As digital technology evolves, trends in e-commerce marketing change with it. Here’s how a business can track them.
Ecommerce marketing is all about coming up with new ideas for interacting with customers. The latest trends are to focus on customers and their needs, and this is a great way to improve your marketing efforts.
BizTech has created an infographic highlighting the latest trends in ecommerce marketing, and we’ve decided to expand on the most interesting ones here.
Understanding the customer journey
The first step in a successful ecommerce marketing strategy is to create a smooth customer journey.
Does Customer Experience Help Your Audience Make a Purchase? Is there a process that is blocking them?
A closer look at the site’s analytics can provide useful insight into customer behavior. For example, a high bounce rate may indicate that customers aren’t interested enough in the products (or the page design) to stay longer.
Is there a way to make them easier to navigate? Which page has the most number of exits?
The customer journey is a combination of psychology and UX. Once you master both, you increase the chances of grabbing the attention of customers.
Reviews can have a positive impact on your site’s reputation. In fact, they can make new visitors trust your products.
Customers are more likely to make a purchase after a recommendation from a friend, or even reviews from people they don’t know.
88% of people trust online reviews written by other consumers, the same way they would trust a recommendation from a personal contact. So, a business cannot ignore the importance of reviews and the way they are prominently displayed on the site.
This doesn’t mean that you should only highlight positive reviews. Customers can appreciate your transparency if you decide not to delete negative reviews.
Review marketing can be part of your larger marketing strategy, as a way to find the best ways to encourage people to leave their reviews.
What’s the best way to motivate your users to leave a review? Do you need to reward them after rating your business?
As with review marketing, user-generated content is only relevant to customers. It’s a great way for a business to make its customers feel included.
The rise of social media makes it possible for everyone to create interesting content. This is how an e-commerce business can take advantage of this trend to deliver new content. It’s not just about finding new content, but also that it’s coming directly from customers.
This brings them closer to the company and they are more inclined to establish a lasting relationship with its products.
Encouraging their customers to post their own content on their social media is useful for an ecommerce business, and the idea of âârewarding them can bring great results, especially at the initial stage of getting content.
User Generated Content has been observed to be 20% more influential than other types of media, millennials depend on it even more to decide whether or not to trust a brand.
There is always a unique opportunity to send a new email. Once there is a reason for sending it, the chances of turning prospects into customers are increased.
The most popular triggered emails are about incomplete transactions. Cart Abandonment emails can remind customers that they have a pending order. This increases the chances of pushing them toward a buying decision, or at the very least, increasing brand awareness and a brand’s reputation for caring about its customers.
Automating email marketing can be very effective, as long as you keep it personal. If the customer journey is central in automated emails, it can be a great addition to the sales funnel.
Automated emails are estimated to have on average 70.5% higher open rates and 152% higher click-through rates compared to other messages. This can be attributed to the fact that they are already optimized and can also be sent at the most suitable time.
The idea of âârewarding customer loyalty is not new, but there seems to be a growing trend towards such programs.
There are many reasons why customers want to be part of a loyalty program, and it’s important to find a way to encourage all types of customers to join.
Augmented reality and virtual reality are already present in a lot of marketing efforts, and we can certainly expect more creative uses in the future.
But how can they help an ecommerce business? We’ve seen companies use technology to help customers make decisions before. Whether it’s a product preview, a memorable experience, or improved customer service, there are plenty of ways to improve marketing engagement with new technologies.
It is estimated that the total number of active VR users will reach 171 million by 2018. This is a good reason to start exploring its uses for your brand before it’s too late!
The increasing use of smartphones has created a need for faster payments among e-commerce sites.
Wallet payments were widely used in 2016, with more and more users exploring the benefits of fast payments.
While a number of customers remain wary of new technology, now is the time for an e-commerce business to activate an alternative, digital payment method.
Almost a quarter of smartphone purchases (23%) already use alternative payment methods, while only 16% use digital wallets on desktops and 19% use the tablet payment option.
More trends to consider
There are many trends in ecommerce marketing that are working well in 2017, and we cannot ignore the ones that have proven successful in the past:
– Content marketing
– Video marketing
– Marketing automation
– Data-driven SEO
All of them present significant opportunities for an e-commerce business to improve sales and customer satisfaction.
You don’t have to analyze them all at once in an attempt to increase profits, but a period of trial and error can bring your business closer to your desired goals.
After all, it’s about discovering the best personalized strategy for your own site.
Continue to scroll down to the full BizTech infographic: