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Social media trends 2021

Social media is changing and in 2021 it’s become more important than ever. Being a valuable channel for marketers to reach and convert customers, brands need to focus on social media strategies too. A survey conducted by Datareportal’s Digital snapshot 2020 stated that nearly half of respondents have spent more time on social media due to COVID-19. 

Right from rising platforms to worthy causes, utilizing social media for shopping, live events, or forming relationships, 2021 social media trends is certainly something to look forward to.

Key Findings

  • Studies show that 75% of people don’t accept advertisements as truth
  • 63% of social media users feel consumer ratings are a priority
  • 70% of consumers believe customer opinions more than advertisements
  • 90% of people believe in brand recommendation from friends

This shows us that people trust strangers more than advertisements. Hence, to work in 2021, social media marketers must invest in their relationships with employees, customers, and influencers. This will ensure brand messages are backed up by voices that customers value. Here are a few trends to look forward to in 2021:

People-first 

Two-way communication is the key to boosting organic growth.  Brands need an engaged online community who engages with your content through likes, comments, and shares. This will help amplify content, through a channel which customers trust. Be it influencer marketing, reviews, etc. using nano influencers especially those who already have a brand affinity, and finding ways to collaborate with them is an essential component of your digital marketing.

Diversification

Social media has diversified tremendously this year with TikTok, pioneering as a new approach in social engagement. The introduction of Instagram’s Reel has also offered the opportunity to create short 15 second videos. A diversified social media field has definitely been laid down. Hence, it becomes vital to reconsider content posted on social media platforms and explore previously unexplored platforms.

Live 

Live social media has performed tremendously this year. Using live streaming, especially during the pandemic has helped fill the physical void for consumers. Marketers can use this opportunity to meet their customers live online. Additionally, live social media innovation has helped brands achieve their goals in ways previously unknown.

Social Causes

With political, environmental, and social issues taking the centre stage this year brands need to start conversations about the issues close to customers’ hearts. Merkle’s 2020 Media Insights Report found that 56% of consumers say they would not buy from businesses that remain silent on important issues. It’s now time for brands to use social platforms to inform and reassure customers. Brand giants such as Nike, Disney and Ben & Jerry’s have delved into this during the Covid-19 pandemic. Brands using this have seen increased interaction and engagement with customers.

Social Commerce

87% of e-commerce shoppers say that social media helps them make shopping decisions. Hence with Pinterest catalogues, Facebook and Instagram shops, 2021 is the perfect time for social e-commerce. Infiltrating social media, will improve the shopping experience, and shorten the purchase process. 

Hence, the above-mentioned trends will certainly help companies perform better and increase sales, while directly creating engaging content. Contact experts from Tenvio to help your company ace the 2021 social media game. 

Optimizing your eCommerce product pages for SEO success: A 2021 checklist

An optimized product page is essential for an eCommerce store, especially during the pandemic. Many products are now competing to be on page 1 in Google search and easily available for consumers who are searching for them. 

An optimized product page not only helps drive traffic but also converts the browsers into buyers. This will beat out the competition, and it will ensure the product pages are optimized. 

Here is a checklist to follow to ensure your eCommerce product page is optimized for success: 

The Dos:

1. A Keyword Strategy

Keyword research is the foundation for product page optimization. When researching one must use product-focused topics that users are actively searching for. Data from paid searches, can be used in the keywords, topic research and incorporate ad copy which will translate high click-through rates into meta descriptions.

2. Titles & Meta Descriptions

Title tags and meta descriptions are very important in product page optimization and it should include: 

  • The product brand 
  • Name of the product.
  • Model number.
  • And other important information

3. Product Pages with Structured Data

Collating the correct structure for data can help brands show up as rich snippets. All product pages should have product and review schema, which will help in:

  • Driving more impressions and clicks
  • And Improves CTR and drives more sales

4. FAQ Content

It is a must to have high-quality content that will meet the needs of users. If users do not find the content useful, bounce rates will be high, and customers may not buy the product.

