5 Ways E-com Marketers Make a $61 Billion Wrong Call
E-commerce marketers will rake in $61 billion during November and December, comScore says. Americans using their desktop computers to buy spent more than $2 billion on Cyber Monday alone, according to the same research firm. Yet there's still time for marketers to mess Holiday 2014 up, says Olivia Cole in an ifbyphone blog post.
"The 5 E-Commerce Mistakes That Could Be Killing Your Sales" isn't exactly the wish list marketers were hoping to see during the holidays, but it may be one they need to read. This Dec. 2 post from the "voice-based marketing automation" provider sets out the following cautions:
1. Failing to Make the Most of Quality Images. If an item's appearance is its selling point, this is a very bad feature to mess up, says Cole. For instance, ensure pictures show up in site search results.
2. Your Site Doesn't Look Trustworthy. Here, Tim Ash of SiteTuners agrees with Cole. Back in 2011, he was already saying consumers make a decision about a site within 1/20th of a second.
Cole says marketers need to keep up-to-date with design trends and include customer testimonials and a phone number.
3. Choosing the Wrong Shopping Cart. Make the cart easy to use, Cole says.
"Before you choose a shopping cart for your site, do some research," she suggests. "Think about your functionality needs, feature requirements, integration requirements, budget, need for customizability, etc."
[Editor's note: Many consultants also suggest marketers try buying on their own sites. If it's not easy to do, there's a clue.]
4. Not Having a Mobile-Optimized Site. IBM's findings last week illustrate how important mobile is for e-commerce marketers. Nearly half, or 49.6 percent, of mobile users browsed sites on Black Friday and 52.1 percent did so on Thanksgiving Day. Conversion numbers are lower, which may be due to lack of mobile optimization on check-out pages, as IBM says many shoppers turn to larger screen sizes to purchase. Of course, the last option may provide a different possibility.