6 Post Holiday Online Shopping Tactics to Boost Ecommerce Sales

Post Holiday

The holiday shopping season is one of the most profitable times of the year for ecommerce businesses. Most online retailers exceedingly meet their main ecommerce KPIs, and smaller brands can generate profitable sums against their big box store competitors.  

The 2021 holiday shopping season was a gift to ecommerce retailers. According to Adobe’s Digital Economy Index, from November 1 to Cyber Monday on November 29, US consumers spent $109.8 billion online, up 11.9% from 2020. Adobe also found 22 days in November 2021 exceeded $3 billion in online spending compared to only 9 days hitting that number the same month in 2020. 

Those figures are even more notable considering the supply chain issues retailers everywhere are facing and the fact many shoppers started their gift shopping in October.

But now that the wrapping paper has been cleaned up and holiday decorations put away, how do ecommerce retailers keep the momentum going in January and beyond?

“On average, January revenue is usually predicted to be 20% to 65% lower versus December,” says Anh Vu-Lieberman,Vice President for ecommerce at Nogin. However, savvy brands can plan for this traditionally softer sales period (which can last until the third or fourth week of January) and use this time to do a brand reset while refocusing for the coming year.

Vu-Lieberman discusses some of the strategies ecommerce retailers can use to boost their bottom lines.

1. Get Dialed in to Mobile

“As smartphones keep evolving and improving, all ecommerce retailers have to be mobile-first,” Vu-Lieberman says. In fact, research shows smartphones accounted for 44% of all online sales on Black Friday in 2021, up 10.6% from 2020 Black Friday shopping. Delivering positive customer experiences starts with delivering consistent omni-channel tactics. Mobile is increasingly becoming a more and more popular shopping medium for customers. It’s crucial businesses focus on mobile responsive web design to convert mobile shoppers through their ecommerce marketing funnel.

2. Extend End-of-Year Sales

The calendar may have already flipped to 2022, but ecommerce retailers who want to drive customers and conversions are extending into their traditional year closeout sales in January. Sale-on-sale promotions can be a great strategy to move out inventory and make way for new collections that launch in mid-January.

Check out our top three strategies to increase conversions and the best pricing tactics to utilize on your site:

3. Choose Words Carefully

Certain words are triggers for ecommerce shoppers, such as “favorite” or “best seller.” “If you don’t know a brand and it’s your first time going to the site, the word ‘best seller’ evokes an emotion,” Vu-Lieberman says. “If you didn’t have that, you wouldn’t know what the brand is about. It also helps with building out purchase affirmation.”

Another recommended strategy to utilize in marketing campaigns to message your Best Sellers is to feature highly-rated products or most-loved products, whether on your website or social. Make sure to set up your marketing analytics and perform A/B tests to see which product listing phrases result in the most sales.

4. Add Installment Plan Options

Retailers offering installment payment plans such as Afterpay and Klarna target online shoppers looking for a discount and customers who don’t mind paying for expensive items out of their normal price range. Surprisingly, it’s not just millennials on limited budgets who find installment plans attractive; Vu-Lieberman says one of the brands she works with discovered the average age of its Afterpay customers was 44. “Even though the item is full price, it will be more attractive advertising it on Facebook or paid search as ‘Take this home for $39.’ People focus on that installment number rather than the full number.”

5. Don’t Overlook the Present for the Future

While fashion retailers prep for new collection launches in January, it may be easy to forget that ecommerce trends more towards a buy now, wear now attitude. Especially with the cold weather in most parts of the country, customers may not have as much interest in summery resort wear that will sit in their closet for a few months, compared to a pair of boots they will use immediately. 

Vu-Lieberman says brands will often take a new year, new you approach. For example, promotions geared towards New Year’s resolutions can focus on athletic wear, or retailers can craft campaigns for new looks for the office. Luxury ecommerce brands can also try to leverage celebrity collaborations to help support their brand image.

6. Build a Strong Customer Base

Brands need to strike that fine balance between catering to loyal VIPs and bringing in new customers. That can take time and money—Vu-Lieberman says brands can spend up to 25% of projected revenue on advertising—but it’s a substantial investment in the long run. To make it pay off, ensure your shoppers are receiving a positive user experience when visiting your site all the way through order fulfillment. 

So how are you going to keep the momentum going throughout the year?

How to Optimize Your Product Pages For More Sales

product listing optimization

High-converting product pages are the foundation of an ecommerce website. There are many ways to optimize your website for conversions, including:

All of these approaches will help convert users once they reach the end of your ecommerce conversion funnel. Still, it’s important to follow product page optimization techniques to ensure you have the best chances to maintain high conversion rates, arguably the most significant ecommerce KPI

Regardless of your ecommerce business platform, there are many essential optimization strategies we recommend you employ on your website. Here are nine essential product page optimization tips: 

1. Your ‘Buy Button is the Most Important Factor

Since the entire goal of your ecommerce site is for customers to purchase your products, your ‘Buy’ or ‘Add to Cart’ button is crucial. Whatever you name it, make sure your customers can easily find it.

  • The ‘Buy’ button should be immediately visible when landing on the product page.
  • Surround the button with plenty of white space. 
  • Customers should never be required to scroll or search to find it.
  • Be sure the button is an actual button, not just stand-alone text.
  • Use appropriate colors that are prominent and coordinate with your brand.

Example: Looking at Hurley.com we see a prominent ‘Add to Cart’ button that stands out from the other items on the page without looking out of place.

