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Over the past few years, both online and direct-to-consumer brands have been disrupting the retail space. But as you may have read, Things aren’t so cheerful for ASOS who have recently lowered their growth expectations, signaling that online retailers may be going through a turbulent phase.
ASOS shares have now fallen by more than 60% so far this year, this comes as a big surprise as until recently there was a clear divide between high street retailers and online-only operators. Bricks-and-mortar stores were reporting poor sales, but online sellers seemed to be doing fine.

It isn’t clear yet if the weakness ASOS is experiencing reflects changing consumer habits. While millennials have embraced online-only and mobile shopping, the younger Gen Z is 23% more likely to visit shopping malls compared to other groups.
Despite a difficult end to the quarter, Asos managed to deliver a 14 percent increase in total sales on a reported basis (13 percent on a constant currency basis), and a 16 percent increase in total orders placed, compared to the same period last year.



That being said, the current backdrop of economic uncertainty across several major markets, together with weakening consumer confidence, which Asos said has led to the weakest growth in online clothing sales in recent years, caused the retailer to lower its expectations for the year.
HOW IT ALL COULD HAVE BEEN PREDICTED

Taking this rapid shift into consideration, ASOS and other online retailers alike could have forecasted this massive drop in online shopping trends, and that’s through the use of Curve’s Sales Prediction and Analysis.
Curve’s predictive technology dissipates the e-commerce fog by providing accurate sales forecasts, support ticket predictions, as well as predictive insights on inventory management that saves e-commerce organizations valuable time and money by enabling them to efficiently plan their inventory, marketing initiatives, and resources.
Situations such as the 60% sales drop could have been predicted by integrating Sales Prediction by Curve, delivers a comprehensive forecast of entire product sales future by day, week and month, as well as optimized product service bundles.

DISCOVER MORE ABOUT SALES PREDICTION BY CURVE

Despite fluctuations in the e-commerce industry, this sector is expected to become the largest retail channel in the world by 2021, according to Euromonitor International, outpacing sales through retail outlets like supermarkets, independent grocers, apparel and footwear retailers, among others. E-commerce will account for 14% of total retail sales in that year.

Growing a successful Shopify eCommerce store can be quite a challenge. Working towards that goal requires you to conduct optimization, while consistently providing a positive customer experience.
When optimizing your eCommerce site, one of the things you need to keep in mind is that consumer behavior has changed over the last couple of years. So, it’s always a good idea to start with who your target customers are, and what their online shopping journey looks like. To get you started, here are some quick and effective tactics to help you out.

#1: Retarget Your Existing Customers
One of the best ways to get your customers to come back after they’ve interacted with your products or content is by retargeting them. Facebook and Google retargeting are two topics you or your marketing need to implement towards a solid retargeting strategy.

Your previous customers have already bought from you. Great! You’ve already built trust (more on that a little later). Have you told them about your latest product launch, or put your latest products at the top of their social feeds? If not, it is high time to let them know.

#2: Integrate Video Ads
No one has time to scroll through the massive content. This is why videos help convert better. Generally, websites with videos convert 88% better than those without. A recent report also found that conversion on pages with video was 160% higher than normal – that adds up to a lot of traffic and revenue. See the rest of the case study in Tracking the Effect of Product Videos on eCommerce Conversions.

#3: Increase Trustworthiness
At the top of this post, in point 1 we touched on the importance of building customer trust and how to leverage that words more sales. Let’s dive into that a little more. Think back at some of the sites you recently bought from. What made you choose them over another? Would you buy from a website, which you know nothing of? Definitely not. That’s why ensuring that your site and company are trustworthy. 

Trust in eCommerce is slightly different than our normal understanding of trust though. Consider a business transaction at a brick and mortar location. You’ve seen the store before, and you recognize the name. Inside a person greets and assists you with your purchase. After paying, you leave the store with a real, physical good.
Online eCommerce stores should utilize trust badges, trust seals, logos of your payment providers, the little secure “lock” icon on the browser. Each of these little additions are trust indicators that add to the final “trust” factor and can nudge up your customer trust and get them to buy.
Since your customers are paying big bucks for your product, provide them with a secure gateway. Invest in an SSL certificate to show that you are trustworthy. Also include badges from antivirus companies, after making sure your site is virus free.

#4: Optimize For Mobile
Most, if not all of your viewers visit your site from their cell phones. So, mobile optimization is a big factor in conversion. Make sure that your site loads properly and they get all the facility that they are looking for.
You need to focus on the following for better conversions

  • Speed
  • Convenience
  • Personalization
  • Preference & Settings
  • Checkout & Ease of Payment

#5: Use Photos for Customer Testimonials
Would you trust anything said by anyone, especially when you don’t know that person? No, Same is the case with your future customers. They need to see the face of your previous customers to know that they are legitimate. Once you have established that fact, you would have more conversions.

#6: Offer Discounts
Discounts bring in more clients and more conversion. If you are worried about your profit margin, then raise the price and offer a discount. This is one of the age-old methods of converting your visitors to clients.

