Internet retailers and ecommerce websites face unique challenges and opportunities this holiday season. While the overall economy is sluggish, many online retailers are seeing increased traffic as early shoppers browse the websites for bargains. With stiff competition and lots of price shopping from value-conscious consumers, Internet retailers must take special steps this holiday season to maximize each visit and convert more browsers into buyers. Here are six tips for sprucing up your ecommerce website and internet marketing strategy this holiday season to increase sales.
Improve Your Search Engine Marketing
Ensure that customers can find your website amidst myriad choices by taking a moment to analyze your search engine marketing strategy. Optimize your website by using keyword search terms for major product categories and rewriting copy to include keywords. Enhance product descriptions to include keywords and links to related products on your site. Product may be a key leverage point for most online retailers. If you can offer products no other Internet retailer offers, or strike deals wtih distributors to offer particular items at a lower price, you can easily use product as a key marketing strategy this holiday season.
Update Product Photographs
Be sure that product photographs tell a complete story. Take new photos from different angles. Demonstrate products in action or in use if it makes sense to do so. Make sure that if using models to demonstrate products, the model represents the target customer for the product. An easy-grip can opener intended for arthritis sufferers, for example, should feature an attractive older person using the product, while a baby safety seat should feature a mom or dad and baby happily using the product.
Test All Functions on the Site
Many small ecommerce businesses are one-person operations, with the proprietor handling marketing, product selection and design of websites. Although you may feel too busy to even breathe, take a moment now to visit your website and test each and every button. Test shopping cart functions, do a dry-run through checkout, look at each drop down menu for product specification selections. If even one of these elements isn't functioning correctly, customers may be leaving the website to shop from other sites.
Look at Checkout Pages as Opportunities to Upsell and Cross Sell
Every page in an online retail site functions as a sales page, and this includes the check-out process and thank you emails that confirm orders. Be sure to include any opportunities to upsell the customer on additional items that go along with his purchase, and cross-sell related items. A home and garden online retailer who sells a new iron fireplace set may include photos and easy order buttons for a fireplace log carrying sling and pinecones that change flame colors and add a pleasing scent to the room. Look through product offerings and come up with at least two cross sells or upsells for each product, and if you can program your site to include them during checkout.
Gift Wrapping and Holiday Centers
If offering gift wrap, cards, or late orders, be sure the information on your site is accurate. Order and stock shipping supplies and confirm that carriers such as UPS and Federal Express can pick up and deliver late packages. Visit the U.S. Post Office's website to review domestic and international mailing guidelines. Many tips can help you save on shipping packages, and comparing costs among the major carriers may yield surprising insights and cost savings.
Review Shipping and Box Stuffers
Every box that leaves your shipping area also functions as a marketing vehicle. Be sure that the shipping department encloses catalogs, thank you cards, coupons or other goodies in each and every box. Direct markers claim that those happy with their purchases are 25% more likely to order again if the retailer encloses a new order form and catalog in the box. Marketing to the consumer while she's happy with her choice adds only a little to shipping costs but may yield substantial results.
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