In keeping with ever-increasing network connection speeds and the constantly expanding supply of affordable, technically sophisticated mobile devices, the number of people shopping online is also rising. According to the statistics web portal statista.com, worldwide ecommerce revenue this year will amount to about 889,790.9 million Euro. The forecast is that sales by the year 2020 will increase another 50% and reach 1,334,864.6 million Euro.
With that the prospects for online retailers seem extremely positive, however the climate for individual online retailers is becoming harsher. Due to increasing internationalization and consolidation in ecommerce, competitive pressure is also rising. Besides the relentless price war, the struggle to have the best shop with the best technology, usability, best service and greatest experience factor for the user, as well as the best visibility on the net, is also on the rise. Only those retailers who can keep up and do so efficiently will share in this growth.
One option for online retailers to implement projects to improve their competitive position, and to accomplish that very efficiently, is by using crowdsourcing.
The texts most commonly delegated to microtasking by online retailers are product descriptions, category descriptions, guides, glossaries, blog articles, manufacturer information, questions for the FAQ page, news, as well as application and usage examples. Depending on the briefing, these are created with or without keywords and subheadings, and in various text lengths, in high quality in a timely manner, and of course free of plagiarism.
For better findability of content on the net, but also within the online store itself, various ecommerce retailers already allow their content to be examined and tagged with appropriate terms via microtasking. This especially includes content like: text, PDFs, videos, images (especially product depictions), and online catalogs.
Product Categorization and Tagging
Various ecommerce retailers have their products assigned to appropriate categories based on their article taxonomy via microtasking. Assigning and tagging store items based on different product features is also common and useful. Search functions and faceted navigation can only work with the help of these measures and can be further refined with product specific tags.
Product Data Management
Poor product data is often the reason a customer doesn’t feel well enough informed about an item to make a purchase, and so leaves the shop. Online retailers can combat this with expanded product information. The data is promptly extracted via microtasking from, for example, even thousands of photos or PDFs, and loaded into the online retailer’s CMS. This additional product information not only reduces abandonment but also return rates. In addition the extracted product information can also be utilized as further data for faceted navigation and search functions.
Product Image Tagging
Increasingly ecommerce retailers are employing 360 degree images to improve the presentation of their products, which depending on customer need can also be viewed in detail. For navigation and optimization of the picture viewing mode, all product aspects can often be tagged using microtasking, for example: shoe from front, shoe from side, shoe from above, sole, detail of toe, etc.
Whether the product presentation and navigation are user friendly and function flawlessly, even on mobile devices, can also be tested with microtasking.
Those who want to be successful internationally, must be familiar with the competition’s offerings in target markets, and always be a step ahead of them. This requires permanent competition monitoring, which for ecommerce business can easily be delegated to microtasking. Clickworkers perform web research on other online retailers who are active in the target market and, for example, their offerings, prices, terms and product assortments.
Different countries, different customs: this is also true for consumer habits in different target countries. To get to know the target audience better and to optimize your shop accordingly, the microtasking method for surveys in the target country is very popular. Here clickworkers who correspond to the target group, and/or the geographical location, age and gender as well as other possible specified criteria, are polled. Questions are asked about consumer behavior and also about opinions on and feedback for the shop.
Text Creation and Content Optimization
With content in text form like product descriptions, category descriptions, etc. it is important for online retailers too that they use the language of the target countries correctly. Simple translations are often too rigid and not sufficient to reach the tonality of the target audience. Microtasking offers online retailers the opportunity to access the clickworkers’ language skills. Thousands of new texts in various languages can be ordered through microtasking providers, and be quickly created by clickworkers in their respective native language.
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Dieser Artikel wurde am 22.March 2016 von Ines geschrieben.
Ines Maione is responsible for marketing and contact person for PR.