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www.WebWholesalerMagazine.com WEB PROFITS 14 Ecommerce Holiday Checklist
order to calm the fears of fi rst time buyers. If your current policy is stiff , consider loosening it up
during the holiday season. While a 30-day return policy is commonplace for the rest of the year, it may scare off early shoppers during the holidays. Make it clear to your visitors that you will accept returns and exchanges on all holiday giſt purchases. T is ensures them that they can expect total satisfaction. QVC always does a super job of wording their return policy during the holidays, because it works.
13) Show holiday spirit in your graphics.
16) Communicate with fulfi llment and customer service.
Make everyone involved in the order fulfi llment process aware of any promotions you plan on running. Don’t sur- prise your customer service and fulfi llment staff with an unplanned 24-hour blowout sale. Taking 10,000 orders in a day is great, but if your warehouse can only ship 5,000, you are asking for real trouble.
Go ahead, decorate for the holidays, but don’t go over- board. Consider redesigning some of the artwork on your site with a holiday theme. If you do any shopping or searching on the Internet, you’ll see all the big players do this. Even Google deco- rates for the holidays by reworking their logo to get you in the buying mood.
14) Ensure your server can handle any increased capacity.
If you don’t host in-house, talk with your web host about how you can increase your server performance during the holiday rush. T e quickest way to lose sales is to have a website that is not online or is very slow. T is will not only cost you holiday sales, but will likely cost you many future customers as well, so the eff ect can be long term.
15) Enable customers to ship to alternate locations.
If customers are buying a giſt for someone who does not live near them, they may want to have it simply shipped to the recipient’s address as a holiday giſt surprise.
The quickest way to lose sales is to have a website that is not online or is very slow.
17) Ensure your email campaigns promote holiday off ers and that your website backs them up.
If you are running any email campaigns, you need to ensure that off ers presented in the emails are easily found and similarly presented on
your website. Consider using similar graphics and push- ing the traffi c to specifi c landing pages on your website that are setup to convert that traffi c. It’s all about relevancy. T e more relevant the site is in comparison to the email off er, the more success you’ll have generating sales.
18) Consider off ering gift certifi cates.
Even if you do not off er giſt certifi cates any other time of the year, consider off ering them during the holiday season. T ese oſt en provide an added option for shoppers who may not have wish lists, but know someone they are buying for who likes to shop at your store. T ese might also be a way to get last minute shoppers to buy, providing your cart off ers the ability to generate digital giſt certifi cates that are sent and redeemed online, rather than printed or sent by traditional snail mail.
Eric Leuenberger is an ecommerce conversion marketing expert and author of a leading Ecommerce blog at www.T eEcommerce-
Expert.com. He coaches store owners using his online coaching system, www.EcommerceAmplifi
er.com, teaching them how to increase website sales using his proven six step process. He can be contacted at 1-866-602-2673.
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 16 November 2010
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