7 ideas to keep in mind for your eCommerce in 2018

On October 25 and 26 we attended in Madrid one of the most important events on the digital ecosystem in Spain: the eShow Madrid 2017. The 31st edition of this renowned event brought together leaders of digital marketing and eCommerce in a unique space in the that the new digital trends were announced, as well as the most innovative technological and strategic solutions based on success stories. There were also 7 ideas to keep in mind for your eCommerce in 2018.

In 2018 will come the golden age of eCommerce in Spain

According to estimations of Statista‘s Digital Market Outlook, 2018 will be the year in which revenues derived from eCommerce in Spain will reach a growth rate of 11.3%, thus reaching its golden age, since it is expected that in 2019 this annual growth will be of 11.1%, in 2020 of 10.1%, in 2021 of 8.5% and in 2022 of 6.9%.

The data for 2017 marks this promising future for next year. Thus, throughout 2017 it is estimated that online sales will increase by 10.6% and that the eCommerce market will generate total revenues of 15,523 million euros in Spain. By business segments, those that will invoice a greater volume will be: fashion, (6,129 million euros), toys and hobbies (3,425 million euros), and electronics and media (3,037 million euros).

Avoid the 7 most common digital traps in an eCommerce

Beatriz Fernández, Digital Business Specialist of Digital Boost (by Stratesys), explained what are the digital evils that brands must know, that is, those online practices that could lead to problems for companies:

1. False opinions: one of the great contributions of the digital age is the possibility of sharing opinions about services, products and shopping experiences. However, in recent years a malpractice has spread in which false opinions have become a fraudulent way of doing business. In this sense, several studies claim that one out of every three reviews we read is probably false.

2. The engagement as KPI: this variable measures the level of commitment of users with a brand. The engagement has become the ‘pretty girl’ of the digital age, and is expected to grow continuously, becoming a resounding success meter for social channels. However, it is not a KPI with a stable behavior and, therefore, it cannot be an absolute indicator of the success or failure of the performance of a brand in a given channel.

3. Emails with the email ‘no reply’: the emailing is bidirectional, it looks for the user to answer, it is personal, it has a real person behind sending it and it adds value to the person who receives it. Therefore, sending emails to users with the ‘no reply’ email may end up having negative consequences in the online reputation of the companies.

4. Universal solutions: Which option is better? Web app, responsive, app? Actually, there is no correct universal answer. What companies have to do is ask themselves what the end user needs. In this sense, exercises such as the ‘customer journey’, the buyer person or the empathy map, among others, help the companies to know it.

5. In the digital world everything can be measured: according to some experts, not everything is measurable. For example, you cannot measure the emotional connection produced by an advertisement with an audience. In this sense, the human being shares much more when he is not satisfied than when he is happy with an experience.

6. Anchored in the traditional funnel: the purchase funnel has always been measured focusing only on the known phases of knowledge, consideration, conversion, loyalty and generation of ambassadors. Experts believe that it is necessary to go a step further and also consider the emotions (experiential funnel) that occur in each of these phases so that the user is happy and live a good shopping experience.

7. All streaming and live: not because more and more social networks offer the option to broadcast live means you have to use every time there is an opportunity. Just as you do not have to be on all social networks, brands should not be obsessed with using polls or live broadcasting.

Solutions to improve the ROI of your eCommerce

These ‘digital traps’, exhibited during the eShow Madrid 2017, mark the direction companies should follow. ECommerce and brands would have to make a positive reading of them to establish the ‘all’ in their digital strategies. The satisfaction and experience of the users, as well as the customer service are still key to customer loyalty.

In this sense, this article proposes good practices and tricks to improve the critical KPIs of your eCommerce through communication solutions. Applications to better connect with visitors to your website, generate more conversions with a lower CPL, and analyze the performance of your campaigns more accurately.