Is e-commerce big? Consider this: eMarketer.com reveals that worldwide B2C E-commerce sales will increase by 20.1% this year to reach a whopping $1,500 trillion. Mobile and online user bases in emerging markets, m-commerce, advanced international trading, and the rise of many international markets all contribute to this growth. And, for the first time, users in Asia-Pacific are expected to spend more than those in North America, tipping the scales for good.Statista states 40% of worldwide Internet users have bought products and services on their desktop, mobile device, or tablets. That’s more than 1 billion online buyers (and growing). If you are reading this, you are invested in E-commerce. These numbers mean a lot, but you won’t benefit if you let conversions pass you by.
The online marketing field is constantly shifting — Google updates change the scope of SEO, social media is getting crowded, and email subscribers are a rarity — making it harder for businesses to compete for consumers and grow revenue.
It all boils down to this: it’s not about traffic. It’s not about vanity metrics on social media networks. It is only about conversions. The percentage of users that convert to customers is key to boost your revenue, sales, and ultimately profits. Here’s what you should do to get there:
Design and User Experience
Design usually begins with a project brief, a few emails, and ends with a website. That’s fine, except most websites don’t have the right process in place in between. OliGarder talks about using feedback for landing page optimization, but it applies to overall design as well.
Think like your customers first, figure out why your design might not work, put up a prototype, do research, ask for feedback, and that’s when you should go back to the labs (it’s not over yet, but it’s a good start).
Site Speed and Going Customer First
How does the speed of your site affect e-commerce revenue? It takes more than you think. Here are some stats of revenue impacts from slow loading pages:
- 47% percent of consumers expect to wait no more than two seconds for a web page to render.
- 42% of online shoppers said quick page loading is important to their site loyalty.
- 23% of dissatisfied online shoppers attributed their dissatisfaction to the website being too slow or taking too long to render.
- Another 17% reported dissatisfaction due to site crashes or error messages they received.
(Source: Research done by Forrester Consulting)
The point is, online users are impatient.
The lesson? Speed it up, or get crushed.
Importance of Design for E-commerce
What’s your take on it?
Weeding Out Design-Specific Conversion Killers
Talking about how design affects conversions, you can’t help but think of about conversion killers. Dr. Karl Banks has this list of gruesome conversion killers, thanks to Conversion Rate Experts, presented at ThinkVisibility.