Digital marketing is constantly changing. There always seems to be a new toy engineered to better connect brands with shoppers and customers. Some of these programs have had long term success while others’ popularity and functionality was short-lived. It is great to be aware of these shiny new products, as some can really improve sales; however, understanding the bigger marketing trends can ultimately better prepare a business for change and position it for continued growth.
There is tremendous upside to doing business online. Brands can connect with shoppers all over the world with a level of ease impossible to achieve by brick and mortar stores. However, one thing eCommerce businesses fall behind traditional stores in is the personal touch real salespeople can provide. One way eCommerce retailers can make up for this lack of personal attention is by having a thoughtfully designed website. An inviting, easy to navigate online storefront can be a huge game changer in a driver down a site’s bounce rates and lifting conversion rates.
Here are 4 essential eCommerce website features that every store needs!
We spend a lot of time on our phones and other mobile devices. Online advertising increased 22% in 2016, and while for the first time mobile ad spending surpassed desktop ad spending, more should be spent in this area. Surprisingly, advertisers haven't quite taken advantage of the time people spend scrolling through their newsfeeds and surfing the web on their mobile devices. Given this huge amount of time, advertisers should be dedicating more resources there.
Who would pay more if they could pay less? Consumers are constantly looking for deals. In fact, 62% of consumers report that they spend two hours per week searching for deals and special offers online. Offering discounts is a great way to increase traffic to your store and boost sales.
The first question to ask is, “will this help or hurt my brand?” Offering discounts is not right for every store. For example, if you have positioned your store as a luxury or high-end brand, offering discounts may not be your best bet. Loyalty programs, as an alternative, would work well in that case. But, if your margins are deep enough, offering some strategic discounts is a no-brainer!
There is no question that there is value in interacting with customers over social media. Continuously pushing content to customers’ social media feeds helps your brand stay fresh in their minds and is important for retaining their business. But, what if customers provided the content? Maybe their photos and videos won’t be professional grade but they can still generate tremendous value.
Here are just a few reasons user generated content matters and how it can help your store grow!