The Future Is in Voice Shopping
In the future, voice shopping could allow consumers to make a purchase anytime and anywhere. This universal and exciting ability to access product pages, content marketing, discounts, and check out all through a voice-controlled assistant provides a plethora of conveniences to shoppers — more conveniences than can be ignored. It is hands-free and efficient, plus it is an incredible application of technology to multitasking.
The possibilities for eCommerce companies are just as expansive. Voice shopping could usher in faster checkout, less shopping cart abandonment, better search tools, unique discounts, broader contact with customers, and even recurring purchases – all through a digital assistant. If it starts to seem like the benefits of implementing voice shopping into your channels are overwhelming, you are right. However, to ensure the newest types of shopper — a digital assistant — finds desired products, eCommerce companies must make several changes to their web design, content, and operations.
Write Your Content to Accommodate Voice Shopping
Voice-controlled devices and digital assistants, such as Amazon’s Echo and Google’s Home, can actually search a product page and locate an item to purchase provided the device is given the right terminology and language to find your product. Of course, that terminology and the search terms in voice shopping are determined by the device’s owner. This requires several considerations for an eCommerce company that wants to accommodate voice shopping on its website.
A product description should be comprehensive while remaining easy to read. A detailed description will incorporate a diversity of words and descriptions, which makes it more likely your product page will be at the top of search results. This could be a huge diversion from earlier best practices for some brands, and an increased complication. The words used on your site become substantially more important because the AI isn’t, yet, sophisticated enough to divert from the speaker’s request when it comes to voice shopping. The user is no longer scanning a list of results, a digital assistant or device is doing that work. Therefore, being near the top of the list is essential.
Also, verbal word choice and terminology often differs from what is written or typed. The majority of people speak to their voice-controlled devices differently than they would type a request into a search bar. This can profoundly affect what keywords and word order is input and processed by Alexa or Google Assistant to find a product. An eCommerce company that wants to capitalize on the voice shopping channel should try product descriptions that are more informal, conversational, and in natural language.
Be Precise About Your Ideal Demographic
Covering the range and variety of searches an individual might make through a voice controlled device might seem insurmountable. It’s enough to drive an eCommerce company crazy to try and squeeze every synonym and alternative wording into copy. This is where best practices for SEO and targeted marketing become pertinent for voice shopping.
When a decision between two words or phrases must be made, the eCommerce business can look to the wording their ideal demographic is most likely to use, without risking the loss of a huge number of shoppers. Delve into the data on age, location, other interests, and habits of your customers to learn how your content and copy can better connect to their voice shopping searches and preferences.
Address the Security Concerns
Concurrent with the rise in the use of voice-activated devices for voice shopping is a fear that the devices could be hacked and personal information compromised. In fact, the vast majority of individuals that own a voice-controlled device say they are nervous about this possibility. Even individuals that already use voice shopping express concern that this process is convenient, but not trustworthy. Similar concerns surround chatbots and other artificial intelligence (AI) that can assist with shopping.
Consumers are also worried that the latest technology is legally and intentionally collecting data. For merchants, this data could be incredibly valuable, but, since people place these devices in their residential homes and use them for a variety of purposes, entire conversations and private events unfold within earshot of these devices. In this context, it is understandable that people are worried about when and how voice-activated devices obtain data.
While the manufacturers of voice-controlled devices can take steps to keep data safer and more transparent, eCommerce companies can also address the security concerns that frequently accompany voice shopping.
At the onset, an eCommerce company should be clear about what information it receives and what it will do with that data. Provide this assurance to a consumer during the voice shopping setup process. Another important measure is utilizing a recognizable and reputable payment gateway. This makes the payment process smooth and technologically secure; two features that encourage a shopper to feel more secure themselves.
An additional step is placing safeguards and caps on recurring orders. Whether safeguards take the form of placing a dollar amount limit or sending an advance email notification, this type of step allows shoppers to better track their spending and take note of any inconsistencies.
Provide Deals and Discounts that Are AI Accessible
The rise in voice shopping opens a new avenue of marketing and customer engagement. Just as the increase in social media shopping and use of mobile devices brought new waves and forms of marketing, so will voice shopping in the upcoming years. An eCommerce company can become part of customer’s daily life in a whole new way by making contact with a voice-controlled device
Imagine the Amazon Echo receives notification of a 20% discount to a product the user looked at two days earlier but didn’t purchase. Instead of losing this discount in an email or physical postcard, Alexa is able to transmit the information along with the weather in the morning. If the shopper then wishes to purchase, Alexa can simply complete the transaction in seconds. This scenario isn’t unreasonable, nor is it far in the future. Creative eCommerce companies are looking how to implement similar discounts and deals right now. The potential for creating new, innovative concepts to reach voice shoppers is exciting.
Discover More About Voice Shopping
Dig deeper into the digital marketing, content, and processes that can help an eCommerce brand reach shoppers using voice-controlled devices and other technology for online shopping by working with 1Digital Agency. Our web design and content marketing services are specifically designed to target the latest trends in eCommerce. Learn more when you visit the 1Digital Agency website.
- Dan Kogan
- November 8, 2017