Advances in technology is changing the way in which we interact and shop online. Today’s shopping cart contains tons of new features and is constantly being updated with new and creative ways to encourage more shoppers to buy online – these improvements enhance not only the shoppers’ experience, but also the e-Commerce site owner’s bottom line.

Key Takeaways:

  • New e-Commerce technologies are enhancing the visitor experience and facilitating more sales
  • Social capabilities – including microconversions – add a new dimension to social shopping.
  • Responsive design is becoming more popular as shoppers turn to their mobile devices.

Enhancing the visitor’s shopping experience

Although shopping cart features get a lot of attention, there are many other trendy new features being implemented on e-Commerce sites today to enhance the shopping experience. These elements put you at an advantage against your competitors if they haven’t taken the time to apply any of these trends on their site.

Product optimization. Are your product pages optimized with detailed descriptions and clear photos? Have they showcased items in a way that makes the customer feel like they can be confident about making a purchase on your site? Relevant details about the product(s) on your site should be readily apparent and available, so visitors can become familiar with what they see on the screen. For example, having a 360° view of the product or shots from different angles helps the visitor get a better view of what they are buying. This gives them an elevated sense of comfort when purchasing that item from your site.

Add to bag button with social networking buttons

Social capabilities. The ability to share on Facebook, send a tweet on Twitter, pin on Pinterest and share on Google+ enables word about your products to be spread thoughout the social universe, providing additional exposure to your visitors’ like-minded friends and colleagues. Each social platform has many influencers that can potentially spread the word about your products. Without this capability, you are truly at a disadvantage when it comes to reaching even more people.

Featuring video. People tend to conduct research on products before buying. They might do this by visiting review websites, blogs, and videos on YouTube. Providing video on your product pages and within your e-Commerce site can enhance the shopping experience even more. An effective (professionally-edited or home-brew) video on a product page gives the visitor information about a product that can drive their decision to purchase it or not. Think about your own online shopping experience. If you are really interested in a product and have seen video reviews on it, have you found it helpful enough to influence your decision to buy? Creating these videos can not only be featured on your own website, but on YouTube as well, giving more visibility to your products & services.

Optimized for mobile. The mobile web is changing the way we live our everyday lives. From being able to purchase coffee to reserving movie tickets, we don’t have to wait until we are in front of a computer to get things done. Shopping online and browsing the web on our mobile devices has become more and more of a normality so a mobile friendly version of your e-Commerce site is essential for those devices. Not only does it show your company is aware of  the importance of mobile, it provides the customer with a sense that you are keeping on top this emerging trend. For mobile factoring, we recommend considering responsive design, due to the highly fragmented nature of mobile screen sizes and resolutions.

Amazon.com, optimized for mobile

Real time optimization. Have you ever thought about how visitors navigate through your e-Commerce website? Interestingly enough, each visitor that goes to your e-Commerce website reacts differently to the way elements look and are presented, resulting in varying decisions about whether to either move forward or not with the purchasing process. Rather than performing an A/B or multivariate test, employing a method that adapts to visitor behavior is a more effective way to truly understand how those visitors react to combinations of elements on a page compared to another group of elements on that same page. Imagine being able to observe how visitors react to many different combinations at once. By using this adaptive algorithm system, you can maximize your revenue performance effectively through continuous site optimization.

So, how does your e-Commerce site measure up?

What does it mean to you when it comes to “being current” with today’s e-Commerce trends? Feel free to share your comments below!