In 2014, the fine line between retailer and e-tailer became less defined. Remarketing was the way to go if you wanted to increase sales and conversion topped our priority lists. But what has the world wide web got in store for us (r)etailers in 2015? Well, one thing is certain: you better bring your A-game, because consumers are more demanding than ever.
1. Go Mobile
If there’s one message I wanted everybody to take away, it’s that what is increasingly enabling e-commerce is mobile devices. We’ve shifted from the desktop era into the mobile era and it’s still being underestimated… it’s where consumer behaviour is. – Martijn Beritsen, Google.
Big words from a big man at Google: M-commerce is it in 2015. Nowadays, consumers want instant shopping – here and now. Logically they turn to their smartphones. Mobile sales tripled this year, with even more growth is on its way. Don’t miss the boat:
- Mobile payment options are a must, not a nice addition to your mobile strategy.
- Fast loading times are also an absolute must: Google revealed that overall, mobile content ‘above the fold’ has to load within 1 second, or chances are high consumers will leave a soon as they came. PageSpeed Insights is a handy tool to check your websites’ speed every now and then.
- Optimize your mobile website: a customized, user-friendly mobile platform will gain you market share.
The growth of e-commerce on mobile devices from 2011 – 2014
2. Go Personal
Digital marketing is becoming more targeted by the day. Personal attention is the key to engagement, and engagement is key. A personalized website evokes a feeling of trust and makes someone feel at home. Don’t overdo it though, nobody likes the Big Brother is watching you-feeling.
In 2015, the presentation will be more tailored to individual preferences and behavior. Use the data you gathered with the help of Google Analytics to offer your customers a tailored experience. Provide them with relevant offers at the right time.
Something an increasing number of etailers is doing, is giving its customers the opportunity to design their own dashboard: personalized navigation, which products to highlight and so on. Ideal to create that tailored experience you’re aiming for.
3. Go Less
Due to the current mobile revolution, the display of websites are shrunken after years of growing desktop screens. The screen resolutions kept on getting bigger, and so was the pile of ‘stuff’ on our websites. You need to sort your website out, which means you have to leave things out in order to make the purchasing process as easy as possible. Replace your –undoubtedly beautifully written – big pieces of text with short and sweet words, clear images, pictures and icons.
Mobile website vs. laptop website – see the difference?
4. Go Content
Somewhere in this article, I stated that engagement is king. That may be true, but she sure has some competition of another 2015-favourite, namely Content Marketing.
Consumers today are allergic to sales patter, and they recognize it within no time. You have to differentiate yourself through your story. A story that is not only surprising, inspiring and humoristic, but also covers the meets of the consumers and give them something to talk about. It’s all about making your product interesting.
Therefore, don’t cut on your writing skills. Know your hierarchy from your sequence when it comes to information structure and interaction design to perfect your content.
5. Go Omni
Consumers don’t live in one channel: they switch as easily from tablet to mobile to laptop as you can say cheeseburger. They search for a product on their smartphone, check it out in real life in the store and later on, they seal the deal on their tablet.
So, i’ts safe to say 2015 offers us a lot of opportunities and possibilities due to the rising mobile market, but the true winners are those who deliver in all channels – meaning also offline. This in combination with an optimized mobile experience and high-quality, personal content are the ingredients for a successful, e-commerce year.