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www.WebWholesalerMagazine.com WEB PROFITS 10 Ecommerce Holiday Checklist
are more important than new innovations during the fourth quarter.
3) Ensure your search marketing and ads refl ect what people are looking for.
Free shipping, big discounts, “Buy one, Get one free,” etc., are all signifi cant factors people consider during the holidays especially. Also consider running ads during the holiday sea- son which refl ect products people are actively seeking. With the major engines you can easily schedule your ads to run during a given period. I recommend creating a new campaign and calling it “Holiday” or some- thing similar. You can break this new campaign into various ad groups that all target diff er- ent holiday products. Schedule it to run during
Consider running ads during the holiday
the holiday season only, and end it when the holidays are over. T is is something that can really help boost sales. I recently worked with a retailer that had some holiday products (limited time) which just arrived. A quick search of Google Trends told me the exact points in time each of these products was in heaviest demand on the Internet, and we set up a number of ads targeting those keywords and products. T e results were immediate, with new sales coming in within a few hours.
4) Utilize Social Media channels to spread the word.
Viral marketing during this time of the year is some- thing you simply cannot overlook. Good news and off ers spread fast!
5) Tweak navigational elements to cater to holiday shoppers.
Consider adding the following temporary categories
season which refl ect products people are actively seeking.
to your navigation during the holidays:
Giſt s by Price. Organize and suggest gifts by price range. For example, highlight giſt s under $10, $25, $50, $100, or other price points that are appropriate for your business. Perhaps try a Giſt s Under $10 category.
Giſt s by Person.
Organize giſt s intended for diff erent groups such as kids, teens, parents, and grandparents. Consider a “Giſt s for Him” or “Giſt s for Her” category, as well as “Giſt s for Boys” and/or “Giſt s for Girls.”
6) Showcase stocking stuff ers.
Be sure to highlight low cost products that would make good stocking stuff ers. You may even want to utilize these types of items for cross promotional selling, as a way to increase your average order value.
7) Make sure shipping and return info is clearly marked on your product pages.
Again, this is something that should be there all the time anyway, but during the holidays you must have it. Shipping and return issues will be top of mind for your customers at this time, and one of the fi rst places they begin to seek
Continued On 12 12 November 2010
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