What is the ROI of Virtual Tours?
14th July 2021
Virtual Tours are a powerful new marketing tool that rose in popularity as a result in a change of consumer behaviour: everyone now makes their buying decisions online and after a lot of research.
Virtual Tours, like Matterport and 3D Vista, are interactive virtual replicas of buildings and areas, sometimes known as ‘Digital Twins’. Created using 3D models, CAD drawings, photogrammetry or, most commonly, 360˚ photography, Virtual Tours enable web users to navigate an accurate 3D digital or photographic copy of a building, as their questions regarding accessibility, space, size and aesthetics are answered.
A common misconception that puts many off investing in virtual tours, is that they may stop a person from physically visiting a venue, and thus decreasing the venue’s business. There are multiple reasons this is not true, predominantly though, it is the fact that people rarely use Virtual Tours as their main experience of a place, unless distance, health concerns, or inaccessibility apply. Instead, Virtual Tours are used by most for encouraging or supplementing the main experience: answering prospective visitors' questions; helping people make their purchasing decision; offering them information and basic understanding of what to expect.
Photographs do not replace the experience of visiting or booking somewhere; instead, they inspire it.
Let’s look at some statistics to illustrate exactly what the return on investment of Virtual Tours is.
Virtual Tours exist to support physical visits: either in advance by helping people understand and make their decision on whether to come or not, or afterwards, in helping visitors remember the venues they have visited and are contemplating booking (wedding or party venues, for example). It’s difficult to remember everything from one or two visits to a space, so being able to send your lead an accurate, interactive virtual tour after they’ve visited to remind them just how wonderful your venue is, is a great way to help them make their decision.
“Customers aged 18 to 34 are 130% more likely to book a place if there is a virtual tour.”
Young people are the future, and our marketing should be geared towards them and their buying habits. Younger generations are well known for researching before they go somewhere. And, as more and more venues have already started offering Virtual Tours on their website, it is quickly becoming expected and you could look out of touch if you fail to offer them, or, even worse, as if you’re trying to hide something.
“50% of adult users on the internet rely on virtual tours in their research and decision-making process”
And it’s not just the young ones! Answer your customer’s questions the moment they have them. As soon as a potential client can’t find the answer to their question, they will leave and find somewhere that does. Don’t lose that business: create a media rich tour that instantly satisfies their requirements for information and builds their trust in your organisation...
Total transparency with your website visitors (and potential clients) puts them at ease and makes them feel more comfortable. They know what they’re getting, and feel much less at risk of being disappointed - and conesquently they're much more likely to do business with you. If you’re not willing to show your customer what they’ll be getting when they come to your venue - then your business is at risk.
“67% of people want more businesses to offer virtual tours.”
As many people are aware, more trust means more bookings. One of the best ways you can appeal to new clients is by telling them exactly what they want to know - and a virtual tour is the perfect way to do this. In fact, it’s the whole ethos of Marcus Sheridan’s chart topping marketing book “They Ask, You Answer”. Building trust with customers reaps endless rewards, from repeated bookings from that client to greater word-of-mouth marketing.
Enhanced SEO & Website Engagement
“Customers spend 5 to 10 times more on websites with virtual tours.”
Your website is one of the most valuable assets to your business in the digital age, so why not make it the best it can possibly be? Virtual Tours are interactive, and interactivity means engagement from your customer, which results in them staying on your website far longer than if there was nothing for them to interact with. More engagement? More time for you to sell your services and convert that lead into a paying customer.
“Virtual tours increase a business listing’s interest by two-fold.”
The longer your website visitors stay on your website, the better your website does on Search Engine listings, and the more people see your business. Not to mention, Google naturally favours 360˚ images (which are used to create photographic Virtual Tours) on Google Maps, so your organisation will also be more visible from the start. Take this even further and integrate your Virtual Tour onto your Google Business and your listing will appear even higher. It’s a gift that keeps on giving.
Save Time and Money
When you spend less time showing non-genuine clients around your venue, answering simple questions on the phone and email, and investing in low ROI marketing strategies, you’ll have more time to run your business and for yourself. When you save time, you save money, and you may even have a happier, more efficient workforce.
So what are you waiting for? Virtual Tours are a quick, simple and affordable way to put your venue on the map and increase trust, interest and bookings from your customers.
Get in touch with The Music Trip - or our devoted Virtual Tours sister company TMT360˚ for non-music clients - at firstname.lastname@example.org to get your Virtual Tour shot, edited and online in a matter of days.
10 Reasons a Virtual Tour will be Good for your Business
How to Prepare your Venue for a Virtual Tour