How to make a 3D virtual tour for a website: 360° video, panoramas, aerial photography

BlogBy Maxsuperadmin24.06.2026

Immersive content sells space better than any text: a person walks around the room, examines it from above, or watches a dynamic video with an immersive effect - and makes a decision without going to the place. But a “3D tour” is not one format, but a whole family: a virtual tour with point-by-point movement, 360° video, panoramic stories and aerial photography. In this guide, we’ll look at how they differ, what tasks they’re suitable for, and how to embed any of them on a website without editing the template or hiring a developer. Briefly: Four immersive formats are available for the site - 3D tour (walking through points), 360° video (spherical video), panoramic story (tour of spherical photos) and aerial photography from a drone. All of them are hosted on the 360°Space side and are embedded in one line of iframe - no load on the site and no template edits required. Shooting - departure in 1-3 days, the cost is calculated by volume in the calculator. Which format to choose for the task Formats do not compete, but complement each other. Most often, two or three are combined on one object: for example, an aerial photograph of the facade for the first screen and a 3D tour of the interior for the card. Guideline for choice: 3D tour - when you need to let the client “walk around” inside: real estate, hotels, showrooms, production, museums. 360° video - when dynamics and atmosphere are important: event, excursion, training, process presentation. Panoramic story - when the budget is limited, but you need to show the space beautifully: a quick tour of several spherical frames. 360° aerial photography - when scale is important: territory, cottage community, industrial site, entire building facades. 3D tour: walk through the room as if it were alive This is a basic format - an interactive model of space with moving through points, measuring distances and a “dollhouse” mode. The 360°Space team comes to the shooting with a professional lidar scanner: it measures the geometry of the room with an accuracy of 1 cm and takes high-resolution panoramas. One operator processes 200–300 m² per working day, the finished tour is available 24–48 hours after departure. After publication, you receive a link to the tour in the catalog - in full-screen format, without unnecessary interface elements, ideal for embedding. The link looks like https://360space.by/en/catalog/object-name/fullscreen/. For example, a live interior tour: loft-house. Inside the tour, you can set up a preview, a starting point for the inspection, and add custom hints - tags with text, links, videos and photos: for a store it’s the “Buy” button on a product, for a hotel it’s a “Book” button on a bed. 360° video: a dynamic video with an immersive effect 360° video is a spherical video in which the viewer chooses where to look: by rotating the image with the mouse, with a finger, or by turning the smartphone. Unlike a point-to-point tour, there is movement and sound - the format is suitable for events, excursions, educational scenarios and presentation of the process "how it works from the inside". Filmed with a panoramic camera and stitched into a single sphere; the result is displayed through a player that supports full screen and VR mode. It is embedded in the same way as a tour - with a full-screen link in an iframe. On a website, 360° video works well on the first screen of a landing page or in the “About Us” section, where you need to convey the atmosphere of a place in a few seconds. Panoramic stories: a tour of spherical panoramas A panoramic story is a lightweight format: instead of lidar scanning, separate spherical panoramas of key points are taken, which are linked by transitions into a single tour. It turns out faster and cheaper than a full-fledged 3D tour, and visually - almost as impressive: the visitor