Many consumers have already made a start on their Christmas shopping, so hopefully companies are ahead of the game and well into preparations. However, with December just around the corner, the busiest time of the year for eCommerce, there are always extra things you can do to prepare the site and improve the shopping experience. You could also make a few attempts to boost sales – read on to find out how.

Search Engine Optimisation

With so many people searching online for Christmas gifts, businesses have a real opportunity to increase custom through their website. However, with hundreds of other websites competing for the same customers with the same keywords as you, it’s a difficult task. To gain maximum visibility for your site, you really need to make sure it is SEO friendly – people rarely bother clicking through pages of search results. Don’t focus too much on the home page – people will be searching for specific products so carefully optimise product and category pages. You could also create new categories such as ‘stocking fillers’ ‘gifts for him’ ‘gifts for her’ etc.

Cope with Increased Traffic

Remember that search engines such as Google also take site speed into account as a ranking factor. Make sure you have the hosting capacity to deal with the increased traffic over the Christmas shopping period – speak to your hosting company to see if any extra measures need to be put in place. Also check if your web designers can do anything to improve usability.

Mobile Optimisation

Sales from mobile and tablet devices and increasing steadily year on year. With more and more consumers choosing this method of buying, it is essential that your website is mobile optimised. This will allow people to buy from your site on-the-go rather than restricting online shopping to evenings and weekends.

Promotional E-mail Blasts

Once you have the website prepared, Christmas marketing can begin. Email campaigns can be really effective if they have eye catching content and include incentives to visit the site. Why not offer promotional offers – these result in brand loyalty as well as increasing sales. Early bird Christmas offers can do well, as consumers hate the thought of missing out on a discount. Also consider a multi-buy promotion such as 3 for 2 on all Christmas gifts. We recommend two or three email newsletters for late November into December – nobody likes a business that spams your inbox.

Are you prepared for the festive season? Follow these steps and we wish you a successful eCommerce period!

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