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...

#1. Selfridges Christmas Landing Page

The Christmas Landing Page Tactics

  • Selfridges Christmas landing page has the wow factor of many department stores at Christmas. Cooler and edgier than rivals like John Lewis, its ‘future fantasy’ theme is a huge draw for shoppers. Beautiful product imagery is critical for retailers and Selfridges has created stunning product images to make up an online Christmas shopping window display that any high street retailer would be happy with.  
  • Selfridges know gift buyers shop for real people with personalities and interests. Selfridges organises gifts based on personality/gender rather than product type - inspiring gift buyers to move through the purchase funnel. So we’ve got ‘instagrammable gifts for her’, ‘hype-worthy gifts for him’ and ‘earth conscious gifts’ for purpose-driven millennials, motivated by the environmental impact of products.
  • Luxury brands don’t clutter up their landing pages with lots of copy. Simple clear headers and button text complements the beautiful Christmas-themed photography perfectly. The imagery is hero, enticing the customer to covet the item while the minimal text makes conversion simple.

Your New Year Lesson

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.

 

#2. Pets At Home Christmas Landing Page

 

  • Pets At Home have clearly gotten into the holiday spirit with their festive landing page. There’s a bounty of Christmassy images complete with a no-frills, festive design cheer. If you stir up the right mix of heady Christmas cheer, and include clear calls-to-action and strong visuals like Pets At Home, your shopper is much more likely to become a customer.
  • Shoppers aren’t always rational. We often buy items based on our emotions. Pets At Home show they understand this with their ‘Christmas Tails’ video. The heart-meltingly cute cast includes a hamster, cat and dog, and is designed to spark the emotions that will trigger a gift purchase while showing their Christmas products in context in the home.
  • There’s blog content educating pet owners on how to better care for their pets at Christmas. This provides evidence that Pets At Home care about animal welfare rather than focusing solely on cold, hard sales à la Ebenezer Scrooge. If you show that your brand has a conscience, customers will be inclined to reward you for it with their loyalty in the end.

Your New Year Lesson

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.  

 

#3. Eason Christmas Landing Page 

The Christmas Landing Page Tactics

  • Eason's theme - 'the best Christmas story is the one you give' - is inspired as it softens the focus on sales and puts the emphasis on giving. At Made to Engage we built dedicated landing pages for Eason for franchises like Star Wars. Eason are cleverly promoting these franchises at Christmas to bring in a new group of potential customers. Social proof is a useful tool for conversion too. Our team optimised Eason's product listings to surface top-selling Christmas products. This makes it likely customers may increase their cart size from one item to two or more.
  • Delivery content can be neglected in online stores. Gift buyers won’t buy unless they’re certain they can get hold of their gift in time. The Made to Engage team introduced Click & Collect for Eason across 60+ stores, securing a 75% revenue rise for the book retailer. Eason reference key delivery information incuding free delivery for Christmas week and Click & Collect on their landing page. This helps to ease last-minute shoppers concerns around deadlines and move them along the buying funnel.
  • Eason offer a gift card option which can be printed out. This is a dream for last-minute gift givers who have left their shopping too late and won’t be able to receive their product in time. Promote in the week before December 25th. Within minutes you’ve provided a last-minute option that can be printed out, wrapped and tossed under the tree in time for Santa coming down the chimney.

Your New Year Lesson

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.

 

#4. New Era Christmas Landing Page 

The Christmas Landing Page Tactics

  • Global cap retailer New Era are rising up Santa’s well-behaved list this Christmas. Visually, their US ecommerce store has no obvious Christmas theme - but that’s not necessarily a drawback. It is set to achieve the same outcomes by offering a simple, stylish gift-buying experience. 
  • The New Era ‘25 Days Of Gifting’ concept is their version of the old classic ‘12 Days Of Christmas’. Each day in December they’re releasing a different group of hats/clothing aimed at gift buyers. This concept can help brands to improve email open rates - it gives subscribers a reason to return to their site to see the new daily release. By playing on people’s FOMO brands can get 25 days of return visits out of a concept like this. 
  • New Era create a gift buying experience that's in line with year-round items, making their page more evergreen that most Christmas landing pages and ensuring it has relevance for customers beyond the festive period. 

Your New Year Lesson

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. 

 

#5. Marks and Spencer Christmas Landing Page

The Christmas Landing Page Tactics

  • M&S get straight to the point with their Christmas landing page. Little time is spent telling the story of the brand or describing their value proposition because they are a household name.
  • The no frills, clear design may be the result of A/B testing and data analysis. M&S knows that simple icons, bold visuals, large typefaces and emphasising the urgency of taking action all help to increase online conversions. As many deals and options are crammed in as possible.
  • With many discounts listed, this page feels a little transactional. However, M&S do well to lead with helping buyers find the perfect present for loved ones (‘gifts for her’, ‘gifts for him’ etc). These filtering options are a good way to show customers that you know them and will help with their shopping needs. 

Your New Year Lesson

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. 

To find out how Made to Engage can help you improve your commerce site for 2020, get in touch here