No matter what type of business you run, the holiday shopping season can bring in big bucks, but it can also bring in a lot of stress! A sudden bump of increased traffic can be a nightmare for ecommerce sites that are poorly equipped to handle it and those lacking regular maintenance.
Visitors will quickly lose interest in, and patience with, a slow loading site or a site that doesn’t make things as easy as possible for them. Think about the crazed, last-minute shopper – they’re in a hurry and will be more easily frustrated & even less likely to wait.
With all efforts geared toward increasing sales for the holiday season, it only makes sense to update and modify your existing site to provide clear messages regarding sales and specials, along with robust product descriptions. Also, keep in mind that an easy-to-use search function will allow customers to move throughout the site comfortably and confidently - this translates to spending!
A quick review of the basics below will lead to a holiday shopping season that is both profitable and stress-free.
Getting analytical
No matter what size your business is, each holiday season offers a chance to learn something new about your business and your customers.
Lesson 1:
Data is your friend - embrace what it has to offer and use it to secure consumer dollars. The insights provided by data can then be used to find new customers and increase conversions.
Lesson 2:
Performing a few holiday tests and studying analytics on your site will allow you to identify potential problems while also revealing areas for growth.
Helpful Tip:
Try a short survey at the end of September to identify potential problems with your site and use the answers to make improvements before your holiday campaigns are fully underway.
The buying process
Face it - people shop online because it is fast and convenient. They do not want to fight for parking spots, stand in line, and deal with all the hassles of a traditional brick-and-mortar store during the holiday rush. However, if your online buying process is overly complicated and involves too many steps, the online shopper may just grow frustrated and leave your site for one that’s easier.
Lesson 1:
Review your ecommerce buying process today! Know the types of payment you accept, know how the check-out process works, and then compare your process to that of your major competitors to identify areas for improvement.
Lesson 2:
Remember – how easy the experience is for a shopper directly translates to how well you will do in sales.
Helpful Tip:
Add multiple payment options to increase conversions and to prevent alienating customers who prefer alternative payment methods.
Boosting conversions
The likelihood of the upcoming holiday season bringing new visitors to your site is high, so focus on converting those newbies into a strong, solid base of loyal customers.
Lesson 1:
The key to conversion is convincing the newbies to provide you with their email addresses, but be careful not to freak them out and scare them off!
Lesson 2:
The best time to ask for the email is at a point where the customer is committed. Offer an online receipt and the ability to track the order and most of them will be happy to hand over an accurate email address.
Helpful Tip:
To really get the season moving in a positive direction and get your hands on even more addresses, use the tried and true tactics, such as:
- contests via social media
- member discounts
- rewards programs
- newsletters featuring new products & valuable information
Whatever you do, make sure it’s designed to keep customers engaged and interested!
With these lessons and helpful tips, you and your customers can experience a holiday season that is stress–free and wrapped up in a ribbon of success. Be a believer in your brand and remain vigilant in your efforts to improve the shopping experience for your customers. Welcome to the no-stress zone and holiday shopping without the wait!
If you missed it, take a break and review Step 3: Being Different. If you're ready to keep rolling, check out Step 5: Promotions That Work.