Best practices for launching virtual try-on experiences in fashion
e-commerce
e-commerce
Virtual try-on technology has been transforming fashion e-commerce by allowing customers to visualize clothing and accessories on themselves before making a purchase. Millennials and Gen Z are driving demand for AR/VR features, with 30% stating they want more in their online shopping experiences (from Virtual try-On: Game Changer or Hype). Virtual Try-On not only enhances the decision-making process when shopping for fashion online but also serves as a powerful tool for discovery and inspiration.
For niche markets like eyewear and beauty, virtual try-on technology has been widely tested and has a transformative impact. Companies such as Overnight Glasses benefit from this technology by allowing customers to virtually try on glasses before making a purchase. Now, we are seeing an expansion to bags, shoes and clothing. This not only enhances the shopping experience but also helps customers make more confident buying decisions, leading to fewer returns and higher customer satisfaction. As the fashion industry continues to embrace digital innovations, offering virtual try-on features will likely become a key differentiator for brands looking to stay ahead of the competition.
Having spent over five years working in this field, I've observed significant technological advancements and gathered valuable insights from experimenting with various approaches, UIs, and types of try-on experiences. Here are some best practices I've learned throughout these years to ensure a successful VTO launch, focusing on user engagement, technology quality, and thoughtful UI/UX design.
1
Understand your audience and adapt your approach to their needs
Begin by understanding your target audience’s preferences and behaviors. Analyze demographic data to tailor the VTO experience to their needs, considering factors like privacy concerns and cultural backgrounds. For instance, some customers may be uncomfortable uploading their own photos, so offering an option to select a model similar to them could be a suitable solution. An even more engaging idea is to let customers generate a model based on parameters they input.
Begin by understanding your target audience’s preferences and behaviors. Analyze demographic data to tailor the VTO experience to their needs, considering factors like privacy concerns and cultural backgrounds. For instance, some customers may be uncomfortable uploading their own photos, so offering an option to select a model similar to them could be a suitable solution. An even more engaging idea is to let customers generate a model based on parameters they input.
2
Invest in high-quality technology to ensure accuracy and speed
The quality of your VTO technology is crucial. Invest in advanced solutions that provide accurate, realistic representations of your fashion items and load quickly. Users generally have a low tolerance for slow apps or websites and will not wait more than a few seconds for a try-on feature to load. A poor first experience can deter customers from returning. Aiuta’s try-on loads as fast as 4-7 seconds and 96% of users wait to see the final results.
The quality of your VTO technology is crucial. Invest in advanced solutions that provide accurate, realistic representations of your fashion items and load quickly. Users generally have a low tolerance for slow apps or websites and will not wait more than a few seconds for a try-on feature to load. A poor first experience can deter customers from returning. Aiuta’s try-on loads as fast as 4-7 seconds and 96% of users wait to see the final results.
3
Create a user-friendly experience integrated seamlessly into the customer journey
Design an intuitive and easy-to-navigate UI that guides users smoothly through the try-on process. Ensure the feature is visible and accessible with minimal steps and effort. Consider the best place for a try-on experience in the customer journey. VTO is not just a consideration tool but also a discovery and inspiration tool. Include features that allow users to mix and match outfits, explore different styles, and get inspired by curated looks. Explore other areas for try on experiences other than the detail page “add your items to wishlist and try them on later,” or feature it on the homepage so customers can explore new styles such as “Try On our weekly edit sets.” The possibilities are endless.
Design an intuitive and easy-to-navigate UI that guides users smoothly through the try-on process. Ensure the feature is visible and accessible with minimal steps and effort. Consider the best place for a try-on experience in the customer journey. VTO is not just a consideration tool but also a discovery and inspiration tool. Include features that allow users to mix and match outfits, explore different styles, and get inspired by curated looks. Explore other areas for try on experiences other than the detail page “add your items to wishlist and try them on later,” or feature it on the homepage so customers can explore new styles such as “Try On our weekly edit sets.” The possibilities are endless.
Conclusion
Launching a successful virtual try-on experience in fashion e-commerce requires a blend of high-quality technology, user-centric design, and continuous optimization. By following these best practices and recognizing VTO as both a consideration and inspiration tool, you can create a compelling VTO experience that enhances customer satisfaction, drives sales, reduces returns, and sets your brand apart in the competitive online fashion landscape.
Launching a successful virtual try-on experience in fashion e-commerce requires a blend of high-quality technology, user-centric design, and continuous optimization. By following these best practices and recognizing VTO as both a consideration and inspiration tool, you can create a compelling VTO experience that enhances customer satisfaction, drives sales, reduces returns, and sets your brand apart in the competitive online fashion landscape.
Author: Maisa Benatti - Aiuta’s Chief Product Officer
July, 30 / 2024
July, 30 / 2024
