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Six Quick Tips For
Holiday Online Retailers
By Larry Freed
If you're an online retailer looking at the impending holiday season, you might think it's too late to make any changes to your website that will affect holiday sales. Continue below.
You might even be thinking you'll just have to see how the season shakes out online and make changes next year.
For you, here's an early holiday gift: It's absolutely not too late.
Retailers still have a solid month before the heavy online shopping season begins, and there is still time to make website enhancements or tweaks that can improve your shopper's customer satisfaction and impact your bottom line.
Specifically, here are six enhancements you can put to good effect right now, for this season:
1. Price cautiously during the holidays. Be sure the impact of product pricing and shipping will have the intended effect on increasing revenues before you rush into making "free shipping" offer.
2. Focus on search and advanced search functions. It may sound obvious, but many retailers don't understand that the holiday season brings the highest percentage of first-time visitors to their site through shopping search engines and aggregators.
The biggest complaint I hear from online shoppers is that the search function is difficult to navigate or the advanced search is hidden.
3. In a study about online holiday shopping my company did last year, the two things that emerged as having the highest impact on whether customers were likely to buy were product browsing and ordering process.
Product browsing can be dealt with by addressing search functions as mentioned above, but when it comes to ordering process, make sure you have adequate and easily available online help.
Many retailers "hide" their 800 number or help functions because they may not want to staff them.
But remember: If someone is looking for help on how to buy his wife or son a widget for Christmas and he can't find it, he'll go elsewhere to buy.
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