I Can See Clearly Now the Strain is Gone:
PRODUCT VISUALIZATIONS & INTERACTIONS
A Visual’s Impact on Decision Making
Prospects will require a different
type of visualization at the early
stages of the sales cycle than
they will later. Luckily, there
are a broad range of product
visualizations available.
We’ll cover the top four:
Tools for Visual Learners and Decision Makers
Most people are visual learners and buyers. In fact, behavioral science has proven that visuals have the power to counter innate biases a customer has in a decision-making process.1 Simply said: visuals can change peoples’ minds.
So, as a business owner, marketer, or sales leader, if you want to convert prospects to customers,
you need to give them a way to visualize your product—even if they are thousands of miles away.
In years past, this was a tricky proposition. Today, however, there are a number of advanced product visualization tools at your disposal. You just need to know when and how to use them.
INTERACTIVE SCHEMATIC
3D INTERACTION
SIMULATION
AUGMENTED REALITY
1.2.
3.4.
1http://www.wiklundrd.com/kendler_decisionmaking.pdf
#1: INTERACTIVE SCHEMATIC
The interactive schematic is “flat” (2D) and can cover a wide range of information by breaking down each component. It is effective at presenting how a product performs by
• showcasing each of its components and
• demonstrating how they interact together.
Schematics also show where your product fits within a process.
Pro:
Users can interact with “hot
spots.” Hot spots are icons that
will highlight benefits or explain
complex processes of the product.
Con:
Compared to other visualizations,
schematics are not very interactive.
Visual Learners Say:
The schematic is best suited for
educational purposes later in the
sales cycle as it excels at explaining
how a product works.
Formats:
Schematics can be a web
experienced or self-contained
download
#2: 3D INTERACTION
Much like the schematic, 3D interaction can cut through a product or process to show its insides.
This form of product visualization, however, is more interactive
than the schematic. It allows the user to manipulate the
product. They can choose whether to select a 360-degree view
of the entire product, or to click on a certain process to see
how it works from all angles of motion.
Pro:
3D interactions have the potential
for high engagement and are
typically visually appealing.
Con:
This visualization only shows what
currently exists and is not ideal
for demonstrating the product in a
prospect’s individualized context.
Visual Learners Say:
3D interactions are great tools for
education.
Formats:
Simulations can be implemented on
the web, on a PC, or in an app on a
mobile device.
#3: SIMULATIONS
Simulations allow customers to determine how your product reacts if a condition changes.
A user is able to control the variables, allowing for a totally
customized experience. In this way, simulations enable the
user to see how effective the product will be within his or her
specific context.
For example, you could demonstrate how your HVAC system works
and reacts if it gets colder or hotter outside.
Pro:
Simulations are a great way to show
“if X then Y” scenarios in action.
Con:
Like augmented reality, simulations
often require a device to facilitate
the experience.
Visual Learners Say:
Simulations are very interactive
and excellent engagement and
informative tools.
Formats:
Simulations can be implemented on
the web, on a PC, or in an app on a
mobile device.
#4: AUGMENTED REALITY
Unlike 3D interactions and schematics, augmented reality reacts to and engages with a prospect’s environment, demonstrating the product in a user’s individualized context.
Augmented reality experiences can be re-used, which makes
them a good long-term investment and tool.
For instance, if you create an app to demonstrate a product at a
trade show, the app can be refreshed for the next trade show with
a different product.
Pro:
Augmented reality brings your product into the prospect’s situation, enabling complete
visualization of the product.
Con:
The possibilities are endless with augmented reality, making it challenging to prioritize what experience will provide the most
value for you.
Visual Learners Say:
This visualization has some of the highest visualization and engagement possible, making it
ideal for all stages of the sales cycle.
Formats:
Augmented reality often involves a hardware component, like a kiosk, webcam, mobile device, or smart
wearable.
As you can see, there is a product visualization experience
for every stage of the sales cycle and for every type of
prospect. To get started, determine the purpose of the
visualization:
• Do you need to engage prospects or inform them?
• Who will use it: you, a partner, or the customer?
Then, once you’ve developed your specialized
visualization, prepare to be memorable and have
higher customer engagement.
ENVISION SUCCESSFUL SALES
40-65%of the U.S. populationidentify themselves as visual learners.
AWH creates web, mobile, and enterprise applications that drive business. We build solutions
like you build products. It’ll cost less than you think and drive business more than you’d dream.
Contact us if you’d like us to help your business.
WWW.AWH.NET
Sidebar Sources:
Getty Images. “Seeing is believing: Why using visual content in your marketing makes sense.” 2015. http://curve.gettyimages.com/article/seeing-is-believing-why-using-visual-content-in-your-marketing-makes-sense
Journal of Decision Systems. “Determinants of task performance in a visual decision-making process.” Vol. 23, Issue 4, 2014. http://www.tandfonline.com/doi/abs/10.1080/12460125.2014.962245
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