Don’t get left behind in the festive rush
It’s beginning to look a lot like Christmas…
The festive season is almost upon us, and for many that means one of the busiest times of the year. It’s the build-up most businesses have been working on for the past few months no doubt, people across the UK are moving firmly into present buying mode and a huge chunk of their time will be spent online.
Almost everyone will be shopping online
So what will the next couple of months look like for e-commerce? It should come as no surprise to you that 96% of shoppers expect to do some shopping online over the festive period. Furthermore 1 in 4 of these believe they will by buying more presents online for this Christmas compared to 2011, which really highlights the importance of having a robust online presence.
In terms of when you should expect to be busiest, data comparison from 2011 shows that Cyber Monday will fall on Monday 3rd December this year, however you should be prepared for other days in the run-up to Christmas to be almost as busy. The first Monday in December last year saw the most clicks on paid search ads, closely followed by the following Monday the 12th December. Both days were very close together in terms of click volume, and research for this year points towards the fact that you should be putting strategy into place for December 10th and beyond – not planning solely around Cyber Monday.
November will also be a key time for campaigns and promotions to be in place as many shoppers start doing a lot of research during this month.
Give yourself the best chance
We all know that slower web performance as a result of high traffic can affect the bottom line, but let’s put it into perspective:
- Just a 1-second delay in page load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.
- Between 37 to 49% of users who experience performance issues when completing a transaction will either abandon the site or switch to a competitor. Of these, 77% will go on to share their negative experience with others.
- Performance optimisation can improve conversion rate by approximately 16.07% and cart size by 5.51%.
So, overall the early signs for a strong Christmas performance this year are good for retailers, however it’s really important that you start planning enough in advance to hit that mouse-bashing majority of the population, for both their research and purchase periods over November and December. Don’t get left behind in terms of website performance, as this will most definitely make or break your sales results for the quarter.