13 November 2020Back to Blog
eCom trends from Lockdown 1.0
Marketers are in need to find covid eCom trends to be able to maximise conversions during these uncertain times.
Coronavirus has changed user online behavior. Companies have improved their marketing strategies during this time to take advantage of the time spent increasing online.
In the UK, grocery sales through digital channels increased by 75% according to Kantar data and repeated purchases grew by 22% during the coronavirus crisis. Retailers are shifting their marketing strategies to online platforms to assure they are reaching the right consumer at the right time.
How can marketers see the main coronavirus eCommerce opportunities?
The data gained during the first months of the pandemic is extremely valuable in order to find covid eCommerce opportunities.
Coronavirus eCommerce impact has not only affected the average time spent online. Online retailers have also noticed that Christmas Shopping has started earlier this year thanks to Amazon October’s prime day.
This has affected overall predictions for the following months, as eCommerce sales are expected to grow over 56% in November and 70% in December as customers prepare for the Holiday season.
Covid eCommerce trends: How to market your online store during the pandemic
The main that we can take away with the data previously shown are related to real time. Adapting your marketing decisions to fulfill user intention during uncertain times is key for your retail store to succeed.
Real time data as the main Covid trend:
Analysing real time data and being able to identify user behaviour shifts is your best marketing strategy.
With the coronavirus crisis, tech giants have been able to adapt to the new user intent.These companies have transformed their platforms to provide real time information and online users are now expecting that.An example of this response is how Google is tackling the issue by providing real time data on Covid updates.
The search engine is showing exactly the information the user is looking for minimising the number of clicks. As a result, there is an overall increase in user satisfaction, obtaining all the information without leaving the search results.
The response to coronavirus by eCommerce in retail should be the same. Your online store should be able to provide the best user experience minimising the number of clicks to get results.This can be done by providing updated information about shipping, costs, availability or delays as a consequence of Covid-19.
Keep your eCommerce business relevant by providing real time content
Once you have analysed real time data finding opportunities in your niche, you should be able to create relevant content.
2020 has changed the way retailers are publishing information. Real time content taking advantage of common coronavirus issues within your market shows a great opportunity for your online store. Using tools like Google Trends will help you take data driven decisions for your content strategy.
Covid-related pages are another example of real time content. Users want to know what measures you have in place, whether delivery is longer, what you have to say on the matter. Merchants should create a dedicated page to coronavirus to share their updates on it – and it is important this is continually updated with the latest guidance.
Updating your Google My Business is essential
Your Google My Business account (GMB) is the portal your online business has to communicate with your audience. Keeping your information up to date with any changes that may have happened due to Covid-19 restrictions is key.
Review your current hours and areas of service and show if it is necessary to make a reservation to visit your business.
GMB has useful features like posts where your eCommerce store can publish important information for your users to know. If your eCommerce store has a physical location it is necessary to offer real-time data.
If a customer decides to travel to your store and this is closed your brand image might be damaged.
Multichannel eCommerce strategy
Improvement of overall digital marketing channels spent has shown that an effective marketing strategy should be multichannel.
There has been an increase in digital marketing spend as a whole, including PPC and search channels on it. For FMCG products, there was a decrease of 12% on average CPC and an increase of 23% on average on investment in search.
This data obtained during the first lockdown shows that there is an opportunity for online retailers to maximise their ROAS.
Mobile vs Desktop in eCommerce during the lockdown
Mobile vs desktop has been the big debate for marketers in order to focus optimisation depending on the most used device. Prior to Coronavirus, it was unavoidable that mobile usage was on the rise, however, how is the use of mobile vs desktop devices after coronavirus?
Overall and during lockdown, desktop devices increased globally as they were more easily reachable than ever before. Users were stuck at home and using their computers at a higher percentage than in 2019.
However, a study of Bluearray where they compared changes on devices by industry. eCommerce users were in fact using both devices almost with an even split (52.8% in desktop vs 47.2% mobile). There was a +3.91% increase in mobile usage than the previous year, confirming the rising trend of mobile devices at least in this vertical.
This shows that having a marketing strategy where both devices are optimised and will lead to the best results. Your particular eCommerce store, however, should be monitored and adapt ad spend or efforts towards your audience.
Website accessibility: Avoid website outage
Just like any other peak period in the year, a surge in traffic volume can see some sites facing technical struggles. Merchants need to ensure their site is prepared for an increased volume of visitors and that the site is running as efficiently as it would any other time of the year.
Uncertain times ahead: Continually adapt to what comes next
If there’s one thing we have all learned this year, it’s that we have to prepared for last-minute changes.
The coronavirus pandemic has shown shifts in user behaviour not only for online shopping but for their overall internet experience. It is necessary to be able to analyse Covid eCommerce trends so your retail store can anticipate your audience’s intent and maximise results.