If you’re selling your service or product online, it’s vital to ramp up your efforts and ensure you are optimised for mobile buyers. Forrester reports by 2020, American consumers will spend $2,500 a year online, a 7 percent increase from 2015. Australians aren’t far behind, as A.T. Kearney’s 2015 Global Retail E-Commerce Index places the country in the e-commerce top 10. PwC’s Total Retail Survey 2016 reports more than 50 percent of shoppers worldwide purchase products online at least monthly.
Are you capturing all the sales you should be online? Avoid these five mistakes and you could be:
Weak Search Optimisation
Putting Mobile Design Second
Smartphones are becoming consumers’ retail environments of choice. PwC reports 34 percent of consumers say mobile phones will become their main shopping device. Speed and ease of use rule on mobile to facilitate a good shopping experience. In fact Kissmetrics reports 40 percent of mobile users will leave a site that takes more than 3 seconds to load. Google says 61 percent of people will leave a mobile site if they can’t find what they’re looking for immediately. With mobile now surpassing desktop use, responsive, mobile-first website design is essential for your e-commerce store.
No Customised Content
Visitors who see the same storefront every time they visit your site will not be motivated to purchase beyond exactly what they are looking for. With the availability of automated technology, you can be using this to dynamically present relevant content and suggested products to visitors based on their unique behaviour, including search and purchase history. Building up the behavioural data on your users gives you a wealth of information you can use not only for existing visitors, but to attract new visitors to your site. This all leads to more relevant content and targeted purchase recommendations so visitors get a customised online shopping experience that increases engagement and conversion.
Light on Security
As the rise in mobile technology increases and the ability to transact online continues to grow, security measures must keep pace to engender trust in your brand and protect customer information. Even some of the globe’s largest retailer brands, like Target and eBay, have been victims of hackers. For startups and small businesses, not using industry-grade encryption during the transaction process can mean survival or bankruptcy. Your business should install SSL certificates on the web server for secure sessions, while a payment gateway keeps transactions secure.
Analytics are an Afterthought
Each website visit, each purchase and each interaction your brand has with a customer provides your business with data that can be analysed to optimise your e-commerce store. McKinsey Global Institute reports retailers who use data analytics can increase operating margins by more than 60 percent. Track referrals, time spent on page, where users are abandoning your site, what calls to action are working best and much more. Use data to drive the content and user experience of your e-commerce site, to make shopping with you online enjoyable and easy.
The driving goal for an e-commerce site is to enable quick and easy online transactions, and so it stands to reason that for customer to purchase from your online store, they must first find it. With the ability to research as many brands as they want before committing to a purchase, consumers scour online reviews, social media and top Google search results to learn about potential products before clicking “purchase.” Adweek reports 81 percent of shoppers research online before purchasing. PwC research shows more than two-thirds of consumers use social media to influence their shopping. Optimise product headlines and descriptions with keywords, build a strong social media presence, and monitor what is being said about your brand online to protect your reputation.
How has your brand succeeded with e-commerce? Tell us in the comments.
Janine Pares is Founder & Managing Director at Thinksmart Marketing, a strategy-led agency which helps organisations bridge the gap between sales and marketing to deliver revenue and customer growth. We do this through a holistic approach across all facets of marketing specialising in content marketing, digital marketing and brand positioning.
If you need a strategic approach to your marketing that aligns to your sales and business goals, give us a call on 1300 780 100 or email us on [email protected].