Designing for Conversions with Justin Scott from Dopple - EP022

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About This Episode

What if your website could sell like your best salesperson—guiding buyers through every detail, option, and finish until they’re confident enough to click “buy”?

In this episode of eCommerce Masters, Justin Scott, CEO of Dopple, joins Ethan Giffin to reveal how 3D visualization is transforming B2B commerce.

Justin shares how Dopple’s platform helps brands move beyond static 2D photos and into interactive, 3D product experiences that educate and convert. He explains how businesses can turn complex, customizable products into simple visual journeys—and why this shift is essential as modern B2B buyers expect speed, clarity, and control. With examples like Copper Hoods, where 3D configurators boosted engagement by 60% and conversions by 40%, Justin proves that visual storytelling isn’t just beautiful—it’s profitable.

Along the way, he and Ethan explore the future of AI-driven content, the power of agency collaboration, and the importance of hiring digital-native talent to lead transformation.

If you’re ready to rethink how customers see and shop your products, this episode will change the way you look at B2B eCommerce forever.

Listen now to learn how showing more can help you sell more.

Chapters

• 00:00 - Designing for Conversions: The Power of Visual Merchandising
• 02:00 - Justin’s Journey from Zillow to Dopple
• 05:00 - The Shift from 2D to 3D in B2B Commerce
• 08:00 - What Dopple Does and Who It’s For
• 12:00 - Real-World Example: Copper Hoods Configurator
• 16:00 - Designing for Conversion Through Visualization
• 22:00 - The Role of CAD and 3D Modeling in Buyer Experience
• 27:00 - Understanding Buyer Behavior and Analytics
• 30:00 - Partnerships, Implementation, and Collaboration
• 32:00 - Build vs. Buy: Scaling 3D Technology for B2B
• 36:00 - The Future of Digital Transformation in B2B Commerce
• 38:00 - What’s Next for Dopple and Groove Commerce
• 46:00 - Final Thoughts: Hiring for Digital Vision and Transformation

Resources

Groove Commerce - https://www.groovecommerce.com
Dopple - https://www.dopple.io
Zillow - https://www.zillow.com
Tumblr - https://www.tumblr.com
Copper Hoods - https://www.copperhoods.com
ShopTalk (Event) - https://shoptalk.com
Google Analytics 4 - https://marketingplatform.google.com/about/analytics/
Shopware - https://www.shopware.com
BigCommerce - https://www.bigcommerce.com
Shopify - https://www.shopify.com
Salesforce - https://www.salesforce.com
HawkSearch - https://www.hawksearch.com

About our Guest, Justin Scott

Justin Scott is the CEO and Co-Founder of Dopple, a company transforming ecommerce with immersive 3D and AR experiences. He’s spent his career at the center of digital innovation; from reshaping how people shop for homes at Zillow, to empowering creators at Tumblr, to building data-driven workflow tools at FiscalNote.

Now at Dopple, he’s focused on breaking the barrier between physical and digital worlds by making 3D content creation and distribution seamless across every channel.

Connect With Justin on LinkedIn

About Our Host, Ethan Giffin

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Connect With Ethan on LinkedIn

Connect With Us:

Website: www.groovecommerce.com/
LinkedIn: https://www.linkedin.com/company/groove-commerce/
Facebook: https://www.facebook.com/iGotGroove
X: https://x.com/groovecommerce
Instagram: https://www.instagram.com/groovecommerce/