Some e-commerce website tips for the holiday season

November 29, 2019 10:39
Many e-commerce websites see a major spike in traffic during the holiday shopping season. Photo: AFP

Hong Kong has seen one of Japan’s biggest fast-fashion brands open an online store, even though it has an extensive traditional retail network across high-traffic areas in the city. This reflects the huge potential in the e-commerce market. Hong Kong businesses, on the other hand, have been sluggish in going online compared to other mature markets in the region, but at least it’s now trying to catch up as its consumer shopping habits evolve.

With shopping being a favorite pastime among Hongkongers, there’s never been a better time to optimize your e-commerce website to help increase the number of visitors to your website and realize potential growth than during the holidays.

Here are some useful tips to help grow your website this holiday season:

Offer shipping promotions and discount codes

Shoppers are naturally looking for deals, and highly visible shipping incentive offers may increase your appeal as consumers often abandon shopping carts if they are required to pay for shipping. Including a visible "shipping discount" offer that your visitors can’t miss can significantly increase the chances of them making a purchase.

Most online shoppers also look for discount codes to help save money before they complete their shopping order. Many e-commerce websites have holiday specials, so to compete with those, you may want to consider offering discount codes on your website.

Use a one-page checkout process and retarget abandoned shopping cart traffic

Nothing is more tedious than a long, multi-page checkout process. Today, more e-commerce platforms have the option to skip the cart page and direct the customer right to the checkout page. If you do this, make sure there is a highly visible "Continue Shopping" button on the page, for those who want to continue to browse and potentially add more items into their cart to purchase.

The majority of your website traffic may never return, so it’s in your best interest to do everything possible to try to convert the viewer into a buyer on that initial visit. One effective method can be to install a popup offer as an added incentive, which appears when a visitor is attempting to leave the shopping cart without completing the purchase.

Many e-commerce websites see a major spike in traffic during the holiday shopping season. Consumers are looking for deals and comparison shopping, sometimes with very few looking to purchase right away.

To take full advantage of every visitor to your website, you could run retargeting campaigns. This allows you to "follow" consumers around the internet, placing very specific advertisements in front of them. The goal is to recapture their attention to your website and make that purchase.

Your website should be easy to navigate and memorable for your customers

Making a great first impression is crucial, particularly through the presentation of your products. If you are reselling or drop-shipping others’ products, then ask the manufacturer for professional images. If you are selling your own products, you may want to consider hiring a professional photographer.

The product descriptions and benefits that go along with the high-quality images, can be equally as important, so be sure to explain how your product works and its benefits for customers.

Around 50 percent of all web traffic now comes from mobile browsers, so providing a great mobile browsing experience is paramount. The simplest way is to create a mobile-friendly website for easy browsing and navigation on the go from the start and keep the content easy-to-read and use on a mobile device.

Connect and form trusted relationships with your customers

No e-commerce website is too small for live-chat support, and it can be an easy way to contribute to a more pleasant user experience. If a shopper has a pre-purchase question, live chat can help answer that question while the customer is on your website, greatly increasing the odds of them converting to a purchaser in real-time.

To help build a more trusted relationship, it is important to let your customers know you care about security protection on your website. While most merchant payment service providers require you have payment protections in place, we also recommend that your website utilizes an SSL (Secure Socket Layer) certificate, which helps to protect the transmission of your customers’ information.

To further emphasize your commitment to website security, you can also include trust seals on your checkout page. This additional feature can help to increase consumer confidence in your business.

Converting website traffic to your website can be extremely important to the growth of your business, both in terms of the revenue you generate and branding.

This holiday season is a great opportunity to introduce your brand to a new audience and create new and repeat customers.

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Regional President, GoDaddy