Smart shopping season checklists: Mobile and desktop, content and SEO

By Jim Yu

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?

Below, I share some tips to help marketers in the coming weeks to get their SEO and content in shape for the holidays (and beyond).

Smart holiday shopping

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:

  • On Black Friday and Cyber Monday, conversion is double what it normally is
  • Cyber Monday conversion is higher than Black Friday conversion by 10%
  • Desktop takes 67% of overall conversions during the holiday season, with desktop traffic converting at a significantly higher rate than mobile visits.

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:

  • Create content that meets your customers’ needs at various points in their journey
  • Develop SMART content and engage audiences with plenty of content about upcoming deals and specials, holiday wish list must-haves and similar content published on your website or blog
  • Ensure that your mobile configuration is correct
  • Add images, icons, buttons and specific (seasonal offerings) calls-to-action as part of the Go to the full article.

    Source:: Search Engine Watch

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