After the height of the COVID-19 pandemic, eCommerce has risen significantly. It saw a 32% growth between April and June 2020. BOPIS (Buy Online, pick up in-store) rise by 259% this September. Businesses expect these new trends to remain until next year or so. Consumers now actively search for brands online. But they don’t readily purchase it. They tend to assess the professionalism of its social media page and/or website. Afterward, they decide whether to buy it or not. As such, businesses recognize the importance of a brand’s online presence.
Recently, GoDaddy commissioned a One Poll survey of 500 businesses and 2,000 American consumers. The key findings of the survey are listed below:
- Around 3 out of 4 Americans value the importance of how businesses present themselves online. 50% are disappointed if a brand doesn’t have a social media account. While 6 out of 10 are dismayed if the brand has an outdated website.
- At least 2 online purchases were abandoned by an average online shopper every month because of unprofessional social media pages and business websites. It also causes them to hold back a purchase beyond $61.00. 82% of online shoppers are less likely to buy from outdated websites.
- For businesses, 92% believe that their websites affected their sales. 3 out of 4 managed their online presence and 66% have confidence in their website’s professionalism.
Implications for Marketers:
The importance of a brand’s online presence has also been discussed by a Facebook report last 21 August 2020. Facebook’s Global Shifts Changing the Future reported that people now go for safer shopping through BOPIS and online groceries. Marketers should aim at creating a captivating business website. It has to be appealing to the audience, facilitates an easy purchase, and user-friendly. The same principle goes to social media pages. Brands should take advantage of Facebook and Instagram Shops. They can register for a Google My Business and explore Shoploop. Furthermore, brands can use Live Streaming or paid online events to highlight products and services. Marketers should also take note of this pro-tip from Bernie Wong: Be consistent in your online tone, visual, and voice. It highlights a unique style that stands out as yours.
