ECommerce marketing has evolved from simple product promotion to creating personalized relationships between marketers and consumers, took at each early to determine if it makes sense for your e-commerce business.
1. Responsive Design
Mobile devices may have accounted for between 31 percent and 43 percent of all e-commerce-related holiday site traffic in the United States, depending on which data source and which time period one chooses.
If one uses the lower number that IBM reported shortly after Thanksgiving, Black Friday, and Cyber Monday, mobile still accounted for about 1-in-3 site visits. Add to this the fact that many computer makers are starting to merge tablet and laptop, creating a new mobile subclass, if you will, and it is likely that mobile devices will soon dominate Internet usage.If an e-commerce site does not already have a responsive design, meaning that it adapts to the size and capabilities of a user’s device, 2014 is certainly the year to make this happen.
2. Rich Content
“The idea of content marketing is to attract and retain customers by creating and curating relevant and valuable content,” according to the Content Marketing Institute.
This definition gets right at the heart of e-commerce marketing in 2014. Some experts predict that online shoppers will become more fickle in 2014 as they are given an increasing number of shopping choices and options. One possible way to counteract this sort of fickleness may be to provide useful or entertaining content that will keep shoppers coming back.
This rich content can take several forms, including improved product descriptions, better or even provocative product photography, video content, blog content, or social media content.
3. Site Performance
There are several practical and pragmatic reasons to improve site performance in 2014, including that fact that faster sites are likely to convert better Quick loading sites may also do better in search engine results pages since Google and other major search engines use site speed as a consideration in ranking algorithms.
Work with server experts in the IT department or at a hosting provider to improve site load times in 2014.
Microdata is an HTML standard aimed at helping search engines and browsers better understand the content on a web page and thereby provide a better user experience.
For e-commerce marketer’s, the primary benefit may be in how search engine results appear. As an example, Google will include additional information about a product or a page on its search engine results page, when microdata is offered.
Look at the microdata standard and look for ways to add information about the store site. Also, check out the rich snippets section of the Google Webmaster Tools site.
5. Multi-channel Sales
When brick-and-mortar retailers open new locations, those new stores generally increase the chain’s revenue and profits. In a similar way, selling across multiple channels online can also increase an Internet retailer’s sales and profits.
The Amazon Marketplace, eBay, Newegg, Rakuten (formerly Buy.com), and Sears are just five of the many marketplaces that retailers might expand on to in 2014, creating the opportunity to dramatically increase exposure to traffic, customers, and sales.
Consider using integration tools like Channel Advisor to manage and automate product submissions and manage order processing.
6. Social Login
There are plenty of good reasons to encourage shoppers to register on an e-commerce site. From the shopper’s perspective, this creates the opportunity to review orders, look at order history, or, perhaps, earn points in a loyalty program.
Merchants like to have customer information since it can lead to personalized offers or marketing that in turn generates additional sales. The catch is that shoppers don’t really like have to create individual user accounts on dozens of shopping sites and keeping track of the many and varied passwords.
One way to streamline account creation is to allow social login, meaning that shoppers can create an account in one or two clicks using an existing Facebook, Twitter, Google+, or similar account.