IQ-Magazine-Issue-12

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IQ ecommerce The Future of Ecommerce Chris Butterworth, Senior Developer at Cubiqdesign, discusses the online trends for 2015. Last year saw e-commerce retailers and marketers taking tips and tactics from product development with the use of user experience making it easier for a user to buy a product, a trend which is set to continue this year. With this in mind, more and more companies will have the budget to undertake user research and create the perfect platform for their target audience. Along with user experience, 2015 will see a push towards contextual marketing. Contextual marketing is data-driven marketing which uses data gathered from user behaviour and profiling. Gathering this data can be easy; web analytics go a long way to help with it, can be easy to set up, and will track any user visiting the website. KISSMetrics, Google Analytics and Piwik are all examples of analytics giving varying levels of data. Other data that analytics can’t tell you, such as age and interest, can be gathered via social media and through forms that would allow a user to find out more about your products. This data allows you to deliver personalised and relevant content at the right place and at the right time. Even without contextual marketing, any analytics you gather can help find where people are dropping, and allow you to research why, so you can improve this. With most of the public now owning a super computer in their pockets, and mobile traffic skyrocketing over the past couple of years, 2015 will see a shift in the balance with more and more traffic coming from mobile devices. This means that companies will have to step up their game and start to create sites that are friendly for all devices, thereby allowing prospective customers to be able to access websites on any device. These websites should look perfect, and offer customers the optimal experience and journey when purchasing a product. Mobile e-commerce - known as m-commerce - is growing like wildfire, with traffic soaring and services like ApplePay offering more options to pay for items. This means that m-commerce is likely to grow, with more payment options surfacing to offer users more and more ways in which to buy an item on their phones wherever they are, regardless of connection, and the ability to do so securely. Forrester, the well known researchers, predicts that next year will be the year of globalisation, with more and more shoppers being abroad and speaking another language. If you have the option of international shipping and can market your website to best suit your audience, you’re set, except for one thing, language. According to OHT, the world’s largest translation agency, having the right language for your user helps with making the sale, as you’d expect. This means that globalisation needs localisation too. Another thing to look out for will be how wearable tech, such as Google Glass and improvements to smart watches, could effect e-commerce. issue 12 | page 36
IQ ecommerce For instance, they may help to create omni-channel marketing and online ordering, in addition to notifying a user of stock and price changes. It’ll be interesting and exciting to see how wearable tech will affect multichannel e-commerce in 2015 and beyond, and how these devices will integrate with daily life. Lastly, here are a few statistics about 2014, published by UPS. 2014 saw over half of all retail transactions taking place online, with one fifth of these being on a mobile device. More stats in the report showed the importance of having device agnostic and optimised websites, with the following reasons being used for not purchasing using a mobile device: • User can’t get a clear or large enough image of the product • The product information cannot be easily viewed • It’s hard to compare products • Concerns about giving personal credit card information over a mobile connection. Online shoppers use their mobile devices for several different preand post-purchase functions, with tracking deliveries and research occuring most often. Below are a few examples: • tracking delivery • researching products on your mobile device before visiting a store • researching products and alternatives during visit to a store • locating stores or checking an inventory. These examples show the importance of having a device agnostic and optimised website design to boost conversions and to offer alternative payment options to those who are security conscious. All in all, this year is set to be a great year. With the right strategy, marketing and platform, you won’t miss the racing train that is e-commerce, ensuring that your business will capitalise on the benefits of selling online For more information Cubiqdesign, 01638 666432. www.cubiqdesign.co.uk @cubiqdesign CubiqdesignLtd issue 12 | page 37
Page 1 and 2: Issue 12: Feb 15 - Apr 15
Page 3: info@cubiqdesign.co.uk | 01638 6664
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