The impact of the virus and the various confinements on consumer behavior is no longer to be proven. Bmake compulsive purchases for the benefit of essential products, rise of the “homemade”, mBut also and above all the closing of physical stores and the use of teleworking have led to a tremendous growth in e-commerce, at 28% worldwide according to eMarketer. Internet users are more and more numerous and active since the start of the pandemic and this concerns all age groups combined, a boon for each online sales service or click & collect. However, at a time of a gradual return to “life before”, can these purchasing habits continue over the long term? Is this behavior only linked to the health context or will it remain deeply rooted in the e-commerce landscape?
This is the question Google asked itself, 1time Internet traffic platform, through The Journey Reshaped, a study conducted on consumers in three major industries – retail, travel and finance – around the world. Here are some conclusions:
Ensure an omnichannel presence
Despite the reopening of physical stores and the resumption of face-to-face work, Google notes that the online affluence will always be present. Even though 66% of respondents say they continue to want to buy in-store, people wanting to buy FMCG online in the future are up 56%. It is therefore essential to maintain the position of your brand both offline and on the web, through local SEO, online reviews that greatly influence the purchasing process for example, or an available customer service that will complete the presence in store. Over 70% of people still find it very helpful to speak to a live representative before making a decision.
More generally, it appears that each person wishes to be able to shop when and where he wants, in the most fluid and enlightened way possible.
Remain attentive to the purchasing process
More than 25% of consumers in the markets studied report obstacles in the “conversion tunnel” when making an online or offline purchase, such as the unavailability of products or customer service, payment problems, delivery problems, etc. These brakes are all reasons for Internet users to flee to competing brands, so it is essential to remove these obstacles and ensure the maximum fluidity of the purchase to bring added value to the consumer.
Invest in your web presence
In all the markets studied, respondents underline the importance of the website or the application in the purchasing process, in store or online. Whether it is to learn about the products, services or the brand itself or to be supported in its decision. And as we have seen that a fluid conversion tunnel makes it possible to remove the brakes on the final purchase, it is essential to offer an optimal experience to the Internet user on his web interfaces to achieve his sales objectives. Likewise, despite the increasing presence of consumers on the Internet, a little visited website / web application will not provide the expected value for your business.
To ensure the visibility of your brand on the web, quou better than to address SEO experts to be number 1 in search results?
Google, but still?
A study therefore interesting, but which covers only the only lever (admittedly important) that is Google. What about other web platforms such as social networks for example? With hindsight, we can assure that the findings are the same on Facebook, Instagram or even Pinterest: Internet users have never been so numerous and active as since March 2020. VOur brand must therefore cover as much space as possible on the Internet to be able to reach this growing potential clientele and boost your turnover!
Thus, we find a influx and new use since the pandemic on social networks, Internet users seeking more and more information on brands in this way and increasingly sharing the content that interests them with their own community. For example, the professional network Linkedin has taken on much more importance since the generalization of teleworking, leading to a new commitment of users to the brands present on this channel.
Find out how to develop your presence also on social networks by making contact with our advertising experts.
Even HOCHART, SEA Consultant
A passionate digital advertising consultant since 2017, I offer my clients the tools to achieve their visibility and growth objectives, whether they are reasonable or ambitious.
Whether on search engines, social networks, media sites, so many levers for acquiring traffic and leads on which to support you to develop your business, whatever your field or your portfolio.
Get in touch for a tailor-made quote.
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