Over the last year and a half, the world of online shopping and eCommerce changed drastically. More people started shopping online, and the number of eCommerce options skyrocketed. With all the drastic shifts the industry made to accommodate and keep up with demand during the COVID-19 pandemic, the eCommerce industry is sure to continue to grow and expand. eCommerce in 2021 is ever-changing; explore five trends to boost online sales for your business.
1. Automation in Ads
A big trend so far in 2021 that shows no signs of slowing down is ad automation. Over the past year, the digital marketing industry placed a new importance on “smart” technologies and utilizing AI technology in pay-per-click ads.
Google’s smart bidding and smart campaigns in PPC are both great examples of how you can utilize this trend to boost your sales. Investing in a smart PPC campaign means you can set up your campaign to introduce targets while the program analyzes and adjusts as it collects data. You have more control and can focus on specific goals, such as raising conversions.
2. Mobile and Cross-Device Conversions
The trend of mobile devices acting as the primary source of conversions is nothing new—but it’s increased notably in the past year, and eCommerce companies should note. Although people are spending more time at home during the pandemic, many people are still transitioning to a mobile-first online shopping model.
Something new to note is many consumers’ buy cycles are increasing because they find themselves with more time to research. As such, repeat exposures are key. A person may first see your product through a Facebook ad on their phone. Then, they might research the product a little bit on a desktop and ultimately end up purchasing it a few days later on their phone through a PPC ad.
Investing in mobile ads and analyzing data to track cross-device conversions will prove essential over the next few months.
3. High-Quality Content
Investing in high-quality content is always a great idea; however, it’s becoming more of a need than a luxury in the eCommerce field. Fraudulent sites are everywhere, so consumers are increasingly turned off by content that makes them question the legitimacy of a brand or site.
Online shoppers are looking for a website that is built with them in mind. They’re also more likely to trust an ad with quality ad copy and a high-quality image. Quality is more important now than ever before because it’s a direct reflection of how your customers expect you to treat them.
For example, if an ad has misspellings and a blurry photo, the user may not click on it because they fear the company would be just as careless with the products or service quality. On the other hand, if an ad has targeted, grammatically correct copy with a high-quality image, a user may click on it to assess the website, which could lead to a conversion.
Personalizing communications to each user helps create more meaningful connections, overall building trust and brand loyalty. When communications are personalized, users are more inclined to connect with them.
Email marketing is a perfect example of this. Emails with the recipient’s name in the subject or personalized content often experience more favorable open rates.
eCommerce merchants can personalize much of their digital marketing efforts to the user. Analyzing data and discovering what ad copy and images users respond best to, as well as tailoring communications to the user’s buy cycle, are ways to personalize without getting too personal.
5. Flexible Payment Methods
A significant touchpoint for many consumers when shopping online is the flexibility of the payment options. People like safe alternatives and choices that fit their needs and methods of financial planning. A trend many eCommerce sites should join in on is offering their customers multiple payment options. Here are a few examples of payment options consumers want:
- Apple Pay
- Google Pay
- Samsung Pay
- Post-purchase payment, such as Afterpay and other leaders
The more accessible eCommerce shops make it for customers to pay, the easier converting becomes for them.
The eCommerce industry ebbs and flows with the ever-changing demands of the consumer. Staying up-to-date on current events and informed on what’s happening in digital marketing is vital for merchants. eCommerce in 2021 is adaptive—these five trends to boost online sales could shift at any moment. The key is to stay ahead of the curve.