According to Sleeknote, by the end of 2020, revenues of 4.2 billion dollars will be achieved in ecommerce on a global scale
By that same date, there will be little more than two billion regular users of an online store around the world
Three-quarters of consumers buy even once online throughout the month
There is no doubt that the contingency of COVID-19 has changed the landscape for the concept of the online store. Brands such as GAP, Prada and Kipling have decided to make their products available to the digital public. Agents like Best Buy have converted many of their physical locations to accommodate the needs of online sales. There are even experts who defend that it could be the key to recovery for certain complex industries.
On the other hand, not all agents have managed to deal with their online store. According to Statista, many consumers are unable to find the items they are looking for when browsing the pages of their preferred retail suppliers. CNBC reaffirms that for many it has been too painful an investment trying to perfect their ecommerce in such a short time. And in sectors such as B2B, according to Sana, there is the challenge of giving good follow-up to clients.
Among all these challenges, there is more than one online store that has failed to take off during the pandemic. And there are those who might say that it is the fault of the same health crisis. In the end, there are many consumers who have decided to cut expenses, due to financial concerns about the future. But Convertia believes that on many of these occasions, there are actually other issues that brands fail to glimpse. And among them, the five worst stand out:
Have a specific landing page and not a generic online store
One of the worst mistakes that can be made when buying advertising on social networks, search or email marketing strategies, is not having a dedicated page. When one of these campaigns targets a generic online store, you lose a lot of customer interest, thereby wasting your investment. It is much better to direct to a landing page dedicated to a specific task. For example, to leave your contact, create an appointment or reserve a product.
Customize landing pages
Another crucial element of a good marketing strategy for any online store should be creating a unique experience for consumers. That is, the page that one person sees is never the same as the one seen by any other. For that, it is preferable to encourage people to create an account that allows you to save data such as visit history. However, things as simple as location tracking can make a big difference to the customer.
Develop omnichannel strategies in the online store
Just because a company is interested in digital channels does not mean that it should only focus its strategy on them. It is recommended that the landing pages and other elements of the online store have omnichannel integrations with activations and offline efforts. For example, there is the possibility of adding buttons to automatically call the user, or for the business to contact him. It is also possible to use links to conversations through WhatsApp.
Add direct contact channels
For the great performance of an online store, the barriers that may exist for the consumer to contact the business must be eliminated. In this sense, it is crucial that there are always tools so that the person can speak with a representative of the brand. While the most common strategy is the use of call centers, a popular option is chatbots. In this way, you can give a truly 24/7 service that is much more dynamic.
Lead distribution to maximize the online store
Lastly, it is important that the business knows how to quickly and timely follow up on likely sales opportunities. Many companies still use old methods for assigning leads, which slows down the entire process. An online store can be greatly benefited if, for example, an algorithm is created to distribute contacts and opportunities. Thus, the number of doors that are closed due to poor customer service can be reduced.