Any retailer knows that the key to creating — and then replicating — successful ecommerce campaigns is measuring their effectiveness. Whether they track revenue or total customer acquisition, retailers have a number of metrics at their disposal to help them estimate the marketing ROI of any “conventional” ad they launch.
Augmented reality (AR) campaigns, which are growing in popularity (mobile AR ad placement, for example, is predicted to go from $1.36 billion in 2020 to $6.68 billion by 2025), are no different.
Even though AR is a relatively new medium, that doesn’t mean that retailers that use it are left in the dark when it comes to evaluating the performance of their campaigns. Quite the opposite. Through AR analytics such as impressions, engagement rate, and dwell time, businesses can measure the exact impact their AR experiences have on their customers — and their bottom line.
“I’ve been in advertising a long time and I’ve never heard of 70% of people asking for more ads of any kind in any context,” said Jake Moskowitz, head of data strategy and the Emodo Institute at Ericsson.
The fact that people enjoy looking at AR ads means that they generally spend more time interacting with them and are more likely to remember them. Our own research shows that the average dwell time on an AR ad is 75 seconds — 4 times longer than the average dwell time on mobile video. Furthermore, AR experiences typically result in 70% higher memory recall.
Users that really like an AR ad may choose to show it to their family or friends. According to Media Post, people share more than half of AR ads they see with others, making AR campaigns one of the easiest ways for brands to encourage word-of-mouth.
Looking at the above benefits of AR, incorporating this technology into your ecommerce strategy may seem like a no-brainer. But how can you actually prove that AR campaigns are working for your business?
The immersive nature of AR can make the metrics you’ve previously used seem redundant. The good news is that, as we have mentioned already, there are plenty of other metrics you can track to measure the efficacy of your AR campaign, be it an AR-enhanced product page, an immersive ad, or a social media filter.
Below are all the AR analytics metrics we provide in our own AR commerce unit, and which you should think about tracking too. Remember that there isn’t one specific metric that is better than others at indicating the success of your campaign. Rather, the power lies in taking a more holistic approach. By looking at all the different data points available, you can draw powerful conclusions about your AR campaigns.
The following AR analytics metrics are useful for tracking shopper interactions on your site’s product pages:
Clickthrough rate: The percentage of users who clicked through to view a product in 3D or AR. An important metric, the clickthrough rate tells you how many people are interested in visualising your products in 3D/AR.
Dwell time: How long 3D/AR viewers spent on a page compared to non-3D/AR viewers. This metric lets you know by how much time AR increases engagement. For instance, we found that after enhancing their product pages with 3D/AR, one of our furniture clients increased their dwell time by 1 minute compared to similar product pages without 3D/AR. And Rollie Nation experienced a 28.45% increase in time shoppers spent on the product page after incorporating AR.
Unique/Return users: How many 3D/AR shoppers were new/return users vs non-3D/AR viewers. Another crucial metric, this one lets you know whether your 3D/AR experience encouraged people to return to your store.
Return rate: The number of customers who returned products after seeing them in AR compared to non-3D/AR viewers. This metric tells you whether or not visualising products in 3D/AR can reduce product returns. After the pet brand Gunner Kennels developed 3D models of its dog crates that customers could view in AR, their returns decreased by 5%.
3D display ad metrics
The following AR analytics metrics are important for 3D display ads, like Google Swirl:
Impressions: How many people were shown your 3D ad.
Engagement: The percentage of users that engaged with the 3D ad, whether by rotating the 3D model or expanding the ad. The 3D Google Swirl ad we developed for MG Motor drove an 8x (800%) higher engagement rate when compared to rich media and a 25% higher engagement rate than automotive vertical benchmarks.
Clickthrough rate: The number of people that clicked on the ad after they were shown it.
Full-screen: The number of viewers that made the ad full-screen. This metric indicates high engagement with the ad.
Interaction time: How much time people spent interacting with a 3D ad, for example, rotating the product in the ad or zooming in and expanding the creative. Overall, people spent 4,600 hours interacting with the MG Motor 3D Swirl Display ad.
Social commerce metrics
The following AR analytics metrics are crucial for understanding how your AR social commerce campaigns are performing.
Impressions: The number of people that saw your campaign. The AR filter we created for Maybelline’s ‘#LiftMyMood’ campaign, which had users trying different lip shades as a way to boost their mood, resulted in more than three billion impressions.
Captures: How many people captured an AR experience by taking a photo or video of it.
Shares: The number of users that shared an AR experience or effect with their friends and followers.
Engagement Rate: How many users interacted with the AR experience, for instance, liked it, commented on it, or shared it.
Dwell Time: How long on average people looked at the AR experience.
Unique Users/Return Users: How many return users (i.e., people who have interacted with your brand before) and unique users (i.e., people who are new to your brand) saw and engaged with your AR campaign.
