5 Ways to Supercharge Seasonal Sales
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Scott Heimes
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- Evaluate your analytics. Don't start fixing things without first trying to uncover drop-offs. Investigate any leaks to better understand what may be inhibiting your visitors from moving forward. For example, don't ask for unnecessary information, such as company name if only 1 percent of your visitors are business buyers.
- Tag your form fields. Determine if your form fields are the culprit for drop-offs, and then ask why that might be. Are they dropping off because they're worried your site isn't secure? Because they don't know how to enter their information? Or because there are errors on your site?
- Assess error messaging. If visitors fail to check out because they incorrectly fill in a field (e.g., the credit card field), make certain the error messaging is well explained and clearly visible when the page reloads. This will minimize users’ frustrations.
- Clearly define the path to checkout. Have one dominant call to action so the path to the "buy" button is as short and smooth as possible. All other calls to action — e.g., Continue Shopping, Apply Promotional Code, Add Complementary Product, etc. — should be secondary.
With tens of billions of dollars in online retail transactions on the line during the upcoming holiday season, online retailers all over the world are gearing up to ring in the holiday sales. Before the first wave of holiday shoppers hits your site, make sure you're ready to maximize sales and take advantage of this once-a-year opportunity.
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