Here's the final polish to make your robust Web site that much better at converting holiday browsers into buyers.
It's that time of year again: just after Halloween and just before Thanksgiving. That means your Web site is probably frozen, with no more development possible. Your IT guys are bracing the site and making sure it can handle the traffic the holidays will (hopefully) bring. Usually at this time of year, I remind readers to harness the traffic in Q4 long after it's over or how to turn interactions like customer returns into acquisition opportunities.
Today, however, let's look at quick fixes you still have time to make to your site, even though it's technically locked down. Obviously, we will concentrate only on the easy things. Nothing on this list will change logic or technology on your site that your QA people will fuss over. Given that restriction, we can only address minor issues in this quick-fix list. But added together, these quick fixes could have a major impact on your success this holiday season.
Before the holiday season ramps up, try these fixes:
Icing on the Cake
This list is all about dotting your i's and crossing your t's. There aren't any major pieces of functionality you can implement at this point in the year. But you can look at these very detailed questions, because oftentimes they get overlooked in favor of a big new feature being implemented. None of these items will singularly change your bottom line significantly. But taken together, the list represents the final polish needed to make your (hopefully) already robust Web site that much better at converting holiday browsers into buyers.
Questions, thoughts, comments? Let me know!
Until next time...
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Jack Aaronson, CEO of The Aaronson Group and corporate lecturer, is a sought-after expert on enhanced user experiences, customer conversion, retention, and loyalty. If only a small percentage of people who arrive at your home page transact with your company (and even fewer return to transact again), Jack and his company can help. He also publishes a newsletter about multichannel marketing, personalization, user experience, and other related issues. He has keynoted most major marketing conferences around the world and regularly speaks at Shop.org and other major industry shows. You can learn more about Jack through his LinkedIn profile.
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August 21, 2014