The age of digital transformation brings ever faster rates of technological advancement, and acquiring new knowledge and following the latest innovations and trends have become an integral part of what company managers and tech professionals do. On 14 and 15 October, this year, RIGA COMM 2021 will bring together no less than 100 experts from 12 countries, to speak at eight business tech conferences and share valuable information.

RIGA COMM will include conferences on digital marketing, e-commerce, influencer marketing, internet of things, artificial intelligence and machine learning, fintech, and smart human resources management; there will also be a women-in-tech conference. Explore the programmes of the conferences and discover what interests you the most!

eBay: for small or medium-sized businesses, having just a website is not enough

Why are global markets so important for exporters from smaller countries? How do eBay tools facilitate exports? These and other questions will be answered at the e-commerce conference by Paster Alon, the head of business development for global emerging markets. Paster has spent more than 20 years managing leading business organisations. He is one of the founders of Israel’s leading e-commerce website, Walla! Shops, and has been Google’s partnership director and the business development manager at CrazyLabs.

Citic Telecom CPC: artificial intelligence indispensable in making a better experience

Elena Chernykh, European sales manager at CITIC Telecom CPC, will talk about the benefits of artificial intelligence in retail at the machine learning conference. The company she represents has been building up its data pools since 2004, currently providing its services to 14,000 companies around the world. This means that the company’s artificial intelligence knows that, for example, a robotic window cleaner could be the best-selling product in the Netherlands, because homes there have the biggest windows. Elena Chernykh has worked in tech and sales for more than 14 years, employed by small and medium-sized companies, as well as multinationals.

Cisco: data are the driver of the internet of things

Bryan Tantzen, senior manager at the internet-of-things division of Cisco, will discuss how businesses can use internet-of-things devices to securely obtain reliable data and transmit them at the right time, in order to gain tangible benefit and business value. His team works with world-class clients and tech partners to create innovative solutions in manufacturing, utilities, transportation, smart cities, gas and petroleum.

Bank of Latvia: digital currency is secure and convenient

Central-bank digital currency has become a major trend in the development of central banks around the world. Using it means that the public will still have access to easy, secure and reliable digital money. The work on the digital euro has begun, and the head of Bank of Latvia’s payment systems policy division Deniss Fiļipovs will talk about it. He is in charge of supervising payment systems and payment instruments in Latvia, monitoring trends in fintech, and analysing the effect new fintech has on the payment industry.

Snapchat: augmented reality no longer in the distant future

Diāna Gabrāne-Žukova, a representative of Snap Inc, who is responsible for its business development in Central and Eastern Europe, will examine the use of Snapchat as a tool for taking over export markets. Consumers are excited about Snapchat’s augmented reality revolution, but brands have a unique opportunity to increase engagement, improve consumer experience and boost their revenue. Today, more than 100 million people use augmented reality to shop on- and offline. Diāna has extensive experience with the platform, both as its client and as the agency. She specialises in B2B and B2C performance marketing, and in brand management.

Business tech conferences and fair
As previously reported, the annual business and IT industry event RIGA COMM will take place on 14 and 15 October: its guests will find out more about the latest in business development technologies and tools. Developers and providers of company resource management, document management, human resources management and security systems, providers of cloud services, online and digital marketing services, developers of web solutions and mobile apps, ICT product manufacturers will come to Ķīpsala to offer standardised and custom solutions for companies of various sizes working in different fields, as well as for municipal institutions and organisations, in order to boost their operating efficiency.

RIGA COMM 2021 will take place on an in-person basis, and will be open to those who have been vaccinated, or have recovered from COVID-19.

Only those with an EU-valid digital COVID-19 certificate, a personal identification document and a ticket to the fair will be admitted to RIGA COMM 2021. Find out more about the rules for attending the fair.

The event is organised by the international exhibition company BT 1 in conjunction with its partners: Cognizant, Intelligent Machines Riga, Riga TechGirls, SmartHR Latvija, Latvian Chamber of Commerce and Industry, Mailigen by Pipedrive, Promoty, Finance Latvia Association, A.W.Olsen & Partners, and others.

