COVID-19 and eCommerce: Update 3/27

COVID-19 and eCommerce: Update 3/27

by | Mar 27, 2020 | eCommerce

The world’s economy has basically been ground to a halt in the wake of the COVID-19 virus pandemic. While no one yet knows the permanent depth of the damage caused by COVID, more and more information is being released everyday.

We will continue to closely monitor the situation so that we can provide our clients and the rest of the eCommerce community the most accurate and up-to-date information available. Stay tuned for more as the situation progresses.

Here’s the latest:

Listrak has just released the results of their survey of 850 US-based eCommerce domains. Here’s what they had to say:

  • Since the State of Emergency was declared in the United States on March 19th, these eCommerce stores are reporting a 40% increase in revenue.
  • In response to the crisis, eCommerce brands are releasing more promotional content. A 10% increase overall in the number of emails sent has been reported since March 19th.
    • In spite of the increased email output, Customer Engagement with these emails remains consistent with pre-crisis time periods
  • With more and more people quarantined to their couch, ad spend is up in the following verticals: eCommerce (+35%) and Gaming (+24%). Which means that any eCommerce brand that offers a digital product can expect to see an increased competition for ad rankings for the indefinite future.

In our previous COVID-19 report, we discussed the increased online demand for essentials (particularly related to health care and grocery goods) but we’re just now starting to see how the crisis is affecting other eCommerce industries. 

  • In spite of the turmoil, revenue of Housewares/Home Goods and in the Automobile industry remain flat and unchanged for the time being.
  • Apparel revenue is down 14%
  • Groceries aren’t the only companies doing great business online. Revenue is up for Toys & Sporting/Camping Goods (+200%), Industrial (+150%) and Firearms (+200%).

Forbes is reporting in their report released this week that 30% of customers say they plan to increase their eCommerce purchases in the next 12 months.

It’s important to keep in mind that while eCommerce companies and industries that produce what many consider to be a ‘non-essential’ product are seeing a downward trend, that will not last forever. As people become more accustomed to staying at home and if/when the economy stabilizes there will be a renewed interest in non-essential products. Many of which could receive a shot-in-the-arm from the Stimulus Bill which was passed this week.

Check back with us in the coming days for another COVID-19 & eCommerce update. 

Until then, stay safe and stay healthy.

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Six MORE Apparel eCommerce Webstore Strategies for 2020

Six MORE Apparel eCommerce Webstore Strategies for 2020

by | Mar 26, 2020 | Apparel, Digital Marketing, eCommerce, Technology

Last week we began sharing  ways you can improve your apparel eCommerce website that are both unique to the needs of that industry, and appeal to the eye of apparel customers. The more we got to thinking about it, the more we realized that there were well over six strategies that you consider implementing. Which is why we’re back with part 2 on this topic. In this blog we’ll be breaking down six MORE apparel-focused eCommerce  strategies you can implement to improve the user experience and ultimately improve your conversion rate. 

And don’t forget to check out Part 1.

Question and Answer

Much in the same way that Customer Reviews add transparency  and authenticity to your brand and products, so does a Question and Answer section. You’ve no doubt seen the Q&A section on Amazon product pages and it’s there for a reason; they work. No matter the product description or reviews on your product page there will always be very specific questions potential customers will have about your apparel or accessories. Their questions could be about fit, material, shipping, user experience, anything at all. The Q&A section gives a platform for these questions to be posed and for yourself as well as customers to answer them. For questions posed to your company, this is a great opportunity to showcase your customer service capabilities, product knowledge and openness. For questions posed to current and former customers about their experiences with your product(s), think of it as another form of Customer Review. Getting a fellow customer’s honest feedback about your product will make potential customers more secure in their purchasing decision and less uncertain about engaging in business with you. Making room on your product pages for a Q&A section is a must.

Recommended Accessories or Pairings

No eCommerce site should ever miss an opportunity to upsell and the apparel industry is certainly no exception. Whether you’re selling a dress that pairs with a great pair of shoes and earrings or you’re selling a sports jersey with a newly available matching team hat, customers are often searching for a complete look and you should be prepared to give them the option to purchase it. How you present these recommended accessories and pairings is up to you (and perhaps the niche you serve). They can exist on the product page, you can offer them in a pop-up, or they can be presented just prior to checkout. If customers pass up the opportunity to purchase your product’s accessories and pairings then these recommendations would make for a perfect follow-up email offer. 

