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With the Christmas shopping season just getting under way, what can online retailers do to drive more traffic to the site and convert as many visitors as possible?
Here's a checklist of 12 things etailers should be doing to make the most of the holiday season...
Adjust PPC strategy for seasonal trends
There are always a few must-have items around Christmas, the iPad is likely to be one this year for instance, so if you stock these items, this is one way of pulling customers in.
Other things to look at include 'free delivery / shipping', since searches for this tend to peak around the Christmas shopping season, and this is something that can give you an edge over competitors.
Make gift shopping easy
Adding navigational categories for gifts can provide Christmas shoppers with ideas for gifts.
For example, M&S has a 'flowers & gifts' drop down which enables shoppers to search for gifts by him/her etc. The ability to search by price range would also be a useful option:
Offer gift wrapping
If you don't normally offer this service, it's worth considering this. It's a useful option for people like me who are very bad at wrapping presents, and can be used on the shopping basket page to bump up average order values.
Provide flexible delivery options
Offering a range of delivery options is a good idea all year round, and can be a key differentiator, but it becomes even more important in the run-up to Christmas. If you can offer next day or even same day delivery then you can sell right up to Christmas Eve, and attract more last minute shoppers.
Make delivery cut off times and dates clear
If customers can order and have items delivered in time for Christmas, then the cut-off dates and times should be clearly communicated to customers.
Messages like this one from Next's homepage last year provide clear information, while the countdown clock could also help to create urgency in customers' minds:
Make sure customer service is ready
Expect more calls and emails from customers with questions about products they are thinking of buying, or chasing up deliveries, and make sure you have the resources to cope with this.
Make returns policies and delivery charges clear
Cost of delivery and returns policies are always significant factors in the decision to make a purchase, so make sure customers can find this information without having to work too hard. It should be clearly accessible from product pages.
Offer hassle-free returns
When people are buying clothes for people that may not fit, or they may not like, and the risk of buying things that people already have, returns policies become even more important.
Since its more likely that items will be returned, then customers need to be assured that this will be easy. Clear messaging about your no hassle returns policy, as shown on the Javari homepage, is one way to do it:
Also, if you are a multichannel retailer, make sure customers can return items in store if they prefer.
Offer free delivery
Free delivery has proven to be an effective tactic in the past, and in a competitive pre-Christmas market, this could give you the edge over competitors.
Displaying free delivery offers on the homepage and elsewhere on the site immediately answers any customer questions about delivery charges, while using the term in title tags can help you to pick up a little more search traffic:
Offer gift vouchers
If you don't normally offer them, gift vouchers can provide an alternative option for customers who just cannot decide which present to buy. They are also a useful option for last minute shoppers, as they can be delivered by email or SMS.
Offer reserve and collect
We know that reserve and collect services have worked well for retailers, but it can also give you the edge at Christmas, by allowing customers to save time in stores by researching and selecting items in store first.
If items can be collected from stores the same day, it is also a useful option for appealing to last minute shoppers.
Make sure your website can handle the Christmas rush
If your site can't handle the extra traffic, the consequences in terms of lost sales would be serious at this time of year, so you need to take steps to ensure this doesn't happen.
One thing to do is to estimate the peaks of traffic you may experience, and carry out some load testing (there are a few free tools for this) to see how many users the site can handle before the user experience is affected. More tips on coping with traffic spikes here.