12 website personalization tips for christmas

12
12 ways to win big
this Christmas
A best practice guide
2
Wednesday, 20 November 13

1. Welcome your visitors and customise this messaging

Why

How

A lot of new shoppers,
shopping for other people.

Customise your messaging
based on traﬃc sources, search
terms, plus purchase history.

Introduce your brand,
and point them where they
might want to go.

Adjust wlecome messages or
email sign up layers in line with
Christmas.

3

#1

Welcome your
visitors

4

1. Welcome your visitors and customise this messaging

Ensure welcome
messages highlight
all key USPs
relevant to the
customer - mention
any new Christmas
appropriate areas
on site e.g. last
delivery dates/gift
guides.

5

#2

Use a marketing
promotion to
trigger frequent
return visits


2. Use a marketing promotion to trigger frequent return visits
and engage prospective customers

Why

How

The more prospective
customers return to a site,
the more likely they are to
purchase.

Engage customers with updated
content, features and deals
throughout the Christmas
period.
Use an advent calendar to count
down the days before
Christmas.

7

2. Use a marketing promotion to trigger frequent return visits
and engage prospective customers

The Oasis advent calendar played Jingle
Bells while the customers were looking
for the right door to open. Each door
revealed a diﬀerent treat (free delivery,
free gift wrapping, etc).

By opening the doors of the Whistles
advent calendar, each visitor is taken to
a video of a bursting box with the
product of the day revealed. The ﬁrst
people to open the doors each day get
the items for free - encouraging visitors
to check online early!

8

#3

Make christmas
fun and the online
experience
remembered


3. Make Christmas fun and the online experience remembered

Why

How

Customers should be engaged make Christmas shopping a fun
experience.

Use video content, games, and
innovative technology to inspire
customers.

Get your brand experience and
website remembered so
customers will return.

10

3. Make Christmas fun and the online experience remembered

Farfetch had a ‘weird and wonderful’
Christmas market - customers had to
click on the doors to open them and see
an animated selection of products
inside.

Topshop used video content to show a
Christmas-themed ﬁlm and help
promote their seasonal party dresses.

11

#4

Push gift
guides


4. Push gift guides and present finders

Why

How

People aren’t shopping for
themselves; they don’t know
what they’re looking for.

Create category pages for gifts
(and tag them with UV), or add
filters to existing pages.

Who is the present for?
Age, relationship, gender, etc.

Include size guides, reviews and
detailed specifications.
Present a gift suggestion guide.

13

4. Push gift guides and present ﬁnders

The Body Shop Christmas Gift Finder is ideal for
helping customers to ﬁnd gifts easily and
encouraging bundle sales. Customers run
through a series of choices, selecting who they
are buying for and are then presented with a
visual edit of products to select from and add
to the shopping cart.

14

#5

Show stock
levels


5. Show stock levels

Why

How

People don’t want to miss out!
We are loss-averse.

Track stock items through UV
and highlight low in stock items.

Everyone enjoys getting
“the last one in the shop”.

Remove, or obscure out of stock
items.

A common complaint we ﬁnd is
a lack of stock information.

Suggest the nearest available
store and oﬀer reserve and
collect, or home delivery.

16

5. Show stock levels

Increase threshold
stock level at which to
show low in stock
pointer.
Think about also
showing stock
notiﬁcations for
speciﬁc products on
the basket page.

17

#6

Bundle products
together


6. Bundle products together in Christmas-related merchandising
categories

Why

How

People are looking for stocking
ﬁllers.

Use your basket data to gather
items commonly bought
together.

It makes people think they are
getting a really good deal.

Add in extra low-cost items.

You get more out of every
purchase!

Visitor history: if they have seen
a few product pages, serve them
a layer about relevant bundles.

19

6. Bundle products together

20

#7

Publicise
Store/E-vouchers


7. Publicise store/e-vouchers for gifts and make them easily
redeemed

How

Why
Capture those people who
aren’t sure what gift to get!

Prepare a speciﬁc page, devoted
to gift vouchers with diﬀerent
image options.

E-vouchers are not dependent
on physical delivery.

