Yes, it’s a bit late for any substantial changes to be made to websites before Christmas, but there is still time to make a few tweaks.
With this in mind, I’ve asked a number of ecommerce and UX experts for their views on the best strategy for the Christmas season.
Topics include last minute changes that could aid conversions, the importance of mobile, and how retailers can sell right up to Christmas.
What did you learn from last Christmas?
Stephen Pavlovich, Kyle Hearnshaw, Gemma MacNaught and Dave Gowans, Conversion Factory
People shop late! Nearly 12.75m British men still hadn’t started their present buying by 17 December 2012, with one in ten saying they would leave it until Christmas Eve.
Customer objections are seasonal too. It’s essential to be aware of customer objections, and this is especially important at Christmas, when customers aren’t buying for themselves.
Wish.co.uk sells driving experiences but most people don’t want to race Lamborghinis in the middle of winter.
Last year, the site saw enquiries about dates and availability increase rapidly in November and December, so these concerns are overcome more prominently than before.
Amazon estimated last year that it would be delivering 3m Xmas presents… in one night. So planning your Xmas strategy should have started in January if you want to come close to competing with the Santa Claus of ecommerce.
Stephen Croome, Founder at firstconversion:
Start far earlier than you think to acquire the right talk to customers about Xmas.
You should use the Xmas period to turn a one off buyer into a long term customer. Pull as much data as you can that will help you later in the year and try earn the right to talk to people about your product throughout the year.
I hate the concept of Xmas as a once-a-year buying period. You should be thinking of this as part of your yearly plan, and Xmas just gives that plan a bit of extra impetus.