11 last-minute Xmas ecommerce tips to maximise sales

Yes, it’s just six weeks until Christmas, and therefore it’s too late for any major site changes.

However, there are a few tweaks retailers can make, and tactics which can be used to maximise sales and improve the customer experience.

Here are some suggestions. I’ve mainly kept this to on-site factors, but there’ll also be email, social and search tactics which can be improved at this late stage.

Offer extended returns

In this season, standard returns policies may not be enough to satisfy customer expectations. If a gift is unwanted, and many will be, it can take longer than the statutory period before the recipient is able to return the item.

Many retailers are still inflexible about this, but putting customers first here is the best policy. Retailers should think long-term and extend returns periods beyond the usual time limit.

Yes, there are costs associated with this, but it’s the best policy for customer retention (and for good PR).

Here, House of Fraser offers returns up to 22nd January for Christmas purchases.

Make returns policies easy to find

Because people are buying gifts which may not always be the right size, colour or to the recipient’ taste, the possibility of having to return items is more important to buyers.

In short, they’ll want to know about the time limit for returns, possible charges, where they can return items, and any other conditions.

If you offer a hassle free, easy come, easy go returns policy it’s a sales driver, so shout about it.

Keep an eye on the weather

A sudden bout of cold weather can play havoc with deliveries so it’s important to look out for this and adjust on-site messaging accordingly.

This happened just before Christmas 2010 and retailers like John Lewis reacted by adding clear messages to their sites.

It’s about managing customer expectations, and the last thing retailers want to do is to offer delivery in time for Christmas and fail to fulfil this promise.

Clear delivery information

To follow on from the previous point, it isn’t just about the weather, people will worry about deliver no matter what.

Here, The White Company has clear messaging on every page of the site which leads to detailed information about last delivery dates before Christmas.

Incentivise repeat customers in the build-up to Christmas

Offering gift vouchers like Toys R Us does here will encourage people to return to the site for more purchases in December.

Make contact details obvious

Customers can be more stressed in the run up to Christmas and may need more reassurance than normal.

Will their orders arrive in time? Can they return them? And so on.

A link to customer services on the page helps, though live chat options, as used on webtogs, can provide a more immediate way to ask questions.

Make sure you have enough call centre staff

Whatever you do, make sure your customer’s calls are answered promptly, emails are responded to and issues resolved as soon as possible.

At this time of the year, with lots of potential questions about delivery, returns and more, every customer service query is a potential sale.

Make sure your ‘about us’ page is up to date

If you’re not a well-known online retailer, it’s worth checking your about us and contact pages.

If people are unfamiliar with your brand they’ll be looking for reassurances that your site is trustworthy before they’ll consider entering their card details.

Providing clear contact details, an address, a potted history, social accounts and more can help to provide this reassurance.

Here’s one example from Norman Records, with clear contact details. It also has pictures of its staff, another way to show people you’re real.

Offer free delivery

This will impact margins but it removes a major barrier to impulse and gift purchases.

Here, Office has free delivery on all orders, though perhaps it should make a bigger deal about this.

Offering this across the board simplifies the deal in customers’ minds, but there’s always the option of adding free delivery above a certain threshold.

Can you add a later last delivery date than others?

If you can go the extra mile here, there’s an advantage to be gained over your competition.

Be careful though, don’t promise what you can’t deliver.

Make gift wrapping options clear

For lazy people like me, and those who are useless at wrapping (also like me) this can be a deal-breaker.

Highlight these options clearly before checkout, as this can encourage purchases.

I like Firebox’s ‘crapwrap’ for that authentic touch:

What have I missed? Let me know in the comments…