eCommerce has proved to be a real game-changer for small & medium-sized businesses. It empowers them to do business in the most demanding environment and is now a $4.28 trillion industry growing at a furious pace every year. The e-tail revenues are projected to grow to $5.4 trillion in 2022, and there are no signs that the market will slow down soon. With this astonishing growth in the market, e-retailers face the challenge of refining their customer experience to meet customer needs and finding the right technology to streamline operations.
Here are some of the top challenges of the eCommerce business in 2022 and ways to overcome them.
1) Convert shoppers into paying customers
Are you aware that only 2.17% of eCommerce visits convert into a purchase? The figure means a whopping 98% of the customers leave eCommerce websites without business transactions. What could be the significant reasons customers do not purchase on an eCommerce website?
- Not knowing your audience: It isn't easy to give your customers what they want if you don't know what they want. Maybe you are targeting the wrong audience with different product preferences.
- Complicated checkout process: There is an increased risk of shopping cart abandonment if you overcomplicate the checkout process.
- Confusing page navigation: An eCommerce website should be fast and easy to navigate from one website category to the other. Confusing navigation can deter the customers from leaving the ecommerce website.
- Mobile unfriendliness: An eCommerce website should be optimized for viewing, researching, experiencing, and transacting on smartphones. Mobile incompatibility is one strong reason that can stop customers from shopping online.
- Lack of customer reviews: No customers reviews mean no business trust. Using a customer review section in an eCommerce website shows that your online business is transparent & trustworthy.
- Plan focused Ad campaign: Run a highly targeted ad campaign to target the right audience based on age, gender, demographics, location & shopping behaviour.
- Engage the customers: Offer free incentives to customers by giving them an option for newsletter subscriptions. It will help the customers know your business better and increase the chances of sales.
- Mobile friendly website: Make sure the eCommerce website is mobile friendly and displays images, product descriptions in the same way as displayed effortlessly on other digital devices like desktop computers, laptops, and tablets
- Build a navigation-friendly website: You can build a navigation-friendly website by building sales focussed header menu, including a search bar on the top right & moving all non-essential navigation options to the footer.
- Use customer reviews: Posting authentic customer reviews can attract more shoppers, build business trust & convert incoming website traffic into paid customers.
- Easy checkout process: An easy checkout process without forcing new users to create an account can help boost sales.
2) Attracting the perfect customer
You are starting in eCommerce for the first time or running an old eCommerce store. It is difficult to survive in the eCommerce business if it fails to attract customers. Acquiring customers can be difficult and time-consuming as you have to build up an email list, segment the customers - know about their likes, dislikes, habits & more. Once done; finally, it’s time to set up an ad or email marketing campaign. The lengthy process can be frustrating for retailers as it may take months to see the result and attract quality leads.
- Design an eye-catching website: The website must be beautiful, professional and compel users to make purchase decisions in 3-4 seconds.
- Promos & discounts: Use promos & discounts as a psychological mechanism to attract new customers.
- HD product images: Turn browsers into buyers with clear and appealing high quality product photos.
- Influencer marketing: Use influencer marketing to create brand awareness & attract shoppers.
- Keyword Research: Research high volume keywords & create engaging SEO content to attract customers organically.
- Social Proof: Gather social proof like customer testimonials and reviews to build brand trust.
3) Maintaining customer loyalty
Please look at some eye-opening statistics about customer loyalty that signifies its importance in business.
- 65% of a company’s business comes from existing customers
- 43% of people spend more money on brands they are loyal to
- The probability of selling to an existing customer is 60%-70%
- 80% of your profits come from 20% of customers
Customer retention is one of the most critical goals in the e-commerce industry. It's a constant struggle to attract new customers, as you need to do more than that to keep them on board. The better you retain your customers, the more likely they will become long-term buyers of your products and services.
- Excellent customer service: Provide outstanding customer service to create lifelong customers like using live chat, meeting customers on their preferred channels, and reducing the complaint closure time.
- Social media usage: Use social media like Instagram, Facebook & Twitter to engage & build excellent communication with customers.
- Make shopping easy: Make shopping easy for every customer by building trust with a try-before-you buy and no-risk returns.
- Offer personalized service: Offer personalized content & product recommendations to customers.
- Give free coupons & discounts: Provide exclusive perks like discounts & free coupons to existing customers.
- Offer customer loyalty program: Develop an incentivized customer loyalty program to encourage customers to shop again.
- Use retargeting emails: Use abandoned cart emails to retarget your customers & improve conversion rates.
4) Generating targeted traffic
You don’t just need traffic, you need the right traffic to convert into sales, grow repeat purchases, and build a loyal customer base. How to generate targeted traffic that interacts and engages with essential elements of the website?
- Run social media ads
Facebook Ads: Using Facebook dynamic ads, you can serve automatically-generated ads to customers who have visited your website.
Instagram Ads: Retailers can use Instagram Ads to drive traffic from Instagram users interested in eye-catching images and improve your Instagram reach.
Pinterest Ads: 93% have used this platform to plan purchases, and 52% have purchased something online after seeing it on Pinterest first.
- Grow organic traffic
Use proven Search Engine Optimization (SEO) techniques like long-tail keywords, blogging, on-site SEO, off-site SEO, and SEO audit to grow organic traffic and attract genuinely interested customers in your products and services.
- Launch contests & giveaways
Prizes and rewards are powerful incentives for getting existing and new customers to visit your store. Retailers can drive quality traffic to their stores using viral contests, giveaways, and sweepstakes by offering exciting prizes in exchange for customers' participation.
- Use content marketing strategy
Digital content can be in exciting formats like videos, podcasts, guides, and ebooks, which offer endless opportunities to connect with customers and attract new audiences.
5) Finding the right products to sell
Finding a product to sell online can be difficult, and it would help if you research your market, the competition, and the costs. You also need to understand what your customer wants and how you can position your product to stand out from the crowd.
Here are some simple steps to choose what products to sell online.
- Step 1: Research the target audience and look at demographics (age, gender, location, education, income, occupation, etc.) to identify who needs your products & services and who is most likely to buy them.
- Step 2: Create a customer avatar to know what your target audience looks like and build your audience persona
- Step 3: Now, you know the accurate details of the target audience like habits, buying behaviour, future needs, frequent products liked & purchased by them
- Step 4: Look around for additional ideas on social media about what to sell online.
- Step 5: Identify online products that customers will buy repeatedly.
- Step 6: Assess your expertise and brainstorm product ideas that your business can offer to the customers.
- Step 7: Finalize the products to sell online.
Growth in eCommerce sales also means that eCommerce challenges are growing. However, it's important to remember that running an eCommerce business isn't always easy, and there are many challenges that you are going to have to overcome. We hope this article has helped you learn more about overcoming the top challenges of eCommerce in 2022.
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