An increasing number of consumers are taking advantage of
online promotions and the convenience offered by online
shopping, causing U.S. eCommerce revenues to grow by 18%
year-on-year during the fourth quarter of 2016.
With the surge in sales during Black Friday, Cyber Monday, and
the rest of the holiday shopping season, competition among
e-tailers for traffic and conversions will increase
significantly. Capturing the attention and impacting the
purchase behavior of holiday shoppers requires relevant product
page content and a clear path to purchase.
Before we dive into some ways you can improve your store in the
coming months, let’s take a look at the main types of holiday
shoppers that will be visiting your site:
Information Seekers – These visitors may
not come to the site with the intent to purchase. Instead,
their primary goal is to find information about a product
before deciding if or where to purchase it. While they may
not convert immediately, an organized product page
increases the chance that this type of shopper returns to
Bargain Hunters – These visitors are
looking to buy a product, but only if it is on sale or
below a certain price threshold. They may order from a
competitor or not order at all if they can’t find a deal.
To attract this type of buyer, you should prominently
display your site’s promotions or offers.
Indecisive Browsers – These visitors
typically want to make a purchase, but they aren’t sure
which item to get. They use the website as a tool to find
the right product and buy once they pick one. This type of
shopper is prone to seriously consider cross-sells and
upsells, meaning you can increase average order values with
the right strategy.
Bulk Buyers – These visitors try to get
all of their shopping done while placing as few orders as
possible. They prefer completing all of their shopping on
one website or marketplace for simplicity. Your store’s
ease of use and checkout convenience are some of the most
important site elements to this shopper.
In-and-Out Shoppers – These visitors want
to finish shopping as soon as possible. They find the item
they are looking for and purchase quickly, sometimes on the
first site they visit, regardless of price. Fluid product
page layouts and information architecture will yield
immediate results with these shoppers.
Start planning to engage these types of shoppers with these 6
tips for boosting conversion from your product pages.
1. Enhance Page Visibility
A challenge across retail is the decreasing importance of brand
to shoppers. One study showed that between 2008 and
2015, there was a 68% decrease in the percentage of consumers
who could identify a favorite retail brand, indicating more
shoppers are seeking features and benefits instead of specific
brands. To capitalize on this trend, try using the limited
space provided by search engines to focus on keywords and
descriptions that emphasize things like product value,
ingredients, features, rather than brand affiliation. By
optimizing other content and SEO components (product
descriptions, meta content, titles, and headers) to bring in
more organic traffic, you can exceed your holiday sales and
Shoppers it helps convert: Bargain Hunters, In-and-Out
Two-thirds of the time on eCommerce sites is spent by mobile
users, meaning a responsive website will help you capture your
share of the increasingly mobile holiday audience. Optimizing
your mobile site is largely dependent on your ability to
establish a cohesive customer journey through marketing
elements such as search engine descriptions, product details,
offers, and any unique value your company adds.
Your responsive content, layout, and navigation should provide
a clean environment that seamlessly guides mobile holiday
shoppers from discovering product details to making the
purchase. Pages should be easy to view and offer clear next
steps to the customer.
SHOEBACCA—a retailer of footwear, apparel, and
accessories—provides an intuitive interface on which users can
clearly view product, price, and reviews before they add items
to their cart or wishlist. Easy access to the search tool,
cart, and my account screen allows users to complete their
goals with minimal interactions.
Shoppers it helps convert: Information Seekers, Indecisive
Browsers, In-and-Out Shoppers
3. Make Offers Digestible
Your promotions and discounts catalyze store activity during
the holiday season, but the effects can even extend beyond the
initial purchase. With 68% of consumers saying coupons generate
loyalty, your holiday deals can also turn new shoppers into
repeat customers. To give yourself the best chance to win the
business of holiday visitors, your integrated marketing plan
should include all web pages. There are many ways to display
your offers, but how prominently they’re communicated to
visitors before they reach your product pages should play a
role in how they’re presented on the site.
Sales that have been clearly relayed to users through
acquisition channels should still live on your internal pages,
but perhaps not as aggressively. Different colored text on the
page could serve as a subtle reminder in this scenario.
If you’re offering multiple promotions at once, you should
inform customers so they can choose the one that works best for
them. For example, users that are led to your site by marketing
materials containing Promotion A may still want to know about
Promotion B. Since Promotion A was already presented to them,
Promotion B should be displayed more prominently on the page.
Static banners are a popular way to showcase site-wide offers
that are applicable to a range of customers.
Shoppers it helps convert: Bargain Hunters, Bulk
4. Cross-Sell Zealously
The increase in fourth-quarter conversion rate shows that
visitors are more likely to purchase, a trend you can use to
refine your pages with more cross-selling messages, such as
“This item goes great with…” or “You still haven’t placed this
item in your cart” (leading them back to a previously viewed
item). These strategies can pay dividends on shoppers that are
looking for multiple items for the same recipient or those who
just want to get their shopping for everyone done.
With 61% of consumers looking forward to
receiving gift cards during the holidays, now is a good
time to enable the functionality in your store. As cross-sells,
gift cards offer flexibility to shoppers who are unfamiliar
with certain products, but know your store offers quality
Shoppers it helps convert: Information Seekers, Bulk
Buyers, In-and-Out Shoppers
5. Be Timely
A more direct holiday strategy would be to adopt specific
content to target buyers’ emotions. This can be done by
re-theming your website or by launching holiday-specific
product landing pages. These pages can have specific
promotional items that state something along the lines of:
“Shopping for a few people? Take 20% off a $100 purchase.” They
can also incorporate holiday traditions and customs, allowing
shoppers to relate to your brand on a more personal level.
It’s okay to acknowledge that some people are simply browsing.
They can still lead to a sale, even if the product is not
purchased directly by that visitor, if you highlight Magento
features such as wishlists and social sharing. These store
options drive additional traffic and a deeper level of website
engagement associated with creating and sharing links to lists
Shoppers it helps convert: Indecisive Browsers, Bulk
Buyers, In-and-Out Shoppers
6. Highlight Your Policies
With new users visiting your website, establish your company as
a reputable brand that can easily fulfill their orders.
Transparency of your policies plays a factor in new visitors’
purchasing decisions. You can gain their trust by displaying
your guarantees in a static banner or on product pages. Some
examples might include “If it doesn’t arrive in 7 days, it’s
free” or “All orders before Dec. 17 guaranteed to arrive by
Dec. 24.” Links to shipping policies and carriers may accompany
text like this.
More than half (57%) of shoppers want to see more information
on how their data is kept secure. To provide what these
customers are looking for, you can include any certifications
you have (along with any links) in a static design element,
whether it’s a small banner or a logo. It is also reassuring to
customers and search engines that your domain is secure
Shoppers it helps convert: Bulk Buyers, In-and-Out
Creating Your Holiday Conversion Optimization
Metrics such as average order value, session time, and exit
rate help determine your strengths and expose opportunities for
improving conversions. For instance, if past data shows that
your AOV increased 100% in Q4, you may be a business that
serves bulk buyers well. On the other hand, if customers spend
less than 90 seconds on your site when they make a purchase,
you may be successfully selling to in-and-out shoppers.
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