Conversion Tips to Boost Online Sales this Christmas

• 17th November 2016
• Leanne Hyland

Our festive shopping habits are changing. In 2014, for the first time in history, online sales held on Black Friday and Cyber Monday drove more profit than those of Boxing Day and the January sales.

Christmas promotions are starting earlier than ever before, with up to 50% of online retailers implementing campaigns from August, and while huge profits can be seen from such temporary spikes in revenue, many business owners have voiced their concern at consumers’ ever increasing expectation of low prices.

To make sure you take full advantage of the online market in the run up to peak buying season, we’re sharing our top tips for driving and maintaining traffic and conversion rates – including ways to slip in those premium priced items.

Build up discounts gradually

Instead of pushing through price crashes in the hope of immediately attracting and retaining the attention of the mass market, start slowly and maximise your end-of-season sales period by up to six weeks.  Introduce conservative discounts of 20% early on in the season, and build on this by a further 10% each week in the run up to Christmas.

Consider the display of sale items

Internet users have short attention spans. Make it easy for them to search your best deals by dedicating a section of your website to discounted items. Grouping sale items together helps to facilitate user experience, while giving you the chance to display a few premium products alongside reduced items to make discounts seem more impressive.

Take full advantage of existing customers

Create frequent, highly tailored offers for existing customers. Separate your customer database and offer loyal shoppers exclusive benefits in the form of vouchers, free delivery incentives or rewards points. Newsletters and email reminders can also be a helpful tool in persuading both new and existing customers to convert.

Use social networks to promote offers

Facebook allows advertisers to push campaigns for a reasonable price. They also allow you to target a very clear-cut audience, meaning you are able to specify the age, interests and behavioural patterns of those your ad will target.

Offer visitors a range of ways to get in touch

With almost 70% of consumers in the UK preferring to contact retailers via their website and only 11% feeling more comfortable on the phone, it’s important to offer customers several contact methods such as social media channels, online chat and contact forms. If you have a telephone service,  avoid lengthy, pre-recorded menu options as this can put off potential customers.

Adjust your delivery and payment strategies

Time is of the essence when it comes to Christmas shopping. Many leave themselves too little to factor in delivery timescales. If you can, consider offering a click and collect service or even a free next day delivery when purchases over a certain value are made – a proven method in upping conversions and reducing the number of abandoned baskets.

Similarly with payments, the more options you can offer the more conversions you’re likely to attract – PayPal tops the list of preferred payment methods, after debit and credit card transactions. Most importantly – make sure you have the capacity to fulfil all orders placed – or prepare yourselves for some negative feedback come New Year.

If you need a helping hand to draw in those conversions, why not get in touch with Gravitate Digital today. Our industry experts can help you to understand the demographics, lifestyles and behaviours of potential customers,  identifying those most likely to convert. We can help your business target consumers offering the highest level of profit through the creation of powerful ad campaigns.