How Giving Your Website A Holiday Makeover Can Increase Sales
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| Holiday Makeover Can Increase Sales |
For
retailers, both online and off, the holiday season truly is the most
wonderful time of the year. Gift purchases, eager buyers, and the
promise of deals offer a commercial cocktail no one should sneeze at.
But while dressing the window display for your holiday of choice can
help curry the favor of pedestrians, few know how powerful a website
makeover can be.
Your
website is your digital storefront, your design the product display,
and your graphics the smiling faces of helpful salespeople. If you
find that your sales are lagging behind expectations, it may be time
to consider a change. With a little know-how, you can drastically
improve your brand perception, usability, and bottom line this
holiday season; certainly cause for some holiday cheer.
Web
Design and Brand Perception
The impact
of an aesthetically pleasing, functional website on customer
perception is no snake oil. The marketing community, backed by
copious research, has shown that your online establishment can work
wonders in improving customer sentiment toward your organization.
Even if you do not have an image problem, increasing favor-ability among consumers is never a bad idea.
According
to research, two factors greatly affect customer sentiment in the web
environment. The first is “communicability”, or the capability of
the website’s content to affect perception. This means that text
and video content on your website can greatly influence buyer
perception. Try including promotional materials that tap into the
sentiment of the season and see your perception grow. The second was
“classic aesthetics”, meaning elements of order, balance, and
clarity. By considering the design of your website and improving its
layout and general appearance, you can expect a large jump in brand favor-ability.
But buyers aren't just interested in pretty pictures and smiling faces. By
adapting your design to be more usable, studies have shown that the
return is an increase in positive feelings toward your brand. By
creating an efficient experience in all aspects of customer
interaction, from product browsing to checkout, you can guide
stressed out shoppers and build a reputation for your organization.
It is crucial to keep in mind that holiday shoppers are likely to be
more high-strung than at any other time of year due to the tight
schedules and traveling commitments. In this context, a clear,
pleasing, and usable website is like a hot cup of cocoa.
The
Power of Mobile
Increasingly
powerful mobile devices are ushering in a new age of Internet
commerce. The aforementioned, stressed-out consumer is actively
looking for ways to facilitate their shopping in easier and more
convenient ways. Studies have shown that 28% of online mobile product
research results in some kind of customer interaction, be it phone
call, visit, or purchase. Translation: if you do not currently have a
mobile-friendly website, then you are missing out on a real
opportunity to convert page views into sales.
Mobile
activities that prompted customer action give us an idea of what
should be included in a mobile site. In particular, directions,
contact info, product catalogs, product information, and mobile
offers show positive correlation with customer action. Consider
creating a mobile site that features this kind of information at the
very least. It is important to remember, however, that customers do
not interact with mobile devices the same way that they do with
desktop websites, and with mobile users spending as much as 32% of
their time on their devices, these differences must be taken into
account.
In general,
it is best to implement a mobile specific solution that works with
the user. Focus on formatting your page so that text, images, and
navigation are larger and clearer, so that they can be quickly and
efficiently used on touchscreen devices. At this point, however, do
not concern yourself with mobile purchasing technology if you do not
already possess such capabilities. The above study has demonstrated
that the time investment and clumsiness of entering card information
and making actual purchases on mobile devices are currently of
sufficient frustration as to prevent a great deal of mobile commerce.
Decking
the Halls
If a
website redesign is not in the cards, don’t worry, you still have
plenty of options. The pervasive spirit of joy that the holidays
bring can be captured in “expressive” website aesthetics.
Introduce thematic elements to your web page that highlight the
spirit of the season and expect positive returns, both with shopping
and brand perception. In this, it is important to be wary of customer
alienation. The holidays present an opportunity to share cheer, but
focusing too specifically on one denomination or another can create
waves in an increasingly sensitive society.
However,
understanding that the holiday is a succession of non-denominational
celebrations can guide your efforts. Fall is a time of leaves and
family. Winter is a time of snow and eggnog. Gift giving time is a
season of fireplaces, wool scarves, and community. In each of these
instances, your aesthetic choices can capture these sentiments and
improve customer moods. Above all things, tap into the ideas of joy
and sharing by incorporating warm settings in marketing materials and
social networking buttons in consumer activities. These activities
remain fundamental to the customer holiday shopping experience so
don’t get left out in the cold.
Families
and teacup poodles aren't the only ones dawning holiday regalia for
the winter season. Websites can benefit greatly from a little
decorating as well. Address any usability issues on your site and
streamline the shopping experience for stressed out shoppers. Improve
brand perception and encourage customer activity by going mobile.
Finally, tap into the sentiments of the season with marketing
materials and site aesthetics. The spirit of generosity fuels the
season of gift giving, so be generous to your customers and enjoy the
reciprocation.
