As Thanksgiving quickly approaches, retailers and e-marketers have a lot on their minds. With touchpoints coming from multiple directions across your customer journey, it’s easy to overlook critical components that can immediately affect your revenue goals. To keep you on track, we created this holiday roadmap that covers every part of your funnel. Grab some hot chocolate, scroll through our list, and rest easy while your holiday sales jump like Jordan.
1. The Difference Between Good & Great Content.
There are multiple ways to leverage content to hit different audiences. However, doing so well enough to generate leads, encourage customer loyalty, upsell, and build trust can prove challenging. In these 3 blog posts, we share a few gems to help you produce content that engages and will continue to drive value far beyond the holiday season. If your content marketing strategy doesn’t utilize these key principles, it’s not too late to inject them into your plan. Take a look and maybe grab an idea or two to spice up your content.
Content marketing should be a major cornerstone in your marketing arsenal. By providing valuable, free content, that builds customer empathy, you will attract and convert new prospects into brand-loyal customers. The caveat to producing great content is having the foresight to produce content that aligns with customer interests, while continuously delivering new content that your customers hunger for.
— Christopher Yin, Creative Director, Redstage
Know your audience and create content that hits them on a personal level. What are their interests and hobbies? What are the causes they care about? With a more complex buying process, B2B companies may want to consider producing content that hists each part of the sales funnel. Are you helping your audience think critically about the industry? How can you make your customers better-skilled professionals Furthermore, how can you align your brand with these things in a way that’s authentic and true to your brand?
The Difference Between Good & Great Content Marketing.
Top 5 Trends in B2B Personalization & Social Selling.
What Prime Day Can Teach Us About Holiday Sales.
2. How to Stop Your Store from Crashing
Thanks to your engaging and authentic content, customers are flocking to your store. Lucky for you, holiday spending is expected to increase by 5% this year, but most customers won’t be visiting your physical location. More than half (around 53%) of your holiday customers will shop exclusively online. This surge in traffic has the potential to cause a lot of stress on your server, causing crashes or bugs that leave your customers aggravated or empty-handed.
You’ve worked hard to build trust and develop customer loyalty, you can’t fail them now, and with our help, you won’t.
The holidays are a time of increased profits, but that comes with a huge load on websites. So if you haven’t done proper stress testing to account for higher demand, you won’t know how your online store is going to react.
— Adam Morris, CEO at Redstage
Proper preparation prevents poor performance. Your customers won’t let you off the hook if you give them a poor experience, especially if you’re a wholesaler or manufacturer who has an inaccurate count of inventory. Twitter can be your best friend or worst enemy. Check out these articles to ensure you stick with the former by properly monitoring your site and completing our performance checklist. These 4 articles will help you optimize and digitally strengthen your store for the holidays.
Ghosts Of Black Fridays Past: 3 Crucial Warnings For Retailers.
Black Friday Countdown: 4 Critical Last-Minute Store Optimizations.
Black Friday Countdown: 8 Omnichannel & Back Office Final Touches.
Q&A with Redstage’s Adam Morris: Prep for Black Friday 2018.
3. How To Unlock More Mobile Holiday Revenue
By now you have done the research and collected the data. You know your customers’ buying habits, likes, and dislikes. You now only have 1 shot and a couple of seconds to impress them with frictionless and secure customer experiences. 32% of consumers change their minds about making a mobile purchase by abandoning their carts. Getting this step right can potentially cut your mobile cart abandonment in half. A part of stress testing your site is assessing your checkout funnel and you can do so with the Mobile Optimization Initiative. This blog can get you thinking with a mobile-first customer experience mentality so that you are not missing out on your share in over $500 billion.
Smart A/B testing based on data-driven analysis gives you insights that lead to successful, simple changes that can have a big impact on increasing your revenue per visitor.
