Across the globe, retailers are bracing for a challenging holiday shopping season. If you run an ecommerce site, what can you do to be sure to get the most out of “Cyber Monday” (the ceremonial kick-off of the holiday online shopping season in the United States which falls on Dec. 1 this year) and beyond? At Agency.com we have the opportunity to work with some of the world’s strongest online retail brands, all of which are as concerned as mom-and-pop retailers about how they will fare during this holiday shopping season.
In anticipation of Cyber Monday and in preparation for the few weeks of consumer frenzy that follow, here are some of the global brand marketers strategies for making sure that ecommerce environments are ready to make the most out of the smaller opportunities that this season will inevitably afford.
Holiday specials content: launch it now. Although I cringe every time I get hit before Halloween by an ad for holiday shopping, now is the time to be launching your seasonal content. It is important to get your calls to action properly indexed and ranking in search results in anticipation of the interests of potential shoppers. Look back over last year’s analytics to see the seasonal search phrases that were driving high-conversion traffic to the site and build content to target that behavior. Get ready with your “holiday gift ideas” and plan ahead for people seeking “last minute holiday gifts” or looking for “gift ideas for mom.” Get this content featured on your home page so that you can contribute maximum link popularity to these specials as quickly as you can.