From the glory days of eBay, to new private label upstarts like eyeglass company Warby Parker, the online marketplace has won over customers with convenience, discount price tags, and rapidly changing product lines. Previously unknown retailers have built in-demand brands by cutting out the middlemen and working directly with manufacturers. Add almost unlimited consumer reach without the operating costs of a physical storefront, and it’s easy to see why e-commerce companies have come out on top. But with more and more companies competing for business, they are also competing in ways to bring a better ecommerce experience to the customer. So here’s a look from Los Angeles ecommerce web design firm ATAK Interactive, Inc. at what trends we can expect for the upcoming months in the world of ecommerce.
TREND 1: BIG DATA
Big Data has been transforming e-commerce for several years. Until now, it has posed more of a problem than an opportunity for merchants who didn’t have the processing power of Amazon or Facebook. A lot has been said about the 2.5 quintillion bytes of data collected every day, and the possibilities it presents for advanced customer analysis and targeting. But most companies will be concerned with simply accessing Big Data, finding the right tools and talent to harness it, and honing in on the information that’s relevant to their unique market.
TREND 2: PERSONALIZATION
When companies call for Big Data, what they’re really calling for is enhanced personalization. This year is all about the customer profile: marketers want to see every bit of data linked to robust individual profiles that can help them predict each customer’s interests and buying behavior. Enhanced personalization--which goes far beyond the basics of targeted ads and predictive check-out forms--integrates data from multiple sources to tell merchants what products, prices, coupons, content, and customer service to offer. As companies pour more resources than ever into personalization, people will notice their buying experience become more and more intuitive.
TREND 3: CONTENT MARKETING
To bolster personalization, e-commerce sites need more than some SEO keywords and a Twitter account. Whatever their product, companies are working harder to create genuine and engaging content that people will want read and share. Social media platforms that give the marketer an opportunity to curate and control the story being shared, like Pinterest and Storify, are being used more and more to build brands. And on-site social - like sponsored blogs and forums - is growing to meet the demand for relevant information from expert sources.
TREND 4: CONVERSION OPTIMIZATION
Content marketing is all about boosting the ROI, which is now expressed in conversion rates. Conversion Optimization (CO) is the game of analytic inches. Teams release multiple versions of landing pages and content and then count how many visitors convert to paid customers. E-commerce execs are demanding advanced, continual testing to reveal customer behavior in real time, and analyze why one landing page did better than another. CO is where Big Data, personalization, and content marketing are all put to the test. It’s also the department many companies are actively recruiting.
TREND 5: GOING MOBILE
Finally, e-commerce companies big and small are preparing to finally bridge the PC-tablet-phone divide with responsive, fully integrated sites for each device. When a customer starts shopping for shoes in the cubicle, they can finish the transaction on the bus ride home. The goal is seamless transitions even mid-checkout. Browsing products on a Smartphone has typically been slow and cumbersome. Responsive design for miniature screens is a top priority this year, as are quick and easy mobile payment systems.
THE FUTURE OF ECOMMERCE
This year is shaping up to be a game-changing year for e-commerce. The best players are attracting big-name investors, who see there is still room to grow. This year, the real e-commerce innovators will distinguish themselves from the knock-offs with time-tested strategies repurposed for the digital future. So how is ATAK Interactive staying ahead of the curve? By using the latest ecommerce platforms that are already one step ahead of the coming trends, ATAK Interactive, Inc. can proactively help your business stay in front of the competition – instead of reacting to the new trends as they become more commonplace.