An augmented reality (AR) virtual try-on solution can help consumers shop online with confidence, knowing that they are choosing the correct product. That said, brands need to make sure they’re implementing the AR beauty experience correctly. If they do so in a way that's counterintuitive or confusing, they risk losing consumer confidence. By being mindful of the process, companies can utilize virtual beauty try-on to their benefit by improving customer satisfaction.
Recommended Reading: Check out this article covering all applicable beauty virtual try-on scenarios, from makeup, hair, to virtual glasses.
Best AR Beauty Try-On Practices to Improve the Shopping Experience
Virtual try-on is a crucial tool to enhance the shopping experience for both beauty brands and retailers. It allows consumers to test out products before they buy — something that’s even more crucial during a time when in-person sales have plummeted.
Research shows that the main reason customers are afraid to buy makeup products online is that they can’t see the various shades in person (reference from Segmanta Blog). This makes it hard to tell which specific product would look best on them. Photographs only go so far in accurately showcasing colors and hues.
But with an AR beauty experience, consumers can try on these shades from the comfort of their own home. Beauty try-on mimics an in-person experience as much as possible by allowing users to virtually put different shades on their faces. In the U.S., 22.2% of women have tried out a tool like this (reference from Segmanta Blog).
When this is possible, buyers will have less remorse. They’ll be more certain that the products they’re buying will work for them. Furthermore, brands can have higher conversion rates paired with fewer order returns.
How To Set Up AR Beauty Try-On for the Best Consumer ExperienceWhen it comes to setting up an augmented reality-powered beauty try-on for a website, there are a few steps one should take to optimize the experience with both new and recurring consumers in mind. Utilizing the following tips will ensure consumers have the best possible experience.
- Step1. Make Sure Color Matching and Color SKUs Are Accurate
- Step2. Consider How Are People Going To Find/Access Virtual Try-On
- Step3. Customize the Virtual-Try-On Module To Fit Brand Aesthetic
- Step4. Maximize SKU Assortment
Step 1. Make Sure Color Matching and Color SKUs Are Accurate
After consumers purchase the product, it should be what they expected. Brands never want them to have a bad shopping experience. This means that color matches and color SKUs need to be as realistic as possible. The experience should be just like — or even better than — shopping in person.
Step 2. Consider How Are People Going To Find/Access Virtual Try-On
Many consumers are interested in AR beauty try-on, which means they need an easy way to access it. If they have to stumble through the site to find the try-on page, they may get disillusioned and head to a brand that makes the process easier.
This means the site should make the journey to the virtual try-on as easy and seamless as possible. Brands also need to have a clear way of promoting the tool. This might mean having a homepage banner that announces it, running an ad campaign on social media to get more views, or even having a try-on button directly on each product page.
Step 3. Customize the Virtual-Try-On Module To Fit Brand Aesthetic
Virtual try-on is not a one-size-fits-all experience. Brands need to make sure their beauty try-on module matches their existing aesthetic and color palette. That way, it will look like a seamless integration into the brand website rather than a clunky add-on.
Not every brand is big and bold when it comes to colors, which is why tweaking the module is so important. This lets stores go as big or small as they want, depending on what’s important to the brand and customer.
Step 4. Maximize SKU Assortment
That said, it may not be possible to release all SKUs at once in virtual try-on. Companies need to prioritize which SKUs they think will perform best and focus on them first. This might involve taking a look at what’s trending in the market to see which makeup products have risen in popularity. Giving these SKUs priority can help curate a successful customer base that will be on board when they can digitize the rest of their product catalog.
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“22% of women in the US have used an app to try on makeup.” Segmanta Blog, https://segmanta.com/blog/22-women-us-used-app-try-makeup/. Accessed 19 April 2021.