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Golden quarter 2020: Your essential guide to Christmas conversions

For most consumers the Christmas shopping season seems a way off, however for retailers the summer downtime presents the perfect time to prepare for Christmas. By now your range planning should be almost finished and your promotional strategies should be in place. But, have you considered this traditionally quiet period as an opportunity to optimise your eCommerce or mobile site?

Nearly three quarters (74%) of retailers in the UK and the US admit that the festive season accounts for 20% of their annual sales, and by September, “Christmas” is already the most popular search item on the John Lewis website. But where do you begin? Check out our tips to help you make sure your eCommerce site is a Christmas cracker rather than a Christmas Grinch.

Site performance

Black Friday, Cyber Monday and the first two weeks of December are the biggest shopping events of the year. We recommend completing a thorough analysis of performance issues you experience during peak trading. Find your tipping point,and work closely with your IT team to make improvements such as adding memory.

Customer service

Making sure that you have all bases covered is crucial, especially on the run up to Christmas. Do you need to increase next day cutoff times? Are you increasing your returns periods to reflect gift purchasing cycles? Arm your teams with the knowledge and this will pay dividends, even preparing for the unexpected is wise – you never know, we might get a white Christmas this year.

Page load speeds

Set up page speed monitoring tools and perform regular checks on your pages. Slow page load compromises user experience and sends a negative signal to search engines. You can’t afford for this to happen, so now is the time to address page load issues.

Improve UX

Poor user experience (UX) equals less conversions - it’s as simple as that. Review the UX of your site and make it as easy as possible for your customers to complete delivery and billing forms across all devices. Mobile shopping numbers have dramatically increased and more recently overtaken desktop, yet mobile conversion particularly in the US, UK and Europe, still lags well behind desktop. This means it’s more important than ever to make it easy for your customers to complete addressing and billing forms.

eCommerce Guide to Christmas Conversions

These are the basics to put in place, download the eCommerce Guide to Christmas Conversions to learn more from industry leading experts from companies such as Skubana, Formisimo, Pixafy, Stuart, Yotpo, Greetabl, Loqate and Bosch.

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