Customer Reviews

We broke down the benefits of customer reviews and shared our favorites in great detail back in January’s blog but this has become such a hot topic and powerful tool that it’s worth repeating. Customer Reviews will benefit your apparel site in numerous ways. For one, they reaffirm your brand. Even the greatest product description ever written can’t compete with a customer review. A customer review makes your products and your company more authentic and accessible. Shopify has revealed that 63% of customers are more likely to convert after seeing reviews. Reviews give your brand transparency and build trust with your customers.  Good reviews, bad reviews, no problem! Even if you only had exclusively positive customer reviews the modern apparel customer is too savvy (or maybe cynical) to believe they are all legit.

 The Greatest Product Description Writer ever.

So, even negative or average reviews add authenticity to your brand and page, and serve as useful tools to your merchandising and customer service teams (particularly if you have taken the time to thoughtfully respond to negative reviews – which you absolutely should do).. Customer Reviews are shown to increase conversions by as much as 63% and research shows that 70% of customers look at reviews on products and stores before making a final purchase. To take a deeper dive on customer reviews check out our recent blog.

A More Mobile Friendly Website

Is your webstore as responsive and as mobile friendly as it can possibly be? If your answer is anything less than, ‘absolutely’ then now’s the time to upgrade it. Mobile eCommerce accounted for more than 67% of all digital sales in 2019. And improving the mobile capabilities of your site could have a direct impact on your brick and mortar location too. 65% of all US shoppers look up price comparisons on their phone mobile device while in a physical location. So not only could your unresponsive mobile site be costing your sales digitally, it may be costing you sales in-store.

Free Returns

As a merchant it’s your job to remove as much uncertainty about your brand and product as possible. We discuss Transparency in greater detail in Part 1 of this blog and this topic is related to that. The greatest uncertainties associated with purchasing apparel online comes from the worry, ‘will this fit me?’ and, ‘will this look good on me?’. And while no product description or customer review can answer that question for an individual, you can remove doubt as to whether that individual will be stuck with a purchase they are unhappy with. By offering customers a no-hassle, free return policy, you’re showcasing your own belief in your own brand and products and improving their overall experience. Whether the customer ends up keeping your apparel or returning it, either way they will be much more likely to continue doing business with you if you have made this process as easy as possible.

Free Delivery

As a merchant it’s your job to remove as much uncertainty about your brand and product as possible. We discuss Transparency in greater detail in Part 1 of this blog and this topic is related to that. The greatest uncertainties associated with purchasing apparel online comes from the worry, ‘will this fit me?’ and, ‘will this look good on me?’. And while no product description or customer review can answer that question for an individual, you can remove doubt as to whether that individual will be stuck with a purchase they are unhappy with. By offering customers a no-hassle, free return policy, you’re showcasing your own belief in your own brand and products and improving their overall experience. Whether the customer ends up keeping your apparel or returning it, either way they will be much more likely to continue doing business with you if you have made this process as easy as possible.

No matter your kind of apparel and accessories and no matter your target audience, if you’re looking to improve your conversion rates, traffic and your customer’s shopping experience these webstore strategies are a great place to start. 

Check out some of the apparel and accessories work we’ve completed for Medals of America, Fawn Shoppe, and Massif and let us know if you’d like to schedule a conversation.

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COVID-19 and eCommerce: What We Know

COVID-19 and eCommerce: What We Know

by | Mar 25, 2020 | B2B, eCommerce

There is no doubt that the Covid-19 virus is affecting many aspects of our lives. Most non-essential places of business including many traditional brick-and-mortar locations are shut down partially if not completely at this point, and the eCommerce world is bracing for even more uncertainty. There are a lot of pontificators out there offering theories on what’s next for eCommerce but here’s what we know for certain.

Here is what we know

People are leaving their home less.

Whether due to personal fears or because of mandatory “shelter in place” quarantines, fewer and fewer people are leaving their house. In a study released last week by Coresight research, 47% of US internet users said they were avoiding malls and shopping centers. When asked if their behavior would change if the outbreak worsens, 74.6% confirmed they would avoid shopping centers and malls altogether. 

And it’s not just centralized shopping centers that people are avoiding. 32.7% of poll participants said they were avoiding any physical store with 56% of confirming that they would take these same actions if the COVID threat spread.

