Although it is only October, now is the time to look at your website to ensure it is optimised for the Christmas rush. After all, the sales you make in November and December can determine whether or not your year is good or bad. It makes sense to optimise your Christmas strategy in every way that you can.
This includes online, even if you don’t sell products directly through your website. If you sell products to consumers, and you expect a bounce in the run up to Christmas, you should implement as many of the points in this article that you can.
You have probably read before – including on this blog – that having a mobile-friendly website is no longer a choice. Making your website mobile friendly is now essential because it is about more than user experience. Of course, user experience is important, but if you don’t have a website that works well on mobile, the user will probably never see it anyway. In other words, if you don’t have a mobile-friendly website, you are losing traffic.
What does mobile friendly mean, though? For some it means a website that looks good on mobile. That is important, but you should go further than this – it should function well on mobile too. That means it should load quickly, and all of your website’s features and functions should work. Nothing should be desktop only.
- Advertising / Marketing
You should be preparing your advertising and marketing campaigns for November and December now. Your aim should be to get as many people to your website, or interacting on your social media pages, as you can. This can include advertising campaigns that you run on Google or Facebook, or it can include potentially free alternatives, such as social media marketing or email marketing. Whatever you decide to do, make sure everything is in place and ready to go.
- The Offer
Finally, look at your offer this Christmas. In particular, how can you make your business stand out from the competition, and how can you go the extra mile for your customers. Remember that customers have different concerns at Christmas than they do at other times of the year. When buying online they are concerned about delivery times and ensuring the item is with them before the big day. In general, they are also concerned about time – having enough time to do everything that needs done.
You can turn these concerns in your favour by creating offers that directly address them. For example, you can look at your delivery policies to see if faster delivery is possible. You can even try to make delivery free – free delivery removes another sales barrier, so should increase conversions.
If you don’t sell on your website directly, you can still use these ideas to your advantage. Examples include clearly displaying on your website or social media channels extended opening hours to cater for stressed out parents trying to find time to get the shopping done. Or you can offer free in-store gift wrapping services.
This will require some changes to your website – possibly a new Christmas version of your homepage – but it will be worth it.
For more help and advice with your business, please contact a member of the Gilroy Gannon team today.