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How to Optimize Your E-Commerce Website for Holiday Shoppers


While some consumers have already begun their holiday shopping, retailers across the country are preparing for big sales and promotions. This is especially true of e-commerce businesses, which need to anticipate an influx of website traffic during what's likely to be their biggest sales period of the year.

As an online retailer, your website needs to be in tip-top shape for the season, to help you keep up with your other competitors. If your site slows down, you have a lot to lose — 57 percent of consumers will abandon a site that fails to load after 10 seconds.

If the site doesn't respond customers will think it's not worth it and go to another website or somewhere else to buy the item, it's not just the site outage you have to worry about, but also the degradation of performance and delivery to retain customers.

Beyond ensuring fast, efficient website performance, there are a few other things you should keep in mind when prepping your e-commerce website for increased holiday traffic. Marketing experts weighed in on how to make your site stand out and drive sales.

Celebrate the season on your site

Physical retail stores often set up special holiday displays during the shopping season. You can take a similar approach to your website.

Now is the time to start flipping over creativity and make your site more seasonal, dress up your digital channels but this doesn't necessarily mean adding Christmas trees and flashing lights to your homepage.

Rather, revise your website content and adapt it with encouraging, upbeat content for the most important milestone dates: Black Friday, Cyber Monday, Christmas and New Year, Shoppers respond best to content that celebrates the products, ties these to festivities and gives a sense of why the recipient will be delighted with them. Highlight your special offers and discounts

Make sure that your holiday offers are featured prominently on your home page, and update your website's images, keywords and search engine optimization to help shoppers find your business in search results, frequently posting your special offers to your top social media sites.

Linking your posts back to your website will promote calls and orders, and drive more traffic to your website, you will also see increased awareness and followers of your social channels when customers share your offers with their friends.

Make site speed a priority

Many online retailers focus primarily on the design of their website — how pretty the page looks, how big the graphics are, how easy the Buy buttons are to access, etc. The problem, however, is that all those large photos and interactive elements could slow your site down significantly.

All that effort spent to make a gorgeous website could get wasted because the page doesn't load in time for the consumer although a well-designed home page is important, businesses should also focus on finding Web solutions and hosts that give them the necessary bandwidth and speed to support higher holiday traffic.

You need on-demand resourcing to scale the capabilities of your online presence and quickly adjust the number of servers and customers you can support simultaneously to remain efficient.

Be ready with your customer support

Holiday shoppers want a positive customer experience, so make your contact details easy to find on all pages of your website in case customers have questions about their orders.

You may want to consider adding temporary help to answer the additional calls, if you think you will need it, a simple answering service can ensure you don't miss a call and let customers know you plan to get back to them quickly.


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