Three Ways to Increase Holiday Online Conversion Rates
’Tis the season to be shopping … is your Web site ready for the fourth quarter holiday rush? In its recent whitepaper, Holiday Sales Tune-up, e-commerce retail technology firm MarketLive reports that the winter season typically represents 20 percent of retail sales. This presents a great opportunity for Web merchants who pay close attention to their customers’ needs because, as MarketLive points out, “When you help holiday shoppers save time and find the right gifts, you’ll strengthen a relationship that will pay off well past New Year’s Day.” What’s more, the report suggests big-budget Web site overhauls are unnecessary to give customers a positive holiday shopping experience. Read on for three suggestions from MarketLive on how to use what you’ve got to maximize sales.
1) Spotlight seasonal content. Create a well-stocked gift center and promote it on your homepage. In addition to being easy-to-navigate, the gift center should let the customer sort products by price range, view popular gifts and shop by theme. Also, highlight hard-to-find products or your online exclusives to send the message that these choices are unlikely to be duplicated anywhere else.
2) Offer time-tailored promotions/specials. The last-minute shoppers of the world need as much help as they can get as the days tick by. Clearly spell out timelines for fulfillment and shipping, visibly promote cut-off dates and make it easy to find a product’s in-stock status. You also can give even the worst procrastinator a sense of immediacy with special offers that exist for a limited time only.
3) Ramp up e-mail marketing efforts. Sending tailored gift suggestions right to your customers’ e-mail inbox is a great way to increase clickthrough. As the season approaches, slowly increase the frequency of your e-mail messaging. Start with weekly gift guides, and as time goes on, send product discounts or free shipping e-mails twice or three times a week. Then, when the last minute frenzy begins, offer daily reminders or gift-of-the-day features.