Six Quick Tips For
Holiday Online Retailers
By Larry Freed

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4. Even if you don't normally have one, turn on a continuous "red alert" customer feedback channel. It is especially important during the high- volume holiday season to capture customer feedback in real time so you can address problems quickly.

Many online customers won't pick up the phone to call customer service if they hit an impasse - they'll click to a competitor's site.

5. Be aware that Spanish speakers are now the largest minority in the country and, according to Shop.org, they are the single fastest growing segment of website shoppers. Do not ignore this audience. It is not too late to add product descriptions, ordering processes and surveys in Spanish in order to capture this valuable segment.

6. Review your recent click stream and customer satisfaction metrics with an eye toward last- minute changes. It is not too late to make enhancements to your website that could have a huge affect on your holiday sales, and you could be overlooking something quick and easy.

One of our clients was able to make a quick website adjustment after customer satisfaction metrics identified that shoppers couldn't find what they wanted to buy online because they were confused by the category titles (for example, when home decor items are organized by collection name rather than by the room they're intended for).

After spending months trying to prioritize website changes, customer satisfaction metrics identified a simple change for this retailer that they were able to implement in just a few days time. Almost immediately, the change led to a significant increase in conversion rates.

These are six issues that we consistently see having the greatest impact on customer purchasing behaviors. All six are things that companies are aware of on some level. The trick, especially this late in the season, is to put aside experimentation and guesswork about web development.

Instead, it's time to understand and emphasize factors that have a direct impact on the depth of customer satisfaction and loyalty, therefore paying direct dividends. Highly satisfied shoppers will shop more often and spend more.

Focus your efforts, both large and small, on improving their satisfaction and improving your success - both this holiday season and beyond - and you will win your customers' loyalty.

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