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WebAR analytics: how to measure the success of e-commerce strategies

October 27, 2021

A dashboard containing WebAR metrics and KPI

WebAR has proven to be a powerful e-commerce tool. Every marketer knows that measuring the results of WebAR e-commerce strategies is the only way to succeed and improve performance in the future, boosting ROI and sales.

Whether it’s about tracking revenues or customer acquisition, marketers can use Aryel’s insights and analytics to understand their audience. This will enable them to get better results time and time again.

Through WebAR analytics such as impressions, engagement rate, and dwell time, brands and companies can measure their immersive experiences’ exact impact on their customers.

Proven benefits of AR for e-commerce

WebAR plays a pivotal role in the e-commerce space. With its rapidly developing platforms, it is also proving to be quite convincing to online purchasers to stay engaged and make purchases based on an accurate and conscious choice while also bringing in in-store circulation.

In fact, conventional methods like product descriptions, flat images, etc., aren’t very effective anymore – these methods are no longer convincing enough to lock in purchases.

As for the customers, they can expect things to get interesting, as e-commerce stores are further digitizing their resources to help them practice virtual shopping at their appropriate subjective time and at the right place.

Thanks to WebAR, businesses finally have the opportunity to bring e-commerce to life. This will give their customers a more engaging experience, securing their loyalty and “guiding” them through their marketing funnel.

WebAR analytics metrics to track

Aryel AR Marketing Suite provides numerous reports about off- and online campaigns, bridging the gap between the physical and digital worlds. But which metrics are crucial for e-commerce owners? Let’s find out – but remember that it’s pointless to focus on only one metric to achieve campaign success.

Instead, the most effective approach is to look at all the available data to draw reliable conclusions about WebAR campaigns’ performances.
The following AR analytics metrics help track shopper interactions on your site’s product pages:

  • View: The single view a user takes while interacting with your AR experience
  • View duration: The view duration shows how long visitors have stayed on average on an individual experience.
  • Scans: each time an experience is launched via one of its triggers.
  • Avg. View Duration: how long visitors stay on average on an individual scene.
  • % New Views: the percentage of new views on the scene.
  • Time of Day: what time of the day users interact with your campaign.
  • Devices: from which devices users see the campaign.
  • Browsers: from which browsers users see the campaign.
  • Scene Views: the total number of scenes displayed.
  • Scenes/View: the average number of scenes displayed per view.
  • Goal Completion: the total number of times users complete a specific action (conversion).
  • Goal Value: the total monetary value relative to the completed conversions.
  • Goal Conversion Rate: the percentage of completion of a goal in relation to the total number of times the user has been subjected to it.

Which metrics to consider for e-commerce businesses

Of course, there’s no holy grail of metrics, but all the insights listed above are to keep in mind when it comes to telling if an e-commerce WebAR campaign has been successful or not. In addition, it is always a smart idea to consider all metrics to check if the user’s journey is efficient and hassle-free or if something should be improved.

From Views to Conversion Rate, Aryel’s reports help marketers and brands fully understand how their customer journey and WebAR marketing strategy perform on- and offline – i.e., from the AR experience to the in-store visit.

What next? AR advanced metrics

WebAR is already changing the market and the world of communication and advertising out there.
With growing competition day by day, e-commerce businesses need to boost their marketing strategies and jump on the Augmented Reality bandwagon to profit from this technology’s perks.

Next, we need to provide more insightful and practical metrics that correlate user interaction with 3D objects, external environments, and in-store conversions.
For instance, for the experience of a sofa’s product visualization, it could be interesting to collect:

  • the percentage of buyers who saw the experience in a specific context (i.e., on a hardwood floor);
  • the percentage of buyers who approached a particular detail of the sofa;
  • the percentage of buyers who have seen it in a specific color;
  • how many buyers also saw other related experiences in WebAR.

Of course, the combinations are virtually infinite and could help marketers better understand their potential customers’ habits and preferences, offering tailored purchase funnels.

Are you curious? Get in touch to discover more!