5 Ways Online Retailers Are Handling Marketing All Wrong
Website usability has a gigantic effect on how your website ranks in search as well as how many visitors make it to that all-important checkout. If your website is hard to use, people will do what we'd all like to do when something's hard: stop doing it. Therefore, websites should be "designed downhill," i.e., built around data-backed customer journeys, with the path of least resistance leading to checkout. Why would you build it any other way?
Look at load speed, too. It's a crucial factor in usability. You can't sell anything to people who got bored of waiting for your page to load and clicked away, and that will happen in about two seconds. But it's also got a lot to do with how well Google treats you. Slow sites get penalized. Google is looking into slapping a "Slow" label on slow-loading mobile sites. And if the average e-commerce site takes 6.5 seconds to load on a desktop, mobile users have a real big problem on their hands.
Online retailers bungle their marketing in all kinds of ways. That's the bad news. The good news is that most of their mistakes are really easy to fix. Most of them will yield to sensible planning backed by automation software. Scheduled social posts integrated with automated emails, pay-per-click display retargeting, and cart abandonment rescue can drive conversions through the roof while a simple-to-use website that loads fast will hold more visitors longer and increase sales.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.