6 min read

Boost eCommerce Conversions with Augmented Reality (AR)

Nov 23, 2019 8:51:16 AM

Do You Know How Well Your eCommerce Website is Working?

Your eCommerce business thrives on customers. New customers and repeat customers alike drive your return on investment, including the expenses around your website. You set up your eCommerce website to highlight your products. And you want those web pages to convert customers.

But if you don't know how each page is performing, you are working in the dark. You don't know which pages perform well and where you need to make strategic changes to entice more customers. Your eCommerce marketing ends up fragmented. Without good data, you don't know how to improve your website for conversions.

Conversion rate optimization (CRO) software gives businesses testing and visualization tools to improve user experience and increase conversion rates. CRO software tools work alongside other digital analytics software to track visitor behavior.

What is Conversion Rate Optimization (CRO)?

 

In eCommerce marketing, conversion rate optimization is a system for increasing the percentage of website visitors that convert to customers. Conversion is your desired action in response to your webpage.

According to the SEO specialists at Moz, the CRO process involves understanding how users move through your site, what actions they take, and what's stopping them from completing your goals. A conversion is the desired action you want a site visitor to take while on your page. On an eCommerce website, a conversion is a purchase of your product.

The CRO rate is based on a simple formula: the number of unique orders divided by the number of sessions at your website.

How does that look for your business? Say a customer comes to your website to check out your business and does nothing. That's one session. Then, they return and purchase a product. That's another session and a conversion. Then, they come back and buy another product. That totals three sessions and two conversions for a 66% conversion rate. Is a 66% conversion rate good? That depends on the overall conversion rate for your entire site and all your products. One customer conversion rate does not reflect the conversion success of your entire website.

What Is A Good Conversion Rate?

Conversion rates vary according to industry. In eCommerce marketing, conversion rates differ between markets. For now, let's look at overall eCommerce conversion rates.

Online advertising agency Wordstream reports recent conversion rate statistics for eCommerce.

  • Median: 1.84%
  • Top 25%: 3.71%
  • Top 10%: 6.25%

Across the industry, there's a variance in how eCommerce sites convert.

Smart Insights, digital marketing agency, drilled down to important data about product page view opposed to the entire site. The number reflects the number of sessions with a product page view where the average conversion rate is 48%.

The product page view is a critical benchmark for making site design improvements. It's an indicator of monitoring specific products and categories on your eCommerce website. You can see that eCommerce conversion rate optimization, measured with conversion rate tools can help you monitor website product pages to gain access to successful conversion for each product. The data will guide you to considering and making changes to product pages that aren't converting well.

What kind of Tools are used for CRO?

Conversion rate optimization tools collect data from your website and help you analyze the performance of your pages. You connect your eCommerce website to the tool and the tool collects data for your business.

Basic data collection tells you what happens. But, many tools incorporate actions your business can take to refine the data and make strategic decisions about your website and product pages.

  • Who did what
  • Discover new optimization tools for conversion
  • A/B testing
  • Heatmaps reflecting where customers go on a page
  • Differentiate between conversion types
  • Customization for your specific business
  • Dynamic content
  • Personalization based on previous customer action on your website
  • User testing for conversion optimization
  • Track user actions per page
  • Competitor analysis

It's easy to get lost in data overload and tests that are irrelevant. You end up wasting time and money. Conversion rate optimization works best for your business when it is efficient. Aim for the key areas of your eCommerce website rather than tiny details. You want tools that help you make impactful decisions.

Top 15 Tools for CRO

Different CRO tools measure a variety of metrics. Here’s a sample of the top 15 CRO tools Google Analytics - Basic data about site visitors. Customize with goals.