People are shopping online for the essentials

Adobe analytics monitors the eCommerce trends and transactions of 80 of the US top 100 retailers. And while many retailers are seeing their foot traffic come to a complete halt, others are seeing surges in their online shopping. Grocery chains have seen an increase in online and home delivery orders. Amazon has seen a surge in online shopping, so much so that they have an increased demand for employees and are one of the few companies in American actively hiring at the moment.  The grocery chain Stop & Shop is seeing a surge in demand for its online order and delivery service Peapod. Stop & Shop spokeswoman Jennifer Brogan said Peapod orders during the first week of March were 33% higher compared to the same week last year.

Ecommerce activity, particularly related to health and grocery, is booming in the US in general. According to data from ecommerce ad tech provider Pacvue, there have been spikes in Amazon searches for products like hand sanitizer and antibacterial soap.  Adobe’s analysis of eCommerce transactions found that purchases for cold, cough & flu products have increased 198%, while online purchases for pain relievers increased 152%.U.S. consumers are stocking up on over-the-counter meds, most likely to be prepared in case they do catch the virus and need to self-quarantine.

 

Hierarchy of Needs

Non-essential items experience the most sales during stable times and times of growth, as we’ve seen over the last several years. But with the economic downturn and way-of-life uncertainty currently permeating all of western civilization we would expect to see a drop in these industries. While actual sales numbers are yet to be reported a Contentsquare report from March 20th brings light to some interesting statistics. Web traffic has decreased to eCommerce sites dedicated to apparel (-14%) luxury goods (-19%) and jewelry (-25%) compared to the same time period last year. Traffic over the last 4 weeks clearly shows that online shoppers have been most interested in fulfilling products in the most pressing categories among the hierarchy of needs. But as the COVID quarantine continues and people are stuck on their couches for a longer period of time it will be interesting to see if this trend begins to reverse itself. Stay tuned to InteractOne for more updates as the eCommerce marketplace continues to evolve and we adapt.

Expect shipment delays

Many Amazon customers have received notifications stating: “We’re very sorry your delivery is late. Most late packages arrive in a day. If you have not received your package by tomorrow, you can come back here the next day for a refund or a replacement.” What’s more, those hoping to order groceries or essentials from Amazon Prime, Peapod and others can also expect  delays. While chains are currently saying that the problem, ‘is a demand issue, not a supply line problem’ these are all unique stresses being put on systems that have never been tested to this degree before. And if interstate or local commerce is limited even more, then customers can expect shipment delays no matter the location or product of purchase. 

Will Any of These Trends Be Long Term?

It’s fairly safe to say that once the COVID panic calms down that the public’s purchasing behavior for toilet paper will return to pre-COVID levels. But what other new behaviors and consumption patterns that emerge during this time will have long term staying power? This crisis could cause permanent changes in the way people consume media, shop, as well as overall public perception of brands. People who normally wouldn’t purchase clothes or perishables online will be forced to rethink their approach when the need arises. The more customers are forced to do their shopping online in the coming months, the more likely that it will become a regular part of their routine. Especially if the threat and worry over COVID becomes something long-term. 

We’re already seeing changes in the entertainment industry, with Disney making their recent theater releases available on-demand and other companies following suit. Once the public becomes accustomed to ‘social distancing’ and purchasing habits that are more eCommerce centric, it may be next to impossible to put that horse back in the barn.

Conclusion

There aren’t many certainties about life or the economy right now, but as US consumers increasingly look to digital methods to conduct daily business, order essentials and prepare for an emergency, retailers will be required to ensure positive, frictionless experiences via their websites and mobile apps. 

We here at InteractOne are dedicated to protecting our employees. Thanks to a work-from-home policy that we instituted more than one year ago, we have been able to transition to our new reality with relative ease while continuing to provide support and meet all of our clients’ needs.

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Six Apparel eCommerce Webstore Strategies for 2020

Six Apparel eCommerce Webstore Strategies for 2020

by | Mar 19, 2020 | Digital Marketing, eCommerce, Technology

Each apparel and accessories brand caters to a unique audience. But no matter who that audience is, there are a number of ways you can always improve your eCommerce store, whether that’s updating images, changing the layout and design or simply changing copy. You can always find a way to make your site better.

If your apparel and accessories site has hit a bit of a lull and you are casting about for ideas  to improve your webstore here are six strategies to boost your site visits and get more conversions.