2. Focus on Mobile Optimization

Did you know that mobile commerce (m-commerce) is growing even faster than ecommerce? In 2021, experts predict m-commerce will generate 53.9% of all retail ecommerce. Take advantage of this crucial ecommerce trend and optimize your website for mobile devices.

  • Create mobile-friendly content that is both visible and easy to navigate on smaller screens.
  • Develop a shopping app – be sure to create something that is functional and reflects the quality of the brand. Nothing more says “rookie” than creating an app that your customer doesn’t use. 
  • Present special offers or discounts for mobile customers.

Example: Hurley’s mobile product page makes it easier for visitors to sort, filter and view items. They even include a prominent discount offer that, while easily visible, does not overshadow the products and is easy to click and close.

Hurley mobile

3. Excellent Photos and Videos

The importance of premium photography cannot be overstated. Because your customer can’t physically touch and manipulate online products, your photos need to do this (virtually!) for them. Publishing captivating and interactive photos are especially integral for a DTC CPG ecommerce strategy or the cosmetics ecommerce industry. 

  • High-quality photos should reveal multiple product angles and offer a zoom feature.
  • Opt for well-lit products on a white background.
  • A 360-degree view and/or in-context lifestyle images (and video) are also recommended.
  • If there are multiple product color options, each individual color should be photographed and displayed.
  • Be consistent with your photography style across all product pages.

Example: We visited Bebe.com to find a great example of use of product photography. Not only can you access different views of the product but you can easily zoom in or out on the image to get a better idea of what the fabric looks like.

Bebe product detail

4. Organize Your Copy

When writing your product pages, both structure and content matter. The format in which information is presented can be just as important as the actual copy.

  • Get started with an engaging product title.
  • Use headings, subheadings, and bullet points to develop highly scan-able content.
  • Be sure customers can quickly find the info they’re looking for.
  • Include information on pricing, features, materials, care instructions, and sizing details.

Example: Continuing on the same product page from Bebe.com shown in the point above, you’ll find a clean, easy to read product description. The bullet points make it simple to find the key factors one might need when considering a purchase and then include easy to find links for a sizing chart and details regarding shipping and returns.

Bebe product description

5. Create Compelling Content

Don’t be boring! Put some energy into your product descriptions and develop a brand voice that appeals to current and prospective customers. Also, make sure to use keyword research ecommerce tools to ensure you utilize the best phrasing for your specific products. 

  • Give customers the context to envision themselves using your products.
  • Mainly when selling luxury items, provide plenty of detail to support higher costs.
  • Define the product’s value by describing any unique origins, superior materials, or other upscale features.
  • Remember to answer the age-old question: Why should your customer choose this product over another? Never assume your customer knows the answer — your job is to tell her why.

Example: The example below comes from ShopJustice.com. This product description for girls’ pajamas is anything but boring! While you may not be able to feel the fabric these pajamas are made of, you get a very good idea of how soft and comfortable they’ll be.

Justice description

6. Brand Each Page Properly

Don’t limit your brand message to your home page; it should be carried over to all product pages.

  • Assume that customers have never seen your home page.
  • Highlight your brand as soon as they land on a product page.
  • Create an easy-to-navigate layout.
  • Keep design clean, clear, and consistent.

Example: Staying on ShopJustice.com, when we scroll to the top of a product page we still see the Justice logo and brand colors featured at the top of the page. The intermixing of their primary magenta color keeps the page bright and engaging, especially to a tween audience.

Justice Clothing

7. Don’t Forget to Cross-Sell and Up-Sell

Your product page should take the place of an enthusiastic salesperson. You know, the one who brings over the perfect accessories to match the outfit you’re trying on?

  • Every product page offers the opportunity to sell more products by encouraging additional, coordinating purchases.
  • For each product, recommend accessories, other styles, or additional items in a similar color or featured design.

Example: Bebe.com does a great job showcasing additional items a shopper may be interested in based on the specific product page they visit. Whether the product they’re looking at isn’t exactly what they want or they need a complimentary item to go with it, Bebe makes it easy for them to know where to go to find it.

Bebe upsell

8. Add Social Proof

For today’s tech-savvy customers, online reviews have replaced word-of-mouth recommendations to persuade prospective customers to fill their virtual carts.

  •  Include customer reviews, ratings, Instagram photos, and personal testimonials.
  •  To help develop this component, send post-purchase e-mails and surveys asking customers to review purchased products.

Example: Hurley not only provides reviews of their products, but also includes the average star rating and number of reviews of each product in a quick glance. Savvy shoppers know the more reviews and the higher the star rating, the better the product. And savvy retailers know the more reviews and the higher the star rating, the better chances of a customer purchasing.

Hurley reviews

Hurley reviews

9. Speed Matters

Sometimes, people are in a hurry. Don’t let your site slow them down.

  • Make sure product pages load quickly.
  • Allow busy customers to access shipping information quickly and easily.
  • Keep the checkout process free of unnecessary complications.
  • Create a sense of urgency — i.e., “Product on sale through tomorrow only!” — to encourage customers to press ‘Buy’ right now.

Example: Staying on Hurley.com we see at the top of every page the current sitewide sale. Not only is the required code easy to find, but we know exactly how long we have before the sale ends.

Hurley banner

Like we mentioned at the beginning of this article, there are many optimization strategies that can be deployed throughout your ecommerce website. But these nine are the ones we’ve seen in our 10 years of ecommerce expertise produce the best results. As an online retailer, your website does your talking for you, make sure it’s saying the right thing to your buyer!