2018 has been a year full of surprises and progress and we’ve seen changes occurring in e-commerce, too.
Highly innovative trends are on their way in, and we'll need to adapt if we want to keep up with this competitive market, which is constantly changing.Read on to learn more about the most important trends that dominated e-commerce in 2018:
1. More Than Just Responsive Designs
Did you know that more people visit your website from their mobile devices than from their computers?
Multiple statistics report that more than 60% of consumers admit that they will abandon a website if it isn't mobile friendly.
So, if you haven't, I'd make sure to consider the user experience on smartphones and tablets.
Your prospects will always appreciate it.
2. Customize To Your Maximum Capacity
Providing a dynamic shopping experience that adapts to the consumer’s actions and preferences in real time is quickly becoming something essential.
Soon, every consumer will have access to unique content that’s different from everyone else’s.
Elements such as product recommendations based on their preferences and geographic location, demographic group, previous purchases, previous interactions with the brand, as well as market trends, etc., are being used to customize their experience automatically.
For example, the app in the image below from L'Oréal Paris allows users to see how their seasonal makeup would look on them (I would've loved to find this sooner…)
3. The Arrival Of Content And Data Compilers…
It seems like websites that combine content and commerce are becoming more and more common.
They aim to create attractive and interesting places that encourage users to come back.
Valuable content serves as a hook that attracts prospects to your website, so make the most out of content marketing.
Also bear in mind that content creation improves your organic positioning in the search engines.
Brightlocal.com found out that 92% of Internet users usually read the reviews and comments of other customers due to the uncertainty and mistrust associated with online shopping. Did you realize?
So the more information you display about your product (images, reviews, descriptions, technical specs., etc.), the less reluctant they'll be to make the purchase.
As a result of this suspicion, companies are expected to start using ‘add-ons’,or compilers of product information, which, as the name implies, compile data from millions of products so that users can compare a vast array of pictures, descriptions, prices, specifications, reviews and comments.
A perfect example of this is TrueFit, which gathers information from more than 400 clothing and footwear brands to provide customers with the perfect outfit for their size, measurements and personal wardrobe.
4. Video: Your Best Sales Ally
Video is a form of content that’s extremely appealing to the modern consumer.More so if it is concise, useful, entertaining and informative.
In fact, Cisco predicts that video will be responsible for 69% of all internet traffic this year.
Besides, it is an excellent ally to promote the decision process to purchase. According to HubSpot, 64% of users were more likely to buy a product online after having watched a video.
5. Remarketing To Bring Them Back…
Have you ever noticed how the camera you want so badly constantly appears on the different websites you visit?
Or that watch, or wallet…
These aren’t coincidences, nor is it destiny telling you it must be yours.
This is called remarketing or retargeting.
Remarketing allows you to make an impact on consumers and attract those that previously visited your website but didn't purchased anything.
Getting the sale can be a long process…
Research has shown that up to a 98% of visitors will abandon your website without becoming your clients.
In addition to this, the consumer must go through several steps before finally deciding to make a purchase.
That’s the reason why remarketing has become a favorite. It keeps brands front of mind continuously until prospects are ready to purchase.
6. Artificial Intelligence Is BOOMING
This year, consumers had the chance to interact with artificial intelligence (AI) like never before, and they've been loving it!
AI is taking advantage of the enormous amounts of data (Big Data) gathered from prospects’ previous interactions online to perform a predictive analysis of their shopping habits, preferences, and even their next purchase, to better understand their habits.
It does this based on the behavior of other consumers with similar profiles.
Sounds interesting, right?
For starters, there are tools like Adext AI, that automatically manages budgets across 20 different audiences, over multiple platforms (such as Google AdWords, Facebook and Instagram), and optimizes every single ad about 480 times each day. The tool is an audience manager that applies Artificial Intelligence and Machine Learning to do so, and finds the best audience or demographic group for any ad.
Adext AI has actually been able to provide, on average, +83% more conversions than what any other human, software or tool within its first 10 days.
Another thing to take into account is that users are starting to get used to interact with chatbots, which serve as totally automated sales agents, answering any questions customers may have through a chat line.
They are be able to find out what the consumer is looking for in order to bring them the best possible customer service experience, as well as make suggestions based on their needs, preferences and personal taste.
7. The End Of An Era For Cash And Wallets
You may be wondering how you’re supposed to pay for all this stuff without any cash or a wallet.
Payments made via mobile devices, such as smartphones or wearables, like the Apple Watch or Samsung Pay are becoming increasingly popular... and to think it all began with the VISA ring used by all the athletes at the Olympic Games in Rio de Janeiro back in 2016.
After MasterCard partnered with BMO, they announced the launch of selfie pay, a service that verifies the user's identity via a self-portrait (AKA selfie) obtained using the front camera of a cell phone.
8. Everything’s Becoming Omnichannel
When we talk about an omnichannel experience, we’re really talking about the modern consumer; a consumer that wishes to interact and communicate with brands across different channels.
The problem retailers are experiencing, though, is the fragmentation of their channels.
So the purpose of “omnichannel” is to standardize and integrate the brand's different points of contact so the experience a prospect or customer has on one channel doesn’t differ from the next. Consistent and unified.
The omnichannel experience is a big deal.
It has become so important that even e-commerce giants like Amazon and eBay have established physical stores in order to achieve a more personal relationship with their customers, instead of merely interacting through a screen.
What are your thoughts on these trends?
Are you ready to take the leap in the ones you haven't dive into?
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