AR, when viewed using cell phones or tablets or smart glasses, refers to the digital overlay of digital or virtual objects onto the real world. Often interactive, AR experiences may also include audio, video, animated 3D models and links to websites. It is the new trend which is being adopted by e-commerce, marketing as well as all other fields. Gaining massive adoption, it is predicted that by 2025, nearly 75% of the global population and almost all smartphone users will be frequent AR users .
AR when used correctly, can be an asset to your business as it enhances the customer experience of products and marketing, and therefore your brand; a medium through which customers can have fun as well as an engaging experience that will leave a lasting impression.
Key Performance Indicators (KPIs) for AR Experiences:
Primary KPIs for an AR experience:
Number of new users
Refers to how many users viewed the AR experience. This data when combined with demographic data, can help to determine the age group that is more interested in AR experience and gives clues to customers who are actually interested in your products or brand. 71% users of AR users fall in the age group of 9 to 40 years.
Number of old and new users
This can help to find whether the old users are coming back and are there any new users viewing the AR experience. Along with this, one can find whether we are able to capture new users for the product.
Packaging & Marketing:
Number of scans categorized by product packaging or marketing material
Assuming there is a QR code on each product packaging or marketing content, reviewing the number of scans per product or marketing material can provide insights. Insights such as which products have maximum and minimum views and which components of the AR experiences are most engaging. Brand awareness increases by as much as 70 percent with the creative use of AR .
Which media platforms were clicked by the user?
Assuming links to social media links are included within the AR experience, among the media platforms that are visible to users, which is the most visited platform? Integrating social media links within the AR experience can provide easy access to marketing content on various social media platforms. And in doing so, is a way to maximize the eyeballs engaging with the content on which marketing spend is spent. It is said that 65% of AR consumers around the world and across generations use AR to have fun; the majority are discovering AR through social / communications apps.
Total engagement time:
This means how long users viewed the AR experience which includes suggests how long they have interacted with aspects of the AR experience.
Average engagement time:
This will help to determine how long users, on average, were playing with AR experience so that we can increase the engagement time by adding more features and increasing the quality of the content. For example, if a customer spends 5 seconds watching a minute-long video in AR then it tells about the quality and content of the AR video. Similarly, if a customer spends 50 seconds, then it tells that the quality of the content is very good and the customer is enjoying the experience.
With so much competition among products, customers expect to be wowed with every interaction of the brand. Hence, AR is going to stay and eventually become the need of every business. It is important to consider the demands and accordingly set the goals and objectives. These KPIs are the primary metrics that are important and can be explored in depth to understand the business well.