9 Essential Ecommerce Website Optimizations To Increase Holiday Sales

Whether you like to plan ahead or rush off at the last minute like the rest of us, increasing holiday sales is essential for ecommerce sellers of all kinds.

Total global retail sales are expected to rebound to pre-pandemic levels this holiday season, topping US $ 25 trillion.

Ecommerce will build on its massive 25.7% growth in total sales in 2020 with another projected gain of 16.8% this season.

How can you cut yourself a bigger slice of that $ 4.9 trillion pie?

In this column, you’ll find nine of my favorite tips for increasing ecommerce sales during the holidays. These are proven tactics in which I use brands that I invest in with my own money, as well as corporate clients.

Find out what you can take away from these top marketing tips to increase your own ecommerce site’s vacation sales this year.

1. Share your last day of shipping

There are several ways to do this.

You can place a site-wide banner on your header and have a text link that says “Click here to see last day of shipment” and display a grid with the dates of each holiday, for example.


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The goal is to let your potential customer know that if they buy from you and buy today, the product will arrive on time.

You can try to make a deal of the day with a flagship item for the specific vacation they are considering. This adds an incentive to shop now instead of waiting until the last day to ship.

Bonus tip: If you are offering free shipping, state in the message on qualifying products: “This item is available for free shipping and will arrive on time for XY holidays or before the XY date.” You can even do it site-wide while it’s time. Try: “Last day for free delivery and guaranteed arrival is XY date” or “Buy now for free delivery and guaranteed arrival for XY holidays”.

2. Add upsell and discount to your mini cart

A mini cart is a slide on eCommerce websites that shows you what’s in your cart rather than just having the product added to your cart with no visuals or interactivity.


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One of my favorite tips is to give a bigger discount to increase the Average Order Value (AOV) in the mini cart.

If we know that in November the average buyer spends $ 75 per order, I recommend that customers go to their database and map the products purchased together.

Once one of these items is added to the cart, we will offer an additional discount, free product or benefit if the person adds another product or the complementary product to their cart to bring the order value above from the $ 75 mark.

Try to offer a free greeting card or gift bag if they add the product. You will get your branding on the bag and the AOV increased for a double win.

Bonus tip: Make sure you are still profitable by recommending products with higher margins. If it is a subscription or something with great lifetime value (LTV), you can choose to take the loss. Acquiring customers is more difficult during the holidays and you will earn money on the next purchase.

3. Make the last day’s shipping copy more relevant

Instead of just saying “last day to ship” and sharing the date, say “This happens before Hannukah, Christmas, Solstice, etc…” depending on the product.

If you know the product is for Christmas because it’s a toy and Hannukah is deceased, then use Christmas.

The same is true if it is a Hannukah sweater or something related to this holiday. By being relevant, you add extra assurance that the person is in the right place to shop.

4. Don’t forget Diwali and other holidays

There are many other religions celebrating the holidays this time of year, but their holidays are not as recognized.

Diwali, for example, is a holiday of gifts for the most 1% of Americans who are Indian (4 million).

Creating promotions for this audience opens your store to over 4 million people buying or receiving gifts. By recognizing their faith and their vacation, you show respect and can gain new customers and build loyalty.


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5. Let affiliates know about upcoming sales well in advance.

If you have any value-added affiliates in your program (partners who do more than just show up in Google for your brand with coupons or intercept your own traffic with a browser extension), provide them with details of your vacation deals. at least 3 weeks in advance.

By doing this, you have a better chance of being featured in their roundups for Black Friday deals, in newsletters to their followers, and on their social media accounts.

6. Create an opt-in VIP list

If your average customer buys twice a year from your site, create a database of people who have bought 4 or more times during the year.

Now create a private connection or mark their account in your database so that only they can access personalized offers during checkout. Note: Their email address and billing address must match your database account to be eligible for the offer.

Now email these VIPs and ask them to sign up for a private zone or mailing list where you will post all Black Friday and Cyber ​​Monday deals as well as deals. specials personalized just for them.


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In the email, be sure to let them know it’s because they’re one of your favorite customers and will continue to receive these personalized offers all year round as a thank you.

You can also let them know that the offer is not available to anyone else. Some may try to get their friends to buy, but since the email address and billing address don’t match, the offers will not apply and your VIPs will know this is an exclusive offer.

7. Take advantage of age, celebrations and special occasions

An often overlooked tactic in holiday marketing is to celebrate the events in people’s lives. If you’re like me and your birthday is an important holiday too, you’re used to people forgetting about you and paying attention to the holidays instead.

Be the brand that remembers forgotten life events and you will stand out.

Bonus tip: If you know the person celebrated their 16th birthday because they were buying their own 16, or if they told you in a survey, email them 3-4 weeks before. Mention their upcoming 17th anniversary, then dynamically insert products that match what they’ve purchased in the past.


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Or, give her a special gift in honor of her birthday. The same goes for birthdays, birthdays of pets, friends, etc.

8. Allow customers to personalize and personalize products

Another compelling tactic is to be more inclusive. For example, you can stop selling products for couples as a set.

Instead of ordering a groom and a bride as a set in the wedding area, let the customer select the number of bride and groom. Then let them select the skin tones.

The same goes with holiday gifts for couples. By doing this, you make your product lines inclusive for LGBTQ, biracial, and other customers in a non-invasive way. It’s just a good deal.

9. Treat your employees and customer service team like gold

It is incredibly important. Your customer service team is going to be just as stressed about the holiday rush as you are, if not more.

But unlike you, your support team is constantly bombarded with customers in a rush, anxious about vacations, and sometimes even abusive.


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Bring donuts, coffee and fun surprises to your support team. You can even go so far as to hire a comedian to do shows during lunch breaks or run contests for the most positive customer experiences. Give gift cards and cash as prizes, and let customer feedback on chat windows or surveys determine who gets them.

As a business owner, you can and should learn as many names of people as possible, especially in customer service. Thank them individually for a great job in the middle and at the end of the season.

Host a Customer Service Team Celebration after the last day of shipping is over to celebrate your support team by keeping your customers happy.

Your customer support team is the face of your business, not your influencers or spokespersons.

Customer support interacts directly with the people who complete your cash registers and your payment process. When they are happy and enjoy their jobs, they exceed customer expectations, driving more sales, goodwill for the brand, and valuable online reviews.


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These are some of the sales building tactics that work for my clients, and I hope they help you too!

More resources:

Featured Image: Shutterstock / yuda chen

About Nereida Nystrom

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