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The Ultimate eCommerce Checklist for Christmas

November 1, 2017
Bird's eye view of a pair of feet wearing white and red socks, facing a pile of wrapped gifts.

Christmas. ‘Tis the season to seize opportunities. ‘Tis the season to maximise your sales – especially online.

 

The great thing about buying online sometimes is it’s like buying yourself a present. You buy. You forget you bought. And then when your parcel arrives in the mail, you feel like you’ve got a secret admirer (or a Secret Santa).

The great thing about selling online is that if you do, and you’re reading this, you’re about to get a present. In the form of tips from us. There’s one for each day of Christmas. And every single one can deliver you returns… AusPost can’t even interfere with this one!

 

On the first day of Christmas: Check out your data

 

What if every decision was a fully informed one? In real time. We are big advocates of the Insights Dashboard – an all-in-one display of the data you need and care about. To make those decisions, you’d usually have to spend hours deep diving in Google Analytics. And that’s not necessarily bad or a waste of time. It’s just that we believe you should have the data all at your fingertips. So you can respond to the endless changes that are part-and-parcel with the digital world.  This is an awesome first step – it helps identify what’s wrong fast, and gets you on the path to fixing it fast!

 

“69.23% of your potential purchases fall right through the bottom and get left behind.”

Marketing dashboard

 

Make sure you have easy-to-understand data at your fingertips.

 

On the second day of Christmas, we fixed your trolley.

 

Abandon-cart email is your net that catches those purchases.

 

It’s like you’re using the rickety-est old shopping carts in the business. So much that 69.23% of your potential purchases fall right through the bottom and get left behind. The abandon-cart email is your net that catches those purchases. It’s worth noting that because 54% of carts are abandoned for shipping costs, an offer of free shipping in one of these emails is going to oil those shopping cart wheels real nice…

 

“Be memorable. Be everywhere”

 

On the third day of Christmas, we followed your consumers around.

 

Like we said: winning them back is a huge part of selling online. Retargeting ads ‘follow’ your previous site visitors around…. In the least creepy way possible. Just in the form of display ads. Once they visit your online store, you’re just give them a little nudge. Do we need to even do the whole ‘internet gives us goldfish memories and the attention span of a gnat” spiel? We really don’t. You know you’re competing for attention like it’s a 100m against Usain Bolt. Be memorable. Be everywhere.

 

On the fourth day of Christmas, we wrapped it up nicely.

 

Plant the seed that your product is “the perfect gift for mum” and customers will agree with you. Make a special offer or bundle. It sounds so cheesy, but with a little help from some creative minds (AHEM, us) you can do it! Even try rewarding your audience – “buy this exceptional hand cream for your dad and we’ll throw in a sweet bottle of our latest cologne for you”. Because we’re all kinda selfish at heart…

 

On the fifth day of Christmas, we reinvented the gift voucher.

 

The gift voucher… Some people think of it as a ‘last resort’.

But being a last resort can be a good thing at Christmas. Vouchers do not require shipping. You can buy them at 9am on Christmas morning before the family arrives, and – printer ink gods willing – you can print it and slip it into a card. So easy. And remember what we said before? 54% of people abandon their carts because of shipping? If you put a bit of effort into developing the experience really, the advantages of these things are just… Multiplicitous. Is that a word? It’s a word now. If you want to look at how to develop your gift vouchers into something really appealing, ready this.

 

“Nobody’s going to buy if they feel like shopping with you is a lucky dip.”

 

On the sixth day, we got you blurbs.

 

Nobody’s going to buy if they feel like shopping with you is a lucky dip. Maybe if your product is 99 cents. But even then… Here’s what to do: show your product from all angles. Give all the specs you can. No surprises. Without reinventing the wheel (or redesigning your website), you can add extra images or a lengthier description. Of course, it’s best if this starts from a site design – like you can see below. But show them what your product looks like and how to use it and they’ll be sold. Added bonus? More information means more content for search engines to crawl. If you take a strategic approach, it’s an easy rankings boost.

 

On the seventh day, we wrapped you up a security blanket.

 

This is such a quick win that you’d be mad not to do it. Get an SSL (secure sockets layer). You don’t have to really understand how it works, but it ensures all payments made on your site are nice and secure. And it will give you a tiny ranking boost in Google searches. It would be frankly irresponsible not to have one. Get on it.

 

 

 

 

https indicates your site is secure.

 

On the eighth day of Christmas, we got you (and your customers) shipping clarity.

 

Remember what we said about 54% running off after seeing shipping costs? Disclose shipping information early. Disclose your return policy early. If it’s free shipping for all purchases over $50, let them know – it will change your customers’ mindset from wary to aware.

 

On the ninth day of Christmas, we got you payment options. Trusted ones.

 

It’s convenience. It’s security. You know the deal. Stripe and PayPal are the two we tend to work with – for the reasons of security and as they tend to be the easiest to integrate with most websites.

But, as online payment is an area of rapid change and frequent disruption, it’s important to stay in touch with your web developer about possible new pathways you can take. For some retailers, you might need to consider something like AfterPay or even cryptocurrencies.

 

On the tenth day of Christmas, we got you a better mobile.

 

Mobile optimisation. Ok, so mobile sales have been a little slow on the uptake. Conversion rates, globally on smartphone, were sitting at 1.55% in Q4 last year – compared to 4.14% on desktop. Mobile’s on the rise, but it’s still not the primary place people shop. No excuses, though – your site still needs to shine on mobile.

71% of users are using their smartphone to research their next purchase. 60% of consumers doing their research on smartphones think about buying from someone they normally wouldn’t after browsing on their smartphones… so you’ve got to be there (search optimisation) and you’ve got to look good. If that doesn’t look like an opportunity to you, get new glasses.

 

On the eleventh day of Christmas we gave you rollerskates.

 

Slow loading speed’ll kill you, especially on mobile. 4 seconds can be all it takes to lose your customer – 40% will abandon a site if it’s taking any longer than that. For almost a decade now, speed’s been a factor in your site ranking on Google. If your site is ultra-sluggish, you’re gonna drop in rankings when people are hunting for gifts.

There are quick fixes, that involve minimising scripts on your page, optimising images… Web developer magic, basically.

 

On the twelfth day of Christmas, we got you Reindeer. Flying reindeer.

 

You need to pull traffic to your online store.

 

Something to drive that traffic to your online store. Without this, you’re going nowhere. You need a serious marketing plan. Without a marketing plan, you won’t get traffic to your online store. You won’t show up in searches for your product. You won’t succeed. At least give yourself a shot.

Get a plan.

Get in touch with us and we’ll talk about the best way to maximise your online store – for Christmas and the Christmas to follow. And the one after that…

 

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