Ecommerce Marketing Trends for 2018
Ecommerce marketing trends are like speeding trains — if you’re not on board, you get run over. With 2018 already underway, online sellers need to be at the forefront of ecommerce design and site trends to have success in 2018. These are the five biggest trends likely to change the game for online sellers this year.

1. Mobile-Friendly Full-Screen Modal Windows

In web design, a modal is an element, typically controlled with a script, that is overlaid on top of other elements (content). Modals have been an effective user interface for several years and are common on many ecommerce websites. What may change for 2018 is the use of full-screen modals for search and forms. The trend comes from mobile-first web design. On a mobile device, many modals take up most or all of the available space on the screen. Look for designers, like the ones here at Brand Labs, who are building for mobile-first to use full-screen modals for search and other forms and carry those full-screen implementations into larger layouts, too.
justuno email signup

JustUno email signup on the Brand Labs website

2. (Video) Content is King!

Video is an excellent medium for conveying complex information, telling stories, and evoking emotion. The amount of videos distributed on the web and watched by Internet users rises every day. So it should not be a surprise that online retailers are also using more video elements in web design. It’s also become popular to see video used as backgrounds, on-site merchandising, or hero images.

product page video
product page video

Examples of videos on product pages

3. More Microinteractions On-Site

On ecommerce sites, a well thought out microinteraction can help create habits or reward users for completing specific tasks, such as adding a product to the shopping cart, reviewing a product, or subscribing to an email newsletter. For example, when shoppers on an ecommerce website add a product to their cart, a small animation (microinteraction) rewards them for the adding products to their cart, encouraging them add more and continue shopping. At Brand Labs, we use tactics such as microinteractions to create a better shopping experience for users.
microinteractions

Example of add-to-cart microinteraction on kellerheartt.com

4. More Guided Selling — Not Telling

Guided selling is when a store asks shoppers questions about features and usage to help them discover specific products. In ecommerce, guided selling has been around for a few years and is another way of helping users navigate a site to find exactly what they are looking for. For example, let’s say there’s an ecommerce website specializing in selling refurbished smartphones. The website would be smart to provide a quiz-like way of asking the user questions to determine the right smartphone for them based upon criteria such as screen size, battery size, and operating system. This provides a more personalized, fun approach to navigate products on a site, aside from user search.

guided selling

Guided selling to choose the proper air purifier

5. A Lot More User-Generated Content

In 2018, connecting with users via social media and collecting candid product reviews are bridging the gap between online brands and their customers. Reviews, and user-generated content (UGC) in general, are making marketing more authentic. Online shoppers want to hear from previous users and customers. Users want to shop at and interact with brand they can engage with on a daily basis. By empowering the customer’s voice and creating a place where they can talk, post, and send photos of products, they organically generate high-quality content.
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Instgram feed on the BonBonBon homepage