Nordic eCommerce Summit is the leading international e-commerce and tech event in Scandinavia. Year after year the most innovative and influential people from around the globe share their personal views about the future of e-commerce and tech. Everyone comes back home with a universe’s worth of actionable knowledge to start implementing. This year’s conference was held November 4-5th in Malmö and our crew of two from Resultify was happy to participate. These are the top 5 eCommerce insights we took from the summit.
Omnichannel means to coordinate seamlessly between your online and offline communication channels in such a manner that customer can smoothly navigate across all devices and channels.
Smart retailers look at messages and touch points irrespective of all the different marketing communication channels. The key is to approach the consumer brand experience holistically. As Andrew Murphy, the Retail Director of John Lewis, mentioned in his presentation, consumers expect everything to be readily available at his or her fingertips and expects the overall brand experience to be similarly accessible. Businesses should focus on approaching their experience from multiple angles.
Below you can see the rising awareness of omnichannel over time.
2. UX for eCommerce
Our users are precious about their time and we must stop wasting it. Vitaly Friedman, the chief editor of Smashing Magazine, taught us lessons in eCommerce checkout and modern front end design. The secret lies in details, from information architecture to website analytics. Every single line of code, every button and every field has a strong impact on website’s performance and user experience. According to Shoppify, mobile is the default way people shop online today, thus it is extremely important to ask questions like: “Am I saving myself time at the expense of the user?” and “How can I save the user time here?”
You can find the link to Vitaly’s slides here.
Crowdfunding is the way to go for many small and even large eCommerce businesses. Kickstarter or Indiegogo are no longer foreign expressions. Done properly, crowdfunding provides e-commerce businesses not only with the capital they need to start their project or business, but also they grant an already-committed audience who supports them and follows their steps from the very beginning. They are likely to get word of mouth and a great foundation for their online coverage even before they sell their first product. A great example was presented by Dan Vavra, Founder, Warhorse Studios, who raised more than £1 milion pounds to fund his game using Kickstarter.
Personalising the user experience online has been brought to the forefront by an increasing amount of accessible customer data. It’s essential for any marketer who wants to leverage this data and create more engaging online user experience. The process starts with having own website platform to avoid predefined third party software. Differentiate between content for new and returning visitors and gradually use CRM system to add more depth (such as product interests or average spent). Based on your analytics, tailor your newsletter offers and Twitter messages. Automate personalisation by using data from your on-site search results such as most searched terms or users” previous searches. Use your data across organisation to achieve a seamless omnichannel marketing communication.
What is more, personalisation enables using data in ways that allow you to predict users’ future behaviour. Those discoveries become a critical part of optimising marketing effectiveness through more personalised online experience.
Ecommerce businesses are the ones who are facing the most changes in all aspects. Sinead Finn, the former marketing manager of Ryanair shared her profound insights on how determined and persistent one has to be, when it comes to sticking to his or her own ideas. For eCommerce busineses the priority is often times to get things done fast, therefore waiting for approval from others may be a big ‘road block’ in business growth. Hence, the world’s top businesses are crowdsourcing their best ideas from anyone in the organisation, or even from their customers. These ideas get immediately implemented, tested and based on the results they are optimized.
Thank you Resultify that I could be a part of so inspiring event. The complete presentations fromt the summit will be published in Nordic eCommerce Youtube channel soon.
Are you wondering how to boost conversions in your eCommerce business? Contact our eCommerce guru Linus Femtvik and take your digital marketing to the next level.