As the digital marketplace expands and becomes more sophisticated, vendors everywhere are demanding more from their ecommerce software. The days when a basic interface and online shopping cart would suffice are long gone. Today, ecommerce businesses require a wide range of functions in order to meet their needs, especially when it comes to engaging customers. Online methods of communicating with potential and current clients have become far more sophisticated in recent years. For online businesses looking to optimize their customer engagement efforts, their ecommerce software should be doing a lot of the heavy lifting. There are several functions which are essential to maintaining a focused digital marketing campaign.
Practical eCommerce contributor Armando Roggio recently identified several online store features that will facilitate business growth in the coming years. One of the main focuses of any company should be encouraging site traffic and enhancing customer conversion rates. There are several methods to pursue these endeavors. First, businesses should ensure their software allows for video integration. The importance of this functionality has been argued before, but it bears repeating: Video content greatly enhances branding efforts. Businesses can promote products, provide valuable instructional content and showcase their thought leadership through well-crafted videos.
The ability to offer coupons or other discount promotions is also a vital component of any ecommerce software platform, Roggio said. They can be especially useful for businesses which are still struggling to gain market penetration by appealing to customers who might otherwise not consider an unknown brand. According to a survey conducted by WhaleShark Media, 74 percent of active coupon users said they would be more likely to purchase products from unknown brands if they could use a coupon.
Finally, Roggio recommended that ecommerce businesses ensure their website is compatible with mobile devices. More consumers than ever before are using their smartphones and tablets to shop online. Some forecasts have predicted tablet adoption to grow by at least 40 percent by 2016. To take advantage of this growing demographic, companies must ensure their websites can be accessed with mobile devices.