How To Increase E-commerce Sales This Holiday Season
Holiday season is right around the corner, and with Thanksgiving, Christmas, and New Year’s being the most celebrated and profitable holidays of them all, it is essential that companies within the e-commerce industry ensure their platforms are ready for this end-of-the-year high demand. In fact, data suggests that last year, e-commerce sales were at an all-time-high, and suspect the industry to see the same success in 2022!
To further analyze this topic, we referenced the Big Commerce article “Shopping as Unusual: How to Increase Holiday Sales in 2021” by Shelley Kilpatrick. It is only right that we give credit to this author, as the content in this summary comes from her original research and ideas.
Specifically, this blog will dive into the topics of optimizing e-commerce sites to increase conversion rates, setting-up new sales channels to expand reach, implementing promotional strategies to increase sales, and treating customers to the best e-commerce experience.
Optimize Your E-commerce Website to Increase Conversion Rates
Optimize for Mobile
According to our source, mobile was the #1 platform used to make holiday e-commerce purchases last year. Therefore, it is essential for e-commerce professionals and brands to ensure that the mobile format of their website projects a flawless customer experience and journey. In doing so, customers are more likely to stay on the website longer, increasing the likelihood of purchases, leading to more profit for the business. Below are some recommendations:
Use above the fold area to highlight the sweetest deals.
Remove pop-ups and sidebars for mobile users as they add friction.
Add support for digital wallets to speed up the checkout.
Offer Buy Now, Pay Later
Offering a “Buy Now, Pay Later,” feature on your e-commerce platform allows customers to pay for products in installments at a later date. Not only does this target younger demographics, but it convinces customers to follow through with purchases even if they are worried about price point. Additionally, as technology continues to advance, many businesses are offering different methods of payment such as Apple Pay and third-party payment solutions, which the public typically appreciates and is necessary for businesses to include if they want a competitive edge within the market.
Optimize Pop-ups, Forms, and Website Messaging
Caption the attention of your customers by adapting the look and messaging of your website! From seasonal colors to copy, your customers are bound to enjoy the festivity. Remember, details matter. However, do not let the adaptation get in the way of your brand’s voice and personality.
Setup New Sales Channels to Expand Your Reach
Use product tags to create shoppable Instagram posts.
Does your brand/e-commerce site have an Instagram account? If so, we highly encourage that you use product tags in your post! By doing this, it allows customers to learn more about the product without removing them from the platform they chose to be on.
Sell on new marketplaces.
To expand your e-commerce business’ reach, look into selling on additional, frequently visited, marketplaces during the holidays, such as Amazon, E-bay, Walmart Marketplace, and more.
Quick and Effective Promotional Strategies to Increase Holiday Sales
Run a Giveaway
The holidays are all about community, and sharing joy. What better time to show appreciation and thank your customers for their business than during the holiday season? An easy way to do this is through a giveaway. This specific promotion can vary depending on what your e-commerce brand is wanting to offer but some ideas include:
Offer to donate a % from each sale to a local charity.
Match each customer entry with a $1 donated to a good cause.
Host a choose-what-you-pay contest, allowing customers to select a price tier for promo products.
Provide loyal customers with unique discounts.
Customers are easily influenced by promotions and discounts. In fact, since the holidays typically include heavy spending, many are looking for ways to alleviate that burden. Meet the needs of your consumers and offer a personalized discount code this holiday season!
Create a sense of urgency with discount countdowns.
If your brand decides to incorporate product discounts this season, make sure to offer them for a limited time only! By doing this, you “trigger FOMO feelings among consumers. Also, they build up a sense of scarcity, forcing [their] brains to want the fleeing thing before it’s gone.”
Give first-time buyers a reason to return.
Although customers may be coming to your website solely for a holiday purchase, we want them to stay long past the holiday season. To do this, you want to continue offering incentives to customers, most importantly your first-time buyers. Here are a view ideas on how you can do this:
Get them on your loyalty program
Pitch a subscription offer
Excell the product delivery
Treat Customers to the Best Holiday Commerce Experience
Looking for other ways to further elevate your customers’ shopping experiences? Below are some additional ideas:
Creating holiday gift guides.
Providing the best customer service.
Running a holiday social media campaign.
Working with micro-influencers.
Sending creative cart abandonment emails.
References
https://www.bigcommerce.com/blog/increase-holiday-sales/#optimize-your-ecommerce-website-to-increase-conversion-rates