Conversions: The percentage of people that saw your campaign and completed a desired action, for example, entered a contest, shared it with their friends, or made a purchase. The AR experience we developed for ViacomCBS to publicise ‘The SpongeBob Movie: Sponge on the Run’ in the US resulted in 181,000 entries being made to weekly sweepstakes and a 29% lift in sales.
Measuring your AR campaign with AR analytics
As AR continues to evolve, it is likely that the number of metrics available to brands for tracking their campaigns will also increase. However, even right now, AR analytics provides measurable and accurate user engagement data that can give businesses a good indication as to whether their AR campaign is working or not.
AR allows e-commerce customers to preview products or experience services in their own environment and on their own time, before electing to make a purchase. Using AR, your customers can preview products and be more likely to pick the right product the first time.
Here are the top four ways that e-commerce stores are currently using AR.
1. Social media filters.
We mentioned Snapchat up top. If you’ve been on there or Instagram Stories lately, you’ve probably used an AR filter. These filters were once used ‘just for fun’, but over the years there has been a rise in the number of brands who are jumping on the AR bandwagon.
Why are brands using social media AR filters? There are three key benefits:
Increased awareness of a brand or product: It is a great way to showcase a new product by telling people to ‘test’ how it’ll look on them.
Increased engagement: AR filters are a good way to boost audience engagement. For example, you can encourage people to tag you in their stories when they use the filter to enter a competition.
“Wow” factor: There are so many brands on social media right now. Adding an AR filter can help showcase just what makes you special.
Remember back in 2017 when Ben & Jerry’s created a highly interactive Facebook AR filter game to launch a new ice cream flavor? The game encouraged people to ‘catch’ marshmallows in their mouth. This type of filter takes more work to bring to market but it is endlessly entertaining and shareable.
We MakeUp, the Italian cosmetics brand, created an AR filter on Facebook that allowed users to ‘try-on’ different shades of its lipstick. Users could find their perfect match and make the purchase right away.
The creative involved a video that demonstrated the filter’s use, encouraging users to try it for themselves. The campaign was a huge success with53% higher CTR and a 28-point lift in sales when compared to video-only ads.
2. Preview placement.
Buying the wrong item is quite common in ecommerce because the customer can’t physically handle the product. For example, the shopper might buy a sofa set and later realize that it just doesn’t look good with the rest of the décor. That’s where preview placement can help.
It gives customers a real-time glimpse of what the product will look like when placed in their environment.
For example, Sony Electronics recently launched the Envision TV AR app as a way to “try before you buy”. This means that homeowners could preview how a Sony TV will fit on the wall or in the space that they had in mind for placement. With the app, users could accurately determine which TV size was perfect for their space by using a smartphone and the Envision TV AR app.
Etsy, an online marketplace famous for giving creators a platform to sell their art. With so many options it can be tough to select a print or painting, let alone visualize how it will look in a space. That’s why Etsy is helping consumers preview wall art in their own spaces with a new AR feature on its iOS app. So, you no longer have to rely on imagination alone when wondering if a certain print would look good above your couch.
Here’s another example of preview placement.
Burrow, a DTC furniture brand, uses AR to help customers visualize how their couches will fit in their living rooms. Their Burrow at Home app uses ARKit to place true-to-scale 3D models of Burrow’s couches in photos taken on customers’ iPhones and iPads.
Not every brand can offer a home try-on facility likeRevelry that allows dress samples and swatches shipped right to your door. But virtual try-on is an alternative that’s trying to close the gap.
AR helps online shoppers understand what they’re buying and how precisely items from clothing to cosmetics will work for them. Virtual try-on allows them to see how the item will look before adding it to the shopping cart.
Today, there’s a slew of brands who have embraced AR technology to offer virtual try-on functionality to the customers. For example, online jewelry retailer Kollectin’s app launched an AR feature called “Xperience” to let customers virtually try on jewelry.
Similarly, eyeglass maker Warby Parker is also playing in the AR space, allowing people to see what a pair of glasses looks like on their faces before making a purchase.
4. Interactive user manuals.
Today, user guides are becoming a lot smarter and interactive. With digital transformation on their shoulders, ecommerce brands are creating interactive user guides that run on top of their website or software. They help users better understand how their product works.
An interactive user manual responds to user actions, providing on-page contextual support when using a software, website, or application. It brands to automate customer support and onboarding and provide more autonomy to the consumer when using a new platform for the first time.
Many AR user manual apps scan the product and indicate the buttons in the real-life environment using graphical arrows and animations with text. While others like Ask Mercedes use Augmented Reality to let you explore the functions of numerous operating elements in a playful way.
Simply enter your questions into the chat text or voice and receive the corresponding response. Complicated issues are easily and systematically explained with images or descriptive videos.
We, rangoon.tech, provides you with a web-based augmented reality platform designed specifically to increase customer engagement and online sales.