6 Tips to Optimize Your Digital Strategy on Cyber Monday
This year's Cyber Monday sales will likely surpass the record numbers we saw in 2013 as more than half of shoppers plan to do at least some online buying this holiday season. Forrester estimates U.S. shoppers will spend $89 billion online this November and December, up 13 percent from last year. It's clear the stakes are disproportionately high — that $89 billion will account for nearly one-third of online retail sales in 2014.
Given that the majority of shoppers will begin researching gifts before Thanksgiving arrives, it's crucial to think ahead. In a perfect world, you've perfected your digital strategy months in advance. But even if you're late to the game, there are ways to fine-tune your digital strategies ahead of the holiday rush. Here are six tips on how to make the most of the massive e-commerce opportunity on Cyber Monday:
1. Drive conversions through search engine optimization and paid search. Ensure you have a solid search marketing strategy to capitalize on discovery through mobile search. To improve your organic search results, use a tool like Google Trends to understand popular terms and topics. Look at your historical data to see what keywords have driven conversions in the past — specifically, for Cyber Monday last year.
2. Separate your content. Ideally, you've already decoupled your web content from its presentation so you can reuse it in new mobile experiences (e.g., a native mobile app) without reinventing the wheel. If you don't have a separate content hub, create a platform in parallel to your existing system that lets you isolate your content and begin delivering a mobile experience. Don't invest in an architecture that you won't use in the future.
3. Be thoughtful about user experience. The user path should be both meaningful and streamlined for each device to avoid unnecessary clicks and complex forms that encourage abandonment. If you don't have time for a complete mobile overhaul ahead of Cyber Monday, focus on smaller issues — e.g., optimizing site speed and eliminating page errors — that will improve the user experience.