5 eCommerce Trends to Watch For in 2012

5 eCommerce Trends to Watch For in 2012

From Conversion Marketing to the surge in mCommerce, online retailers will need to understand the new concepts in eCommerce in order to effectively entice their customers, increase conversion rates and boost sales margins.

Here are 5 new trends that every marketer should look into for 2012.

1. Conversion Marketing encourages a customer to take a specific action. The phrase is often used to describe the act of converting a customer from one who simply browses your site to one who becomes a paying customer. For example, if a customer abandons his or her shopping cart, the merchant may market a special offer (e.g. free shipping or discount) in order to entice the customer to complete the purchase. Conversion marketing is measured by conversion rate — the percentage of visitors who take the desired action.

Conversion marketing has guaranteed ROI, and with so many tools available to help drive conversions (Retargeting, Instant Offers, Display Ads, etc.) it makes sense to use these tools to start churning out more revenue.

2. Behavioral Based Data is analyzed in order to more fully understand the buying behaviors of online shoppers. When retailers have detailed information regarding their customers’ individual shopping personalities, they can begin to customize the shopping experience and increase conversion rates. Understanding the motivations that are most likely to result in a sale for each segment of a particular shopping population can have tremendous effect on a retailer’s sales margins, therefore retailers must pay full attention to this data.

3. Live / Real Time Data is extremely useful in understanding what’s happening on your site in the moment that it’s actually happening. Many retailers are capable of logging in to watch their shoppers in real time. By observing shopping patterns and preferences, retailers are able to test out different possible offers to determine which ones are the most effective for different types of customers. For example,a retailer can reduce lost sales opportunities by “catching” those shoppers who choose to abandon their carts. If a retailer can launch a successful offer or discount before the prospect leaves the website altogether, they can recover that sale that would have normally been lost.

4. Social Commerce is a keyword that’s quickly gaining traction in the eCommerce landscape. Social Commerce, also known as sCommerce, is the use of social networks to conduct eCommerce. Many retailers are already on the right track with this trend by creating user experiences that enable nearly their entire sales cycle to occur within Facebook, Twitter, Pinterest and other social sharing sites. These popular social media tools, like Twitter for example, allow brands to engage with their customers and discover what their shoppers like, dislike, love, want, etc.

5. mCommerce also known as “mobile commerce” is a part of your eCommerce platform that cannot be ignored. Research shows that more and more people are using their smartphones, iPads and tablet devices to browse and shop online, therefore, retailers must work to make their site easily accessible from mobile devices and that the shopping experience itself is enhanced to ensure ease of use.

Consumers spent $202 billion on mobile devices in 2011, according to a projection released last week by Forrester Research Inc. And in 2016, e-retail will account for 9 percent of total retail sales.

by Kristin Tinsley, Content

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