Based on Forrester’s research, over 32% of total European sales (EU-7 markets) are impacted in some way by digital. In the US, it is more than 50%. So, you’d better be ready for the holiday season ! Here is your homework and checklist:
Mobile:
46% of EU-5 smartphone users have researched products for purchase on their phones, so if you’re not mobile ready from home page to payement and checkout, you are missing gigantic part of conversions.
Fix images and text to be mobile-friendly; tell shoppers where they are (label the back button, update headers, and show the breadcrumb); and kill anything that hampers site performance (turn off dynamic content and control imagery) (Forbes)
Search:
Many searches start on Amazon, and the holiday season will see search volume increasing like crazy. It is not too late to optimise your search to be found, but mostly, to anticipate and prepare the response to « what happens once the consumer hits your site or your app ? » Is it prepared to seal the deal ? Is it personalised ? Is it tailored for voice search and chatbots ?
Amazon Marketing:
As said in previous posts, brands are challenging Facebook and Google by shifting advertising dollars to Amazon, and Amazon is taking its advertising business very seriously ! The holiday season and fierce competition are reasons why you must be prepared with a strong Amazon Marketing Plan in order to stand out from the crowd. Optimise your product listing, review your keywords, based on the insights you’ve gathered from competitive research, invest in top qualitative, appealing images and revamp your product description. But, wait….Are you even present on Amazon ? If not, drop me an email
Good luck with the holiday season ! (Photo by freestocks.org on Unsplash)
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