Conversion Wednesday – Preparing for the Holidays

By Dan G


Have you prepared for this upcoming holiday season yet? Here are some tips:

  1. Deck The Halls – Give your site a consistent holiday theme.
  2. Plan Holiday Promotions – Include one or more special holiday offers.
  3. Make it Easier to Purchase – Cut out any unnecessary steps on your site.
  4. Personalize the Shopper’s Experience – Let them “experience” your products through descriptions, pictures and videos.
  5. Plan for your Shipping Cut-Off Dates – Be pro-active on helping your shoppers plan for their gifts.
  6. We’ll go into more detail and provide a more expanded look at each of these preparations in the coming slides.

Our first two preparation tips are to “Deck the Halls” and “Plan some Holiday Promotions”:

And of course by “Deck the Halls”, I mean add some decoration to your site for the upcoming holidays. Try using a more-subtle theme that doesn’t blend-in with the most prominent parts of your site (like add-to-cart & search buttons, you still want those areas to stand out). What you might try is a winter theme with blue, white, and silver as your background color scheme so that your “add-to-cart” buttons don’t get lost in a sea of red and green. And try displaying your most popular seasonal products in these themed areas on your site more prominently, to make finding your hot-ticket items that much easier for the customer.

As for “planning your holiday promotions”, try adding some discounts, free gifts, or whatever promotion you can think of to clinch that holiday deal. “Free Shipping” and “Free Bonus Gifts” are always a crowd pleaser.

Our 3rd tip is to, “Make it Easier to Purchase” and cut out any necessary steps you may currently have in your shopping experience. Holiday shoppers, nowadays expect a simpler, richer and easier shopping experience more than ever before. This includes embedding rich content such as video, detailed product information, and providing better search results and navigation. Whether your shoppers are on a computer, a phone, or even an iPad, consumers expect a detail-rich shopping experience. Make it easy for them and offer a minimal amount of key information above-the-fold to enable each purchase. Consumers will have less patience than ever for text-heavy pages or a difficult-to-navigate purchase path. Remember that less is more. Put the key information upfront, and simplify or remove anything that doesn’t help a customer buy. Focus on making the purchase-process as easy as possible, whether the shopper is on a product page, a category page, or in checkout and be sure to remove any unnecessary steps.

When it comes to “Personalizing the Shopper’s Experience” nothing beats the glow of finding the perfect gift within their budget range. Identifying the recipient who will love your product as a gift–(this could mean his or her surroundings, needs, or anything else relevant); Whether it’s a description like ‘keep your dog cozy-warm with the doggie-coat’ or ‘any professional chef would be ecstatic to receive this pan set,’ the value proposition that extends to the giver has never been more important. Again, you could use videos, to show the product in use by the intended recipient envisioned in the copy. But be careful, product videos are often over-scripted and too long. So keep the product videos short & sweet and to the point. But Leave the shopper honestly curious to see the gift in person, if you can. And, if applicable, utilize drama, mystery, suspense, and comedy to set the mood.

As I mentioned last year around this time, make sure you plan for your “Shipping Cut-Off” Dates.

Do you know what your Shipping Cut-off Dates are?  You need to calculate all of your Shipping Cut-off Dates so you can highlight (or have a shipping page that) details clear ordering cut-off dates for each of your shipping methods before each of the major holiday days. You might also want to indicate any products that require special shipping considerations. And remember, if your holiday season isn’t in the traditional November-December dates then don’t forget to articulate those cut-off dates in that non-traditional season as well (like Black-Friday for instance).

Thes Natural Motivating Factors already exist for most of your shoppers so why not utilize them to your advantage?

So have any of these Holiday Preparation tips given you a chance to rethink your website for the upcoming holiday season? Would you like to receive some more advice specific to your website? Consider asking us for a free Conversion audit to help you out! We can do all of the research and and pick out all of your site’s major outlying issues for Free! And then offer to test our ideas with specific Holiday & Non-Holiday test campaigns for your site, and prove to you our winning changes which will then Increases your Revenue! It’s that simple!