Give the same attention to these
as any other product.
Make people aware of E-voucher
USPs and also after C

22

7. Publicise store/e-vouchers and make redemption
information accessible

23

7. Publicise store/e-vouchers and make redemption
information accessible

Make customers aware on the gift card product page that they can be easily redeemed - both online and
also in store. Additionally, after Christmas - make sure people shopping on site using a gift voucher know
how to pay with it.

24

#8

Align online and
oﬄine targeting


8. Align online and oﬄine targeting

Why

How

Use the data from all channels to
give customers the Christmas
experience they deserve.

Use geo-location targeting;
communications online to match
in-store messaging

People check online as they shop
in-store.

Use web promotions that apply
in-store.

Items OOS online may be
available in store and vice versa.

Unite your multichannel
marketing.

26


Promote delivery options - especially ‘Collect from Store’ on the online store locator. Many customers are
unaware of this, and it is those who go straight to the store locator who are most likely to use it. Ensure
stores also promote this functionality when items are OOS but in stock online.

27


Change content and products served dynamically, depending on weather conditions for each visitor location.

28

#9

Shout about your
delivery


9. Make delivery information prominent

Why

How

Out exit feedback tool shows
delivery to be one of the biggest
barriers to conversion.

If you oﬀer free delivery, shout
about it! Make this known before
people reach the checkout.

Customers want to know when
their gifts will arrive, and make
sure this will be on time.

Oﬀer last minute delivery.
Ensure all delivery options and
details are easily to navigate to.

30


Ensure last delivery dates are clearly displayed - on the homepage, or in welcome messages.

31


Use last delivery date count
down clocks to publicise
these dates to visitors, but
also to increase the sense of
urgency for purchasing.

Daily delivery times can also be
made clear on the product page.
Adjust the delivery times and
information depending on the
visitor location and when gifts
will arrive.

32

#10

Oﬀer gift
wrapping, but
carefully!


10. Oﬀer gift wrapping, but carefully!

Why

How

It can be a great time saver for
people, particularly closer to
Christmas.

Oﬀer choice of colours, patterns.

Another way to boost average
order values

Make sure gift wrapping is a
seamless part of the checkout.

Build a dedicated section
on your site.

34

10. Offer gift wrapping, but carefully!

The best place to offer gift
wrapping is at the checkout stage
as an easily accessed add-on.

Offer gift wrapping
for all purchases the best place to do
this is at the
checkout stage as
an easily accessed
add-on.
Allow different
options of gift
wrapping to be
selected, and
personal messages
to be added.

35

#11
Transparent
returns


11. Make returns policies transparent and prominent

Why

How

Allows people to buy with
more conﬁdence.

Give clear links to returns
information on product pages.
Make your returns policy
completely transparent.

Returns can represent
a substantial cost for
online retailers

Provide detailed product
descriptions, reviews and size
guides to minimize the risk.

37

11. Make returns policies transparent and prominent

Oﬀering extended returns
policies over Christmas and
making prospective customers
aware of this will help increase
conversions.
Returns information should be
made easily accessible from the
home and product pages.

38

#12

Up- or cross-sell to
drive average
order values


12. Up- or cross-sell to drive average order values

Why

How

People are always looking for a
bargain!

Place upsell items next to the
basket (especially if you have a
free delivery threshold).

Raise your AOVs.

Recommend last minute
stocking ﬁllers.
Make them relevant!

40

12. Up- or cross-sell to drive average order values

Promote matching or
similar items for up
sell on the product
page.
Over the Christmas
period, customers are
more likely to be
susceptible to upselling opportunities.

41

#13

And for the day
after Christmas...


13. After Christmas...Maximise all sales purchases

Why

How

Boxing Day is the busiest
ecommerce day in
terms of traﬃc.

Get the best-value products in front
of the user as fast as possible.
Create sale category pages - allow
users to sort by
% reduction.

The sale-shopper is very
diﬀerent to the gift-giver.

Target customers with items they
were previously interested in, but
did not buy and have been
discounted.
43

13. Surprise! Sale! Sale! Sale!

Remind
customers of any
items left in their
basket from
before Christmas
that may have
been discounted.

44

Thanks.


12 website personalization tips for christmas

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