Internet Marketing
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7 Tricks for More Holiday Web Sales
   
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Lost: 200 Emails Gone Missing. Last Seen On The 25.10.2003
Sound familiar? Ever wondered what happens to those unopened emails that you see in your stats from your latest email .....
"Black Friday" has just passed, marking the traditional start of the holiday shopping season. Web sales are already at a record high this year and the fourth quarter of 2004 is projected to bring in $22 billion in online sales alone a whole third of the sales for the entire year. (Source: eMarketer.com)Sound familiar? Ever wondered what happens to those unopened emails that you see in your stats from your latest email .....
And since Friday, your in-box has been overflowing with all those new orders... right?
Or maybe not.
If youre like many small retailers, youve waited until the last
minute to start thinking about your online holiday sales. Youve been too busy, too short-staffed, too distracted, or perhaps even too confused to take the necessary steps to get your Web site ship-shape for the holidays.
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Here are seven things you can do RIGHT NOW to boost your online holiday sales this year.
1. "Hello, is anybody home?"
Update your Web site. If your home page still boasts "Summer
Specials," this means you! Put photos of your best sellers out front, and highlight any holiday specials.
2. Use the power of suggestion.
Make it easy for shoppers to figure out what to buy. Try adding a
"Great Gift Ideas" list on your home page with links to each product. Better yet, organize the list into categories: "Gifts Under $20," "Stocking
Stuffers," "Gifts for Kids," "Gifts for Him/Her," etc.
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Combine popular items into a "gift set" that shoppers can add to their carts with one click. Package them together in an attractive gift box or basket. Be sure to display a photo of the gift packaging.
4. Sell the gift that always fits.
Offer gift certificates for the shopper that isnt sure what to buy, or who needs a last-minute gift. TIP: Make sure your shopping cart ships gift certificates free.
5. Wrap it up.
Offer to wrap and ship a gift directly to the recipient for a small
fee. Youll earn loyalty from your customers if you can help them out during a busy, stressful time.
6. "Will it get there on time?"
Concerns about delivery are at the top of Web shoppers lists.
Overcome their uncertainty by posting information about shipping times, order cut-off dates for holiday delivery, and express delivery options in a conspicuous place.
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NOW is the time to toot your own horn and help people remember that
your products and services make great gifts. Email the folks on your mailing list at least once a week until the end of the holiday season. Pick a different gift product to feature with each email, and be sure to include a direct link to the product page. Also, work the phones. Dont be afraid to be low-tech! Pick up the phone and call your 10 best customers to let them know about your great holiday deals.
Although there are lots of things you can do to jumpstart your online holiday sales, theres one thing you *shouldn't* do right now.
DON'T try to give your web site or e-commerce system a major overhaul during the peak season. The last thing you and your customers need is to deal with echnical glitches or lost orders during the holiday crunch. If youre panning a major upgrade, wait until January when things are a little slower and there will be minimal disruption to your customers.
Copyright 2004 Jamila White. All rights reserved.
ABOUT THE AUTHOR:
Jamila White, The E-Commerce Diva, is an Internet Strategist, Web
Designer, and E-Commerce instructor in the Washington D.C. area. For a FREE subscription to her "Sell More Online" e-newsletter, go to http://www.ecommercediva.com.
[NOTE: You are welcome to reprint this article online as long as it remains complete and unaltered (including the about the author info at the end and the copyright notice), and you send a copy of your reprint to info@jamilawhite.com.]