The best key points for successful e-commerce

The year 2014 saw many innovations in e-commerce. Countless opportunities have emerged to improve sales on different digital platforms with, among other things, the push of social commerce. A trend that should intensify for 2015.
1 The rise of the cell phone
Last Christmas, 35% of Internet purchases were made via a smartphone, in other words an increase of more than 20% compared to Christmas 2013. This shows that mobile is at the center of e-merchants' concerns during the 2015 This trend in mobile shopping observed in the United States is also confirmed in France, where mobile users are increasingly numerous: 33% of the French have a tablet and 64% a smartphone.
The challenges for 2015 will be numerous. E-shoppers have the impression of consuming more on a computer than on a smartphone: in fact, the average expenditure on a computer is around € 90 compared to just € 73 on a smartphone. You will need to be vigilant enough about the user experience to reassure the user and encourage him to buy more.
# 2 Towards more data
Data has an increasingly important role for users to play. Merchants who collect and are able to analyze behavioral data about their visitors and buyers will be one step ahead of their competitors.
The evolution towards more efficient data will allow merchants to collect behavioral data on e-shoppers and will be able to understand and analyze them precisely. The data will allow the smartest to be one step ahead of their competitors.
The objectives of the data are manifold:

Go towards an increase in the conversion rate, have a better effectiveness of promotional campaigns and a greater impact on loyalty ...
By promoting our understanding of the consumer, this will allow companies to build better personalized offers that will increase their chances of success. The key to success is getting the right offer for the customer.

# 3 Social shopping: connected commerce
Social shopping is community shopping enabled by social networks. These social platforms are an El Dorado for e-merchants. Indeed, every user can recommend articles to his friends, a form of virtual word of mouth. It is important to remember that 74% of shoppers use social media to get an opinion on the products they want to buy. In addition, 90% of Internet users trust the opinions published by buyers.
Everything suggests that social shopping will experience considerable growth in the coming years. Last September, Twitter launched its "Buy button" already with features to facilitate your approach as an e-merchant. In addition to Facebook and Twitter, two other social networks stand out: Pinterest and Instagram for all products with visual added value, in particular fashion and cuisine.
Finally, remember that 50% of Internet users subscribe to a brand on social networks to receive offers. So you know what you need to do to animate your online community!
# 4 Customer experience in e-commerce
At the moment, e-commerce has become a habit for a large number of Internet users (33.8 million French have made an Internet purchase in 2013), merchants must imperatively stand out from the competition to be attentive to consumers and offer them loyalty.
Therefore, customer loyalty and personalization become an increasingly important criterion year after year. This is not a trend for 2015 but a fundamental trend! In 2017, according to consulting firm Gartner, 50% of product investments will relate to innovations focused on customer experience or loyalty.
By building customer loyalty, you can satisfy them by offering impeccable service and thus increasing your margins.
# 5 Towards traffic diversification
Obviously we know Google AdWords but they are no longer alone: ​​the purchase of traffic continues its diversification to gradually decrease the dependence on Google. Retargeting, real-time bidding, social media advertising, email, mobile advertising, video are also alternatives to the famous Google AdWords. The opportunities are endless for those who know how to choose the right format suitable for their product and target.
Good to know: If you want to hit a big blow for 2015 sales, remember that the Google Display Network is three times more efficient during sales than the rest of the year.
Retargeting will continue to gain momentum in 2015. This technique consists of displaying advertisements in the form of banners on websites after a user has shown a particular interest in a product on another site. This advertising format offers unprecedented opportunities to E-Traders.
 6 Delivery and logistics at the center of innovation
For a few years, e-merchants are ready to do anything to satisfy the constraints of their customers and therefore stand out from the competition by always offering more precise means of delivery and options. "Sameday shipping" is one of the many innovations that have gone well in recent months. The figures are there to confirm the importance of this criterion, in particular for loyalty: 55% of e-shoppers who have had a bad delivery experience will no longer place an order on the site. Therefore, you need to do your best to meet visitors' needs.
 7 Content marketing and SEO
The nerve of war today is content marketing! SEO (Search Engine Optimization) has always been part of the pillars of an effective e-commerce strategy. It is increasingly difficult to optimize natural references relying only on traditional techniques: keywords, URL optimization and inbound links. Now you need to diversify your arsenal to open up to content marketing.
Content marketing consists of distributing interesting content for your targets on your e-commerce site. For example, write articles explaining the use of the products you sell.
Understand the impact on SEO
Today SEO and social media strategies go hand in hand, but they have only one common denominator: the quality of content. The more your content is shared, the more your ranking improves with Google. In fact, the algorithm of the American search engine (used for 95% of searches in France) favors more and more content shared on social networks, considering that it is a guarantee of quality