By elevating user experiences and boosting conversion rates, augmented reality has over the past few years emerged as go-to solution for the retail industry. More so since the pandemic hit and pushed brands big and small to reimagine their online experience.
That said, unless you conduct a customer survey or collect feedback, how do you measure the exact impact of AR on your shoppers? That’s the big question brand owners and marketers are asking everywhere.
5 Metrics To Measure The Effectiveness of AR
1. Percentage of shoppers who activated the AR experience/Click-through rate
To start off, you most likely want to know if AR capabilities are something your shoppers even want or need. That starts with tracking how many shoppers actually chose to try out the AR product views on your website.
So if your AR try ons are activated by a single tap or QR scans, tracking their clickthrough rate will give you this first metric.
2. Time spent or ‘Dwell Time’
When it comes to any AR-enabled experience, one of the key metrics to track is the dwell time or the duration of time that shoppers spend engaging with your product views. Moreover, if you have many different product categories like shoes, eyewear, bags, you should be tracking the dwell time per category. That way, you will be able to pinpoint which categories are seeing the most engagement pre and post enabling AR.
When everyone is competing for the buyer’s attention, if you’re not tracking this metric you will have no idea where you stand. Plus, the time shoppers spend engaging with your AR product views will also show you if AR is delivering more or less engagement compared to your product images and videos.
3. Conversion Rates
Once you enable augmented reality, conversion rate is hands one of the most important metrics to measure. Yes, market statistics prove that AR influences purchase decisions and boosts conversion rates by 40-80%. However, your own metric will tell you its actual impact on your own revenue and bottom line.
The best way to track this conversion rate will be to link it to the first metric i.e. the percentage of people who clicked to try on your products. From there all you need to do is track how many of the actually made a purchase.
Conversion Rate= people who purchased after trying on your AR product views/people who viewed AR x 100
4. Return Rate
It’s no secret that AR try ons drastically reduce return rates as shoppers are more likely to make right purchase decisions when they try before buying. Naturally, you’re eager to know if that’s true for your own brand.
The way to do that would be to measure the percentage of people who returned products after trying on products in AR, From there you can easily see if that number has improved or deteriorated compared to before.
5. Impact on brand awareness and loyalty
AR has time and again increased the perceived value of brands- be it through the hype and curiosity created on social media or word-of-mouth marketing by impressed shoppers. Even then, calculated the actual impact on brand exposure is probably one of the hardest metric to track quantitatively. However it can be done qualitatively.
A few ways to do that would be to measure the increase in social media mentions, a visible spike in traffic and mentions on media outlets and publications.
We hope this article helps you identify the key metrics you need to track and measure to gauge the effectiveness of augmented reality across your online shopping website or app.
If tracking these metrics seem like an uphill battle, jump over to Designhubz for a hassle free experience. Here we set you up for success and work hand in hand with you to optimize how you track these crucial metrics. Schedule a quick demo here to know more.