5. Unique Product writeup & Meta Descriptions

Tailored content for each item can help rank branded and non-branded keywords. Hence, these should include a unique description. This will offer the consumers information which will help click on the listing and drive more traffic and sales.

6. Real Testimonials & Customer Reviews

Sharing genuine testimonials from customers who have tried your product will help purchase decisions and reflect well. It was also seen that product pages with customer reviews convert 58% more visitors than their review-free counterparts. Reviews help build trust while also providing fresh, unique content. 

7. Test the Landing Pages

Using tools like Optimizely and Google Optimize will help test the variations within product pages, which will help you figure out the ideal configuration. Changing the location of the call to action, etc, will help drive more conversions. Testing various page layout options and choosing the most impactful one is vital.

8. Quality Video & Imagery

High-quality images and videos can bridge that gap between the physical store and the virtual one. It provides end-users with the information they need to make confident purchases.

9. Minimize Load Times

Products need to be optimized for mobile. Fast-loading web pages will help get the content to the target audience faster and provide a better user experience. This also helps in increasing sales, revenue, and pages per session while decreasing bounce rates.

10. Audit the Product Pages 

Auditing the pages to see which technical and content elements need to be optimized is important. Elements to look out for include:

  • Title tags and meta descriptions
  • Slow page load times
  • Broken links
  • Thin content
  • 404 pages
  • 302 redirects
  • And missing structured data

The Don’ts:

1. Product Descriptions from Manufacturer’s Website

One of the most common mistakes in optimizing product pages is the usage of manufacturer descriptions. Most of the descriptions are not compelling and not optimized for search. Taking time to write descriptions will fare better. 

2. Don’t Remove Seasonal Pages 

A product page even if it is seasonal builds up rankings, traffic, and sales over time, hence it should not be removed. Even though they might not serve a real purpose creating content again each year would be challenging. 

3. Automated Optimization is a no

Dynamically populated product pages with the name of the product as the title tag, followed by brand and nothing else, is not a best practice. It needs to include important information in the titles, to rank for targeted keywords.

4. Out of Stock Pages Should Not be Removed

Even if products go out of stock the URL needs to still be live, especially if the page has rankings and traffic. Keeping the pages live and providing links to other, relevant products will prove to be beneficial. 

5. Usage of the Wrong Type of Structured Data 

Structured data can help the site rank and get more traffic and sales. Many brands do not implement structured data, however, this data will help the site rank for its rich snippets.

6. Weak Calls to Action

Many brands do not have strong calls to action, however, the use of clean and easy CTAs are a must-have for any site. The main job of a product page is to drive revenue and sales, hence a strong CTA is important. 

7. Do not Optimize Low-Volume Keywords

It is important to think like a customer and use that data to make decisions about which keywords to use. Optimizing keywords that do not rank will decrease revenue and clicks. 

8. Opportunities for Internal Linking & Backlinks

Opportunities to link for internal links and backlinks should not be missed. If these are linked pages will rank and will result in high purchase intent, that can increase revenue and sales. These efforts will improve both visibility and performance.

9. Wrong Prices

Not having the right pricing strategy may cause unrest in consumers. Hence, by choosing competitive pricing it will generate higher revenue, increase sales as well as clicks. 

10. Don’t Forget Mobile Optimization

Mobile devices are used tremendously to shop online. Not having a mobile-friendly product page can cause users to not buy products from your site. This optimization will also help in driving traffic to the website, and increase sales.

By following these guidelines including optimizing your page titles, descriptions, body content, building up internal links, and decorating your pages with structured data, will help you rank your website and create a successful SEO strategy for 2021. 

The Consumer Protection (eCommerce) Rule

The Consumer Protection Act: 

This act came to effect on August 9, 2019. However, the act only came into force on July 20, 2020. This act protects consumers, from unfair trade practices in eCommerce and to facilitate consumer welfare.

