Although Christmas may still seem a while off, the days are now getting shorter and if you are an online retailer, it's time to start getting your online strategy finalised to ensure that you make the most of the busy season.
Here are our top tips for online success this Christmas. Please note, this is not an ordered list! It is a good idea to consult with someone before initiating our recommendations to ensure your budget is maximised!
1. Set up a PPC campaign
Yes, it's an easy place to start but creating a Pay Per Click campaign, using Google Adwords (using one of our free £50 Adwords vouchers would be a good start), or something similar, can be done quickly and to your budget. Using PPC allows you to get instant & relevant website traffic to your website in hours allowing you to increase your sales when most shoppers are online. Many small businesses over look PPC throughout the year but it can be an easy way to increase orders at this crucial time of the year (don't forget to use seasonal terms for your phrases!). By the way, your PPC campaign doesn't have to be on Google, their are other ways to pay for relevant traffic which can work just as well...
2. Do some planning!
Despite what we said above, it's important to take time out to plan your Christmas online marketing strategy. Don't rush into it or leave it to the last minute. Last year over FOUR BILLION POUNDS was spent online in the UK. Rushing into online marketing activities without consideration could mean potentially lost sales or loss of margin. Use the Google Adwords & Google Trends Tools to help predict peaks of traffic.
3. Review your website TITLE & meta description tags
We assume that most ecommerce website managers or owners will have a content management system of some description to allow changes to be made. While it's the busy season it makes sense to review your title tags not only to ensure they are optimised for search engines as much as possible, but also to make your website stand out in the listings. Include key messages which will make your website stand out against your competitors.
4. Improve calls to action
One of the key reasons 82% of shoppers on ecommerce websites leave empty handed is that key messages or calls to action are not clear enough. We've seen ourselves that improving graphics, buttons or content which urges users to take action improves conversion rates. If you offer 'free shipping' or '24 hour order turnaround' then make sure you make your message clear and easy to see. This should be reviewed regularly all year round to make sure that you've got the best graphic & position for your message but is espicially important at your busiest time of the year.
5. Set up Google Analytics
This is an easy one. If you've got an ecommerce website and don't have Google Analytics, then make sure you set it up as soon as possible before your busy season really kicks off. It's vital to know how your users interact with your website at the busiest time of the year so that you can make any last minute adjustments to maximise your sales, even on the last day of trading. It's never to late to make changes to your website which can increase your online sales.
6. Add a Christmas logo
Ok, this isn't necessarily going to win over your potential buyers to get them to spend more money with you. But it will do two things. One, it shows that your website is current and up-to-date which build trust with your potential buyers. Two, it also adds some fun to your website which might not be evident at other points of the year.
7. Participate on relevant forums / networks
If you have a specific product for a specific market, then this is a must. However, even if you've got a product which might have mass appeal, it still makes sense to participate in social networks, the blogsphere or wherever your potential buyers are. Whatever you're selling, and there are very few niches which do not have conversations online, there will be places to interact with your audience and help guide them to your website.
8. Build your email database
Like other points mentioned here, this is something that should be done all year round. However, with millions being spent each hour over the Christmas period, the opportunity to capture vital emails address shouldn't be missed. If you own an ecommerce website and don't have an email newsletter sign up box on your website, then Christmas is THE time to add one. The email address collected at this time can be used for future marketing post Christmas and for future promotions (such as January sales!)
9. Do an email marketing campaign
If you've been trading online for a while, there is (or should be) a very good chance that you've built an email database of contact or people that have bought from you before. Even if you've an email database of a few dozen or even a few thousand, Christmas is a time where you have start doing some email marketing. Gettting your brand & products in front of your potential and existing at the right time can add many more sales through your online store for minimal investment.
10. Create some viral content
Creating viral content is sometimes very hard. Users want to share with others be it funny content, useful content or content of general interest. However, at the time of year when everyone is hunting for a bargain, vouchers can often be the best way to go. Sending special discount codes via email newsletters or making buyers aware of them on social networks or forums can be a great way to spread the word and get extra sales.
11. Be responsive
This means many things from picking up the phone quickly, putting products in the post promptly and also making changes to your website quickly. As an ecommerce retailer you'll have access to pages and pages of data which can be used to your advantage. As time is of the essence over the xmas period, wherever you can make use of the information that you have you must do so. If a product is selling particularly well, feature it on your home and landing pages. Make your website real estate work hard and you'll be rewarded.
12. Have fun!
It's important to remember that, no matter how stressful your office maybe over xmas, it is a time for cheer and enjoyment. There is much to worry about, not only only online but also in office & warehouses across the country, we hope that everything is done in the Christmas spirit and everyone has a profitable time!
If you have any more tips to make the most of ecommerce this Christmas, please share them with us below!
NOTE: I wrote this post a day ago but woke today to hear of news that their may be a postal strike on the cards across the UK.
12 + 1. Have a contingency plan in place!
You never know what's going to happen in your ecommerce business. If the local postal strikes take place, what will you do? What happens if your web server stops working? How reliable are your hosting providers? Make sure you look at all possible angles of weakness and put a plan in place to try and cover every eventuality.
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