Last week, we discussed improving email programs to ensure retailers are ready for the busy holiday season. Today, let’s dive deeper and explore strategies for maximizing eCommerce conversions during this critical time of year.
To achieve goals, retailers must be strategic, customer-centric, and proactive. Below are some key strategies to consider as we aim to maximize holiday eCommerce conversions:
- Incorporate shipping deadlines on the homepage and essential product pages.
- Emphasize scarcity and urgency.
- Maximize internal site search.
- Testing and optimizing website speed is crucial, especially during high-traffic periods.
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The firm predicts that sales between November and January could reach $1.62 trillion, with e-commerce sales projected to grow up to 9%.
Holiday sales in the U.S. are expected to increase between 2.9% and 3.4% this coming season, according to a Deloitte forecast.
Deloitte projects holiday sales from November through January will total between $1.61 trillion and $1.62 trillion, up from $1.57 trillion last season, as recorded by the U.S. Census Bureau.
E-commerce holiday sales growth will continue at a clip of between 7% and 9%, similar to the previous year. Total e-commerce sales are projected to reach between $305 billion and $310.7 billion, up from $285 billion in the 2024 season.
As we prepare for the Holiday season and consider last-minute changes to our media spend, it’s essential to ask: Can print media be a digital champion?
Overwhelmingly, the data tells us YES. Print campaigns are often perceived as more credible and trustworthy than digital ads. This trust translates into a stronger brand presence and higher engagement when audiences encounter the brand online. Print media also has a lasting presence; customers and prospects may keep the printed piece for weeks, providing ongoing brand exposure and serving as a reminder that drives people to engage with the brand digitally. Moreover, shoppers tend to spend more time with print media compared to digital ads, which are often skimmed or skipped. This higher engagement can lead to better recall and a stronger inclination to explore the brand online. Just think of our own shopping experiences around digital ad fatigue. Digital and Meta channels are saturated with ads, leading to ad fatigue. Print campaigns faces less competition, allowing your message to stand out and capture attention more effectively.
Integrating a strategic technology-driven extension is more than just a trend in direct marketing. It can be a game-changer. Applications such as Augmented Reality, Mixed Reality, Virtual Reality, Voice Assistant, Near Field Communication, or Video enable your mail to captivate your audience for a longer period, making for a more memorable brand experience that can expand the campaign’s reach. Most important, it can drive greater response. Augmented Reality (AR) adds digital elements to a live view often by using the camera on a smartphone. AR is more than QR codes. AR both heightens engagement with a mail piece and links it directly to the online channel to extend the sales process. Now, the USPS has made this even more enticing with the Emerging Technology and Mobile Shopping postal discount incentive which runs between May 1st — November 30th. This promotion provides a 3-4% discount depending on the complexity of the technology.