For online merchants, no value has more significance than the conversion rate. Whether you’re sitting down with colleagues or investors, negotiating with service providers, or attending a conference or expo, this magical percentage is a currency all on its own. It is, in other words, one of the basics of e-commerce. Yet merchants continue to unwittingly suffer losses in sales because they fail to take certain factors into consideration. What are the leading conversion killers in e-commerce? That is the question Stefan Grieben, COO of novomind AG, addressed during a conference at this year’s dmexco. It was a discussion, of course, that we could not afford to miss. We’ve outlined the most important points of his speech for you below.

Fluidity of the customer journey, conversational commerce via social media, analysis of emotions, the passion of sales staff… These are the first four new trends in retail observed by Havas Paris in its Shopper Observer 2017 and presented during Paris Retail Week. Now it’s time for the three latest trends that will make up the retail world of tomorrow.

As we learnt yesterday of the demise of retail giant Toys”R”Us, which was unable to go down the digital route, there’s no doubt that footfall in physical shops has been declining for several years, while online sales are rising exponentially. Retailers are finding themselves facing a challenge of scale: how to strengthen their online presence and retain physical stores as sources of interest for consumers?

The translation and localisation of your website is the first stepping stone in your international expansion. Between marketing content, organic SEO, technical configurations and product catalogues, there are many elements to be translated and it’s not always easy to think of everything.

In order for customers to have a fully-localized experience with a brand, it is important to think beyond website translation and ensure that all content is localized. This involves translation, but also providing information that is relevant based on the target market’s geography. For example, post-purchase emails should be translated into English for American and British customers, but the currency, shipping and refund policy information needs to be adapted to match local regulations.