User behaviour is constantly changing. The use of the smartphones is increasing in compared to desktop and virtual assistants are spreading. This development, in turn, obviously affects search behaviour. Google has recognised this tendency and continues to adapt to this (search) reality. Featured Snippets are a consequence of this.
Today, we’ll explain why companies shouldn’t underestimate this search result format and what they should pay particular attention to.
Anyone who wants to stand out as a retailer or brand from what the rest of the competition has to offer more than just a large selection of products for customers. Meaningful information and interesting content around the product offer customers real added value. So the trend’s content commerce. Which sounds like exactly what it is, a seamless way to use useful content to sell products in an up-close shopping experience. That’s the theory. But what does that really mean? How can brands use content commerce for themselves? And what kinds of products and tech do you need to see it all through? These questions will be answered in our new white paper »Content Commerce. Strengthen Your Brand With a Valuable CMS and Shop System Content« using real examples.
Waiting in line to pay at checkout with cash or a card for a product that you don’t know if it’s the latest, best, and greatest? These are not good conditions for a modern customer experience. Unfortunately, customer-unfriendly experiences in stationary retail are still a reality. No wonder that consumers prefer to use the simple and fast version of e-commerce in many areas. There is no queue, no cash. Product suggestions are personalised and although the service is usually not personal, at least a chatbot has mastered manners. It’s about time that the offline retail to pull itself together and focus on its former core competence: Service!
Digitisation is catching on in more and more industries, not excluding unusual areas such as agriculture, professional football, and exclusive boutiques. Even luxury goods can be marketed on the Internet without losing their essence. What’s more, it’s about being able to and not can do, because the millennials are definitely here.
Also, the continued growth of online pure-player luxury retailers such as Yoox Net-a-Porter, and Farfetch has shown that affluent consumers are quite ready to buy luxury goods online.
I’m Franziska Kunz and I’ve been a part of the Handelskraft team as a new blogger since April 2018. Together with Oli, Sara, and Nico, I explore digital trends to keep our content creation pipeline on track.
Videos have become one of the hottest trends in e-commerce. All social media platforms have been focusing all their efforts on integrating this format entirely. Users and companies not only have the option to upload a video, but also to broadcast live, in full HD and in 360 degree. Even snapchat-like short-lived videos, the popular “stories”, have been replicated in every social media platform, and even in a messaging app (WhatsApp) recently.
But videos are not only used in social media, but also in online shops to facilitate easier, faster, and better informed purchase decisions. However, not anything goes. Videos should be used wisely.
Even in 2015, Sunday is a day off. And how do we use this free time? That’s right, we take even longer virtual shopping tours. According to statistics from the e-commerce technology company Invodo, this can be seen in the consumption of product videos on Sundays.
This is good for conversion: it is more probable, by a factor of 1.6, that visitors buy a product if they have viewed a video beforehand. It is especially videos on the product details pages that are viewed: 17 percent of visitors vs. 10 percent on the start page.
Several conclusions can be drawn from these numbers: the central importance of high quality visual content in a shop is once again highlighted. Those who do not yet work with video desperately need to catch up here, whether in in B2B or B2C.
And secondly, it confirms that Sunday in the e-commerce day. This makes it even more absurd that customers can only expect limited service on this day!
Content in e-commerce is more than just product data. The right information at the right time makes the different between purchase and purchase break-off. An emotional product description with high quality photos communicates more than you would initially believe. This article introduces some examples.
Content as the corner stone of the shop
With the right content, it is possible to raise the perceived worth of a product, strengthen customer engagement, improve conversion and build-up trust.