11 Features Every Ecommerce Site Needs in 2018

There’s nothing worse than wanting to purchase something online and hitting an ecommerce site that is confusing, slow, or flat out doesn’t work. At ATAK, we’ve seen our fair share of frustrating ecommerce sites, but usually the fixes are really simple. If you’re kicking off your own ecommerce website, we can help you avoid some common mistakes. Here are the 12 most obvious features your 2018 ecommerce site absolutely needs.

1. Easy to Use

The last thing your customers want is a stressful shopping experience. Remove all remnants of anxiety or confusion by providing them with a website that has clear and consistent messaging, easy to find customer reviews, and a relevant FAQ section. Also, take a hard look at every link and piece of copy and take out anything that isn’t necessary.

2. High Quality Photos and Video

First impressions are important, don’t let the first encounter a potential customer has with one of your products be a grainy, underlit image. You want them to see your products in the best possible light so invest in some high quality images for your website and social media channels.  

3. Be Mobile and Browser Friendly

Did you know if Google finds your site “mobile unfriendly” your business will not come up in search results when a user is searching from their phone? Did you also know 62% of mobile users have made a purchase from their mobile devices in the last 6 months? Don’t miss out on a huge chunk of potential customers. Ensure your website is mobile-friendly. Beyond that, go through the purchasing funnel on a few different phones and web browsers to catch any bugs or confusing prompts. Different mobile operating systems can show your website in slightly different ways so be sure to test it out on a few devices.

4. Special Offers

If users hit your website with a high intent to purchase, having a special offer prominently displayed can really clinch the sale. To create a special offer that entices your customers but doesn’t gouge your bottom line, first determine your cost of acquisition for each new customer and use that as a guide to set the parameters for special offers.

5. Related Items

Not every click is going to lead a customer to the exact right product. Including a “related items” section can keep customers on the site for longer and increase the chance that they find what they’re looking for. Many brands are taking this type of feature a step further and adding a “people who bought this also bought” or “also in this collection” tool to help users find more accurate accessories to match.

6. Social Profiles and UGC

Potential customers can get the best sense of your product by seeing it in the wild. Having your social profiles linked helps customers see your products in a more natural setting. Including UGC submissions, or content actual customers have submitted or posted online, allows users to get an idea of the lifestyle your product denotes.

7. Favorites or Wishlists

Not every person who hits your site is ready to purchase your awesome products right away. Make sure you make it really simple for potential customers to save their preferred items for later.

8. Security Features

Keep your customer’s information safe from potential cybercriminals. Update your website’s security features to include an SSL certificate, two-factor authentication, and a clear privacy policy link in the footer. (If you have any questions on how to set up these security features for your website, email us at info@atakinteractive.com and we can help you.)  

9. Advanced payment options

With the availability of Apple Pay, Google Wallet, Amazon Pay, and PayPal, your users are used to quick, hassle-free payments. Make sure to make entering and submitting payment as simple as possible, and again, have your team go through the purchasing funnel so you know exactly how easy it is.

10. Contact Page and Ticketing System

Have a contact page with multiple ways to get in touch– include your email address, phone number, and an online form so your customers know you’re never more than a click or call away.

11. Return policy

Create a really seamless experience for your customers by having a crystal clear, hassle-free return policy. This way, even if the item wasn’t perfect for them, you’ll leave a positive impression in their mind and ensure that they’ll be back for more.

With these 11 ecommerce features, you’re ready to create an enjoyable and safe online shopping experience for your customers.

6 B2B Marketing Strategies for 2018

The world of business to business marketing is constantly expanding and best practices are changing rapidly. When was the last time you updated your company’s B2B marketing strategy? We want to make sure you’re staying up to date with the most effective strategies so you can maintain your competitive edge. Read on for some of our top B2B strategies to help your company get ahead.

1. Sophisticate Your Email Marketing by Keeping Your CRM Well Maintained

The first step to effective marketing is to know your customer really well. One way you can achieve this is by keeping your CRM in tip-top shape. A CRM is only useful if you keep your lists well maintained, ensuring all information is up to date, labeling your campaigns accurately and clearly, standardizing your data conventions across the board, and doing regular audits for data quality. With a clean list, you can begin sending much more targeted email campaigns to prospects at all stages of the funnel, in specific regions, industries, etc.

2. Email Automation

Did you know that setting up effective email automation can increase your sales by an average of 10%? Email automation allows you to send messages to specific customers at designated times, often based on their on-site behavior. It’s typically tapping customers at key points of engagement to help nudge them further down the funnel. This is one of the most low effort ways you can turn leads into customers; once you’ve created an email flow it’ll allow for having clear and consistent communications with your clients while saving you from having to send time-consuming individualized messages.

3. Get in the Weeds with Your Customers

Consumer marketing often involves making vague, hyperbolic statements that sound appealing but don’t actually hold up. For B2B marketing, your audience knows the products and services, so your messaging and content should be well informed and straightforward. This means staying away from publishing articles and social posts with sensational clickbait-y titles and focusing instead on high-quality content that is detailed-oriented and valuable to industry insiders.

4. Think ROI for Clients in Messaging

Remember, your company’s roll is to sell products and services that are going to help other business run more efficiently.  If your product can save your customers time and/or money, don’t be afraid to showcase what that actually looks like. Similar to the tip above, don’t be afraid to wade in the specifics of what a return on investment looks like. With repeat business being so essential to B2B organizations, make sure you follow-up and examine the return you’re providing for them. It can be a great case study to draw from.

5. Visually Appealing Collateral

We get it, if you’re printing brochures or paying for a billboard, it’s tempting to want to cram in every last detail about your products or services. Trust us, more is rarely better. Instead, take a step back and consider what the underlying message you want potential customers to receive, then boil it down to a few key points and lead with those. Clean, clear communication will always be king.

6. Make Sure Sales and Marketing Teams Are Working Together

Have you ever seen a rowing team that’s fallen out of sync with each other? Instead of moving forward, the boat starts to totter from side to side awkwardly. Don’t let this happen to your company, keep your marketing and sales teams in sync. This means making sure that everyone’s on the same page when it comes to company mission statements, messaging, and public goals. Take the time to ensure everyone is trained so that, when asked, employees from any team can give a clear explanation about what the company does and why it exists.

The best way to keep your B2B marketing on track is to ensure all your channels are working synergistically. The world of B2B marketing is transforming at a rapid pace, stay tuned on the latest by subscribing to the ATAK Interactive newsletter.