Christmas shopping season – is your e-commerce content ready?

Christmas is fast approaching. There are just 49 days left until the big day arrives, and that means just 49 days to make those all-important Christmas sales. As a retail company, you are probably already aware of the growing significance of e-commerce, particularly over the festive period – but did you know that it has now overtaken high street shopping as the most popular way to buy?

New research from Tealeaf took a sample of 2071 adult internet users, and found that when it comes to making a retail purchase, 83% would use a laptop or desktop computer, compared with 81% who preferred a trip to the store. The report also shows that even smartphones now play a pivotal part in the shopping process, with 12% of people having made a purchase on their devices.

It’s a trend that’s been developing for the past few years, and is especially evident around Christmas time. Last year, 4PS Marketing found that traffic for e-commerce websites in December accounted for 21% of the yearly total, and ICM Research recently noted that a third of consumers say they will be buying more online this year. Your site is probably about to get more visitors than it has all year, so it’s important to make sure that it’s built and equipped to handle this increase in numbers.

However, it’s not all about web hosting. Once your customers are on the website, they’ll want easy navigation, great product pictures and clear, engaging descriptions and information – and they won’t be afraid to leave if you don’t provide. A bad content structure or boring content can account for as many as 50% of potential sales being lost, according to this infographic from Kissmetrics.

With these statistics in mind, it’s clear that even if you’re more of a Scrooge than a Santa, you still need to make sure that your e-commerce content is up to date in time for the Christmas rush. Here are our top tips for making sure your e-commerce content is tip top.

  • Perfect product descriptions
    Your products are the key feature of your e-commerce site, so you need to showcase them in the best possible light. You’ll need sparkling yet simple to understand copy, so your shoppers know exactly what they’re buying and why they should buy it from you.
  • Easy to find FAQs
    Delivery times, return policies, discounts…your customers are likely to have questions about almost every aspect of your proposition, so make sure the answers are easy to find!
  • Contact details
    Put your company email address and phone number in a place of prominence, just in case someone has questions that are so specific (or obscure!) that they can’t be answered by your helpful and very detailed FAQs.
  • Social media links
    Tis the season to be jolly … and to make lots of friends! Make your social media profiles easily accessible from your website, and offer incentives such as discounts for a like or tweet. This is a great way of upping your fans and followers whilst enhancing the e-commerce process.
  • A simple, straightforward transaction process
    One of the quickest ways to lose a sale is to make your buying process overcomplicated and excessively long. Keep it simple, and ask for only essential details, with clear instructions accompanying every step.

Check out our content checklist for e-commerce websites for an easy to use tickbox list of everything you’ll need to include on your website. Alternatively, if you need help with your e-commerce content before Santa and his reindeer take to the skies, drop us an email at [email protected] or give us a call on 020 8819 9535!

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