We are at the beginning of the year and 2015 will be dominated by m-commerce, video and social sales, flexible delivery and retargeting and many other trends. The competition between webshops and traditional retailers is increasing. Do I go big, niche or home?¿½ Is the question that every (online) retailer has to ask himself. In this article some trends will be explained that can be important.
Mobile becomes the norm
M-commerce (purchases via mobile phone/tablet) has grown 3 times as fast as desktop purchases in the past year. The growth continues to accelerate, especially in the US. During the holidays (2014) almost a quarter of all purchases were made with a mobile phone or tablet. In the previous year, this was only 17%. Mobile e-commerce has risen by 1875% between 2010 and 2013!
More and more retailers are making their webshops suitable for mobile users. It is therefore much easier to make an online purchase via your smartphone or tablet and that is why this is only increasing. Retailers are also more likely to send digital offers and discount coupons. In addition to the fact that it saves on costs, the recipients always have the coupons with them.
Video and social sells
This year, video and social sells will become increasingly important in e-commerce. For a long time now, there have been many videos showing products. In 2015 we will increasingly see that visitors can order products directly from a video. LOreal, for example, is already doing this. Twitter and Facebook are also introducing the buy buttons. A big advantage of this is that you can influence the consumer much earlier in the buying process.
Fast, faster, fastest
Research has shown that as many as 75% of consumers indicate that they do not return to a website if it takes more than 4 seconds to load. (Google's advice is 1 sec.) The speed can be tested very easily with Google PageSpeed Insights.
Content marketing increasingly important
Sales pitches that are allergic to these days. Provide content that makes your visitors smarter. A little humour always helps, after all, it reads better. Good content must be usable, findable, up-to-date, stimulating and easy to share. Content marketing is a long-term investment. It's not good at once, but it perseveres. In the long run, you will certainly see results.
Personal attention ensures greater involvement and loyalty of online customers. People feel comfortable with a webshop with personalization. As an online store, you collect enough data about your customers and this can offer interesting opportunities to serve your visitors in a tailored manner. In 2015, more and more webshops will enable their customers to set up their own dashboard. Online shopping can be customized to your own taste. Think for example of the redesigning of columns.
Customers who buy online expect orders to be delivered quickly and flexibly. In large cities, webshops are increasingly delivering orders on the same day. People don't want to wait the whole day or half a day at home for the parcel deliverer. In 2015, we will see more and more parcel deliverers indicate more concretely at what time they will deliver orders to the customer. Online stores will also make more use of pickup points, where orders are safe.
The percentage of shopping basket departures has risen enormously in recent years. From 69 percent in 2011 to 74 percent in 2013. This will continue to increase in 2015. Shopping baskets are often used by consumers as a wish list. Research has shown that 63% of the abandoners have the intention to buy, but for various reasons still drop out. It is time to do something about it.
Exit-targeting: The behavior of the visitor is recognized when he is about to leave the website. At the moment it is useful to make an offer.
Retargeting: Visitors who have left their shopping basket can be targeted to show ads on other websites and social media channels. This allows you to reach the visitors again and remind them of the pages they have viewed.
Email retargeting: In the order form the name and email fields must always be filled in. This data has to be saved, because if the visitor quits, the visitors can be persuaded to complete the purchase by means of e-mail targeting. Think of an e-mail with a discount on a product that has been in the shopping cart.
An important withdrawal moment in the online ordering process is the payment. Many payments fail and are sometimes rather difficult on a smartphone. According to research, almost half (47%) of the customers drop out when this is too difficult for them. On average, a mobile