6 Tips to Optimize Your Digital Strategy on Cyber Monday

4. Test your infrastructure. You don't want to be the e-tailer that ends up losing customers because your site crashes, loads slowly or gets hacked. Be thorough with your performance and penetration testing, and stagger your communications such that you're not encouraging a huge influx of traffic at once.

5. Connect the dots between online and offline. Three-quarters of holiday shoppers plan to use their smartphones in stores this year. If you have a physical retail presence, take advantage of this trend. You might leverage beacons to give users immediate access to more information about the products in front of them. If you encourage online users to pick up their items in-store, use QR codes to expedite the process. If you primarily ship your orders, experiment with innovative methods of delivery, like Amazon has done recently with taxis.

6. Understand your customers and how they're buying. Do your customers like to talk to a sales rep on the phone before they make a big-ticket purchase? Are they using mobile payments? Make sure you can support different types of conversion paths, and that your online experience makes the conversion process as seamless as possible.

As consumers venture on an increasingly digital and winding path to purchase, it's important to meet them everywhere they research and buy. When refining your digital strategy this holiday season, make sure you're connecting the dots across devices to offer a holistic customer experience.

Ryan Donovan is the corporate vice president, commerce, at Sitecore, a provider of customer experience management software.