Het verschil zit soms in een klein hoekje. Is het immers geen algemeen aangenomen regel dat je mensen op je website vooral met actie moet overtuigen? Het meest eenvoudige beïnvloedingsprincipe van Cialdini dat je hiervoor kunt inzetten, is Sociale bewijskracht. De andere door Cialdini wetenschappelijk bewezen beïnvloedingsprincipes zijn: Wederkerigheid Commitment & consistentie Schaarste Sympathie Autoriteit…
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Good web design can make or break your business. Research shows that users will make up their mind about how they “feel” about your website (and thus your business) within a fraction of a second after first viewing your site. Further, the design of interior pages, such as the checkout flow, can have a dramatic impact on conversion rates.
We enlisted the help of web design firm The Deep End (www.thedeepend.com) to examine the best design trends for 2016.
2016 Web Design Trends to Boost Conversions – An infographic by Deep End Design.
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As we begin 2016, the global ecommerce market is poised for significant growth. But not all geographies are experiencing the same trends. Here’s a quick look at global ecommerce trends.
The U.S. Gets Physical
In the U.S. market, eMarketer predicts that mobile devices will account for 22% of all e-commerce sales and mobile will influence 1 trillion retail transactions. That influence extends far past just making a purchase. Buyers are researching products, checking availability, and finding locations from their mobile device before committing to buy. Because of this, buyers expect a higher degree of integration between the mobile and the physical worlds.
More than 80% of respondents surveyed by eMarketer said they want to check stock availability via mobile before going to a physical store. Further, more than half said they would like the option of ordering or reserving a product online with their mobile device before picking it up in a physical store. These shoppers clearly demand more flexibility than traditional online retail.
Mexico’s No Questions Asked Policy
The Mexican e-commerce market has been going through rapid growth, growing 50%, 32%, and 30% in 2013, 2014, and 2015 respectively. But even with the increase in the size of the market, it still makes up only 1.5% of the total retail market in that country. Regardless of this market’s relative size, noticeable trends are emerging.
A 2013 Comscore study asked shoppers in Mexico what trends would influence their decision to shop online and how retailers can reduce cart abandonment. The study found that more payment options and free shipping were important drivers. Of shoppers questioned, 53% said that they have bought more items simply to qualify for free shipping, and 71% cited a lack of desired payment options as the reason they abandoned their cart. More than 70% of online shoppers said they’d more likely to visit an online store if it had a “No Questions Asked” return policy.
The Mexican e-commerce market is still growing strong, and consumers are looking for more flexibility in how they shop.
Great White Commerce
In Canada, the e-commerce market is a lot like that of the U.S., but key differences make it stand apart. The growth rate for online retail has hovered at around 17% a year — which is quite high — with the U.S. and U.K. both seeing about 14% growth.
EMarketer estimates that Canada’s e-commerce penetration as a%age of the population has reached nearly 70% as of the end of 2015, but that number isn’t expected to grow much in the coming years.
On the Whole, North Americans Want Flexibility
Despite great variations in the size and growth rates of e-commerce markets throughout North America, some trends transcend borders and cultural differences. Across the board, mobile devices are changing the way that people shop. Whether a company is purely e-commerce or using an omnichannel approach, customers are using mobile to buy products or research where they should. Buyers across North America are looking for more flexibility with when and how they pay for and receive their products. Online retailers must cater to these needs or risk losing customers.
European Shoppers Want Speed, Comparison Tools
No one is surprised to hear that e-commerce is growing rapidly in Europe, but what is surprising is the%age of people making purchases online. Europe as a whole makes up a quarter of global Internet users, with the number of users rising 275% since the start of the new millennia. In the case of the U.K., this boom in Internet users has led to e-commerce sales making up 20% of all sales.
In the U.K. and France, customers want to compare products, so much so that it’s the single most important aspect of shopping online for them. Meanwhile, in Spain and Germany, shoppers want fast checkout.
Over the last few years, an increasing number of online-only retailers have been opening brick and mortar shops to give their customers the option of seeing the products before making purchases online.
A recent report by Comscore found that across Europe, 41% of shoppers said they would be more likely to purchase if they could check out online and pick up in store, and 52% said they would prefer the option to buy online and take returns to a physical store. Not surprisingly, many of the companies going physical are clothing stores.
Asia’s Huge Potential
Looking at APAC as a single market is a daunting task. To better understand overall trends, let’s focus on the big three: China, India, and Japan.
A Chinese buyer may not be getting online to make a large number of purchases every year, but according to eMarketer, just over 35% of the population will make at least one purchase digitally this year. That’s 407.6 million shoppers or double the United States’ digital market.
Similarly, the Indian market is experiencing a shift to digital purchases across it’s large population. About 9% of the population is buying digitally, or 82.3 million buyers. A survey by Mobify found that 40% of online shoppers in India were using smartphones. This is similarly true in China, where around almost half of online sales are made on a mobile device.
In Japan, smartphone penetration is expected to reach 69% by the end of 2016. But for the most part, online retail is not what Japanese smartphone owners are looking for. A study by Lifemedia Research found that almost 90% of Japanese online shoppers preferred PCs for shopping, with only about 23% saying they used their smartphones.
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As we kick off 2016, many ecommerce and marketing blogs are rounding up their predictions for the next 12 months. But in this post, I’d like to take a #tbt throwback through the last 8 years. The digital world has changed a lot during this time, with some true game changing events and innovations that are responsible for how we buy and sell online today.
You may be aware that I recently left Elastic Path and have started an ecommerce advisory firm Edgacent, and am writing a book called Ecommerce Illustrated, tackling 52 ecommerce issues from home page through checkout. The chapters are currently being published weekly throughout 2016 at EcommerceIllustrated.com.
