How to Prepare Your Ecommerce Site for an Unusual 2020 Holiday Shopping Season

In a normal year, this would be the point on the calendar where we would be speaking to our clients about changes, additions, and improvements to their online stores. After all, nearly half of all ecommerce sales are made through the holiday season.

Of course, this is anything but a normal year, and as a consequence, many business owners are scrambling for answers and directions.

If you’re like most of the people we talk to, you’re wondering whether you should be playing offense or defense. You’re looking to save money due to an uncertain economy and take advantage of the marketing opportunities that are just around the corner. How can you walk this tightrope and make smart decisions for 2020?

To help you maximize your profitability this Fall, here are seven tips we think you should follow…

1. Pay Attention to Your Website Audit

Typically, we would begin helping our clients to prepare for the holiday shopping season by auditing their existing website and online store. This involves taking a deep dive into their HTML to look for coding errors, security vulnerabilities, search engine visibility, and technical issues like broken links.

That’s an important starting point in any environment, but especially in the economy we are currently facing. You can’t afford to let simple unseen errors affect your ability to attract customers or engage with them. So, order a website audit today and take the time to go over the results with your web design partner.

2. Upgrade Your Shopping Cart for Upsells

The prevailing wisdom in the world of ecommerce is that customers might be a little more jittery than usual this fall. That means you have to maximize the value of every visit and sale. One good way to do that is by generating upsell opportunities with special offers that appear at the time of checkout.

These kinds of last-minute add-ons and combinations are easy for buyers to say yes to, but they require more than an entry-level shopping cart solution. Why not look at the tools installed in your online store and see if a few simple improvements could help you double your sales volume in the coming months?

3. Develop a Smart PPC Strategy

Should you be increasing your pay-per-click advertising (PPC) budget to attract more buyers in a choppy economy, or pulling back to save money? The best answer might be “both.”

Look into the history of your PPC campaigns to see if there are clear trends. You certainly don’t want to pull back on your profitable ads, particularly if they are still working in 2020. At the same time, though, you may consider cutting off marginal or speculative ads for a while. In other words, focus on your winners and cut off any ads that aren’t performing for the next few months.

4. Lean into Retargeting Ads

Although we’ve already mentioned PPC strategies, retargeting ads deserves special mention. Since maximizing value per customer (VPC) is likely to be your top priority for the 2020 shopping season, you want to convert as many high-dollar sales as possible. That means giving buyers second and third chances with retargeting.

You don’t want to go crazy and blow through your marketing budget, of course, but consider throwing additional dollars at potential buyers who are looking into your most profitable products. You may be able to turn more of those exposures into sales and lower your ad costs, particularly if you follow the advice given in the last tip.

5. Use Targeted Content to Your Advantage

It’s easy to forget that free content is often more effective than ads when it comes to drawing in traffic and generating conversions. That’s especially true when you plan ahead.

In recent years, our clients have done particularly well by publishing buying guides, online video demonstrations, and customer testimonials. These all reassure visitors that they are making good decisions and will be happy with their purchases. In other words, they reduce the sense of fear that so many customers feel when it comes to checking out, particularly if they aren’t familiar with your products. Why not use these pieces of content to make your store more profitable this Fall?

6. Build Adaptability into Your Online Marketing Plan

No one can really say with any certainty what the next few months will be like. The best any of us can do is to make good plans, search for opportunities to get ahead, and then stay adaptable.

There are a lot of ways you can be flexible with your holiday season ecommerce strategy. You can build two or three sets of promotions and then let week-two-week analytics guide your strategy. You could prepare various ads, landing pages, and email blasts for different scenarios. You could even activate or hide certain parts of your online store, changing prices and promotions on the fly. The more uncertain you feel about the Fall season, the more contingency plans you should have in place.

7. Start Planning Today

It’s possible that our most important piece of advice is to simply get started on your Fall strategy today if you haven’t already. We advise our clients and readers to get an early jump on ecommerce preparations every year, but in 2020 it’s even more crucial.

Savvy business owners and executives are already following the advice we’ve laid out in this article, knowing that they may have to adjust their plans and ideas as they go. That’s going to be almost impossible if you wait until the last minute. It’s much better to spend a few hours putting together an email, social, or ad campaign that you won’t need than it is to find yourself scrambling to create one when you’re desperate to generate online sales.

Need Expert Help with Your Ecommerce Strategy?

It’s never easy to make good online marketing decisions on your own, and the current economic environment hasn’t helped anything. Fortunately, you don’t have to be an expert in web design, search engine optimization, or pay-per-click advertising to maximize the sales from your ecommerce site. You just have to have a team of experts who are willing to learn about your business and give you the right advice.

4 Ways a Website Audit Helps Your Business

Wondering about getting a stronger business website, or improving your online marketing strategy to generate more leads and sales?

Your initial thoughts can probably include creating new content, launching a fresh ad strategy or redesigning your home page. But first, you might need to consider doing a simple business website audit. When you audit your existing pages, code, and content, you can learn a lot about your existing web presence. Also you can develop a sense of what you will need to do next to improve results.

Let’s look at four simple ways and see how a website audit can be more valuable than you think.

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Kick Start 2017 With a Website Audit

In the past week or so, I’ve gotten a lot of questions from business owners and executives who want to know one thing: How can they get the new year started on the right foot from an internet marketing perspective?

The answer I give sometimes surprises them. While many think they’re going to hear about the latest SEO trick or pay-per-click advertising gimmick, my number one recommendation is to begin the new year with a website audit. That’s a comprehensive look at your existing site that can point to problems and opportunities.

A thorough website audit is like having a mechanic take a good look at your car before along road trip, in that it can help you deal with headaches and hassles before they become something to worry about. What might we find if we look under the hood on your pages? Here are just some of the things we look for during the website audit process…

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