Posted 24 November 2016
by Adam Harris
eCommerce has a bright future, the average consumer spends at least $1,800 per year online, a number that’s only going to increase in 2017 and beyond. But what makes one eCommerce website better than another? Simply it’s about making it easy to get to a transaction.
A common mistake for eCommerce businesses is forcing or rushing the launch of a website.
Generally you only get one chance at launching your website well and you don’t want to mess this up. It’s ok to have a “coming soon” landing page and to start your social media activity but you should avoid the big reveal until you’ve got all your marketing elements sorted, website, SEO, content marketing and after sales processes.
Commonly eCommerce websites are failing because it’s just too difficult. Difficult to find what you’re looking for, difficult to navigate and difficult to check-out and pay. Spend time testing different customer pathways and look for what might be considered “barriers” to transaction. Eliminate as many of these barriers as possible.
Research shows that 20% of all eCommerce sales started out from social media posts. Building a social media following is one of the most effective marketing tools any eCommerce business owner can have, it gives you an uninterrupted glance into the lives of your customers. Consider using Facebook advertising to further increase awareness and drive traffic to your website.
Many people still worry that their details online aren’t 100% safe. But with online security technology advancing every day there is an argument that online shopping is becoming one of the safest ways to shop. The best way to help instil confidence is to use https, prominently display clear shipping and return policies and any other important information and most importantly business contact details.
While it’s theoretically the same people behind both mobile and desktop traffic, these people tend to behave differently across devices. You must hone the customer experience further on mobile, carefully removing any barrier to purchase. This includes smart navigation and simplified check-out process.
Collect user information where ever possible. Include special offers and promotions in exchange for an email address or social follow. It’s critical that you collect customer information and build databases to aid the future of your eCommerce business.
Finally, never stop mixing it up. Technology, trends and customer tastes will change, and so must you if you want to succeed in the variable eCommerce market.
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