Too soon to be talking about Christmas? Not in the eCommerce world!
Most of us are thinking about holidays and enjoying the sunshine, but for those in the eCommerce industry, NOW is the perfect time to be thinking about how to optimise your website for the Christmas period.
We’re halfway through the year, which means that Christmas is right around the corner. Yes, we have six more months until Christmas, but if you are an online retailer, June is early enough to start planning for the holiday sales. Last year, total holiday retail sales increased by a staggering 8.5%, and this year online sales are projected to grow further by 11% to 15%. Without an early and effective plan, you stand to lose opportunities for higher revenue. This article highlights key areas to focus on as you start planning and preparation.
1. Your website
New research by Yodel revealed that a third of UK shoppers plan on doing their Christmas shopping exclusively online this year. It is therefore guaranteed that eCommerce websites will experience an influx in traffic. Here are a few things you can do to prepare for this occurrence.
Have a responsive design
A responsive website design creates dynamic changes to the appearance of a website based on the screen size and orientation of the device a customer is using. Building a responsive website is not a quick fix, it can take 4-6 months from start to finish, but it is vital for the success of your business. Over 60% of online purchases are carried out using a smartphone, so if your site doesn’t display well on smaller devices, you will lose a tonne of revenue this year.
Optimise digital wallets
Filling in card details on a mobile display can frustrate a customer. So, why not create a friction-free checkout process using digital wallets such as Apple Pay. They make it easier for customers to complete their orders and help ensure that no cart is abandoned because of a long and complicated checkout process.
Ditch aggressive popups
While popups are great for increasing conversion, they are incredibly annoying on mobile devices. Limit popups and overlays to desktops only.
2. Marketing strategy
With increased traffic also comes increased abandoned carts. Therefore, to get high conversions during this year’s holiday sale, you must develop a comprehensive cart abandonment strategy. Usually, an email sequence works to recapture abandoned carts, but that alone won’t be enough to help you recover the lost revenue. You’ll need other methods, such as a Facebook messenger campaign. Messenger has a higher open rate, click rate, and reply rate compared to email and is therefore worth considering. As always, ensure you keep the messages short and concise and add a clear call to action. Also, utilise reviews and testimonials to create fear of missing out and build trust among customers.
Do you want to optimise sales this Christmas holiday? If so, get in touch with us and let us help you prepare for the biggest sale of the year.
Watch our video for some more helpful tips!
