WebAR analytics: how to measure the success of immersive eCommerce strategies
December 1, 2021
WebAR has proven to be a powerful tool for eCommerce. Every marketer knows that measuring the result of WebAR eCommerce strategies is the only way to succeed and improve performance for the future, boosting ROI and sales.
Whether it’s about tracking revenues or customer acquisition, marketers can use insights and analytics Aryel provides to understand their audience and get better results time by time.
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 eCommerce
WebAR is playing a pivotal role in the dimension of eCommerce. With its rapidly developing platforms, it is also proving to be quite convincing to the online purchasers to stay engaged and make purchases based on an accurate and conscious choice while also bringing in the in-store circulation of customers.
In a recent report from Ericsson, almost three-quarters of consumers said they are more likely to notice an ad that incorporates AR elements than one that doesn’t. Crucially, around 70% also noted that they would like to see more AR ads in the future.
In fact, conventional methods like product descriptions, 360 degree-views, etc., aren’t proving to be very fruitful anymore — they aren’t merely convincing enough to lock in purchases.
As for the customers, they can expect things to get interesting, as eCommerce stores are additionally digitizing their resources to assist them in practicing virtual shopping at their appropriate subjective time and the right place.
Thanks to WebAR, businesses finally have the opportunity to bring their eCommerce to life and give their customers a more engaging experience, securing their loyalty and “guiding” them through their marketing funnel; Shopify has reported that using 3D models in AR has allowed some brands to increase their conversion rate by 250%.
WebAR analytics metrics to track
Aryel’s WebAR marketing platform provides reports about campaigns off- and online, closing the gap between physical and digital worlds. But which metrics are crucial for eCommerce owners? Let’s find it out – but keep in mind that it’s pointless to focus on only one specific metric to discover the success of a campaign.
Instead, the best 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 performs 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 have stayed on average on an individual scene.
- % New Views: 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.
- Scenes 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 eCommerce businesses
Of course, there’s no holy grail of metrics, but all the insights listed above are to keep into consideration when it comes to telling if an eCommerce WebAR campaign has been successful or not. In addition, it is always a good idea to consider all the 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., in-store experiences.
What next? AR advanced metrics
WebAR is already changing the market and the world of communication and advertising out there.
With a growing competition day by day, eCommerce businesses need to boost their marketing strategies and jump on the Augmented Reality bandwagon to profit from this technology’s perks.
Of course, the next step is to provide more insightful and performing metrics that correlate the user interaction with 3D objects, external environment, and conversions in-store.
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 customer’s habits and preferences, offering them tailored purchase funnels.
Are you curious? Get in touch at firstname.lastname@example.org to discover more!