The new year is upon us and you're probably considering what 2019 has in store for your ecommerce business. Of course, no one can predict with certainty what may happen in the future – but based on what has happened up to this point, here are five trends to keep an eye on.
- More Application of Artificial Intelligence (AI) and Machine Learning
AI and machine learning will continue to make a huge impact on ecommerce. Software that “learns” is the way to deliver a better customer experience based on each customer’s previous data and buying behaviors. With the ever greater integration of AI and machine learning, user personalization will become easier and more effective than ever.
- Increasing Personalization
Users are increasingly expecting personalized recommendations from ecommerce platforms and will keep coming back to sites that deliver this service. Just look at Amazon to see how well they’ve understood this trend. Going from “Your Wishlist” to “Your Collection,” Amazon provides the feeling of complete personalization.
- Split Testing will Continue to be Important
Split testing (A/B testing) is a way to optimize your conversion rate. Here’s a rule that you should strive to go by:Never assume you know what’s going to work.
Instead, test everything. This means different marketing copy, landing page layouts, CTA text, color for your CTA button, and more. The bottom line is to find out what works best based on real data. Here’s an example of how to go about this:
- Test the color of your CTA button – ask yourself if a change in the CTA button color from blue to a brighter color – orange - will increase your conversions.
- Determine your sample size – if it’s too small, you risk making a decision with incomplete data.
- Launch your A/B test - Half of your visitors will see the blue CTA button; half will see the orange CTA button.
- After the winner has been declared, adjust your landing page accordingly.
Don’t perform tests with too many variables - it’s best just to test one option against another. If you attempt to test several options at the same time, you’re likely to end up with a mishmash of data that’s difficult to draw conclusions from.
- More ecommerce Sites will Use Chatbots
Chatbots are already making ecommerce consumer experiences easier. According to Ubisend, 35% of consumers want to see more companies using chatbots. Therefore, it would be smart to invest in a quality chatbot builder or an agency that can design a bespoke chatbot for you in order to drive better customer engagement, sales, and support.
- Voice Searching will Increase
Some research indicates that more than 50% of total searches will be by voice by 2020. This is going to be a game changer in Search Engine Optimization (SEO), and ecommerce sites will increasingly need to be designed to accommodate voice searches. Companies such as Dominos, Lyft, and Walmart are already providing voice-based services to their customers.