Website Optimization Firm Shares Three Tips for Successful Holiday Retailing

Website multivariate testing and behavioral targeting firm predicts 2008 holiday season will see online retailers increasingly turning to technology to drive customer engagement and increase sales

According to comScore, Inc. (SCOR:
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SCOR 18.00, +0.37, +2.1%) , the 2007 online holiday shopping season surpassed $29 billion in sales, up 19 percent from 2006. The holiday shopping season is when most online retailers experience substantial revenue for the year; some estimates put 30 to 40 percent of total annual sales coming from the fourth quarter.
Successful marketers realize that targeting users with relevant content, and then non-intrusively testing content for effectiveness, are critical components to increasing conversion rates during the holiday season. These techniques are even more important as consumers hold more tightly to their wallets during tough economic times.
In support of online marketers worldwide, SiteSpect has released its top three tips to prepare retailers for success during the holiday shopping season in 2008:
1. Increase relevance through targeted landing pages
According to the Pew Internet & American Life Project, 43 percent of Internet users have been frustrated by the information they encounter while using the Internet to buy goods or services. To avoid frustrating customers, online marketers should use targeting to link search engine and email campaign traffic to relevant pages based on keywords and promotions. For example, personalizing site content to match visitor intent (as articulated through PPC or organic search keywords) is one of the most effective ways to increase relevancy and improve the shopping experience.
2. Test and fine-tune promotions and offers
Marketers who run promotions during the competitive holiday season would be surprised to learn that campaigns sometimes work for certain visitor segments, but are ineffective for others, or worse, can even hinder conversion. Make sure to test multiple versions of promotions, such as free shipping, on a segment-by-segment basis to determine precisely which versions convert best for each type of visitor.
3. Welcome, comfort, and reassure your visitors
To persuade new visitors to become customers, focus on clear, helpful messaging that describes shipping, return, and privacy policies. Wherever possible, let visitors know how much shipping charges will be without forcing them to wade through the entire checkout process. And make sure to highlight any credibility elements, such as HackerSafe and BBB icons. Run multivariate tests to zero-in on the best combination of these elements that reassures visitors and maximizes conversion rates.