The rules impact: 

(a) all goods and services available on either digital or electronic networks, it also includes digital products

(b) all models of eCommerce, such as marketplace eCommerce and inventory eCommerce entity 

(c) all eCommerce multi-channels including single-brand retailers and single-brand retailers in single or multiple forms 

(d) all forms of unfair trade practices across all models of eCommerce.

(e) all eCommerce entities that are not in India but systematically offer goods and services to consumers in India

Duties

eCommerce entities: 

  • Corporate Entity: The rules set out that an eCommerce entity shall be a corporate entity under the Companies Act 2013 (regardless of the origin) or an office, branch or agency outside India owned or controlled by a person resident in India.
  • Nodal Officer: This requires an eCommerce entity to appoint a nodal person or an alternate senior is a resident in India, to ensure compliance with the Act or the Rules.
  • Disclosure of Information: An eCommerce entity requires one to provide the following information on its platform: 

(i) its legal name

(ii) the principal address of its headquarters and all branches

(iii) name and details of its website

(iv) contact details of customer care as well as of grievance officer

(v) details of the importer or seller of imported goods and services. 

This will hence ensure that the customer has all the information required for the eCommerce entity which will reduce the cases of fraud.

Changes in India's Consumer Protection Act 2019
  • Grievance Redressal: An eCommerce entity required to establish a grievance redressal mechanism and appoint a grievance officer for consumer grievance redressal.
  • Unfair Trade Practice: An eCommerce company should not adopt any unfair trade practice. Manipulation of the prices of the goods or services on its platform such that it can gain an unreasonable profit, should additionally not be done.
  • Cancellation Charges and Consent: eCommerce entities must not impose cancellation charges on consumers. Additionally, the rules also bar eCommerce entities from automatically recording consent of a consumer for purchase including in the form of pre-ticked checkboxes.

Marketplace eCommerce Entities

The rules suggest that the marketplace eCommerce entities need to ensure that sellers on their platform provide the description pertaining to the goods or services on their platform is accurate and corresponds directly with the actual features of the goods or services. They additionally need to disclose and display information about the sellers offering goods and services on its platform including information about the return, refund, exchange, warranty and guarantee, delivery and shipment, modes of payment, and grievance redressal mechanism, etc. Furthermore, inter alia, terms and condition need to be displayed too. 

Sellers on Marketplace eCommerce Entities

The rules also prohibit sellers from adopting any unfair trade practice, including posing as consumers to post product reviews, misrepresenting the quality or features of any goods or services. The sellers additionally, cannot refuse to take back goods or discontinue the services. The rules also impose that the sellers need to appoint a grievance officer for consumer grievance redressal, the advertisements for the goods and services they offer need to be accurate and disclose information the necessary information, the country of origin needs to on the pack, additionally, guarantees of authenticity or genuineness of imported goods, and other guarantees or warranties need to be applicable and valid

Inventory eCommerce Entities

The duties and obligations of the inventory eCommerce entities are similar to that of the sellers. They too need to disclose information, like the country of origin of the goods and services, etc. They further need to deliver the goods on time and have to guarantee the authenticity of the goods. 

E-commerce under Consumer Protection Act soon

The grey area of the Act: 

Price: 

Furthermore, eCommerce as said earlier cannot manipulate the price of the goods or services offered on its platform. However, there is no guidance on what is considered as ‘unreasonable profit’. For example, a luxury designer could sell a serum 3 times the price of a regular face mask, but would this be considered as an unreasonable profit? 

Contractual information: 

Any seller in the eCommerce marketplace must disclose all contractual information which must then be displayed on its platform. Similarly, every inventory eCommerce entity is also required to display contractual information required to be disclosed by law. However, it again becomes unclear about which contract information needs to be displayed? Is it the information between the seller and the marketplace eCommerce entity? 

