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Offering meaningful, fast, and consistent user experiences is a priority when simplifying users’ lives. It is essential to understand their new needs in web searches to meet them effectively. When thinking about digital journeys, marketing specialists often focus on optimizing all types of campaigns and web performance. However, an equally important factor is the post-click optimization of those campaigns, the process that ensures a higher percentage of users who reach the site complete the purchase. That’s why today, we bring you six crucial e-commerce issues that should not be overlooked:
1. User Experience and Interface Design
Its optimization represents the most significant improvement opportunity within consumer packaged goods (CPG) e-commerce. To increase the chances of a user actually making a purchase and even revisiting a site, all the elements with which they interact must be designed to maximize their online experience.
For this reason, e-commerce platforms should eliminate all types of friction throughout the user’s journey to the purchase, such as pop-ups or non-essential informational notices. In fact, when a user interface is well-designed, the conversion rate can increase by more than 200%.
2. Care for the First Impression
It is crucial to enhance loading speed and web performance. This entails paying attention to technical issues that may lead to high abandonment rates due to very slow loading times. In this sense, it is not enough to check a single metric; it is necessary to time each moment that may affect the user’s perception of speed.
3. Money Matters: Concerns About the Economy
Serious economic difficulties, such as inflation increases, are one of the factors that most impact society. That’s why many people turn to Google searches to address their concerns, learn what is advisable to manage their finances, and plan for the future. Searches related to “electricity prices” or those related to social pensions and early retirements have gained popularity.
Therefore, marketing professionals must understand the issues of the economic landscape and personal finances. Providing real value to customers and the company as a whole is essential. Consumers expect brands to try to help, and they value promotions, special offers, and discounts.
As companies also face difficulties, the marketing department must collaborate with financial teams to achieve good results. Setting a common goal, such as revenue or profits, and assigning values to different conversions will help determine the desired outcomes.
3. Airplane Mode
Pandemic restrictions and the war in Ukraine have generated continuous concerns about international travel. Searches related to “last-minute trips” have significantly increased. Additionally, if we identify a favorite day for users to plan and conduct travel-related searches, it’s Sunday, which experiences a 15% increase compared to other days of the week.
Those who dare to travel amid these difficulties choose to do so without any extra worries. Hence, travelers search for all-inclusive travel options. Searches for “all-inclusive vacations” have surged. Despite these encouraging data, it does not mean that every planned trip will take place. However, it is a significant revelation that people have not stopped dreaming despite everything.
Consumer habits change continuously. Marketing professionals must be attentive to react timely to behavior variations through UX/UI Design. A valuable tool is the Google Ads Statistics page, which updates daily and helps identify new trends. Tracking fluctuations will allow providing real value to customers during times of change.