Christmas is exactly a week away, and some e-commerce marketers may be a little less vigilant than they were during Black Friday and Cyber Monday. However, relaxing now would be a bit of a mistake, as those two days only drive 15 percent of holiday revenue, says the AlertSite team at SmartBear.
To that end, the marketing vendor sent Target Marketing its “Holiday Performance Checklist” infographic on Tuesday to help marketers ensure that they monetize every last dime of holiday revenue.
Here’s what SmartBear advises marketers do this week:
- Improve Site Speed, As Well As ‘Context and Sequence.’ ’Tis the season for light Web pages, as shoppers don’t want to be slowed down by rich media. It doesn’t have to be pretty, it just has to work. These are the last-minute folks. Ensure the context makes sense and content follows a sequence visitors will understand.
- If You Can’t Increase Site Speed/Performance by 20% or More, Engage Consumers While They Wait. Performance is about perception.
- Remember the Alamo and Desktops. More people buy here and they buy more, as in spend more money. [Editor’s note: OK, yes. The Alamo wasn’t in the infographic.]
- Provide Shoppers With a Seamless Experience. “Ensure that your e-commerce offering — websites, Web apps, and native or hybrid mobile apps are working smoothly across various locations, devices, browsers, ISPs and wireless networks,” reads the infographic. [Editor’s note: SmartBear advises marketers ensure that all channels work together, but research from sources such as IBM suggests that consumers are looking for a seamless experience in one channel most of all, mobile, and they aren’t getting it. They’re switching to larger devices to convert, if they convert at all. So here’s a suggestion: Try being a mobile shopper and see how easy it is to convert in that channel, even if you think you can’t possibly improve. How did it work out?]
- Secure All Conversion Paths. “Facebook brings as high as 60 percent of the traffic to major retailers’ sites,” according to the infographic. “Ensure that the plugins and APIs that represent your offering on social media are working smoothly for all your customers, across diverse use cases.”
- Bulletproof Your APIs. “Customers coming from API-driven channels are reported to have 26 percent more CLTV than others,” says SmartBear.
- Be In It for the Long-Haul. Marketers who only prepare for Black Friday and Cyber Monday are missing out, the vendor says. Consumers are still out there waiting to convert. [Editor’s note: Using Halloween as an example, Blue Fountain Media found that 66 percent of shoppers made all of their purchases a few weeks before the event, with 2 percent of buyers waiting until the day before. That 2 percent still counts.]
Are e-commerce marketers still alert?
Please respond in the comments section below.
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