The field of e-commerce is an ever-growing area, which makes it incredibly competitive. This means that, in order to gain a competitive edge, you need to find a way to stand out in a positive way. The simplest method of achieving so can be seen in the field of e-commerce. However, which web design trends are known to directly translate into sales is a mystery for the vast majority of e-commerce entrepreneurs. With that in mind and without further ado, here are the top six trends that you need to keep in mind.
1. Don’t offer too many choices
One of the worst things you can do is to overcrowd your landing page with too many different choices and options. Sure, you may have a myriad of amazing offers that you want to send, however, this doesn’t necessarily mean that you have to overload your potential customers with all of them. First of all, focus on the navigation instead and let them land into the category of their choice. Also, give them filters that will show the exact products they need.
A lot of retailers make a mistake of believing that a greater offer makes them more credible or more prestigious-looking. Instead, when you give them too much choice, what you’re actually doing is making it more difficult for them to make up their minds. There’s a study in which the researchers confronted two groups with a choice. The first group was presented with about 24 different jam varieties and the second one was presented with 6 different jam varieties. They all had a $1 coupon and were asked to choose. The group that had 6 jams to choose from was 10 times more likely to actually make up their mind.
2. Focus on the mobile
The next thing you want to focus on is your mobile presence. You see, the power of m-commerce is growing on a daily basis and while the conversions are still somewhat higher on computers and tablets, the sheer mobile traffic is more than enough to make up for this inconsistency. The importance of mobile marketing, starting with mobile SEO, is quite relevant even in the traditional brick and mortar retail. About 78 percent of all local mobile searches end up being offline sales.
3. Shopping cart abandonment and bounce rate
When it comes to e-commerce, a high abandonment rate shouldn’t frighten you. It’s completely normal that all of your buyers want to check out several offers before they decide where to buy. However, you need to learn the distinction between a high abandonment rate and a high bounce rate. You see, a bounce rate is a scenario in which your potential audience doesn’t even give you a chance. They stumble across your website and leave in a matter of seconds. Shopping cart abandonment is not a problem (especially not in e-commerce), the bounce rate is definitely a problem; a major one at that.
4. Know your audience
The most important thing you need to understand is the fact that the knowledge and preferences of your audience make all the difference out there. For instance, if you’re selling items that are of the relatively low market value (less than $75 per purchase), chances are that people in question are going to be satisfied with a simple list of features and a 360 degrees’ image of the product.
On the other hand, if you’re specializing in heavy machinery, chances are that the buyer will be more invested and interested in the product. Other than this, they’ll already possess an abundance of knowledge on the subject matter, which makes your job both simpler and more difficult, at the same time. For instance, if you’re in the oil industry and you’re selling equipment like tubulars, regardless of how accurate your description is, you’ll also have to add social proof, all sorts of guarantees, etc. In fact, you need to understand that your target audience is already quite familiar with your inventory.
5. Animation
In the past, the video was all the rage, however, relying on video too much for your landing page is a strategy that can, potentially, backfire. You see, a high-definition video is usually quite large and may take a while to load. Sure, it’s enticing and inviting but for a lot of people, speed is the key. So, how do you find a middle ground? Well, it’s quite easy, albeit not necessarily the most frugal. What you do is get a professional designer to develop animation. Animations are simpler, smoother, and more unique than videos and they make your website’s landing page dynamic rather than static.
6. Host a blog
One of the things you need to keep in mind is the fact that your website needs to have a blog section in order to drive as much traffic as possible. Not only that, your regular readers are not just any traffic, they are qualified leads; they are low-hanging fruit. As such, you need to pay special attention to the way in which you generate backlinks, especially if they lead back to your e-commerce website. Just make sure that the implementation of the link in question is organic and you should have no issue whatsoever.
Conclusion
At the end of the day, you need to keep in mind just how competitive the field of e-commerce is. Once you get a full grasp on this, you’ll finally understand just how important it is that you use every opportunity to gain a competitive edge. The design of your e-commerce and the related factors are just some of the methods that you have available.
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