goes from point to point, examines each point at 360°, reads the tips and opens the attached photos. Technically, this is a krpano tour, which is also provided as a full-screen link and is embedded via an iframe. The format is optimal when there are a lot of objects and you need to shoot them in a stream: a chain of cafes, hotel rooms, a number of apartments in a new building - several panoramas for each, without long post-processing. Aerial photography 360°: scale from above Aerial photography solves a problem that cannot be solved from inside the room - to show the object as a whole and in its surroundings. The drone takes spherical panoramas and flights from a height: the territory of a cottage community, an industrial site, building facades, a park area, a view of the surrounding area. Aerial panoramas are linked with a ground 3D tour into a single scenario - the client first sees the object from a bird's eye view, then goes down inside. This is a strong technique for developers, recreation centers, suburban real estate and industrial sites, where scale, logistics and location relative to neighboring objects are important. How to embed any format on a website The principle is the same for all four formats: you receive a full-screen link and insert it into the iframe code. Most CMS support inserting HTML blocks without editing the template - Tilda, WordPress, Bitrix, Webflow, Modx, Joomla. Recommended window height is 500–600 pixels, width is 100% of the container for responsiveness: Content automatically adjusts to the screen smartphone, tablet and desktop, VR mode is supported through Meta Quest, Pico and Apple Vision Pro glasses. Hosting is on the side of 360°Space: the company’s website is not loaded, the content is served from a CDN. For businesses with strict data requirements, hosting on the customer’s server and an offline version for exhibitions without the Internet are available. View all projects → Common mistakes when posting immersive content One format for all tasks. 360° video will not replace a point-by-point tour, and a tour will not replace aerial photography. Choose the format to suit your goal: dynamics, walking or scale. The content is hidden in the “About the Company” section. The visitor from the advertisement will not reach it. The tour or video must be on the first screen or in the card of a specific object. Shooting in daylight from a window. You need to shoot with the full lighting scenario turned on - this is how the room looks like in the best photos. No analytics. Without goals in Yandex.Metrica (“opened a tour”, “spent more than 30 seconds”), in six months it will be impossible to calculate the effect. Frequently asked questions How is a 3D tour different from a 360° video? In a 3D tour, the viewer himself moves through the points of the room and examines each one, just like in a game. A 360° video is a video with movement and sound, where you can rotate the picture, but the route is set by the shooting. The tour is about self-examination, the video is about the atmosphere and dynamics. Is it possible to combine aerial photography and an interior tour? Yes, this is a common scenario: aerial panoramas from a drone are linked with a ground-based 3D tour into a single route - the client sees the object from above, then “goes down” inside. Convenient for developers, suburban real estate and recreation centers. Do you need separate hosting for content? No, with the cloud format, hosting is included in the service - the company’s website is not loaded, the content is served from our servers via CDN. Hosting on the client's server or an offline version are separate options for businesses with strict data requirements. Does immersive content work on mobile? Yes, the tour, 360° video and panoramas automatically adapt to smartphones, tablets and desktops - no separate mobile version of the site is needed. Additionally, VR mode is supported through Meta glasses…

