Analyzing the Success of an AR Ecommerce Campaign
Retailers understand that assessing the impact of e-commerce campaigns is crucial to establishing and reproducing their performance. Retailers have a multitude of measures at their disposal to assist them in assessing the marketing ROI of every "traditional" ad they issue, whether they monitor revenue or total customer acquisition.
AR campaigns are becoming more popular in the contemporary era. For instance, mobile AR ad placement is expected to increase from $1.36 billion in 2020 to $6.68 billion by 2025. AR is a comparatively newer medium; however, there are multiple ways through which newer users can track the performance of their AR campaigns. AR analytics include parameters such as engagement rate, impressions, and dwell time. They have the ability to measure the influence of AR on customers and their purchasing decisions.
Perks of AR for E-commerce
AR holds a number of proven benefits over conventional campaigns. One of the major points in this regard is the customer perception of AR. Ericsson conducted a study explaining that around three-quarters of customers narrated that ads with AR elements are more susceptible to being noticed than ads without AR. Additionally, around 70% of customers admitted their preference for AR ads in the future. Similarly, we conducted our study depicting an AR with an average dwell time of 75 seconds, which is four times higher than the average dwell time for a mobile video. The memory recall for AR ads was also found to be 70% higher.
Users who like an AR advertisement may opt to share it with their relatives or friends. People share more than half of the AR commercials they view with others, making AR campaigns one of the simplest methods for marketers to boost word-of-mouth. Ecommerce conversions may also be boosted using augmented reality. According to Shopify, employing 3D models in augmented reality helped some firms raise their conversion rate by 250 percent.
Common AR metrics for Tracking
AR technology is immersive in nature; thus, various performance metrics may become redundant over time. Given below are some of the AR metrics that you can use to measure the efficiency and performance of your AR campaign. It must be noted that no one specific metric is better than the other.
E-commerce metrics are used on product pages of your site in order to track the interactions of your customers.
- Click-through rate: The proportion of people that clicked through to examine a product in 3D or augmented reality. The clickthrough rate is an essential indicator that indicates how many people are interested in seeing your items in 3D/AR.
- Conversion rate: The percentage of people who buy something after seeing it in AR rather than just seeing it as a 2D picture or video.
- Dwell time: The time spent on a page by 3D/AR users vs. non-3D/AR viewers. This indicator shows how much AR boosts engagement over time.
- Add to basket rate: This measure compares the number of people who contemplated buying an item after seeing it in 3D/AR to those who didn't see it in 3D/AR.
- Interaction rate: How many site visitors used the 3D/AR experience to take images or videos. This number indicates how involved your customers were.
- Unique/ Return users: In comparison to non-3D/AR viewers, how many 3D/AR consumers were new/return users?
- Return rate: The percentage of consumers who returned things after viewing them in augmented reality vs. non-augmented reality viewers. This indicator indicates if seeing items in 3D/AR may help minimize product returns.
Social Commerce Metrics
The following AR metrics are used to analyze the performance and efficiency of social commerce campaigns.
- Impressions: It indicates the total number of individuals who have seen your campaign.
- Opens/Scans: The number of times an AR effect has been opened or scanned by a user.
- Captures: How many individuals photographed or videotaped an augmented reality experience?
- Shares: The number of people who told their friends and followers about an AR experience or impact.
- Engagement Rate: How many people engaged with the augmented reality experience, such as like it, commenting on it, or sharing it.
- Dwell Time: The average amount of time users spent looking at the AR experience.
- Unique/ Return users: How many return users and unique users viewed and engaged with your AR campaign.
- Conversions: The proportion of individuals that viewed your campaign and took action, such as entering a contest, sharing it with their friends, or purchasing something.