— Benjamin Shapiro, Solutions Engineer, Redstage
Doing it right the first time can save you the trouble in the end. Potential consumers and corporate buyers want to check out with ease, the sooner you begin simplifying the check-out process the better your site will perform The sooner you start, the better your site will perform. Better performance means staying one step ahead of your competitors.
How to Unlock More Mobile Holiday Revenue.
4. How to Defend Your Store from Cybercriminals
You have done your due diligence and can sit back and enjoy your holiday. Not exactly. While customers are increasingly shopping online, there is a huge risk that their data can be exposed. You may have heard of some common hacks such as phishing, payment fraud, and account take over. With an expectation of a $22 billion loss this year due to fraud this section is a must-read. Here you will find the top 3 tactics hackers will use to attack your eCommerce site and how to keep your store and customers safe. We also joined forces with our trusted partner Trustpilot to give you 7 ways to improve your website’s trust signal.
Merchants need to start with an honest evaluation of what fraud costs your company. This isn’t just the money you lose on fraudulent orders you ship; it also includes all the time your staff puts into screening orders as well as the revenue lost to rejected orders which may have been safe. When you add up all these costs, the price of top fraud prevention solutions starts to look a lot more attractive.
— Oliver Sosinsky, Sr. Solutions Engineer, Redstage.
Your customers deserve the same amount of protection as your store and protecting their privacy must be a priority. Monitoring is both crucial and necessary in keeping your customers and store safe. However, investing in a well-vetted Anti-Fraud Solution can ease your worries.
7 Ways to Improve Your Website’s Trust Signals.
3 Tactics Hackers Will Use Against eCommerce Store Security This Holiday.
3 Stopgaps to Ensure Your Holiday Strategy Goes As Planned…
Ready or not, the holiday rush is coming, and it is up to you to properly prepare. B2C companies are rising at a steady pace and facing many challenges starting at the top of the sales funnel. However, B2B companies can learn a thing or two as they play a key role in ensuring B2C’s and their customers are benefiting from their product or services. Customers and their unpredictable demands and expectations are inevitableTo produce a safe, frictionless, shopping experience, both B2B and B2C companies must work in sync to increase conversion.
Whether it be online or a brick and mortar, your ultimate goal for this holiday season is to make a profit while increasing brand loyalty. If you want to stay ahead of your competitors here are 3 action steps, you should take.
- Learn more about the Mobile Optimization Initiative and sign up for a free consultation here.
- Schedule a free consultation to find out what testing feature is best for your site here.
- Schedule a consultation to find out which security bundle fits your site’s needs here.
No matter what, customers are always right. Today, they have more power than ever before. As you are well aware, it’s much more likely that your online customers interact with your website via smartphone than desktop. Therefore, their experiences need to be personalized, fast, efficient, and tailored for specific devices. If not, they’ll bounce to the next competitor for a better experience.
Statistics show that 40 percent of users will switch to your competitors after a bad mobile experience. A risk ALL merchants should avoid, especially with the stark rise in mobile sales. In fact, analysts predict that by 2020, 44.7 percent of all retail eCommerce sales will be generated through mobile devices.
Remember, your customers won’t stand for mediocre customer experiences. Your only job is to push them through the checkout in the most frictionless (and secure) manner possible.The digital experience should always mimic the desktop. A business buyer wants to be able to access or check inventory the same way during a commute or at an office computer. According to a 2018 Cyber Week report by Invesp, 32% of consumers changed their mind about making a purchase on mobile, abandoning carts packed with unsold products or sercives. It’s time for a change.
Why 2018’s mobile experiences left money on the table.
Last year, Black Friday’s sales turnout beat expectations by more than 10 percent. However, while many attempted to manage an anticipated mobile surge, conversion rates on the “favorite” shopping device came in dead last during Cyber Week. In the end, over $6.2 billion was spent online from Thanksgiving to the end of Cyber Monday. Mobile orders only accounted for 45% of sales. When you consider that mobile’s share of traffic was 62%, that’s a pretty weak conversion rate.
