In 2019, search traffic generated 65 percent of total e-commerce sessions. In 2020, global e-retail sales grew 27.6 percent compared to the previous year.
This year, e-retail revenues are projected to grow to 5.4 trillion US dollars, and it’s estimated that there are currently anywhere between 12 and 24 million online shops. Engaging in e-commerce is more important than ever for both B2C and B2B businesses worldwide. But with all the competition, it’s become increasingly difficult for retailers to reach consumers.
We’ve laid out the top e-commerce marketing trends for 2022 so that you can effectively cut through the clutter and make some noise with your marketing.
At first glance, UI/UX may look like something from The Matrix or the password to a secret underground rave, but UI/UX actually stands for ‘user interface / user experience.’
This past year, Google rolled out their much-anticipated Page Experience algorithm update which put a heavy focus on a website’s user-friendliness. Metrics like how long it takes a page to load, how secure your site is, and mobile compatibility were just a few of the elements google began to put more emphasis on.
Why is this important? Because Google basically said “you can’t sit with us” to the sites with lower scores and poor metrics and banished them to the back of the lunchroom. Not only is UI/UX on desktop and mobile devices important for Google search results, but it also has a huge impact on an e-commerce retailer’s conversion rates.
The first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. Landing pages are the least likely page to include sign-up forms, but it turns out that they have the highest conversion rate at 24%. On the other hand, pop ups are the most popular sign-up form but have the second-lowest conversion rate at 4%. As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally.
Although often overlooked in many e-commerce platforms, SEO is a non-negotiable digital marketing tactic for online retailers in 2022. We see e-commerce platforms spending huge, Daddy Warbucks-sized budgets on social media platforms and PPC campaigns, but statistics show that search engine optimization could be far more beneficial for brand awareness and conversions.
According to a study by BrightEdge, SEO drives 1000%+ more traffic than organic social media, yet only 64% of marketers actively invest time in optimizing for search. In another survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales.
If you want to successfully utilize SEO, it’s important that you do it right. Move away from black hat techniques such as keyword stuffing and hidden links, and tell a story with your SEO instead. A mix of related short-tail and long-tail keywords combined with unique and hand-crafted content is the foundation of a solid e-commerce SEO strategy. It sounds simple, but that’s just the tip of the iceberg. SEO is ever-evolving, so it’s best to hire a digital marketing agency with a team of experienced SEO specialists to optimize your site for search.
The heart of e-commerce is shopping. And with over 18% of all purchases happening online — and even more during the height of the pandemic — providing users with the option to purchase your products online is key.
According to a 2019 study, search traffic generated 65% of total e-commerce sessions. But selling products on your website alone isn’t enough anymore. Why? Because users don’t even have to go to a retailer’s website to make a purchase any longer.
Platforms like Google, Pinterest, and Instagram have been creating an online mall of sorts through sneakily integrating products you may be interested in into your feed and in search results. In order to make conversions happen, you need to diversify and make sure products are featured and available for purchase outside of your business’s e-commerce store. Because let’s face it: If a user can get from point A to point B quicker, they will.
Creating a product and offering it for sale is so 2001. Today’s buyers are savvier; they’re looking to make smart purchases they can feel good about. In a world where there are 76,100,000 search results for “teeth whitening kit,” they want to know why they should purchase the one you’re selling.
Is your product vegan friendly? Maybe it’s gotten hundreds of glowing 5-star reviews? Or perhaps it’s offered in sizes that similar products are not? Whatever it is that’s different about your product — shout it out! Then, educate your audience on why that feature makes it better than the competition.
Whether it’s through a product’s description, email blasts, or influencer spokespeople on social media (or better yet — all the channels!!!), educate your audience in these three ways:
The more you can target your desired audience, the more likely you are to see conversions. In 2022, (and always, really) we want to find what we’re looking for faster and easier, and targeting is the perfect way to offer that. There are a multitude of personalized marketing approaches an e-commerce retailer can take to fine-tune their messages to the user.
Geo-targeting can work for a wide range of e-commerce businesses from exterior home remodelers to fashion brands. If a user in North Dakota and a user in Florida are both visiting your fashion site in February, it’s probably not a good idea to feed them both the same landing page — one that touts bikinis and linen pants. Instead, have parameters set up that feed more regionally specific products to the users visiting from that region.
Customized email blasts and subscription services are other great methods of personalizing marketing messages. Not only will they help conversion rates and CTR, but they can also get your current and potential customers more excited about the products you offer and improve customer retention.
With countless options for how to market your products online, it can be overwhelming to figure out which method is best. In short: If you want your e-commerce platform to see success in 2022, you’ll need to tailor your marketing to the user. From creating the best online experience for your audience to grassroots education, the focus should be on your customer. Because at the end of the day, the customer may not always be right — but they’re what’s keeping you in business.