Expert Googlers focused on the future of Ecommerce believe the industry will be worth $2.5 trillion by 2018 and that the number of Ecommerce companies is expected to double over the same period.
Making the most of the suite of Google services to empower Ecommerce will prove highly lucrative therefore, so here are the key things we think you need to know about the industry’s future:
Improve user mobile experience
Although shopping related traffic from mobile phones saw 115% year-on year growth in 2014, conversion rate on desktop actually increased by 4%, meaning that people are increasingly using their mobiles for research before heading to desktop prequalified and ready to purchase.
A top quality user experience for the mobile customer is therefore essential and can be achieved by adding or improving the following:
Mobile ads: Make sure your ads are using extensions effectively. Call extensions are a must if you have a store, and Google can now track advanced information about the caller, call length, and missed calls that you failed to answer.
Mobile site: Create and track cross device actions with a ‘buy later’ button or wish list, so that the user can easily relocate the page on another device. Make sure a site search is available and accessible on all pages, allow users to purchase as guests and ensure that any forms are well designed and easy to fill out.
Mobile site speed: According to Google, 83% of users expect a mobile site to load in less than 4 seconds, whilst 85% expect a mobile site to load in the same amount of time as desktop. So if your mobile site isn’t loading in under 4 seconds your users may well become frustrated and take their custom elsewhere.
Prepare for new markets
Today’s pace of change is only going to accelerate. 3 billion people have access to the Internet today but 8 billion are predicted to be online by 2020. More mind-blowing still is that every second there are 6,000 new Google searches that have never been searched before as more people search in new languages and in different ways.
Given the fact that half of international consumers choose British businesses based on the level of trust they have in us, the ability to expand into new markets will prove highly lucrative. Google provide some neat resources to help you do this:
Google.com/insights: In-depth market insights to help drive your strategy. The Consumer Barometer tool allows you to find out how people use the Internet across the world, down to the percentage of consumers that find translation a hurdle when shopping online from abroad. The graphs below for example show that accurate translations are a more important factor when entering the French market compared to Germany.
Google Global Market Finder: Source fertile new ground for your clients. This tool provides information on new markets, from recommended bids on specific search terms to competition levels.
Ad Preview Tool: Find out the ad copy competitors are adopting in a certain market.
Google Translate plugin: Give the user the option to translate the page. Translation is the biggest barrier to entry into new markets and this is a cost-efficient way to test the water. You can get the code in 3 easy steps to pass onto the developer, here: http://bit.ly/1SOEU5r
Translator tool kit: Create a campaign in English and have the keywords and copy translated. This is a quick, easy and cost efficient way to get started, however there is of course no substitute for a native translator with local knowledge.
Plan for Black Friday, not just Christmas
In 2014, Black Friday was the biggest day for online UK retail sales, yet many online retailers weren’t there. Many big brands weren’t prepared for large amounts of traffic and the UK saw a huge dip in ad depth as a result.
It is therefore paramount to plan for Black Friday as well as Christmas so that your adverts stay up and running during this pivotal time. Consider ad customisers for your holiday promotions, whereby ad text changes based on the criteria of the promotion.
Despite the fact that 30% of last year’s Black Friday revenue came from mobile, 20% of UK retailers don’t have a mobile
Finally, whilst 26% of consumers start their holiday shopping in October, queries for gift categories tend to start to grow from August. That means now is the perfect time to start preparing. Urge your clients to start considering budgets and KPI’s now, and start setting up campaigns and remarketing tags to put yourself in the best possible position. The madness of Q4 is just around the corner…