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Andy Thorne


5 simple steps to prepare your ecommerce website for Christmas online shopping

The race is on! It’s time to cash in the festive spending frenzy and get your sales zinging. With these five quick ways to boost Christmas online shopping performance.

There are quick and easy ways to transform your ecommerce website with some festive sparkle, figuratively speaking. Simple improvements that can hold buyers’ attention better and help you convert more leads from Christmas online shopping.

As it’s the peak on the retail calendar a massive overhaul of your website design is unfeasible, but to stay competitive you can’t afford to stand still.

Here are 5 simple steps to prepare your ecommerce website for Christmas online shopping.

1. Christmas photography

Christmas photography

Visual content is the difference between buoyant sales and festive failures.

Strong images make your product text more readable and memorable for 65% of page visitors (compared to 10% for text only).

Visual content is now literally the difference between buoyant sales and festive failure.

Make sure you have great product images, laid out to be instantly scannable by consumers with short attention spans. Try to include ‘added value’ images, showing your products in action and making your customers happy.

2. Make gift buying easy

Make gift buying easy

Make consumer decision-making as easy as possible.

Modern consumers want to see product benefits at a glance and also want speed and convenience when shopping online. The more you do to make their decision-making easy, the more sales you’ll enjoy.

The best example of this is Christmas gift guides, and options to search for categories of presents. For example, a collection of stocking fillers, the perfect gifts for men or unique gifts for gardeners. You can see how investing time in this helps your SEO too.

As price is a big factor, a much-appreciated gift-buying aid is grouping purchase ideas according to cost. Such as items for less than £10, £20 or £30 for example.

3. Christmas shopping discounts

Christmas shopping discounts

Offer special online discounts to your customers for Christmas.

Physical stores use special offers – like three gifts for the price of two – to bring more Christmas shoppers through their doors. To boost your sales, there’s no reason you shouldn’t offer similar incentives to buy multiple purchases. Or you could offer free delivery over a certain amount. This encourages shoppers to pop another item in their shopping cart to qualify.

Also, you could target existing customers via emails offering discounts for Christmas ecommerce spending. It’s the sort of thing that keeps them loyal!

Think about your post-Christmas discounting now too. Ready to turnover stock quickly and keep sales coming in when the main festival spending is done.

4. Evaluate and optimise your website

Evaluate and optimise your website

Run a user experience (UX) audit on your site to ensure it is optimised.

You can get creative with the above ways to improve your Christmas online shopping site. However, don’t forget the nuts-and-bolts underpin User Experience (UX).

Is your ecommerce website responsive enough? Is it working well on small screens? Lots of Christmas gifts, decorations and food will be sold via mobile phones, so don’t miss out!

Are your pages displaying the correct stock amount for items? The last thing you want is something to show as out of stock when it isn’t! If you are not managing your customers’ expectations you will lose Christmas eCommerce sales and 2022 ones too.

Check for broken links and search problems, or slow to load page features. It’s the little things that could make customers click away.

5. Ecommerce policies

Ecommerce policies

Make your ecommerce store policies clear to avoid customer frustration.

Lack of clarity on Christmas delivery deadlines can be a source of customer dissatisfaction. You don’t want a raft of complaints when you’re busy getting orders out.

Make shipping arrangements clear – early – including your delivery charges and any potential for festive delays. Can customers pay more for fast delivery?

Some of the most successful online retailers include tracking systems in conjunction with the couriers they use, to keep customers informed. At the very least, be honest when delays or issues do happen.

Also, make your returns policy easy to understand and empathetic. Some people will only buy items from companies that accept that mistakes and unwanted items are a reality.

Achieving Christmas ecommerce sales goals

All the above will help you to keep your ecommerce website more competitive, attractive and successful. However, if you’re not currently measuring ‘what that looks like’, it’s time to start.

Look at your previous sales figures, and then measure how well you exceed those by improving your website design. Consider other ways you can achieve better lead conversion too.

Remember, good page design is not just for Christmas online shopping! You need to be confident of starting 2022 with a great chance of having a fabulous New Year.