64% of consumers think the customer experience is more important than the price.
Do you want to increase the turnover of your e-commerce? It’s time to create an extraordinary user experience by following these eight trends that will mark 2020!
1. The growth of mobile conversion
Now we’re not just talking about e-commerce but m-commerce. In 2020, mobile purchases should represent more than 70% of online commerce.
According to Think with Google, 77% of buyers are likely to order on mobile sites where purchases are made quickly and easily.
To respond to this trend, eliminate unnecessary tabs, compress images, remove pop-ups and sidebars, and use a responsive theme. Adapt your content and shopping guides so that they promote shopping in one click on a smartphone.
2. The ever-faster loading of pages
- Nearly 70% of consumers admit that the speed of page loading influences their desire to buy.
- 90% of consumers have already left an e-commerce site that did not load quickly.
- 57% of consumers leave a slow website for the competition.
- For every second delay in loading mobile pages, conversions can drop as much as 20%.
The more the years go by, the more Internet users want speed and fluidity. Improving customer experience necessarily involves optimizing the loading of your pages.
How to reduce the loading speed? Here are some avenues to explore:
- Use the new Google image format: .webp
- Prioritize content at the top of the page.
- Host the videos on a third-party service and not on its website.
- Limit entertainment.
- Allow resource caching.
- Use CDN technology.
3. Personalization at the service of the customer experience
One of the major trends in e-commerce is the creation of a more personalized experience for consumers. According to Accenture, 33% of customers who abandon an e-commerce business site do so for lack of personalization.
How to personalize the shopping experiences on your merchant site? Here is a list (not exhaustive) of measures to take:
- Offer targeted recommendations based on the customer’s previous purchases.
- Display additional products in the basket.
- Integrate augmented reality allowing you to test or try a product virtually.
- Use geolocation to suggest the nearest stores or collection points.
- Use predictive targeting to adapt the home page to the user.
- Use customer visit or purchase history to offer targeted coupons.
4. The chatbot to guide the consumer
40% of internet users do not care whether a robot or a real human helps them. What matters to them: responsiveness and relevance.
It’s no wonder 45% of users consider chatbots their first choice for contacting customer service.
And in the e-commerce sector, this virtual assistant is efficient for boosting conversions: 47% of consumers say they are ready to buy items using a chatbot. 35% of online shoppers have already ordered a product using a chatbot.
Developing a chatbot catches visitors looking for information. If they can quickly be informed about your delivery conditions, your return policy or the products offered on your website, they will be much more inclined to buy.
A chatbot reassures you about your dynamism and your reactivity. It unclogs your customer service while providing a personalized experience to your visitors.
5. Social commerce for an omnichannel customer experience
As you know, your customers are on social media. But what you may not know is that they like to stay there to do everything: read an article, play a game, chat privately with their friends, contact a brand and go shopping!
A study by BigCommerce reveals that 30% of online shoppers are ready to order a product on Facebook, Pinterest, Instagram, Twitter or Snapchat.
Social commerce consists of selling products directly on social networks. The shopping experience is completely internalized to the platform.
Facebook, Instagram, Pinterest, and Snapchat all offer social commerce features. The advantage of allowing the purchase on social networks? The process is more fluid, as the customer has all the necessary options (chat, delivery information, means of payment) on one page. There are fewer steps and clicks than on a traditional online store.
Result: the customer experience is more interactive and fluid; the conversion rate increases.
6. Voice commerce is intensifying
The user experience also develops outside of your website. At a time when connected speakers are growing (Google Home, Alexa…), voice commerce is also doing well. In one sentence, it is now possible to order a pizza or a product on Amazon.
In the short term, the easiest way is to open a shop in the Amazon marketplace to take advantage of this bargain.
In the long term, develop your voice application that will allow consumers to get buying guides, reviews, and news. Without forgetting the possibility of ordering one of your products directly by voice!
7. The visual instead of words
The visual occupies a prominent place in the customer experience. However, image recognition technology has reached a certain level of sophistication in recent years.
Now, on Google or Pinterest, you can effortlessly search for products using a pre-existing image or an image captured with the phone. These two platforms have compelling functionalities to find identical or similar products to those required in visual searches.
What can you do to profit from visual commerce and improve the experience of your visitors? The answer is simple: position yourself through the images.
We are not talking about traditional SEO positioning, in which it is enough to include the keyword in <code> “title” </code> and <code> “alt” </code>. In the field of image recognition, technology is capable of identifying a visual by scanning and finding matches without using descriptions or tags.
More than ever, you must use clear product photos, with your funds, in the different colours available and from different angles.
The goal is for users to be able to locate your product from a photo taken with their phone, viewed on social media, or appeared in their Google searches.
8. Transparency always at the center of trust
Transparency now applies to ALL elements of your e-commerce. Generally, when we talk about transparency in the world of merchant sites, it is transparency about the use of data (hello the GDPR!), Your legal notices and the security of means of payment.
However, in 2020, transparency goes much further by applying to the origin of your products and the values of your company. Buyers are looking for labels and guarantees about what they consume.
An Ipsos study reveals that 72% of French people expect brands to take responsibility and demonstrate transparency. 89% are even ready to stop using a brand if they feel they are lacking in information or are duped.
Optimizing the customer experience requires the display of clear labels on your site and product sheets. Be transparent about the origin of your products, their composition, your commitments, and your intrinsic values. This is the key to increasing the confidence of your visitors and encouraging conversions.
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