Urgency

Creating a little urgency in the mind of your customers isn’t a bad thing. In fact, it’s vitally important. Indecisive shoppers can change their mind and leave their cart abandoned. While that gives you the opportunity to follow up with ‘cart abandonment’ emails you’d much rather they complete the purchase process that they started. That’s where creating urgency can really improve your conversion rate. You want to make customers feel like if they don’t complete a purchase RIGHT NOW then they’re going to miss out. A great way to do this is to add timers to deals and carts. Let your customers know that this deal and/or product won’t be around forever, in fact, it won’t even be available in a few hours. That countdown clock resonates with customers and definitely capitalizes on their FOMO (Fear of Missing Out).

Improving Your Product Page

In the eyes of your customers, there is a lot of guesswork when it comes to apparel shopping online. One way to put a stop to a lot of that guesswork is to make your product pages as detailed as they possibly can be. Include as many high-def product images as you can (from multiple perspectives), give extremely detailed descriptions, prominently display user reviews. These are all great ways to show customers your product is great, real and has real-world advocates without overhauling your entire webstore design or layout.

A/B Testing

Header images, copy, CTAs, color schemes. These are just a few of the elements that can be A/B tested with the goal of improving the customer experience and increasing conversions. There are so many variables that can be tested on an eCommerce website that this is a topic that could be an entire blog all on its own. In fact, we published that blog very recently and you can take a deeper dive into A/B testing by clicking here. It’s definitely worth a read if you are anxious to improve your site and test it with your audience but you don’t know where to start.

Clean Up Your storefront

Just like a brick-and-mortar store, your digital storefront can use some sprucing up every now and then. Perhaps it’s gotten too cluttered up with links, specials, banners, tabs and copy. If that’s the case then it’s time to do a little spring cleaning. A clean storefront is vital to any apparel ecommerce site. As a merchant, you want to provide a clean storefront, with as little distractions as possible so that you can allow customers to get a clear view of your products and the items you most want to push. Fawn Shoppe is a great example of this. We built them a webstore with a clean storefront with clear CTA’s and featured products. This is the type of storefront you want to emulate.

Transparency and Sustainability

Now, more than ever, customers want to know where their products come from, what they’re made of and who is selling them. Mindful consumerism is the mantra of the modern shopper and these factors could play a deciding role in the customer’s journey. By being honest about where you source materials (bonus points if it’s local), who you employ and your social responsibility you bring customers closer to your brand and increase your trustworthiness in their eyes. In a world where customers are getting bombarded with hundreds of messages and ads per day it is the authentic and the decent that most resonate. Make sure you’re touting these factors prominently on your home page, product pages and promotional material.

Keep Checkout Simple

No matter what your target market is, you’re going to need to remove as many barriers as possible between ‘add to cart’ and completing the purchase. A seamless and streamlined checkout experience must be a priority. Take a serious look at your checkout process, are there any additional, unneeded steps or screens to click through? Look into adding an unobtrusive pop-up, like the one offered by One Step Checkout  that prompts customers with direct, but not distracting CTA’s like ‘edit cart’ and ‘checkout now’. Whether selling apparel to the tech-savy crowd or to retirees,  leave as little opportunity as possible for them to get lost and abandon their cart.

Of course, there are more strategies you can begin to implement on your apparel eCommerce site. And we’ll be exploring more of those in Part II of this article in the coming days. Until then, check out the work we’ve done for other eCommerce apparel  and accessories companies Massif, Tafford and Medals of America. 

To learn more about how to improve your apparel or accessories site today, contact us and a member of our expert team will be in touch with you shortly.

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Best Extensions for Email Marketing, PWAs, Simple A/B Tests and more in March’s Orange Report

Best Extensions for Email Marketing, PWAs, Simple A/B Tests and more in March’s Orange Report

by | Mar 18, 2020 | Past Newsletters

March 2020 ORANGE REPORT

For this month’s Orange Report, we’re sharing a few of our best and most recent blogs that speak on all things Magento, eCommerce, and Digital Marketing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.

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Everything you need to know about eCommerce, digital marketing, and Magento.

Top Extensions for Your Email Marketing

 Read more about our preferred email platforms for building customer loyalty, increasing conversion opportunities and raising brand awareness.

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Magento, BigCommerce or Shopify. Which One is Right for You?

Shopify, BigCommerce and Magento all have their unique features, cost considerations and limitations, but which one is right for your eCommerce site?

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Powering PWAs with the Payment Request API

What exactly is a Progressive Web App, how do they improve the checkout experience and increase conversions and revenue? Find out in this guide.
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7 Simple A/B Tests to Improve Your eCommerce Site

A/B Testing is vital to the improvement of your eCommerce site and your business. But what elements should you A/B test?
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