Virtual Try-ons: Tech of the Future Only or Current Conversion Tool?
Evolving technology continues to open up new frontiers in online shopping. Today’s fashion retailers are exploring the pros and cons of providing customers with the option of virtual try-ons.
Imagine buyers using VR and AR to see themselves with the products “in situ” before they decide whether or not to buy them. While it certainly sounds enticing and there are already some promising results, is relying on virtual try-ons really such a good idea? Continue reading as we explore this conundrum in more detail.
Mixing Innovations and Conversions with Virtual Try-ons
According to a Milieu survey conducted in Asia, 16.7% of shoppers stated using virtual try-ons largely impacted their purchase decision. And in the same survey, 50.7% of those who haven’t used this feature said they’re open to doing so.
So, it’s clear that virtual try-ons can be a valuable tool for boosting customer acquisition for your online shop. Customers who can virtually “try on” clothing or make-up will have a better understanding of how those products look on them and will be less likely to return them after purchasing. This also involves home products and furnishings, accessories, and more, as showcased in IKEA’s Place app.
In a way, virtual try-ons can help you convert prospects into customers, and enhance your brand image. Let’s take a look at some of the more tangible benefits of going full virtual.
Benefits of Applying Virtual Try-Ons to Your Ecommerce Store
Virtual try-ons are still a novelty, but even a novelty can be useful. For starters, allowing customers to try on clothes or other products in VR/AR sends the message that you’re a brand that’s in tune with the latest trends. Also, you will make your buyers’ lives easier, since they’ll make the purchase knowing the product fits them.
The jury is still out when it comes to the future prospects of virtual try-ons, though. While experts agree that we need better hardware to make the experience more realistic, marketers have noticed that the introduction of this type of interactive content is highly beneficial for multiple highly important KPIs, mainly bounce rate reduction, customer retention, and overall online sales.
However, it’s still not clear how big of a role virtual try-ons really play in such improvements. As one possibility among an array of new options for “live shopping”, we’ll just have to wait and see if this innovation becomes a mainstay.
Risks Associated with Using Virtual Try-ons as a Campaign Centerpiece
Virtual try-ons became more popular over the course of the pandemic, but many apps and services were launched without proper data security features in place, once again reigniting the topic of ethical use of data.
Major fashion labels such as Dior, Estee Lauder, and Louis Vuitton have been subject to class action lawsuits due to their misuse of customers' data.
Another risk associated with virtual try-ons is the fact that you’ll see many marketers and product managers become obsessed with a product’s visual representation. In reality, though, it’s still about the whole user experience — that’s why you need to focus on finding a way to generate AI copy that’ll avoid detectors, improve your store’s loading times, and work on better PCC campaigns.
At the end of the day, though, customers won’t care about your fancy visuals if the CX is a negative one, and they’ll disregard virtual try-ons as a gimmick.
How To Make Virtual Try-ons An Effective Conversion Tool For eCommerce
One thing’s for sure—virtual try-ons are teeming with potential. Right off the bat, some customers will be drawn to the feature just to try it out. But as the technology becomes more widely available at even the most common online retail outlets, the novelty effect may wear off.
In addition to showcasing the power of VR/AR in your store, you need to focus on integrating best-sellers into the try-on software, funneling customers into the feature, and consistently tracking KPIs. Virtual try-ons can’t be an effective conversion tool if you don’t know how to identify your target audience. If you’re selling knitting supplies to retirees, for instance, your audience might not be willing to
And last but not least, you need to craft a campaign around the launch of virtual try-ons. Organize Q&A sessions, fireside chats, or even use VR/AR for the product demo itself— anything that’ll get the word out.
The future of virtual try-ons is still uncertain, but they’ve shown immense potential in serving as a powerful conversion rate booster. Whether it’s the innovative nature of the feature or the QoL boost customers get, it can be a valuable tool for any ecommerce store owner, but only if implemented properly. Gauge your audience’s opinion, pick the right software, and be careful about how you integrate your product offerings. Only that way will virtual try-ons be a worthwhile investment for your business.