Are you ready to launch a beacon pilot? As with any pilot and new digital medium, it is important to know how you will measure success before you launch. Here are 3 of the most important Key Performance Indicators (KPIs) to consider when it comes to beacons:
- In-Store App Usage. One of the most compelling use cases for beacons is encouraging consumers to use apps in-store for a more rewarding shopping experience. Before a pilot is launched, it can be useful to collect data for comparison. This can include the number of mobile only offers redeemed and how many times the app is opened in proximity of a store. By seeing if users are redeeming more mobile only offers, or spending more time interacting with the app while in store, you can get a snapshot of how well your beacons pilot is performing.
- Dwell Time. We have written about this before and we will say it again: dwell time is a critical metric. Dwell time is the length of time that a visitor spends at a particular touch point before moving on during their experience. It can illustrate how consumers interact with in-store messaging and the path that a consumer takes to conversion. It can also identify areas of a store where a beacon could be effective and help you hone your strategy post-pilot.
- Retention. The most effective apps are the ones that target your most loyal consumer base. Beacons are sometimes marketed as the hottest and newest thing on the market, but they have potential for a long and productive part of your mobile strategy. Measuring retention can be a good way to see how successful you are at engaging with your users long term, and the value that you are adding to their experience.
Learn more about the Ten Must-Have Mobile App Features for generating in-store engagement.