Timeline for compliance: 

The eCommerce Rules have come to effect from July 23, 2020, and no grace period had been given for compliance especially to the offshore eCommerce companies that systematically offer goods or services to consumers in India. Generally, a grace period for compliance allowed in order for businesses to manage their affairs to become compliant. However, this is not the case under the eCommerce Rules. This thus can affect the functionality of the said entities

These rules aim to bring transparency and accountability in the provision of information disclosed to the consumers. It also reduces the possibilities of unfair trade practices by large sellers. With the increase in eCommerce activity especially in present times, these rules will address consumer grievances and prescribe practices that benefit consumers. Hence, for entities to comply with the rules, they will have to fundamentally overhaul their websites and will have to invest significantly in legal compliance. 

How to enhance security on your Magento Store

The eCommerce industry is growing rapidly, and with the growth of the industry, security threats are inevitable.

Even with thousands of dedicated servers working 24/7 to protect a company’s private information, security concerns are still prevalent. Data is a honeypot for hackers, and eCommerce platforms are victims of attacks, such as:

  • Stealing information and data
  • Phishing
  • Email Spams
  • And to damage a company’s site

Hence, enhancing security on eCommerce platforms becomes of utmost importance in this day and age. 

Large-scale Magecart attack

Magento 1.x had reached the end of its life, & Adobe ended support for it in June 2020. This change had caused the attacks on sites running with deprecated Magento 1.x version. 

These Magento websites were attacked with a malicious script titled as gstaticapi. This MageCart campaign had compromised the private information of users in over 2,000 Magento stores, according to Sanguine Security (Sansec) researchers. 

This automated campaign is one of the largest Magecart attacks affecting tens of thousands of customers. The attack did not require any admin accounts for executions. Attackers gained access through the Magento 1.x zero-day vulnerabilities, by a user named z3r0day.

Adobe has made efforts to migrate Magento store owners from version 1.x to 2.x, thus reducing vulnerable stores from 240,000 to about 95,000.  But with stores still using the older version instances of attacks and vulnerability will arise.

Companies need to protect their Magento stores in order to protect sensitive data of clients, to prevent industrial espionage and protect your company’s reputation and credibility. 

Tips to enhance security on your Magneto Store

1. Update

The latest Magecart attack happened because of the usage of Magento 1.x version which resulted in the vulnerability of personal data. Hence, software updates become critical not only to enable new features to function but also to fix bugs and error while eliminating vulnerabilities. 

2. Backup Store Regularly

By regularly saving backup copies,  and not storing them on the same server with the original website and restoring copies on a sandbox to make sure they’re working well, will further reduce issues.

Backing up files on another server will save it if the server crashes, and if an instance of a hacker arises,  they would access to your server as well as the backup copies.

3. Passwords

The admin password is the last stand of your Magento store security, and this password needs to be strong. Hence a complex password with more than ten characters, lower and upper cases, and featuring special characters like ^$#%*, etc, needs to be used. The reuse of passwords must be minimal, as it increases the risk of losing accounts.

Furthermore, passwords need to be changed periodically and shouldn’t be saved on the PC as Trojan Softwares can steal saved passwords. Hence, one should be able to manage passwords efficiently and effectively.

4. Two-Factor Authorization 

Even the safest password can be stolen. Therefore, to raise the level of security it is recommended to make use of a second authorization factor, for example, an IP address. This will restrict backend access, and increase the security to your Magneto store.

5. Firewall 

There are two types of firewall that can be used to protect your Magneto Store:

  • WAF (Web Application Firewall) – that protects the store from web security vulnerabilities like SQLi, XSS, Brute-force attacks, Bot, spam, malware, DD0S, etc.
  • System/Network Firewall –this firewall will ban public access to everything except the webserver.
  • Additionally, SUCURI can be used too for continuous security monitoring & protection for your Magento store

These firewalls will protect your system and keep sensitive information safe.

By taking the following actions, the security of your online Magento store will be enhanced. And the vulnerability and attacks will be minimized. For more information regarding your eCommerce and in order to fool-proof the security on your Magento Store, talk to the experts- contact us today.

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