Well 2017 is finally here and it’s time to think about some of the growing trends within the ecommerce market to ensure success. With no signs of slowing down, the ecommerce market continues to attract all different types of companies. This means it is becoming even harder to satisfy online shoppers and there is a strong push to maintain brand loyalty.
In fact, Internet Retailer predicts that online spending in the U.S. will generate more than $355 billion in 2016 and will continue to surpass the $400 billion mark each year by 2018. To avoid lagging behind the brutal competition, you need to keep abreast of these latest trends, which have huge implications.
Real Time Customer Engagement Will Increase
Research shows that online buyers increasingly expect an experience that closely mimics an in-person shopping experience where they can ask questions, test the products and generally interact with a customer service representative. Landing pages should personalize the ecommerce shopping experience by increasing customer engagement in real time. The more engaged they are, the more likely they will scroll, click and ultimately, convert.
Recommendations for increasing customer engagement
– Send important updates via email or a newsletter and then follow-up with a series of videos via YouTube or Facebook.
– Share engaging and authentic content about a specific product where you answer customer questions via live chat or a YouTube video.
– Real-time chat
Increase mobile buyers with engagement
Mobile ecommerce represent 30% of all US ecommerce sales, and this number will continue to grow three times faster than desktop web sales. That could mean losing potential market share if your ecommerce brand decides not to adopt mobile-friendly technology, which may put your company at a serious competitive disadvantage.
To cater to this trend your mobile site needs to support a different kind of user experience — one that focuses on converting visitors to buyers through optimization.
Recommendations for Increasing Mobile Optimization
– Create an attractive landing page that loads quickly (link this anchor to the first article on landing pages). A cluttered and crowded page can also slow down the time it takes for a page to show up on a mobile device. Research shows that online consumers will lose interest when a site fails to load fast enough. Similarly, they will abandon their shopping carts if they find a site unappealing.
– Apply just one call-to-action (CTA) on your landing page taking into account that texts and images need to be visually compatible with a smaller screen. For example, a suitable call-to-action on a product detail page could be an “add to cart” button while on your homepage, a call-to-action could be a “contact now” button. This encourages interaction with your consumers by providing additional product information.
– Provide enough information on a small screen to cater to multichannel behavior in order to help your mobile user make an informed buying decision. Research indicates that 81% of shoppers fully research a product before buying.
Capitalizing on these trends offer plenty of opportunities for mapping 2017 with an even stronger push towards economic growth and development as you test new and untapped niche markets and possibilities.
What ecommerce trends are you seeing in 2017? Let us know!
Written by: Greg Steinberg, Principal and Founder of Something Digital – 4 minute read