‘Tis the season of Christmas, also known to e-commerce sites as the peak traffic period of the year. If people aren’t looking for a gift for a loved one, they’re looking to snag something in those Boxing Day sales. Either way, your website will likely encounter a lot of traffic over the next month, and it’s important to make sure your website can handle it.
We shouldn’t have to tell you how vital your website is for your business, or how the state of your site can impact sales over the holiday season. Ensure that impact is a positive one by getting your website ready this Christmas with our three major preparation tips!
1. Prepare Your SEO and PPC
PPC and SEO work well as single entities, but you can also use them cohesively for a more fruitful result. If you’re leaning more towards a PPC campaign, start building those landing pages now. One way you can get the most out of your website this season is by creating a Christmas-specific landing page, allowing customers a quick and easy way to browse through your products and services. Categorise products into further lists from your landing page, such as ‘gifts for her/him’, ‘novelty gifts’, ‘gifts under $X’, etc. Beyond that, it’s also a good idea to set up pay-per-click campaigns and action them when December arrives. This will allow you to target specific search terms and their variations, and will receive instant gratification when it comes to ranking on Google.
If you don’t want to go down the PPC route, SEO is always there. However, SEO does take a while to return page-one rankings, so this is best done months ahead of time. Try revising some of your current content to include keyword phrases that will boost your rankings and visibility.
2. Don’t Forget Mobile
To avoid all the massive lines at registers or the massive crowds of people flocking to retail stores over the gift-giving season, people are now turning to their smartphones to complete their Christmas shopping. If your website isn’t responsive for mobile or tablet users, you are missing out on sales. Simple.
Convert your website to one that performs for both desktop and mobile/tablet users, and you’ll be able to snag those smartphone-loving consumers.
3. Use Content Marketing
Highly unappreciated but incredibly beneficial, content marketing is the non-salesy way of marketing your products. Content marketing can be done through various ways, including infographics, apps, short videos or online games. Make sure you strike the perfect balance between something that will be informative and gain traction in the industry, but will also aid your sales funnel to deliver you results.
4. Collect and Analyse Data
Last but by no means least, take the initiative to start collecting data. Ensure that your Google Analytics is set up, along with the proper conversions. This will allow you to gather a more in-depth understanding of how your site actually ranks and converts. By setting this up before the Christmas season, you can see just how people interacted with your website in the lead-up and then implement any advancements before the next Christmas period.