Look Back Across 2007

posted on: January 9, 2008

According to comScore research, 2007 saw an increase in total online buying approximately 20% over 2006. The field of e-commerce saw a variety of emerging trends in 2007 including:

• Increased focus on customer acquisition and retention through allowing and soliciting customer reviews. Marketing Sherpa reports that 86% of consumers prefer sites with product reviews.
• Increased educational opportunities around e-commerce including an expanded Internet Retailer conference and two Solid Cactus boot camps.
• More online retailers jumping on the comparison shopping engine bandwagon, thanks to low-maintenance portals like Feed Perfect.
• Re-budgeting marketing dollars from traditional methods (print, radio, tv, billboards) to internet marketing (search engine pay-per-click and affiliate marketing).
• The use of Web 2.0 such as social media (facebook, myspace), blogs, and link sharing to drive traffic and increase rankings and conversions. The addition of product demonstration and informational videos also is starting to become popular.
• Use of analytics features, such as Google Analytics to review traffic patterns and implement additional navigation/optimization features.
• Diversifying payment methods. Credit Card only transactions have moved aside to payment alternatives such as Bill Me Later, Google Checkout and Paypal.

The significant growth in online buying and Internet marketing trends has resulted in a very tired, but happy Pam Macharola of BlairCandy.com.

"Our traditionally low periods were steady, and our peak periods were slammed. Luckily we have a brick-and-mortar store as well, and were able to pull staff from there as needed,” said Macharola. "We weren't 100% ready, but we will be next year. We're looking at 2007 and planning the next year. Solid Cactus just redesigned our website and took over managing our Internet marketing. 2008 is going to be remarkable."

Take a look at what you did in 2007 and write down a few trends that you discover. Now, prepare a plan on how you are going to change things in 2008 to improve your traffic and conversions? Learn new ways to capitalize on your successes, and minimize your challenges by attending boot camps and conferences. Don't be afraid to reach out to your fellow e-commerce operators. Don't be afraid to ask questions... we're learning new things daily as the Internet and E-Commerce change, grow and develop!

Just like Pam was at the end of 2007, we want you to be the very tired, but VERY HAPPY owner of a successful e-commerce business.