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BizReport : Ecommerce archives : December 01, 2011

How to increase ecommerce conversions this holiday season

New stats out from NM Incite the buzz surrounding Black Friday and Cyber Monday peaked on Black Friday; there was a 15% year over year increase in the buzz surrounding over these terms. As for what kind of buzz, 7% was negative - involving news stories about violent incidents - and 3% was positive - sharing deals and links - while most (89%) was neutral in nature.

by Kristina Knight

On Twitter, for example, most of the chatter included sharing pictures or memes about Black Friday, finds NM Incite. Cyber Monday, though, saw most Twitter users (94%) sharing deal information.

This is also an indication people are talking about big shopping days and sharing product/purchasing information through social networks. This will be increasingly important as the holiday season moves on, especially on days like Green Monday when merchants break out more discounts.

As for what will catch shoppers' eyes online, the usual discounts - free shipping, percentages off, frequent purchaser discounts - will be important. But so will mobile strategy.

One of Monetate's top tips for increasing conversions this holiday season? Integrate mobile more efficiently. With 70% of companies reporting their websites aren't optimized for mobile and 84% reporting they don't optimize email messages for mobile, and because so many shoppers are checking email, shopping and researching products via mobile, a better mobile strategy could help increase conversions.

And, where shipping is concerned, a new service may intrigue some holiday shoppers. The Kinek platform allows online shoppers to have packaged shipped to a non-home address; they choose the delivery location and are notified when the package arrives. Why a service like this? It takes the worry of missing deliveries at home or having packages left on the doorstep stolen away.

"This is particularly beneficial to people in condensed urban areas where security is a concern, to those who don't have easily verifiable addresses or have P.O. boxes, and to people on the go such as business travelers and military personnel. Online shoppers ordering items they can't afford to miss (i.e. flowers or items that need to be refrigerated) or presents they want to keep a secret from their loved one at home can also have their goods shipped to KinekPoints to ensure first-time delivery and gift anonymity," said Kerry McLellan, Kinek CEO.

Tags: ecommerce tips, ecommerce trends, holiday 2011, Kinek, Monetate, NM Incite

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    Offering free delivery is another excellent way of increasing your conversions.



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