photogrammetry involves 3D scanning an object by capturing hundreds of photos from different angles. This technique has strict conditions that must be followed. These include the product being in good condition, the surface being non-reflective, and the images being well-lit with ambient lighting to avoid hard shadows affecting the texture. Additionally, all images must overlap by at least 70% to ensure consistency and accuracy in the resulting 3D model.

However, this method requires the physical presence of the shoes for precise scanning in a controlled lighting environment. On request, the client shipped a dozen shoes to us. Our advanced studio, equipped with Hollywood-grade lighting, enabled us to capture 200-300 high-resolution photos of each product. We photographed them from various angles, achieving 70% overlap, all within an hour.

Project Challenges

Producing Highly Detailed 3D Models from 2D Images

  • Ensuring that they maintained their shape and structure during scanning
  • Scanning shoes with reflective surfaces as photogrammetry does not respond well to reflections
  • Ensuring high fidelity and realism in the 3D models during post-production
  • Preparing the models for 3D on the web pipeline
  • Managing the deployment of 3D GLB models on the web and ensuring device compatibility
OUR SOLUTION

Making 3D Shoe Models Suitable for Web Platforms

Creating 3D Models

Product Scanning and Image Capture Preparation

    • Upon arrival, each shoe was cleaned following its specific care instructions to ensure the scanned images were clearly visible.
    • We utilized Hollywood-grade lighting and turntables to create a soft light setup, reducing specular highlights and reflections.
    • A mirrorless camera captured over 300 high-resolution RAW images of each shoe from multiple angles, ensuring comprehensive coverage.
    • These RAW images were edited to enhance detail and achieve a flat, uniform appearance.
Modeling and Texturing

Scanning 3D Models of Shoes with Low-Reflective Surfaces

    • To maintain the products’ original shape during image capture, we inserted shoe shapers to prevent any posture deformation during the scanning process.
    • We utilized specialized inserts tailored to different fabrics. For example, shoe tree inserts were used for mesh shoes, as the mesh can easily deform.
    • This method maintained the shoe's structure as it was moved and positioned at various angles during scanning.
Converting the Format

Scanning of Reflective Shoe Materials

    • To mitigate the problem of reflective shoe material, we applied a 3D scanning spray to temporarily make the reflective surfaces non-reflective.
    • Using specialized 3D texturing software, we accurately recreated any missing textures and colors on the scanned models to ensure they matched the original products.
    • Texture maps, such as clearcoat, normal maps, and roughness maps, had to be manually edited and created.
    • This resulted in photorealistic scans of the shoes, which were suitable for web 3D and photorealistic rendering.
Model Improvement and Conversion

Model Improvement and Conversion

    • The cleaned-up model was optimized for the GLB/GLTF pipeline to ensure smooth functionality on all web browsers and devices.
    • The GLTF model conversion pipeline involved converting geometry nodes in Blender from traditional shader formats to web-compatible 3D nodes suitable for GLTF/GLB.
    • Texture maps were optimized to reduce file sizes and loading times.
    • Various maps, including textures, metalness, roughness, and clearcoat maps, were baked in to ensure the model's realism and compatibility with web-based 3D viewers.
Integrating with Web

3D Model Development

    • Using AI and ML-powered algorithms, we processed the edited images.
    • By isolating the object from the background and aligning each image with the previous one, the algorithm produced a highly accurate 3D model of the shoe.
Integrating with Web

Texture Maps

    • The resulting model was cleaned up to enhance performance on mobile devices.

Project Outcomes

The project concluded with exceptional results, providing high-quality 3D models that improved the client's online shopping experience.

Reduced turnaround time

Almost 80% of product page visitors explored the product using 3D views.

Product return rates decreased

Product return rates decreased by 35%.

increase in conversions

Interactive 3D shoe models resulted in a 20% increase in conversions.

44% rise in repeat purchases was observed

A 44% rise in repeat purchases was observed.

Our client benefitted from an extensive library of 3D shoe models, which can be utilized for photorealistic product renders using 3D software. By leveraging photorealistic rendering, the client can eliminate the need for costly and time-consuming product photoshoots.

Client Testimonials

Partnering with PicsMatic for their 3D product modeling services has helped us improve our online shopping experience. The 3D shoe models have allowed us to create stunning photorealistic renders, saving time and resources by eliminating traditional photoshoots. This has enhanced our marketing with high-quality images for sales and events. We are thrilled with the results and the boost in customer engagement and satisfaction.

Sarah Johnson

Marketing Manager

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