12 website personalization tips for christmas
DESCRIPTION
Want some inspiration this Christmas? Why not check out Qubit's top 12 tips for website personalization to help improve customer experience and conversions!TRANSCRIPT
Wednesday, 20 November 13
1212 ways to win big
this Christmas
A best practice guide
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Wednesday, 20 November 13
1. Welcome your visitors and customise this messaging
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Why
A lot of new shoppers,shopping for other people.
Introduce your brand,and point them where they
might want to go.
How
Customise your messaging based on traffic sources, search
terms, plus purchase history.
Adjust wlecome messages or email sign up layers in line with
Christmas.
Wednesday, 20 November 13
#1Welcome your
visitors
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Wednesday, 20 November 13
1. Welcome your visitors and customise this messaging
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Ensure welcome messages highlight
all key USPs relevant to the
customer - mention any new Christmas appropriate areas
on site e.g. last delivery dates/gift
guides.
Wednesday, 20 November 13
#2Use a marketing
promotion to trigger frequent
return visits
Wednesday, 20 November 13
2. Use a marketing promotion to trigger frequent return visits and engage prospective customers
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How
Engage customers with updated content, features and deals throughout the Christmas
period.
Use an advent calendar to count down the days before
Christmas.
Why
The more prospective customers return to a site, the more likely they are to
purchase.
Wednesday, 20 November 13
2. Use a marketing promotion to trigger frequent return visits and engage prospective customers
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The Oasis advent calendar played Jingle Bells while the customers were looking for the right door to open. Each door
revealed a different treat (free delivery, free gift wrapping, etc).
By opening the doors of the Whistles advent calendar, each visitor is taken to
a video of a bursting box with the product of the day revealed. The first
people to open the doors each day get the items for free - encouraging visitors
to check online early!
Wednesday, 20 November 13
#3Make christmas
fun and the online experience
remembered
Wednesday, 20 November 13
3. Make Christmas fun and the online experience remembered
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How
Use video content, games, and innovative technology to inspire
customers.
Why
Customers should be engaged - make Christmas shopping a fun
experience.
Get your brand experience and website remembered so
customers will return.
Wednesday, 20 November 13
3. Make Christmas fun and the online experience remembered
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Farfetch had a ‘weird and wonderful’ Christmas market - customers had to
click on the doors to open them and see an animated selection of products
inside.
Topshop used video content to show a Christmas-themed film and help
promote their seasonal party dresses.
Wednesday, 20 November 13
#4Push gift
guides
Wednesday, 20 November 13
4. Push gift guides and present finders
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How
Create category pages for gifts (and tag them with UV), or add
filters to existing pages.
Include size guides, reviews and detailed specifications.
Present a gift suggestion guide.
Why
People aren’t shopping for themselves; they don’t know
what they’re looking for.
Who is the present for? Age, relationship, gender, etc.
Wednesday, 20 November 13
4. Push gift guides and present finders
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The Body Shop Christmas Gift Finder is ideal for helping customers to find gifts easily and encouraging bundle sales. Customers run
through a series of choices, selecting who they are buying for and are then presented with a visual edit of products to select from and add
to the shopping cart.
Wednesday, 20 November 13
#5Show stock
levels
Wednesday, 20 November 13
5. Show stock levels
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How
Track stock items through UV and highlight low in stock items.
Remove, or obscure out of stock items.
Suggest the nearest available store and offer reserve and collect, or home delivery.
Why
People don’t want to miss out! We are loss-averse.
Everyone enjoys getting “the last one in the shop”.
A common complaint we find is a lack of stock information.
Wednesday, 20 November 13
5. Show stock levels
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Increase threshold stock level at which to
show low in stock pointer.
Think about also showing stock
notifications for specific products on
the basket page.
Wednesday, 20 November 13
#6Bundle products
together
Wednesday, 20 November 13
6. Bundle products together in Christmas-related merchandising categories
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How
Use your basket data to gather items commonly bought
together.
Add in extra low-cost items.
Visitor history: if they have seen a few product pages, serve them a layer about relevant bundles.
Why
People are looking for stocking fillers.
It makes people think they are getting a really good deal.
You get more out of every purchase!
Wednesday, 20 November 13
6. Bundle products together
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Wednesday, 20 November 13
#7Publicise
Store/E-vouchers
Wednesday, 20 November 13
7. Publicise store/e-vouchers for gifts and make them easily redeemed
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How
Prepare a specific page, devoted to gift vouchers with different
image options.
Give the same attention to these as any other product.
Make people aware of E-voucher USPs and also after C
Why
Capture those people who aren’t sure what gift to get!
E-vouchers are not dependent on physical delivery.
