With the New Year upon us, many e-commerce leaders have already put plans into place to elevate their business to the next level.
In 2018, many of them are focusing on ways to improve customer experience.
That’s a good place to focus. With websites becoming more sophisticated and the playing field somewhat level in terms of site capabilities, e-commerce leaders are looking for new ways to get the edge on the competition.
To accomplish that goal, the following represent a few of the areas that will get attention in 2018.
Most e-commerce businesses turn to outside help for setting up a site that will run in the most efficient and profitable way possible. That means having a system equipped with all the latest innovative technology.
nopCommerce 4.0, with Bayshore Solutions as the implementation partner, provides that solution for many companies. With its latest version, the company now offers service that further improves page-loading speed and also makes it easier than ever to customize a site.
Email Continues To Prove Powerful
While social media still gets most of the attention in the business press, email remains one of the most powerful channels to reach potential customers, according to Forbes. Email has long been efficient at driving customers to a website. Now, with new technologies emerging that allow people to make purchases from their inbox, it could become more important than ever.
With more consumers moving onto the Internet to make purchasing decisions, the jobs of those in departments such as social media, public relations and content marketing have overlapped. All are focused on the most important goal, which is improving consumer engagement. Collaboration between people in a variety of departments will continue to increase in importance as companies unify their approach to improving products, services and experience for customers.
Content and Credibility
Creating good content for your website that engages and informs consumers continues to be an area of vital importance. Years after “content is king” was the catchphrase in e-commerce, the saying still holds true. About 85 percent of all online consumers do research before buying a product or service, so it’s important to have quality content that also improves your site’s ranking in Google searches. As noted above, content managers should work hand-in-hand with those in departments such as marketing and public relations.
Connecting With Personalization
Companies such as Apple, Google and Disney excel at allowing customers to personalize their experiences with their products. Smart e-commerce businesses will continue to look for ways to personalize their brand and connect with potential customers. That includes content that speaks to their interests and needs, as well as products that can be customized where possible.
Part of this also is localization, which aims to reach people in certain locations with content that speaks about life in their particular area.
Use of Data
The sky is the limit on the use of data analysis in serving customers. In the area of personalization, one example is using data to recommend future purchases based on the customer’s past purchases, contents of their shopping cart, social shares and geographic location. Data also can be used to recommend items purchased by those with similar demographic characteristics.
All these trends point to one issue: making the online buying experience as easy, personal and enjoyable as possible for customers. As 2018 unfolds, focusing on these areas can lead to even better success in the New Year.