August 30, 2017
An increasing number of consumers are taking advantage of online promotions and the convenience offered by online shopping, causing U.S. eCommerce revenues to grow by 18% year-on-year during the fourth quarter of 2016.
With the surge in sales during Black Friday, Cyber Monday, and the rest of the holiday shopping season, competition among e-tailers for traffic and conversions will increase significantly. Capturing the attention and impacting the purchase behavior of holiday shoppers requires relevant product page content and a clear path to purchase.
Before we dive into some ways you can improve your store in the coming months, let’s take a look at the main types of holiday shoppers that will be visiting your site:
Information Seekers - These visitors may not come to the site with the intent to purchase. Instead, their primary goal is to find information about a product before deciding if or where to purchase it. While they may not convert immediately, an organized product page increases the chance that this type of shopper returns to purchase.
Bargain Hunters - These visitors are looking to buy a product, but only if it is on sale or below a certain price threshold. They may order from a competitor or not order at all if they can’t find a deal. To attract this type of buyer, you should prominently display your site’s promotions or offers.
Indecisive Browsers - These visitors typically want to make a purchase, but they aren’t sure which item to get. They use the website as a tool to find the right product and buy once they pick one. This type of shopper is prone to seriously consider cross-sells and upsells, meaning you can increase average order values with the right strategy.
Bulk Buyers - These visitors try to get all of their shopping done while placing as few orders as possible. They prefer completing all of their shopping on one website or marketplace for simplicity. Your store’s ease of use and checkout convenience are some of the most important site elements to this shopper.
In-and-Out Shoppers - These visitors want to finish shopping as soon as possible. They find the item they are looking for and purchase quickly, sometimes on the first site they visit, regardless of price. Fluid product page layouts and information architecture will yield immediate results with these shoppers.
Start planning to engage these types of shoppers with these 6 tips for boosting conversion from your product pages.
1. Enhance Page Visibility
A challenge across retail is the decreasing importance of brand to shoppers. One study showed that between 2008 and 2015, there was a 68% decrease in the percentage of consumers who could identify a favorite retail brand, indicating more shoppers are seeking features and benefits instead of specific brands. To capitalize on this trend, try using the limited space provided by search engines to focus on keywords and descriptions that emphasize things like product value, ingredients, features, rather than brand affiliation. By optimizing other content and SEO components (product descriptions, meta content, titles, and headers) to bring in more organic traffic, you can exceed your holiday sales and acquisition goals.
Shoppers it helps convert: Bargain Hunters, In-and-Out Shoppers
Two-thirds of the time on eCommerce sites is spent by mobile users, meaning a responsive website will help you capture your share of the increasingly mobile holiday audience. Optimizing your mobile site is largely dependent on your ability to establish a cohesive customer journey through marketing elements such as search engine descriptions, product details, offers, and any unique value your company adds.
Your responsive content, layout, and navigation should provide a clean environment that seamlessly guides mobile holiday shoppers from discovering product details to making the purchase. Pages should be easy to view and offer clear next steps to the customer.
SHOEBACCA—a retailer of footwear, apparel, and accessories—provides an intuitive interface on which users can clearly view product, price, and reviews before they add items to their cart or wishlist. Easy access to the search tool, cart, and my account screen allows users to complete their goals with minimal interactions.
Shoppers it helps convert: Information Seekers, Indecisive Browsers, In-and-Out Shoppers
3. Make Offers Digestible
Your promotions and discounts catalyze store activity during the holiday season, but the effects can even extend beyond the initial purchase. With 68% of consumers saying coupons generate loyalty, your holiday deals can also turn new shoppers into repeat customers. To give yourself the best chance to win the business of holiday visitors, your integrated marketing plan should include all web pages. There are many ways to display your offers, but how prominently they’re communicated to visitors before they reach your product pages should play a role in how they’re presented on the site.
Sales that have been clearly relayed to users through acquisition channels should still live on your internal pages, but perhaps not as aggressively. Different colored text on the page could serve as a subtle reminder in this scenario.
If you’re offering multiple promotions at once, you should inform customers so they can choose the one that works best for them. For example, users that are led to your site by marketing materials containing Promotion A may still want to know about Promotion B. Since Promotion A was already presented to them, Promotion B should be displayed more prominently on the page. Static banners are a popular way to showcase site-wide offers that are applicable to a range of customers.
Shoppers it helps convert: Bargain Hunters, Bulk Buyers
4. Cross-Sell Zealously
The increase in fourth-quarter conversion rate shows that visitors are more likely to purchase, a trend you can use to refine your pages with more cross-selling messages, such as “This item goes great with…” or “You still haven’t placed this item in your cart” (leading them back to a previously viewed item). These strategies can pay dividends on shoppers that are looking for multiple items for the same recipient or those who just want to get their shopping for everyone done.
With 61% of consumers looking forward to receiving gift cards during the holidays, now is a good time to enable the functionality in your store. As cross-sells, gift cards offer flexibility to shoppers who are unfamiliar with certain products, but know your store offers quality items.
Shoppers it helps convert: Information Seekers, Bulk Buyers, In-and-Out Shoppers
5. Be Timely
A more direct holiday strategy would be to adopt specific content to target buyers’ emotions. This can be done by re-theming your website or by launching holiday-specific product landing pages. These pages can have specific promotional items that state something along the lines of: “Shopping for a few people? Take 20% off a $100 purchase.” They can also incorporate holiday traditions and customs, allowing shoppers to relate to your brand on a more personal level.
It’s okay to acknowledge that some people are simply browsing. They can still lead to a sale, even if the product is not purchased directly by that visitor, if you highlight Magento features such as wishlists and social sharing. These store options drive additional traffic and a deeper level of website engagement associated with creating and sharing links to lists and products.
Shoppers it helps convert: Indecisive Browsers, Bulk Buyers, In-and-Out Shoppers
6. Highlight Your Policies
With new users visiting your website, establish your company as a reputable brand that can easily fulfill their orders. Transparency of your policies plays a factor in new visitors’ purchasing decisions. You can gain their trust by displaying your guarantees in a static banner or on product pages. Some examples might include “If it doesn’t arrive in 7 days, it’s free” or “All orders before Dec. 17 guaranteed to arrive by Dec. 24.” Links to shipping policies and carriers may accompany text like this.
More than half (57%) of shoppers want to see more information on how their data is kept secure. To provide what these customers are looking for, you can include any certifications you have (along with any links) in a static design element, whether it’s a small banner or a logo. It is also reassuring to customers and search engines that your domain is secure (https).
Shoppers it helps convert: Bulk Buyers, In-and-Out Shoppers
Creating Your Holiday Conversion Optimization Strategy
Metrics such as average order value, session time, and exit rate help determine your strengths and expose opportunities for improving conversions. For instance, if past data shows that your AOV increased 100% in Q4, you may be a business that serves bulk buyers well. On the other hand, if customers spend less than 90 seconds on your site when they make a purchase, you may be successfully selling to in-and-out shoppers.
Kensium Solutions is a Magento Enterprise Partner with 60+ trained Magento 2 professionals in house. We currently hold the most Magento Commerce cloud deployments of any partner and work exclusively with Magento on several initiatives. You can view our Magento capabilities here.