Smart shopping season checklists: Mobile and desktop, content and SEO
Constantly changing consumer behaviors and the demand for more personalized, meaningful experiences have retailers facing huge challenges this year.
Competition in the SERPs is stiff, but winning the click is still no guarantee that the consumer is invested in your shopping experience.
More than half of retailers (source: Soasta.com) have a bounce rate greater than 40%, and just one second in increased page load time can have a 50% impact on your mobile bounce rate. Today’s consumer has zero patience for a poor online experience and will pull the trigger instantly if your brand can’t deliver.
The holidays provide plenty of opportunities to create more personalized content and provide smart content and intelligent experiences both in-store and online. How can you best get in position this holiday season to not only be found, but to engage and delight consumers all the way through, from search to checkout?
The holiday shopping season provides a great opportunity for marketers to get smarter about the way they develop and promote content. As SEO and content marketing disciplines converge, the need for smart content has become mission critical. Smart content is discoverable, optimized from the point of creation, and ready to be activated across channels and devices, making it both profitable and measurable.
New research (disclosure – carried out by my company, BrightEdge) shows that ecommerce behavior changes dramatically on major shopping days Black Friday and Cyber Monday. On these days, conversion spikes. Interestingly, online conversion rates increase across desktop, tablet and mobile increase from Thanksgiving to Black Friday and into Cyber Monday. Going into the holiday season, it is good to know that:
When it comes down to making that final decision, consumers still like to see what they’re buying, and all of the information surrounding it, on a larger screen.
It is important to note though that our data suggests an earlier holiday shopping season, too, and that consumers were making their big purchase on Thanksgiving and then using discounts to buy things they would have purchased already but with big discounts. Hence the higher conversion rates for Black Friday and Cyber Monday. Read the full report (ungated) for more findings from our research.
As you get ready for the holiday shopping season, make sure that you:
Schema markup helps you structure your on-page data in a way that it can be better understood by search engines. As we all know, Google’s #1 goal is to provide searchers the best answers to their needs. Schema helps you show Google all of the ways in which your site content is the best answer for relevant queries.
Schema can help you win extra visibility in the SERPs, too, with expanded results and extra features like Google’s Quick Answers box. It can help you add compelling content like ratings and other rich information that convince searchers to convert to site visitors. At the very least, check these off your list in your pre-holidays marketing prep:
Your PPC and SEO budgets shouldn’t be pitted against one another during holiday season, each fighting it out for their share of the pie. Organic search drives 51 percent of all visits to B2B and B2C websites, and it is important to use PPC to support your SEO efforts; to fill in the gaps in organic coverage and further your conversion opportunities for specific time sensitive promotions.
Ad extensions can give your ads greater functionality and more visibility, while targeting options like dayparting and device targeting reduce waste and get you in front of your ideal audiences when it matters most. And remember, when it comes to site visits, desktop dominates on Cyber Monday, mobile on Black Friday, and tablets on Thanksgiving Day.
These insights can help you tailor your ads and bids to the most receptive audiences on each major shopping day this season. How else can you improve your PPC game in time for the holidays?
Your number one priority in conversion optimization this holiday season has to be mapping your content to the customer journey, then aligning this to the days that matter most for revenue. It’s not all about Black Friday vs. Cyber Monday; Thanksgiving Day might actually be your best day for revenue generation.
Run through this checklist in the holidays lead-up to turn more of your lookers into buyers:
The holiday shopping season provides great opportunities to create more personalized content and provide intelligent experiences both at the store and online.
To maximize performance, marketers need to focus on understanding and creating smart content and shopping experiences to attract, engage and convert customers at the right time and on the right device.