Christmas is meant to be a time to unwind and enjoy yourself - but not for retailers. The end of the year can mean stress, pressure and other people celebrating while you’re slaving away at work.
Sometimes you might feel a bit ‘bah humbug’ - but don’t be! It will only harm your chances of maximising sales for your brand. Traditional high street stores go all out to stir emotions of happiness, excitement and generosity. Your online experience should be no different. Creating a customer-focused shopping experience that is tailored to gift shoppers’ specific needs is vital to raise your conversion rates and delight your new potential customers.
We know how to create a magical shopping experience here at Made to Engage. We enhanced the online customer experience of leading book retailer Eason and their customers thanked us for it with Christmas 2017/18 cheer - and sales. Black Friday weekend delivered a revenue uplift of 60%, over Christmas it was 49% and during the January sales it was 75%. The Christmas 2018 period led to an extra 30% rise in online revenue. Even the big jolly red man would be impressed.
There are simple tactics you can use to maximise returns from the festive season frenzy. We look at a few 2019 Christmas landing pages and analyse why they work...
Think about the customer experience that your specific target audience will expect and appreciate. Then aim to exceed it. Luxury brands must provide a sleek and stylish Christmas gift buying experience whereas discount brands must emphasise value for money.
Video content and animation can be the best way to tap into people’s emotions and attract even more potential customers to your online festive store.
Deals and discounts will give your customers the Christmas warm and fuzzies and may prompt repeat purchases in the weeks and months following December 25 - frequently a retail low spot.
Don’t be afraid to make your visuals the star of your landing page. Some text is necessary to influence Google ranking robots - but visuals are closely linked to conversion rates. If you’re selling visually appealing items, let your images do the talking.
Online store that help gift buyers personalise their gift for the recipient are likely to convert more sales. In addition, if the gift is well-received, you can develop lifetime loyalty through an emotional connection with the buyer and the receiver of the gift.