As eCommerce becomes the prominent channel for consumers purchasing gifts during the holidays, it is essential for brands to equip their online stores with the right features and promotions to maximize sales and gain customers. The holiday season is the perfect time to grow online sales with good customer service, product campaigns, and promotional discounts. In order to have a successful holiday shopping season, sites must accommodate consumer needs and provide them with the best online shopping experience possible. Here are five tips from the Web Cube team on preparing your eCommerce site and digital marketing for the upcoming holiday season!
During the holiday season, consumers are looking for the best deals on items they wish to purchase. Providing holiday discount promotions will not only drive traffic to your site, but also increase overall online revenue. Brands should also consider additional promotions including free shipping, coupons or customer loyalty programs. These offers can be used to attract and retain new customers as well as generate additional revenue. Decide your promotion strategy early on so you can begin planning your holiday campaigns and designing creative for your homepage banners, emails, social media, display advertising, and other channels.
Optimize your eCommerce site for holiday shoppers by curating your products through campaign landing pages, holiday collections, and lookbooks with holiday gift ideas. An additional way to increase customer orders is by adding “cross-sell” and “upsell” features to your site, recommending relevant products to your shoppers based on their past purchase behavior and recently viewed items.
An essential pillar in every holiday marketing mix is pay-per-click (PPC) advertising on Google and other search engines. Be sure to get a head start now by testing and experimenting with small keywords to see what is effective for your brand. Don’t forget to include Google product listing ads (PLAs) in your search marketing mix. Google’s search enhanced product ads, whose CTRs have been higher than text ads since November 2012, will maximize your brand’s exposure on search engines and drive targeted holiday traffic to your site.
With mobile commerce expected to reach an unprecedented 16% of retail eCommerce sales this holiday season, it is imperative to plan your mobile strategy well before the holidays. Whether you build an app or mobile site, or decide to make the switch to a responsive website, your mobile experience should engage shoppers and increase conversions through easy navigation and a simplified checkout process.
Don’t just assume that your website can handle and convert the spike in traffic caused by holiday shopping. After all the time, effort and funds poured into driving extra traffic to your site, there is nothing worse for your business than a customer getting an error message. Make sure nothing gets in the way of customers completing purchases by working with your IT department to prepare your website for the influx of holiday traffic.