It's The Most Digital Time of the Year
Posted by: Lizzie Healy
We're making a list of E-Commerce Holiday Do's and Don'ts and checking it twice. Today marks the official online kick off of holiday shopping season with Cyber Monday, the web equivalent of Black Friday. This year more than ever, customers are avoiding the chaos of shopping in store and opting instead to hunt down bargains from the comfort of their couches. This holiday season, digital sales are expected to increase by a whopping 25%, leaving your brand with one crucial question: is your website ready? Tis the season....to prep your e-commerce site for the holidays.
DO: Be on the lookout for 2016 Marv & Harry's
The characters behind holiday hijinks now operate in a new realm: online. Cyber security needs to be a top priority for any website, but most importantly ones dealing with private consumer data like banking and credit card information.
DO: Complete a security audit.
One customer with a bad experience could destroy you with online reviews. Doing a security audit early on in the holiday shopping season ensures all transactions and access points are secured, and can prevent your customers having an experience that sends them running to Yelp.
DO: Reassure nervous shoppers.
Have yourself a merry little purchase. Include a trust seal for customers so that they can feel confident their online purchases are secure.
DO: Embrace the holidays.
The holidays overflowing with eggnog and themes (as if you couldn't tell from this blog post), and the perfect opportunity for marketers to get creative. Top retailers take advantage with specialty landing pages promoting holiday offers and products, and capitalizing on these easy themes.
DO: Include customer reviews.
The little drummer boy wants to purchase new drum sticks, and heads to two websites to compare products. One website has ample reviews, speaking to the quality of the drumsticks and providing a four-star rating. The other has no testimonials and he has no indication of the quality of said drum sticks. Which ones do you think the little drummer boy is going to purchase?
DON'T: Skimp on descriptions.
Do you hear what I hear? Customers might not understand how a product is described, so make sure there are enough pictures and information included included in every product listed. Providing accurate, informative, extensive information about products is crucial to making online sales.
DON'T: Lose customers at checkout.
I'll be home for Christmas and so will your presents. Many companies lose customers on the checkout page because of lengthy shipping times or high costs. Companies can benefit from charging lower costs for shipping or building that cost into the product. Don't pay the price of losing customers because you didn't want to pay the price of shipping.
DON'T: Forget to take into consideration the type of product your buyers are looking at. According to studies done by the Nielsen Group, shoppers looking at thumbnails of bookcases were studied carefully, while thumbnails of flat-panel TV's were pretty much ignored. The use for the product is different. One was studied for the look and feel, while the other was purely studied for function and the usefulness could be conveyed through text.
DON'T: Forget to provide a clear value proposition on your website.
Shoppers visit countless websites when shopping for holiday gifts. The items that stand out are ones that showcase their value! What can this product do for me? I don't want to purchase speakers, I want to be rocking around the Christmas Tree. I don't want wireless noise canceling headphones, I want a silent night. The crucial elements of a good value proposition are: clear, simple language that showcases the promise of value with a product. Shoppers need to understand the features, advantages, and benefits of the item!