How do you know it’s time to update your site? The answer is simple: when the site is ineffective. And how to understand that the site is ineffective – you need to ask the question: “What tasks should this site solve?”. The tasks of each company may be different, but the main task of the site – is to sell. Sell directly goods/services or indirectly – to become a tool for disseminating information about the company and its activities.
Online Sales: Latest Trends
To understand how to update the site, let’s study how Internet trade is developing, its forecasts and main trends.
Trend 1: The number of online sales is growing
The number of online sales is growing very actively and is predicted to continue to grow. Growth is observed in both the B2B sector (“business to business”) and the B2C sector (“business to consumer”).
What conclusions do we draw from this?
The online sales market is at the very beginning of its development. However, already now many experts say that this will become a cornerstone of development in the country in the coming years. The boldest predictions predict the death of the classic retail market, which will be finally replaced online.
Accordingly, the higher the competition, the more demands customers will place on the sites. This is a clear and simple interface of the site, complete information about the product, how to buy and return it, simple and transparent methods of payment and delivery, reliability and trust in the supplier.
Trend 2: Viewing and ordering from the site comes from different devices
20% of all transactions through a personal computer are made after clicking on a mobile device. That is, they often choose a product from a smartphone or tablet. And they complete the purchase on a desktop device. Perhaps this is a matter of habit, or its role is played by the inconvenience of the mobile version of online stores.
What conclusions do we draw?
Modern customers are active on all channels and devices, their interests are not limited, they increasingly make purchases on the go. Accordingly, the site must be adaptive for any type of device: computer, tablet, phone.
Trend 3: Need more quality content
The number one criterion for search engines now is the usefulness of content for readers, not the exact inclusion of phrases. Now the content on the site is done primarily for people, not for robots. Placing on your site useful content for the buyer, you influence the ranking of the site in the search engine and its attendance.
What does it mean?
The better the content on the site, the higher the site takes lines in the search engine. An important point: the content must be constantly increased and updated in order to maintain these positions. It is easy to check your progress with the SEO Suite.
The coefficient – ROPO (Research Online, Purchase Offline) is introduced. Shows how many visitors to the online store site did not make a purchase for this reason: the visitor used the trade site only as a place to study and select products, read reviews about them. And the purchase was then made offline. Example: a buyer stands near a clothing store and studies a product on the site, then goes to the offline store and makes a purchase. In this case, the site serves as an information page for the buyer.
What does it mean?
The description of the product should be as detailed and clear as possible to the client in order to prepare him for the purchase. Be sure to include information about the availability of goods and available sizes in the offline store.
The practice of searching for “approximately such images” of goods is developing. Instead of entering words, many customers use an image-based search.
What does this mean?
We need to work on photo content for the site. To make high-quality photos of products from different angles.
Trend 4: Slow site loading scares away customers.
57% of visitors will not wait more than three seconds to download the site. They will close the tab and go to the competitors. Slow download increases bounce rates, leading to lower conversion rates and lower search engine rankings.
What can I do?
Accelerate a heavy site. There are many services to check the speed of a site, one of them is the WabPageTest – it detects the speed of the site load and shows what affects the slow operation of a particular site.
Trend 5: Security
- Extortion viruses attack at least 4,000 computers every day.
- 93% of data theft occurs within a few minutes, with 83% of leaks not detected by the owners within a few weeks. The biggest data theft remains the Yahoo incident, where cybercriminals stole 3 billion phone numbers in 2013.
- Over 40% of hacker attacks target small businesses.
- Extortion viruses have cost businesses and individuals $5 billion over the past year, and just two years ago this figure barely exceeded $320 million – a 15-fold increase!
How do you defend yourself?
The main elements of protection should be the means of hosting: competent server setup, as well as maximum restrictions and control by the file system, web server and php interpreter.
Using CMS, it is necessary to switch to the latest software versions in time.
Use a secure HTTPS transmission protocol. It differs from ordinary HTTP in that it encrypts all transmitted data, which allows secure communication between the site and the user. The presence of HTTPS – one of the factors in the ranking of the site in search engine output. Google openly states that sites with HTTPS are ranked higher than others equal to HTTP.
HTTPS increases user confidence in your website and protects the information that users transmit to your website. It is also responsible for the absence of third-party advertising on your website.
Site design affects sales
The main task of design is not only to be beautiful. And to help solve the problems. Such as:
- to place accents on the site, highlight the main thing and remove the secondary;
- to make sure that a person has read carefully a certain text.
- to capture and direct attention;
- to illustrate a thought or phrase in such a way that it takes a fraction of a second to create the right image in the mind of the visitor;
- to create a certain mood and state of mind when viewing the site;
- make the site understandable and easy to use.
The site should reflect your brand
If you want your site to be successful, just good design will not be enough: it must, first of all, reflect the individuality of your brand. When developing the design, you should consider that the colors, texts, images, website structure – all this should be aimed at emphasizing the uniqueness of your company.
Think of the style of your brand as a combination of qualities and ideas that you want people to associate with your company. The design should help you bring these ideas to your audience.
And what is the result?
The selling site should be:
- human content