Seems like e-commerce field has no plans to stop developing and brings the hottest competition to the market. At the same time, no industry fails more often than retail, tells us the Harvard Business Review. That means e-commerce and retail brands have to look for some new ways to get in touch with the users, keep track on recent marketing approaches, and, of course, don`t forget about website quality. As our team has worked with a 1000+ of online store projects, we share the insights of winning e-commerce business in 2019.
Marketing research and target audience analyses are at the forefront of the e-commerce business. In 2019, it goes beyond and occupies brand voice and product description improvement. 43% of consumers leave the website because of poor item description. Data from CNBC is even more telling, it estimates 40% of typical products purchased online are returned. That means the customers lack information about the items they buy. But there is a way out. One of the most promising e-commerce trends is a clear understanding of what your visitors are going to buy. Successful brands have to better explain the item and, what`s more important, motivate customers to add that item to their shopping cart. Inspiring confidence is just the thing you need to get positive users` feedback and, therefore, level the business up.
Shopify research indicated 85% of consumers who treat product description as important when buying online. We almost hear you asking “How do you imagine writing engaging content for thousands of items we sell?” Just to make it clear: no need to have Shakespeare-like product storytelling. Neither do you have to go into in-depth research analytics. Too general fancy description often says nothing about the item you sell. The more precise description you add, the safer your customers feel about the purchase.
Let us explain what we`re driving at. Recently, Magento together with Phoenix Media introduced augmented reality 3D-model extension that enables users to bring furniture right to their homes. In such a way, customers can move, rotate, examine the product from different angles, and see whether the furniture fits their home design. An innovative way to bring understanding of the items people buy.
Consumers of 2019 are trying to filter this advertising buzz and find the exact items they need. It means e-commerce brands should work on personalization and, therefore, building trust. Instead of mass targeting and pricing strategies, it`s better to funnel shopping habits of your audience. What for? To create positive user experience, to make each of the customers feel unique and rewarded for being loyal to brand.
This is proved by Forrester report showing staggering 65% of buyers are prone to purchase items compatible with their needs and price range. Another study by Frost & Sullivan estimates that the companies lose more than $300Bn annually because of poor customer experience. The experts of Frost & Sullivan suggest that unique approach in sales will have become a top priority for e-commerce and retail brands by 2020. All the data force modern e-commerce marketers to look for unusual approaches to customer strategy. The correct understanding of users` habits is about grasping their interaction history, digging deep enough to collect demographics, and tracking the entire way of engagement with your brand.
“Customer is your best advertiser” — says the 1st commandment of the marketing world. Indeed, the most effective marketing campaigns encourage word-of-mouth strategy with particular attention to social media platforms. Brand account has long had an explicit aim of boosting social engagement for e-commerce businesses. Nielsen data estimates 92% of the US consumers trust online reviews and friends` recommendations more than any other advertising. Forrester`s report says nearly 50% of Americans avoid online ads. That means marketers are more likely to use real reviews and social media influencers in their customer trust-building strategy. One thing to remember: the word-of-mouth approach works well in reaching bigger audience without over targeting via social media ads.
It takes nearly 50 milliseconds for the visitors to get an opinion about the website; all comes from the design. Unattractive and floppy layout is a significant weakness of your e-commerce web page offering poor navigation, negative experience, and low conversion. Lots of factors are involved in designing a profitable web store. Simplicity seems to be an evolving trend that shares an enjoyable experience and values time safety. Here are some ways to reach easy user interface:
Flawless functionality, graphical user interface, and mobile adaptation are top-notch characteristics e-commerce websites should follow today. Some time ago, we posted the QA e-commerce checklist of critical sub-sections that engineers go through before online store release. With 2019, the following aspects add value to the success of e-commerce business:
We all want to get our purchase faster and for free or at least at a lower price. Not surprising. 48% of shoppers get the items not meeting their expectations, and that`s the prior reason for product returns. Online businesses offer free returns, although at high costs. Therefore, innovative ways (like AR) product description, precise content, and visual part might improve purchasing decisions.
The e-commerce market is super-convenient and, as a result, super-profitable and highly competitive. And nobody likes to be the part of those grey, gloomy mass audience. Users of 2019 require maximum individuality in your sales and brand communication approaches. Moreover, shopping itself is a sort of therapy. Better not to make the visitors upset with a floppy website, poor design, and annoying call to actions. Good luck with your business!
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