Time and venue:

The International Exhibition Centre in Ķīpsala (at Ķīpsalas iela 8 in Riga)

14 October, at 10:00–17:00

15 October, at 10:00–17:00

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Strategy of competition, scaling and development of a company, planning of expenses and logistic chains, automation – all of these components are, undoubtedly, important for an online store’s success. But the practical side is often much easier. Just don’t make mistakes – that’s all you need! Bilderlings Pay has examined the most common blunders that online store owners make, which cause losses of up to 14% of their customers on average.

Friendly and functional design

If “Buy Now” button of your website is located somewhere on the periphery of the field of vision, just think: whether a visitor will be looking for this button at all? All important icons encouraging potential customers to make a purchase must be clearly visible. You might need to update the interface of your website or change the colour and shape of its key icons.

Of course, this solution must be a multi-platform one: users need to feel comfortable when communicating with your website via any device – office or home computer, their tablet or smartphone.

Finally, as Bilderlings Pay has previously written, the optimal way is to create an UX-based  (User Experience) online store interface that is able to adapt itself to the clients’ requests and purchases, their solvency and preferred payment models.

Ensure your clients’ security

Simple explanatory and encouraging messages are to be present at the website, such as: “Money return within two weeks”, “100% secure purchases,” etc. They increase the loyalty of potential buyers. Make sure that these or similar messages are located in the section of your website which is in just one click from the product selection button.

In addition, your processing partner that processes Visa and Mastercard card payments must have valid PCI DSS card payment certification. Bilderlings Pay has the highest level (Lev.1) certificate. So, are you OK now? As it was previously reported by Bilderlings Pay, it’s not that simple.

Help customers enter their data

Discreetness and unobtrusiveness are among the main criteria for increasing conversion in trade. So, the best purchases are the so-called “seamless” ones. Clients make them easily, almost imperceptibly for themselves. We already wrote about the seamless payments in detail. Inversely, when customers have to fill multiple forms with information about themselves at an online store, this lowers business performance.

Why do you ask a customer to provide data beyond the required information: the number of the payment card, its CVC2 and the expiration date? If such additional information is needed anyway, make the time of its entry as short as possible.

If clients made purchases at your website in the past, let them avoid typing their address, phone number, etc. each time they visit your store. Finally, start using “payments in one click”. The main advantage is not just the faster transactions, but also the increased loyalty of customers.

 

Registration at the site: what to think over

Your client should have a choice: to buy with or without registration. Although priority should be given to the purchases made with registration. These encourage a buyer to consider himself as one of the ”fellows” of your website and, consequently, return there again and again. It would be logical to grant these buyers an opportunity to receive various bonuses (sales, hot prices, discounts), if they buy after having registered. They can also continue to buy as guests. The second option is convenient in case of one-time or urgent purchases.

However, people generally don’t like to bother their heads with new logins, passwords and secret words. So if you can omit this stage, this will give you great advantage.

Avoid redirection

A person wants to pay for a product, but instead the system of an online store sends him to another resource. As a result of it, loyalty of potential buyers drops sharply. Numerous opened windows and tabs disorient buyers. To put it simply: the more links – the less sales’ volumes.

Offer related products

The principle of direct marketing: protective screen films, headphones and other accessories are sold along with smartphones; baby clothes, shoes and toys are sold along with baby food. A client may not buy all or some of the related items this time, but he will examine what’s on offer, remember it and purchase something when visiting the website next time. This strategy is an effective way to increase conversion.

Don’t miss the opportunity to sell more, using the “Most often bought with this are…”, “Featured products” and similar markers. Of course, it’s should not be too obtrusive as such sort of marketing psychologically repels buyers.

24/7 support service

Finally, both an average user’s level of online competence and likely errors of clients should encourage e-tailers to provide the fastest and high-quality advice on all possible issues.

Ideally, consultations should be conducted through three channels: via email, via messengers, including social networks, as well as via instant telephone communication. The best option would be if such online technical support of an e-tailer is available 24/7.

 

Read the most topical articles on the e-commerce world on the blog of Bilderlings Pay – https://bilderlingspay.com/blog/en/

 

Visit the Fintech Conference at “RIGA COMM 2018” on 11 October to find out more.

Follow the news of the conference: https://www.facebook.com/events/102147303980113/