It’s truly been a great honor to trek with you for 8 years on GetElastic. I’ve interacted with many of you through comments, email, social media and even in person. If you’d like to stay in touch please connect with me on LinkedIn or Twitter. As for GetElastic, please stay subscribed to receive all upcoming ecommerce goodness from your friends at Elastic Path!
This was the year social marketing for business became a thing, though social commerce in ’07 was a very different animal than today. Social media “gurus” were only just emerging, and Digg, StumbleUpon and Del.icio.us ruled the day (we even did a webinar on how online retailers can best leverage these platforms). Other heavy hitters included MySpace and SecondLife (at the time I could only find 3 of the IR500 using Twitter)!
Web design trends included using cascading style sheets instead of tables-based layouts, and Amazon radically redesigned its navigation in favor of hover mega-menus (which undoubtedly influenced many others to follow).
We also had a lot of fun on GetElastic, hiring a caricaturist to transform Larry and Sergey into the Ghoulgle for Halloween, while several other e-tailers dressed up as their favorite puns. (Say hello to my little friends, LL Cool Bean and NASCARface).
Oh yeah, this little gadget called the iPhone launched…
Before Elf on a Shelf there was Office Max’s Elf Yourself, one of the only truly viral successes for a commercial brand…ever. Though it died out after a couple seasons, it set the bar high for other branded social media campaigns.
This was also the year that digital gift certificates blew up — a great way for online retailers to keep the checkouts hot after the holiday shipping deadline, and a great way to capitalize on larger-sale redemptions (or no redemptions at all) in January.
2008 was the first year analysts started declaring “it’s the year of mobile!” (which continued to be proclaimed for the next several years), and marketers started questioning whether they should have a .mobi site or use another method.
The iPhone and other touch screens really started becoming ubiquitous, and 2009 was touted as the “year of mobile” again!
Smartphones changed the game, rendering web pages better than WAP phones and eliminating the need for .mobi domains. Pinch, pinch. Zoom, zoom.
We also saw the first transaction happen with Facebook, and we broke the story right here on GetElastic when 1-800-Flowers claimed the first F-sale.
While Facebook Stores ultimately didn’t survive, this event was only one of many future ways to merchandise beyond the storefront.
Thanks to Ethan Marcotte’s article at A List Apart, we have the concept (and application) of responsive design.
While Google launched Website Optimizer (A/B testing tool) in 2006, 2010 was the year it truly became mainstream, and not a luxury or novelty.
One of the best industry innovations for improving conversion rates, email remarketing, started to gain traction 2011, along with display and search retargeting, with a number of vendors joining the party.
Facebook Connect emerged as an alternative to tedious account creation. It’s still effectively used today on top online retailers’ sites both for account creation and speedy checkout, and offers some advanced personalization opportunity as well.
Google entered the world of mobile payments with Google Wallet, innovating 3 years ahead of Apple Pay.
11/11/11 was Alibaba’s first Single’s Day event, pulling in $514 Million USD in its inagural year (the site did over $14 Billion on November 11 this year).
Fun fact, Target finally moved off Amazon’s platform in 2011.
Year of the mobile (again). And the year responsive design really picked up. Ecommerce home pages started looking more and more like Pinterest, and online retailers began to adopt and discover the power of shopping APIs.
This was the year digital really began to infiltrate the physical world. Online pure plays began to open up physical stores and pop-up shops, and beacons ushered in the age of omnichannel context.
On the social front, Pinterest introduced rich pins, a step towards buyable pins that would be introduced in 2015.
Other notables: Bitcoin emerged as a payment method to be embraced by the likes of O.co and BloomNation, and Jeff Bezos’ unveiled his Amazon drone plans.
While retailers continued to battle showrooming, Google introduced a new way for retailers to capitalize on local search with local inventory ads (aka “proximity marketing”).
Social networks Facebook and Twitter continued to test native buy buttons, but Pinterest ultimately beat them to the roll-out punch in 2015.
Apple announced Apple Pay, allowing iPhone owners to store a picture of their credit card in Passbook, creating a PayPal-like don’t-share-financial-information-with-merchant system that may be a game changer if consumers and retailers alike fully embrace it (we’re yet to see a front-runner in mobile wallets).
Google wrapped up the year’s events by beginning to highlight mobile friendly sites in search, a step towards #Mobilegeddon in 2015.
Google’s #Mobilegeddon, a search engine update that gives a bump to mobile friendly pages in mobile search was one of the biggest shake-ups to mobile commerce this year. Not sure your site is mobile friendly in Google’s eyes? Take the test.
We also saw the launch of Apple Watch. While I wouldn’t call it an ecommerce game changer across the board, it’s got potential for retailers like Zulily for which mobile-moment shopping experiences are appropriate.
Adobe introduced a cool email innovation called real-time inbox, dynamically updating email based on contextual factors.
Buyable pins were launched in July, ushering in a new age of native-social commerce, while Google’s buy buttons in mobile search pages are reported to be conducted with test retailers like Macy’s.
Facebook’s ad options continue to evolve – this year’s dynamic product ads connect your catalog to Facebook’s News Feed, serving up retargeted products and other contextual merchandising. From what I’ve heard from retailers, they perform quite well and rival Google Adwords.
One of my fondest memories of Elastic Path is playing Cards Against Humanity with our team. We loved it so much we created an ecommerce version (you can print and play!).
Once again, it has been my absolute pleasure to be part of GetElastic. Wishing you all the best for a profitable 2016!
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In this post we’re going to evaluate the best landing page builder tools, reviewing Unbounce versus GetResponse.
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What Is LeadPages? 8 Ways It Can Grow Your Blog or Online Business.
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Excellent Soaps 