With these 5 tips, you can boost your webshop conversion during the holidays
With Black Friday, Cyber Monday, Sinterklaas, and Christmas just around the corner, the season of giving is upon us once again. It’s a time when consumers have the opportunity to shop for products like washing machines or mobile phones at steep discounts. During this peak season, which often extends until the end of December, webshops experience a significant increase in transactions. For example, online sales on Black Friday alone can be up to 28% higher than on a ‘regular’ Friday.
It remains valuable for webshops to take advantage of the opportunities these holidays create. They are the biggest sales moments of the year and an excellent way to attract new customers. How do you prepare your business for the rush? With the 5 tips below, you can successfully navigate the peak season while boosting your conversion rates.
Adjust the customer journey and your online advertising campaigns
Before the festive (discount) days begin, it’s important to focus your webshop advertisements primarily on attracting new customers. Methods such as retargeting and exit targeting can be particularly effective. Retargeting allows you to indirectly stimulate the purchase intent of browsing customers by displaying special offers on social media channels. Exit targeting focuses on visitors who are exploring your webshop for the first time. This can be achieved by showing a pop-up that either (1) offers a discount on their first purchase or (2) provides a discount when a new customer subscribes to the newsletter. Finally, you can encourage both new and returning customers to complete their purchases by prominently displaying discounts on your product range or making promotional items easy to find through filters.
Invest in a mobile-friendly webshop
In recent years, the use of smartphones and tablets has grown exponentially. More than half of global online traffic now comes from mobile devices, and this trend continues to rise annually. A mobile-friendly webshop is no longer optional — it’s essential. Few things are more frustrating for consumers than a webshop with unclear navigation, slow loading times, or unreadable images and text. Additionally, a mobile-unfriendly website can negatively impact your bounce rate and conversion ratio. To avoid these issues, make sure to reach out to your hosting provider or web developer well in advance to address any potential mobile usability problems in your webshop.
Offer a diverse payment mix
By offering a diverse payment mix in your webshop, you can attract a broader range of customers. In addition to standard options like iDEAL, PayPal, and credit cards, consider including post-payment methods such as Riverty, Billink, in3, or Klarna. During the holiday season, gift cards are often given as gifts for online shopping. Make sure to provide customers with the option to pay using gift cards as well, ensuring a seamless shopping experience for all preferences.
Invest in a seamless payment process and optimized checkout
During the online peak season, consumers want to shop quickly and efficiently. Make it easier for customers by allowing them to check out as guests and providing a straightforward way to modify or add items to their shopping cart. Simplify the ordering and payment process as much as possible. For instance, activate a plugin that auto-fills your customer’s address and city details. Pair this with a one-page checkout for a noticeable boost in conversion rates. A one-page checkout streamlines the experience by displaying all the essential information in a single view — address details, selected shipping options, and payment method — making it easy for customers to complete their purchases smoothly.
Provide tailored aftercare for each customer group
Once the holiday peak has passed, it’s essential to focus on aftercare. Not just the day after, but in the months following as well. Segment your new and existing customers based on purchasing behavior: how recently and frequently have they made purchases? Customers acquired during Black Friday, Cyber Week, or Cyber Monday should be approached differently than those who have been loyal for a longer time. You can express your appreciation to both groups in different ways, such as offering (additional) discounts as a thank-you gesture. This personalized approach helps maintain engagement and builds stronger customer relationships.