Premessa: dati sull’aumento degli acquisti online
Secondo lo studio condotto da Prologis Research, la quota attuale di mercato e-commerce in Europa è al 10% e continuerà a crescere nei prossimi anni, presumibilmente fino ad arrivare al 13,4% entro il 2030.
L’Osservatorio eCommerce B2C Netcomm, seguito dal Politecnico di Milano, ha rilevato che oggi, gli acquisti online, stanno toccando i € 40,1 miliardi (il 6% rispetto al 2024), facendo registrare un incremento nella vendita online di prodotti del settore food&grocery, beauty-pharma, seguiti da quello informatico e dell’elettronica di consumo.
Guardando all’Italia, tra le regioni con il maggior numero di imprese operanti nella vendita online figurano la Lombardia con il 19,7% del totale, la Campania al 14,9% e il Lazio con l’11,7%. Per ciò che riguarda le province, tuttavia, è Napoli a farla da padrone con ben 4.120 imprese di commercio online alla fine del 2024 (il 9,5% del totale nazionale), evidenziando come la rivoluzione digitale non sia una prerogativa solo delle capitali economiche del Paese ma un fenomeno distribuito e ancora in crescita.
Grazie a questi dati si comprende la necessità odierna, da parte delle imprese, di investire sempre più in una logistica di qualità, in customer experience ottimizzata e in portali online responsive ed efficienti, che permettano di consolidare la relazione con i consumatori e la loro successiva fidelizzazione.
Struttura del sito e-commerce
Per prima cosa, quando si decide di creare un e-commerce, è bene tenere a mente le esigenze principali del proprio business e identificare già in partenza il proprio mercato e il target di riferimento. Ciò aiuterà anche a definire il budget da investire e la strategia per rendere scalabile la propria attività.
Premesso ciò, passiamo ai fatti.
Quando si struttura la landing page di un sito e-commerce, bisogna focalizzare l’attenzione su alcuni passaggi che aiuteranno il tuo cliente a prolungare la sua permanenza sul sito e, magari, ad acquistare.
- poche informazioni, ma buone!: il testo riportato sulla landing page deve essere chiaro, semplice e diretto. Troppe parole distolgono l’attenzione del cliente che perderà l’attenzione e abbandonerà, il più delle volte, la pagina.
Concentrati su ciò che dà valore alla tua realtà: utilizza messaggi concisi, termini semplici ed elenchi puntati.
- sito user friendly: i visitatori vogliono trovare tutto e subito, tempi di caricamento lenti o piattaforme non adatte alla versione mobile porteranno il tuo (potenziale) cliente ad abbandonare la pagina.
- immagini in alta risoluzione: i clienti, acquistando online e non potendo toccare con mano il prodotto, vogliono immagini chiare e definite, con più dettagli possibili… fa in modo che l’immagine sia quanto più coerente con il prodotto reale!
E se vendi un servizio? Scegli un’immagine che lo rappresenti in maniera veritiera.
- tasti di “call to action”: non vorrai certo che il visitatore del tuo e-commerce, dopo aver letto le informazioni sui prodotti, cambi pagina e rinunci all’acquisto!
Bene, per evitare ciò, è buona norma inserire, in cima e in fondo alle pagine, dei pulsanti di CTA (ad esempio contattaci, richiedi maggiori info, etc.) con colori ben evidenti e messaggi brevi e concisi, per far sì che il cliente sappia dove cliccare dopo aver completato la sua visita al sito.
- testimonianze: rendi ancora più autorevole la tua pagina e ciò che vendi grazie alle recensioni e alle opinioni dei tuoi clienti e partner… la social proof è sempre un’arma vincente che fidelizza e aiuta nel processo di conversione del cliente.
- parole chiave: utilizza parole chiave per attirare l’attenzione del cliente e per migliorare il posizionamento sui motori di ricerca (la famosa SEO).
Consigli per le schede prodotto
Le schede dei prodotti e servizi che offri sono la vetrina digitale che si presenta al tuo pubblico, per questo è fondamentale che le descrizioni siano accurate e ben strutturate, con le informazioni più importanti ben in evidenza.
Per differenziarsi dai competitor, infatti, le schede devono:
- essere quanto più chiare e uniche possibile
- avere immagini di qualità e descrizioni efficaci, coinvolgenti e persuasive
- sottolineare i vantaggi e le caratteristiche uniche dei prodotti/servizi offerti
- avere titoli accattivanti, così da convincere il cliente già alla prima lettura
Inoltre, se ben ottimizzate, possono migliorare la visibilità del tuo negozio online sui motori di ricerca, aumentando la possibilità di essere trovati dai potenziali acquirenti.
Qualche consiglio
Prima di avviarci alla conclusione, ecco qualche tip da poter sfruttare per il successo del tuo e-commerce:
- prezzi: prima di inserire i tuoi prodotti e servizi online, fai un’accurata analisi di mercato per studiare i prezzi proposti dai tuoi competitor… non vorrai mica perdere clienti perché i tuoi prezzi risultano troppo alti?!
- opzioni di pagamento: l’utente, quando acquista, vuole fidarsi del metodo di pagamento utilizzato. Offrire solo una o due opzioni, risulta dunque troppo vincolante e può portare il cliente ad abbandonare l’acquisto: meglio affidarsi a più partner commerciali per le transazioni online, così da migliorare l’esperienza di acquisto dell’utente.
- comunicazioni certificate: per una gestione sicura delle comunicazioni con clienti e fornitori del tuo e-commerce, utilizza la PEC (Posta Elettronica Certificata) che, con il suo valore legale, può dimostrare in maniera formale informazioni importanti sugli ordini. Migliorerai così l’efficienza operativa e garantirai la protezione dei dati dei clienti e delle transazioni effettuate (evitando danni reputazionali e sanzioni legali).
- tempistiche di consegna: ormai siamo tutti abituati ad avere “tutto e subito”, e i clienti vogliono sapere, ancor prima di acquistare, in quanti giorni arriverà il loro ordine. Indicare già all’inizio le condizioni di consegna, rafforzerà la trasparenza del servizio.
- live chat: implementare una live chat o un chatbot può essere di aiuto per fornire un supporto superiore al visitatore e per aumentare la fidelizzazione.
- email marketing: utilizzare email marketing automatizzato risulta utile per rimanere in contatto con i tuoi clienti e riservare loro delle offerte speciali (dando loro valore aggiunto, ma senza infastidirli troppo!).
Conclusione
Come già introdotto, il mercato della vendita online è sempre più in crescita, per questo è bene aggiornarsi costantemente, per rimanere al passo coi tempi.
Noi, con le nostre risorse, cerchiamo di aiutarti, trasmettendo le informazioni che riteniamo fondamentali per una comune crescita imprenditoriale.
E se stai ancora rimandando la creazione del tuo e-commerce, noi siamo qui, a offrirti una soluzione semplice, completa e professionale per vendere online, ora!
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