#7: Promote Your Site
Well, you might have the best site available in the market. However, if people do not know about it, how will they buy from you? This is why you should run paid promotions for your website, especially during the holiday season. Keep in mind however paid media can get pricey, so as with all the points in this post, do your research first or hire experienced professionals.

Special times or the festivities are always a time when people spend money. So, if you provide the best service or products, no one can deny buying from you.

#8: Create A Send of Urgency
People buy most when they fear that they might be missing out. So, if you offer a deal, offer it for a limited period. This will urge buyers to spend the money on your products. However, don’t make the safe offers again. For example, if you are offering a discount, vary the discount amount, each time you are starting over.

#9: Offer Different Payment Methods
Offering different payment methods allow people to spend more money. If you only accept credit cards, people paying through debit card or any other methods won’t be able to purchase. So, always keep options open.

#10: Humanize Your Business
This sounds like an easy tip to Having a story behind your brand helps to humanize your brand. If you can, upload some videos of production of the products. This will help people to see why they should trust you and buy from you.
If for any reason, you see a slow sales season, then it is time to ramp up your efforts. Changing your marketing strategy or adding some specials on your site might help you increase sales at the time.
You can also use customer testimonials and other methods of eCommerce optimization for better results.

Today’s leading Shopify merchants know that having a great looking eCommerce site and traffic is no longer enough to stay competitive. Even with a good amount of traffic, you need to ensure it’s optimized for maximum conversions.
To help give Shopify online business owners an advantage, we’ve put together a sales optimization guide. Even for the most experienced online retailers, it never hurts to review if you’ve missed out on any of the essential optimization tips. Getting these right will also assist in improving your search rank. Bonus!
#1: PRODUCT HEADLINES & TITLES
Your headline or title is the first chance to grab the audience’s attention. It also tells people what they can expect from the page and the products it includes. This is why your headline should be attention-grabbing. However, don’t forget to use your main keyword in the title. We’re going for a little extra search engine rank after all.
#2: HIGH-QUALITY PRODUCT IMAGES
Having low-quality images or unprofessional product shots almost always leads to lower sales. Invest in professional product images. If required, hire a professional photographer and editor who will take care of your images.

#3: CONSTANTLY REVIEW YOUR ANALYTICS
One of the biggest advantages online retailers have is access to analytics tools and services. Sure, Shopify comes bake in with its own analytics dashboard and Google Analytics is usually the ‘GO TO’ analytics solution, but it still only delivers part of the information you need. HotJar, for example, is an amazing solution that delivers visual recordings of your site visitors is another solution you should already be using. Additionally, Curve is rolling our predictive analytics for Shopify owners. If you use BigCommerce, you can also go for BigCommerce analytics.
SIGN UP FOR CURVE’S SALES PREDICTION AND OPTIMIZATION SOLUTION FOR SHOPIFYFREE ACCESS
#4: KEEP YOUR MENU EASY TO NAVIGATE
This may sound like a fairly basic point, but we still see far too many online merchants create confusing links and navigation menus that frustrate online shoppers.  In addition to the header links, you should also include footer links, which will help your audience to scroll through the pages.

#5: PERFECT YOUR VALUE PROPOSITION
Why should people buy from you instead of your competitors? Understanding and communicating what sets you apart will not only help your business in the long run, but also create deeper engagement with your visitors, Competing on price isn’t always the best solution, and it’s certainly not the most cost-effective. There should be value in your product and your audience should know that. Include value proposition in the product copy on the product page.
#6: TARGETED ON SITE SEARCH
How would you feel if there is no search bar on a website? ProbablyDoubtful or frustrated, correct? Always take a step back and put yourself in your customer’s place and try to identify issues that may doubt your site during any part of the sales funnel. That includes a clean and easy to find on-site search.
#7: EMAIL COLLECTION POP UP
Emails are the best way to connect with your audience. However, if you don’t collect emails, how will you contact them. In your website, there should be a pop up to collect the email of the visitors.
#8: LIVE CHAT
Everyone loves a support staff clearing out their doubts, even if it is an online store. Having a live chat platform will help your audience to connect with you. They will feel that you are attending them in person, which plays a big role in the conversion of visitors to buyers.

#9: CALL TO ACTION
Well, you wanted users to visit your website, and they did. Now, what do you want them to do? Obviously, you’d want them to buy from you. This should reflect in your call to action. Your home page should also have a clear call to action, which will help your users decide on what they want to buy.
#10: SHIPPING & RETURN POLICY
One of the biggest fears online shoppers have is being unsure about shipping and return policies, set their fears to ease by putting your policies front and center (as long as they’re good policies). This will not only help your customers but also you in case of a legal dispute. Having a defined policy in place will show your customers that you are a reliable and trustworthy brand.
Now that you have these tips and checklist ready, it’s time for you to start putting it to work. Run through each of the points and carefully assess how well your Shopify site rankS for each of these points.