Some analysts predict e-commerce is well-poised for this upcoming holiday season. A recent survey by e-marketer acknowledged e-commerce’s 2008 advantage over brick–and–mortar stores.
The E-commerce Silver Lining
Free shipping and 'only available online' scenarios will likely create new opportunities for e-commerce sites to increase sales. Bargain hunting and comparison shopping are sure to increase, and both are easier to do online than in stores. While this is encouraging news, online marketers realize that competition for consumers in the e-commerce world is still quite expansive and diverse.
To be part of this positive trend, brand positioning through optimization becomes even more of a necessity.
Where to Start
Before focusing on driving traffic, online marketers need to consider whether or not their landing pages are ready for visitors. Focus optimization on these high–impact areas:
Homepages
- Category Pages (example: review taxonomy and cross-relational/cross-sell items - if you like this, you might like this)
- Offer/product–specific pages (example: emphasize high end, seasonal, one of a kind)
And within those areas, focus on specific page elements designed for high impact by holiday visitors to your site:
Content
- Headlines and Subheads (eye grabbing copy that gets the visitors attention)
- Body Copy (emphasizing 'one of a kind' or other differentiator)
- Calls to Action (example: sale - today only)
- Testimonials (customer quotes that help sell the product)
Graphics
- Product photos (thumb and enlarge)
- Buttons, calls to action (easy to read, actionable descriptors)
- Credibility indicators (badges, awards, security symbols)
Forms
- Email opt–ins (make it easy for them to stay connected)
- Order forms (make it easy and intuitive)
Lastly, and more importantly, emphasize the brand and value proposition for the organization now and beyond the holidays.
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