Ecommerce Strategies: New Trends for 2016
Evolution in digital transformation has gone through many stages, each one of those having a leading theme: SEO, contents, selling funnel, usability, conversion percentage…Without any doubt, 2016 will be the year in which all of this will be called into question, focusing especially on the client.
We find ourselves in a really measurable environment with a huge potential, but we must put optimisation efforts in the most adequate spot, not make SEO without a reason and not improving usability without a good “how” and “why” behind it. We have the opportunity to study, analyse, understand and, from there, create digital strategies with different actions that spin directly around our client’s needs.
2016 trends in brand’s visibility phase and new users acquisition
The famous omnichannel: We move from multichannel strategies to omnichannel strategies. Why? Simply because with technology rapid evolution, multichannel makes easier and easier to produce impacts not connected between them. Omnichannel is the glue joining the various channels of brands so the can offer the user a unique experience. It’s just not enough to be present in all the channels, we’re talking about the user being in contact with the brand in a total fluid way, so he can initiate and end the interaction using different connected channels without feeling stopped in any manner.
Customer Journey Map: Customer Journey Map is a diagram that shows each one of the steps that a client takes within its relation with the company. In it, the joints between the company and the users are identified. Detecting them and analyse them can be the key to succeed in the results of the actions of the campaigns you’re planning to develop.
M-Commerce: According to the last report published by Zanox, m-commerce has experience a growth by 49% in Spain in the first semester of 2015. 25% of internet purchases are done on a mobile device (smartphone or tablet), and if we speak in traffic terms, probably 50% of e-commerce sessions arrive from a mobile device. Aren’t those indicators encouraging enough to pay at least, 50% of our attention?
2016 trends in the conversion phase
Profile creation: It implies studying each campaign optimisation action that has as main objective improve online billing from the perspective of each one of the profiles that get in touch with the platform. Once there, we have to design the digital strategy for each one of those profiles. The objective is detecting them and answering the right questions that are going to give you the key for optimisation and launching: What stops it? What motivates it?
Quality and smart in contents: Each time more tools appear on the market that allows you to customise contents that are going to be shown to the users depending on the segmentation done in the database and that results of the analysis of certain purchasing behaviours. I always say that in e-commerce you have a myriad of information from clients that we don’t use AT ALL. Doing so would be, without any doubt, greatly beneficial for us, but be aware, even more for the users that shouldn’t read or see anything that we know in advance is not going to be of interest for them.
2016 trends in customer’s loyalty
Database qualification: Continuing with last point, each day, companies that are selling on line for some time now, are starting to realise of the importance of qualifying and segmenting their databases. And I say “starting” because I find myself often with platforms that do their job pretty well but their own client database has become a major problem. As they say, it takes more to get a new client that keep a client that you already have, more if you can extract so much information from those that you already have to improve their experience.
Customer service: After-sales service should be another part of digital strategy and we ignore it too often. Support service and after-sales channels must be integrated within omnichannel strategy and, without a doubt, taken into account in the Customer Journey Map.