Wednesday, 20 November 13
7. Publicise store/e-vouchers and make redemption information accessible
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Wednesday, 20 November 13
7. Publicise store/e-vouchers and make redemption information accessible
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Make customers aware on the gift card product page that they can be easily redeemed - both online and also in store. Additionally, after Christmas - make sure people shopping on site using a gift voucher know
how to pay with it.
Wednesday, 20 November 13
#8Align online and offline targeting
Wednesday, 20 November 13
8. Align online and offline targeting
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How
Use geo-location targeting; communications online to match
in-store messaging
Use web promotions that apply in-store.
Unite your multichannel marketing.
Why
Use the data from all channels to give customers the Christmas
experience they deserve.
People check online as they shop in-store.
Items OOS online may be available in store and vice versa.
Wednesday, 20 November 13
8. Align online and offline targeting
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Promote delivery options - especially ‘Collect from Store’ on the online store locator. Many customers are unaware of this, and it is those who go straight to the store locator who are most likely to use it. Ensure
stores also promote this functionality when items are OOS but in stock online.
Wednesday, 20 November 13
8. Align online and offline targeting
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Change content and products served dynamically, depending on weather conditions for each visitor location.
Wednesday, 20 November 13
#9Shout about your
delivery
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9. Make delivery information prominent
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How
If you offer free delivery, shout about it! Make this known before
people reach the checkout.
Offer last minute delivery.
Ensure all delivery options and details are easily to navigate to.
Why
Out exit feedback tool shows delivery to be one of the biggest
barriers to conversion.
Customers want to know when their gifts will arrive, and make
sure this will be on time.
Wednesday, 20 November 13
9. Make delivery information prominent
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Ensure last delivery dates are clearly displayed - on the homepage, or in welcome messages.
Wednesday, 20 November 13
9. Make delivery information prominent
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Use last delivery date count down clocks to publicise
these dates to visitors, but also to increase the sense of
urgency for purchasing.
Daily delivery times can also be made clear on the product page.
Adjust the delivery times and information depending on the visitor location and when gifts
will arrive.
Wednesday, 20 November 13
#10Offer gift
wrapping, but carefully!
Wednesday, 20 November 13
10. Offer gift wrapping, but carefully!
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How
Offer choice of colours, patterns.
Build a dedicated section on your site.
Make sure gift wrapping is a seamless part of the checkout.
Why
It can be a great time saver for people, particularly closer to
Christmas.
Another way to boost average order values
Wednesday, 20 November 13
10. Offer gift wrapping, but carefully!
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Offer gift wrapping for all purchases -
the best place to do this is at the
checkout stage as an easily accessed
add-on.
Allow different options of gift wrapping to be selected, and
personal messages to be added.
The best place to offer gift wrapping is at the checkout stage
as an easily accessed add-on.
Wednesday, 20 November 13
#11Transparent
returns
Wednesday, 20 November 13
11. Make returns policies transparent and prominent
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How
Give clear links to returns information on product pages.
Make your returns policy completely transparent.
Provide detailed product descriptions, reviews and size guides to minimize the risk.
Why
Allows people to buy with more confidence.
Returns can represent a substantial cost for
online retailers
Wednesday, 20 November 13
11. Make returns policies transparent and prominent
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Offering extended returns policies over Christmas and
making prospective customers aware of this will help increase
conversions.
Returns information should be made easily accessible from the
home and product pages.
Wednesday, 20 November 13
#12Up- or cross-sell to
drive average order values
Wednesday, 20 November 13
12. Up- or cross-sell to drive average order values
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How
Place upsell items next to the basket (especially if you have a
free delivery threshold).
Recommend last minute stocking fillers.
Make them relevant!
Why
People are always looking for a bargain!
Raise your AOVs.
Wednesday, 20 November 13
12. Up- or cross-sell to drive average order values
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Promote matching or similar items for up sell on the product
page.
Over the Christmas period, customers are
more likely to be susceptible to up-
selling opportunities.
Wednesday, 20 November 13
#13And for the day
after Christmas...
Wednesday, 20 November 13
13. After Christmas...Maximise all sales purchases
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How
Get the best-value products in front of the user as fast as possible.
Create sale category pages - allow users to sort by
% reduction.
Target customers with items they were previously interested in, but
did not buy and have been discounted.
Why
Boxing Day is the busiest ecommerce day in
terms of traffic.
The sale-shopper is very different to the gift-giver.
Wednesday, 20 November 13
13. Surprise! Sale! Sale! Sale!
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Remind customers of any items left in their
basket from before Christmas
that may have been discounted.
Wednesday, 20 November 13
Thanks.
Wednesday, 20 November 13