PBR in the browser: wood, stone, and metal finally stop looking like a 2016 texture pack
At KitchenCraft, we introduced Physically Based Rendering: wood, stone, and metal in the browser now respond to light the way they do in real life. And an A/B test showed that rendering affects conversion.
In KitchenCraft, we introduced Physically Based Rendering — wood, stone, and metal in the browser now respond to light the way they should in real life. No magic, just physics: each material has its own reflections, roughness, and depth.
What’s most interesting is that this is not just a visual wow factor. We ran an A/B test and saw that render quality directly affects conversion: the “time to lead” metric changes noticeably depending on lighting and material settings.
In practice, good rendering is no longer just “cosmetics” — it’s part of the sales funnel. In an era when everyone is chasing AI features, sometimes what actually moves the business is honest light on a wooden countertop. Yes, it sounds like a joke, but the numbers aren’t joking.