  • Adobe Analytics - Website data, plus attribution and predictive analytics.
  • KISSMetrics - Customer journey and behavior, plus trigger-based notifications.
  • Woopra - Customer journey analytics from end-to-end.
  • Crazy Egg - Customer journey with snapshots, heatmaps, and session recordings.
  • HotJar - Visual reporting on visitor behavior.
  • UserTesting - See, hear, and talk to customers while they are on your website.
  • Ethnio - Database for customer interactions, including website, email, and tracking.
  • Loop11 - User testing and quantitative insights.
  • TryMyUI - User testing to improve your website for user interaction.
  • Browserling - Testing for your website on different browsers.
  • Adobe Experience Design - Product roadmap to help teams design, prototype, share, and collaborate on rich user experiences.
  • Optimizely - Test and deploy digital experiences.
  • AB Tasty - AI-driven experimentation, personalization and feature management.
  • MouseFlow - Replay the full visitor experience to identify pain points, boost conversions, and optimize your site.

Your choice of CRO tools depends on your long-term strategy and any short-term questions you have about your website and your product pages.

How to Increase Conversion Rate with Augmented Reality

 

Augmented Reality (AR) can boost your conversion rates by connecting your product with your customer's own world. Experiential shopping enhances customer engagement. When a customer can relate your product to their own experience, they are more likely to buy.

Augmented Reality (AR) eCommerce is a powerful tool to drive conversions.

AR is a combination of real and virtual (computer-generated) worlds. With a real subject, captured on camera or video, the technology augments the real-world image with layers of digital information.

The more your customers know about your products, the more likely they are to buy, and the less likely they are to return products they buy online. AR is a simple way to provide greater detail for your merchandise.

6 Top Ways AR Improves eCommerce Marketing

When you want to boost your conversion rate, Augmented Realty tool can enhance customer experience right on your product page.

Engagement

Consumers feel more connected when they experience augmented reality. Instead of a two-dimensional vision, a site visitor can experience details of your product that a simple image cannot do. AR technology makes the experience of your product more personal. The more they know about the details, the more likely they are to make a purchase.

Storytelling

Augmented reality has the potential to add stories to your product giving more detail than a basic product description. Your potential customer learns more and has a better understanding of your product.

Enhanced Curiosity

With AR, you build a strong desire to know more. The augmented reality experience is so engaging, consumers may try it again and again, to know more about your product. The appeal of the experience is highly motivating.

Accuracy

Because your customer experiences enhanced details and three-dimensional views, they have a better overall knowledge of your product. They can see it in their home or garden or on the road. This enhanced vision "augments" details in a way that surpasses a simple image.

Personalization

Probably the strongest motivator, personalization allows your customer to visualize your product in their home or wearing apparel on their body. This is the ultimate user experience that puts your product in their life.

User Manual

An AR user manual eliminates fear when it comes to purchasing items that need to be constructed at home or used in specific ways. An interactive manual takes the visitors step-by-step through installation and correct use procedures. With an immersive three-dimensional experience, your client "uses" your product without risk. The manual illustrates the instructions and features. Customers buy when risk is reduced.

The beauty of AR for eCommerce is you can tailor the customer experience to fit your product and your customers. CRO helps you understand your customers and their journey toward making a purchase. Augmented reality immerses them in the details of your product and personalizes their buying experience.

AR in eCommerce

AR creates a deep connection with your customer by personalizing their shopping experience and providing details. An enriched shopping experience that recognizes buyer concerns and provides answers upfront results in more purchases.

From virtual try-on solutions to detailed instructions, AR is revolutionizing eCommerce by deepening customer experience on the web. Your customers can shop without compromise when it comes to choosing your product.

AR in eCommerce optimizes conversions, reduces returns, and increases sales. By integrating AR into the customer shopping experience, you will optimize your product pages to increase your conversion rate.

Your data will show increased dwell times, higher click rates, and better engagement all as a result of incorporating AR into the shopping experience.

At Nextech AR Solutions, we believe you'll love how easy it is to implement AR into your eCommerce site. Personalized experience is everything in retail, and AR is built for exactly that. Hyper-targeted AR experiences created to motivate consumers to purchase, with the ease and guidance of an in-store experience.

Paul Duffy

Written by Paul Duffy

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