Case: a chain of clinics increased website conversion after implementing a 3D virtual tour

BlogBy Maxsuperadmin24.06.2026

Case: a network of clinics increased website conversion after implementing a 3D tour Briefly: Case 3D tour medicine conversion - a network of four clinics in Moscow and the Moscow region contacted us after six months of stagnation of requests from the site. In six weeks, we filmed all the branches, put together a single 3D tour and integrated it into the website. After two months, the conversion to sign up for a consultation increased from 2.1% to 2.9%, and the average time on the page almost tripled. A marketer from a network of private clinics came to us - four branches, specializing in ultrasound, endoscopy and outpatient surgery. The site was made a year ago: beautiful, with an operating room slider, a photo gallery, and a video greeting from the head physician. Traffic from the context was stable, but requests were stalled. After introducing a 3D tour from 360° Space, the conversion to the registration form increased by 38% in two months. Below is how we got there and what exactly we did. Task: to show sterility, which the photograph does not convey. The client’s main pain sounded like this: “People call and ask if your place is clean and if it doesn’t look like a district clinic.” The photographs did not relieve this anxiety - the patient always had the suspicion that they were taken from a favorable angle, and behind the frame there were shabby walls and a line to the wardrobe. They have already tried the video tour. We filmed a two-minute video from a drone and a Steadicam and uploaded it to the main page. According to the metric, 18% were watched - the majority left in the third or fourth second. The video imposes a pace: you are obliged to watch what the operator shows. And before the endoscopy, it is important for the patient to see exactly the room where he will find himself in a week. And not just two frames, but the entire room, from all angles, at its own speed. A standard 360° photographer wasn't an option either. The marketer said that they were sent estimates with the usual panoramic photography - spheres stitched into the player without transitions and without a floor plan. The result was a carousel of pictures, from which it was impossible to understand where you were. What was needed was navigation: I walked from the reception to the ultrasound room, looked into the bathroom, looked at the equipment up close. With floor plan, labels, clear captions. And most importantly - at four sites at once, so that the patient can choose the nearest branch. What we did: four branches, Matterport Pro3 and six weeks of work Filmed with a Matterport Pro3 camera - this is the model that provides accurate LiDAR measurements of rooms and photorealistic 134 MP spheres. This is critical for clinics: the texture of the tiles, markings on medical furniture, and inscriptions on office doors are visible. On budget cameras, all this goes to waste, and the “clean and sterile” effect is lost. The total area of ​​the four branches is about 1,900 m². The largest facility (on Profsoyuznaya) is 720 m², the most compact (in Zelenograd) is 240 m². In our experience, in medicine, the shooting pace is slower than in offices: you have to figure out windows between appointments, hide equipment, remove other people’s faces and medical records from surfaces. Each branch took one day of filming plus half a day of preparation. What was included in the final round: A single start page with the choice of branch and an interactive map of Moscow Floor plans of each clinic with office labels and signatures of specializations Text prompts at key points - at the reception, wardrobe, ultrasound and endoscopy rooms Click on the transition from the “Pelvic ultrasound” label directly to the appointment form for the desired doctor Mini-map in the corner of the player so that the patient does not get lost Deadline from the first departure before delivery of the finished link - six weeks. Of these, about three were spent on the filming and processing itself, the rest on coordinating the labels with the head doctors (in the medical field, we always have long edits) and integrating the player into the website. The client chose mixed storage: the main tour was deployed in the 360° Space cloud so as not to load their hosting and maintain a stable response from the regions. At the same time, we put together an offline version for the head physician’s laptop - he shows it to partners on medical forums, where there is usually no Internet in the pavilions. Result: +38% to conversion and three times more time on the page Measurements were taken at two control points - a month before the launch and 60 days after. To exclude seasonality, the marketer compared the behavior of users from the same source (Yandex.Direct, search, brand keys) on the same pages of branches. Network figures on average: Conversion to the registration form: from 2.1% to 2.9% - an increase of 38% Average time on the branch page: from 47 seconds to 2 minutes 18 seconds Bounce rate: decreased from 41% to 27% Tour viewing depth: on average 8 transitions between areas, median - 6 A separate story - calls. The call center began to record that the question “is yours exactly like in the photos?” practically disappeared from the first thirty seconds of the conversation. Instead - specifics: “I saw office No. 3 on the tour, can I sign up there?” This relieves the operator and reduces the time spent on each entry. An interesting detail: the tour worked best on the endoscopy page. Apparently, there is maximum fear here - and maximum benefit from the opportunity to “walk” around the office in advance. On ultrasound, the increase was more modest, about 19%, but the basic conversion there was already higher. Similar projects from our practice can be seen below - there are medical facilities, commercial real estate, and sanatoriums. View all projects → Frequently asked questions How much does a 3D tour cost for a clinic with an area of ​​about 500 m²? Focus on 90-140 thousand rubles for a turnkey object of this size - Matterport Pro3 shooting, post-processing, interactive markers, floor plan, integration into the website. The exact figure depends on the number of rooms, number of tags and deadlines. An accurate calculation is more convenient using the calculator on the website. Is it possible to add tags and add offices later without taking a new photo? Yes, labels, texts, links and forms can be edited at any time without visiting the site. A reshoot is only needed if you have rearranged the furniture, made repairs, or opened a new room that was not there in the first round. Where will the tour be stored and who owns it? There are three formats to choose from: 360° Space cloud with technical support, your own server or offline assembly for PC and VR headset. All sources and rights to the tour remain with you - we transfer project files upon request. Do you want a similar project? If you have a network of clinics, a private practice or one large clinic, we know how to film medicine in a way that does not disrupt the workflow and at the same time get a tour that really influences applications. We will calculate the cost for your area and tell you what was included in projects of similar scale. Calculate costProject catalogMatterport