You may be asking why we’re talking about Christmas in September but for a lot of businesses this may be a make or break moment for them and so far, the news has been packed with potential supply issues and price increases as a result.

What we’ve got for you in this post are some things you can do to get customers coming to the site, keep them there and make it as easy as possible for them to find the perfect gift, drop it in their cart and checkout without any worries.

 

Convenience is King

We’ve talked about this a lot, but it is super important. Customers are putting this so high on their list of reasons why they choose to shop with the stores they do, you can’t ignore it.

And when you think about Christmas it is even more important. People have several gifts that they need to buy and if the process is made too difficult for them, they go and look for an easier way somewhere else.

Some of the things we’ll talk about below will have long term benefits that will continue to pay back well after the Holiday period is over.

 

Offer Inspiration

We all know that one person who has everything and when it comes to finding them a gift, we’re left with no place to start.

Helping those customers is easy. Take the time to create curated lists of gifts that filter into different categories. It’s super easy to do and removes a step that the customer must take when looking around what you have to offer.

Think prices. Having options to see gifts under different pricing takes people right to a selection that meets budget restrictions. Create an option for Him and for Her. You could even break it down by activity. Gifts for those who love to cook or love to garden. The options are endless and will differ depending on what it is you sell but customers love it.

By creating these filter options you’re taking people straight to the stuff they’re looking for, removing things that aren’t relevant and offering a level of personalization. It removes frustration and reduces the chances of people bouncing off the website from a perception that you just don’t have what they’re looking for.

I can tell you I am one of these shoppers. There are websites that I will always go back to specifically because they have gift finders. If I don’t know where to start, they become the start. And I do this year-round, not just at Christmas. Birthdays, Easter, you name it. If I must buy a gift and I need a little help, these sites will get a visit and almost always a purchase from me.

 

Create Bundles and Make Related Buys Super Relevant

As a retailer, we’re always looking for ways to increase the average order value. Creating gifting bundles is a great way to do this.

Fashion retailers do some of this by highlighting ‘complete the look’ on a single product where the model is wearing other items. If you can do the same for your product range, do it. Make it easier by giving them the option to click a single button and add it all to the cart without the need for going to multiple pages.

This also works well with gift foods or interior décor. If you’ve gone through the hassle of creating beautiful images that create a lifestyle for people, make it easy to get everything they see in the picture.

And when it comes to related products as add-ons things like batteries, cables, and things that make the first product work are a must. Everybody hates buying something and then not being able to use it because they need to buy something else for that to happen.

Make it clear that they will need this extra item for it to function. However, be smart about this. Make sure that the original item does not have it included.

I was subject to this just after buying my new house. I had to do some renovation work in the cloakroom that required a toilet and taps. When I picked what I wanted I was given a ‘you’ll need this’ list, so I clicked them all and added them to the basket, but something got me to pause, and I went back and looked at the individual items like the taps and the basin.

I had been told you needed to buy the flex pipes for the tap and the waste for the basin, I assume because 99% of them don’t come with these extras, but the ones I had picked did include them so I would have ended up with two of everything if I had just gone with it and then I would have been left with the need to return things and a feeling of having been cheated.

You can’t always shortcut these things with a one size fits all in the back of your website. Triple check and make sure that what you’re telling people they need, they actually need.

 

Remove Doubt as Early as Possible

One of the biggest barriers to a person buying, especially over Christmas, is uncertainty around delivery and returns.

Customers want to make sure that what they’re buying is going to arrive on time and should there be an issue it can be returned or exchanged easily.

By putting this information front and centre on the website, so that it can be found easily, you’re removing this doubt. And if you keep the delivery information updated so that they are aware of the last time that they can order to guarantee delivery before a particular date, you will pick up last-minute shoppers and get those who might be on the fence to a decision point faster.

Put the messages in multiple places and if there are products that have special delivery restrictions or returns guidelines, put that info on the product pages. This kind of information can’t be over-communicated.

And if you’re offering extended return times, tell people. It might just get them to buy from you rather than another retailer.

Another thing that is important here is information about delays, should they arise. Being totally transparent about these kinds of things builds trust and should reduce the amount of inbound contact about these issues.

 

Make it Easy for People to Checkout

This is another frustration for people that are shopping across different sites whilst Christmas shopping. Having to go through a 400 step sign up process sends people in the other direction.

Having a guest checkout with the ability to turn it into an account after the purchase is a much easier way to get people through. The hook to create the account is to keep up to date with the delivery of the items but having to create an account before you can do things like see delivery costs will kill a sale.

As important as the guest checkout is the payment options you offer. Offering options such as Apple or Google Pay and PayPal Express essentially gives people a ‘one click’ checkout. It pulls all the information around delivery and billing details and sticks them right into the checkout.

I use this all the time. I never have to find my wallet to triple check numbers on cards and during the hunt for the wallet rethink my purchase.

If you don’t offer these yet, think about getting them on before Christmas shopping really kicks off. Those who shop via mobile will love you for it.

 

Create a Gifting Experience

If people are buying gifts and sending them directly to the people getting them, having the option to have something gift wrapped is brilliant. Also including the option to include a gift receipt and keep invoices out of the delivery is great too.

Gift wrapping creates a great impression not only for you as the retailer but for the person getting the parcel and for the person that bought it.

A few years back when I was still in New Zealand, I bought some gifts from Harvey Nichols and had them gifted wrapped and sent as Christmas gifts to my sisters. I was blown away by how easy it was and when I got a chance to see what had been delivered, I was amazed. My sisters loved it and whenever I need to send a gift to someone and want them to have an incredible opening experience, they’re my go-to.

Having this as an option can help you stand out in the crowd, and it is also a great upsell opportunity.

 

Together they Create an Exceptional Experience

Having all or some of these will help give your customers a great shopping experience. The easier it is for them to do what it is they want, the more likely they are to do it.

And if you’re not sure where to start with these things, reach out to us. We’re here to help and our Experience team have a bag full of tricks to give you the edge.