Ecommerce conversion trends to watch in 2018

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Ecommerce marketing continues to evolve, each and every year.

While there have been a number of interesting trends over the last year or two, from virtual reality to machine learning, chatbots and location-based marketing, some trends will impact on conversion more than others.

Ideally, smart retail brands know that to bring in more sales, you first need to find and connect with your audience. Not all trends will add genuine value.

Those that are focused on conversion, however, are far more likely to help you get results. Let’s take a look at a few of the most interesting trends that have been shaping the ecommerce space lately and that can make a huge impact on your online store.

Social shopping

Facebook, Pinterest and Instagram have bridged the gap between retail and social, bringing the social shopping trend into its own this year.

Customers are able to browse and shop products, without leaving their social network of choice.

According to HootSuite, products were the most popular content types for top 200 global brands on Instagram, with 60% discovering new products through this social network even as far back as 2015.

Why this matters: an integrated ecommerce marketing strategy that incorporates social, SEO, SEM, content, email marketing, lead generation, mobile marketing and various other strategies is the most effective route to conversion.

Activating social shopping on your platforms is a simple yet effective way to bring in more sales.

Influencer marketing

Influencer marketing continues to grow, giving consumers more power to make informed choices.

A study done by Collective Bias shows that 70% of Millennial shoppers are influenced by peer recommendations when making purchasing decisions.

Celebrity endorsements no longer carry weight, with just 3% of shoppers considering a purchase endorsed by a celebrity.

Why this matters: trust and personal recommendations play an important role in conversion. An integrated strategy that uses social wisely is your best chance at building trust.

The trick lies in choosing your influencers carefully and avoiding obvious promotional tactics, which can end up having the opposite effect on your conversion rates.

Voice search

Research from Walker Sands Digital shows that 24% of shoppers own a voice-controlled appliance and 20% plan to purchase one this year.

Amazon Echo and Google Home are slowly but surely becoming more popular. Around 19% of consumers use smart appliances to make purchases online, while 33% plan to use their smart appliances to shop in 2018.

Why this matters: voice search is one of the many driving forces behind Google’s Mobile First era.

If your website is not responsive or optimised for mobile and voice searches, you stand the risk of getting left behind. Responsive websites that are optimised for voice searches are more likely to see an increase in sales.

With a well-rounded ecommerce marketing strategy that uses a number of holistic strategies, you will have the best chance of increasing your conversion across the board.

Feature image: Andres Urena via Unsplash

Anton Koekemoer


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