“In a world where responsive design is trying to give [customers] all the same functionality we have on desktop in mobile, there may be a divergence here where we have to start thinking about different mobile-first customer experiences.”
– Adam Morris, CEO, Redstage
Merchants and B2B companies who don’t start thinking with a “mobile-first customer experience” mentality will be left behind. Of course, it’s ideal to know and understand the buying habits of each customer, but tricky to do without the right technology. Thankfully, free data-driven A/B testing provided by the Mobile Optimization Initiative can help you overcome these barriers. Your customers aren’t going to wait for better mobile experiences, so why should you? Customers want to “click and go.” Lucky for you, implementing optimization is not only easy but the best option for B2B companies and retailers. B2B companies have a more complicated sales funnel that tends to increase aggravation and cart abandoment by 26%. With the Mobile Optimization Initiative, merchants can increase completed purchases dramatically by improving customers’ mobile experience with simple tweaks. Here’s how it works.
The Mobile Optimization Initiative is the ultimate holiday tool!
Last year, we published several articles about mobile optimization to help merchants close the “mobile revenue gap” by optimizing checkout experiences. With some of the tests we’ve run, retailers can cut mobile cart abandonment in half or more on certain devices.
“Optimizing your customer experience thorough data-driven optimization allows you to discover small tweaks that ensure you’re capturing as many sales as possible from the growing pool of mobile buyers.“
– Benjamin Shapiro, Solutions Engineer, Redstage
Those who join the MOI program with Redstage will receive a free checkout funnel assessment, custom test design, experiment implementation, and professional services during the active program. The goal of our global initiative is to help merchants get more revenue from mobile. In turn for the free services, we gather anonymized data about customer habits to create a knowledge-base for best practices in mobile. Learn more about our community proven experiments and sign up here. As the results show, it’s well worth it.
“With the current data collection and analysis tools available, we no longer have to speculate on where to put efforts to improve your site. The data is the guide in both where to focus your efforts, and where to expand after experimenting. Smart A/B testing based on data-driven analysis gives you insights that lead to successful, simple changes that can have a big impact on increasing your revenue per visitor. One recent participant – A lawn mower tire store – saw lifts of 24.9% and 7% RPV on desktop and mobile respectively through a‘sticky cart’ test.“
–Benjamin Shapiro, Solutions Engineer, Redstage
How Soon Should You Start?
The sooner you begin, the better. Participants start gathering testing data immediately, and all it takes is adding a simple tracking tag to your site (less than a minute). If you’re looking for a last-minute boost for your holiday marketing, this is it, and it packs a punch. Our latest test yielded a 25% increase in revenue per visitor.
The Mobile Optimization Initiative puts you ahead of the competition, because the experiments are proven, having been tested over millions of transactions across hundreds of merchant sites.As of December of 2018, experiments from 120 merchant sites generated a collective $22 million in revenue, averaging a 9.28% increase in RPV (extra revenue they would’ve missed without MOI testing). Today, we leverage the data from more than 200 participating merchants to ensure your tests are optimized for success. From this, we’ve created more than 130 standardized experiments to test, so now’s the time to join!
“We were struggling with mobile conversions and the MOI program helped us with the insights and adjustments we needed. This data-driven, forward-thinking program is certainly worth a try.”
– Digital Marketing Coordinator @ Lawnmower Tire Store
Ignoring the trends means you’re missing out on your share of over $500 billion in online sales. With 95% of mobile devices being used to look up local information to visit businesses, it’s your business they should be checking out (pun intended). By this time next year, we expect the number of participants in the MOI to double again, which means it may be too late to get a leg-up on your competitors. Since the experiments work best during high-traffic periods, there’s no better time to test! And don’t worry, the tests automatically notify you if they’re not giving you positive results.
If you’re still not convinced, or don’t know where to start, check out the latest results, case studies, and strategies in our new Holiday Mobile Optimization Ebook here! Good luck this holiday season! Want to learn more about the initiative but before you sign up? Contact us here for a free consultation with our testing experts.