Tips to boost holiday sales in 2021 with Websites + Marketing
by Stacy Hartman
This article was originally published on Feb. 23, 2021, and updated on Nov. 15, 2021.
With all the buzz around supply chains and shipping issues this holiday season, business owners are increasingly concerned with weathering the holidays. Smaller businesses, though, have the unique ability to pivot much quicker based on their customers’ needs, as well as provide a local holiday gift source. So, if you’re looking for how to boost holiday sales during these strange times, take advantage of these eCommerce preparedness tips.
Editor’s note: Interested in checking out a demo site that showcases all of the features mentioned below? Click here to try it out.
Tips to boost holiday sales
Check out these five tips to boost your sales this holiday season:
Create a visually compelling store experience.
Capture more customers.
Expand your sales by selling everywhere.
Engage your audience with email and social posts.
Create a winning customer experience wherever you are.
Ready to jump in? Let’s go.
1. Create a visually compelling store experience
Consumers tend to decide whether they want to buy at the store within the first few seconds of browsing. For this reason, it’s important to provide great visuals, make the information as easy and accessible to digest, and provide consumers with the right “proof” to make the purchase decision.
Here are some helpful tips on how to design your store to pack a visual punch:
Include a variety of in-context and product-only images
Images are essential in helping customers make purchasing decisions. When you’re creating images for your products, make sure to include the following:
In-context shots that show products in use
These create an emotional bond and tell a story. It’s also the perfect way to show your products in action or suggest a particular use for your product.
Product only shots
High-quality images of all your product angles, ideally with a white background for greater appeal.
Pro tip: Need to remove an image background on the fly? Our GoDaddy Studio integration can help.
Customize your product images
Using Websites + Marketing Ecommerce, you also have a lot of flexibility on how to best showcase images throughout your store. Here are a few options for your store:
If you have a featured product section and product images that have a square orientation, use the Spotlight layout to make them stand out. From the Websites + Marketing editor, select the Featured Product section, and choose the Layout option.
You may also sell products that have a certain size or shape, so the product images will likely look better in a specific orientation. To customize the shape in which those product images appear on your store, go to the store page, choose the Product Gallery tab and then click Image Options.
Product detail pages
You can also make your product images stand out further on product detail pages by selecting the Hero Image layout. This is great for showcasing beautiful product shots as the main focus of your product detail page.
To choose this layout, go to your store page, choose the Product Page tab, then select the Layout option.
Create a stunning first-impression and urgency to buy with a header
Provide a powerful visual image (an in-context shot or aspirational image of your product being used) and pair it with an action button to shop.
Go to the Website editor, click Header, and select the Cover Media to use.
You can also add an Action Button and specify the message. For an added touch, the message should emphasize an urgency to buy.
Use the Photo Gallery to feature helpful product images
You can also take advantage of merchandising beautiful product images through the photo gallery feature in Websites + Marketing.
From your website editor, simply select Add a Section and choose Photo Gallery.
You’ll see various options on layouts to choose from and how your images are displayed. This is a great opportunity to show photos of customers using your product or in-context product shots, to create an appealing connection to your potential customer.
For more details on this feature, take a look at our photo gallery help guide.
Enable a promotional banner with limited time only messaging
Let your customers know that you’re having a sale or special offer so that they have a strong reason to purchase right then and there.
You can have multiple sales happening throughout the year, but run one sale at a time so there is more urgency to purchase during those specific timeframes.
Your message should include content that mentions perks customers get for buying (for example, free shipping, sale pricing, free gift wrapping, etc.).
Learn more here.
Showcase similar products in your store
Similar products are an excellent way to cross-promote more of your products. To enable this option, you’ll want to edit your Online Store page:
Once enabled, you’ll need to publish your site in order to see the suggested items section:
Draw immediate attention to your promotions using the announcement pop-up add-on
This will help let customers know immediately what promotions you are running and can also guide them to specific areas of your store they may be likelier to buy (such as sale or clearance items).
To increase urgency, make sure to include a reason to buy now (for example, sale ends soon, limited time only, etc.) and an action button that directs users to the store products that are on sale.
Learn how to create a pop-up box here.
Create excitement with a countdown timer
This feature offers you a fun way to add a visually appealing countdown timer for new products, sales, events, etc.
Feature store categories in a compelling, visual way
Product images aren’t the only visual that needs to look great. Ensure your categories stand out.
Create a sale category
Creating a category specifically for sales helps your customers easily find limited edition sales that you may be offering. You can create a category for items that are specifically on sale and then rearrange the order of that category so it shows up at the top of the list.
Our help center has more information on how to create and manage categories.
Enhance a category’s appeal with beautiful images
Add a beautiful image for each category as well as a description so that it stands out to consumers and is instantly recognizable when they are browsing through your store.
The category image that you select will display as a banner for your customers.
Showcase select featured categories throughout your store
You can also feature select categories with beautiful imagery throughout your store. Go to the Websites + Marketing editor, select Add a section and then choose Featured Categories.
By selecting add an image, you can also specify where the image links to and point to a specific category.
Create and showcase categories that help consumers narrow down what to buy
Guide customers on what products they should be looking at if they’re not sure where to start.
Consider creating “new arrivals,” “best sellers,” and any “limited availability” categories at the top of the category list to immediately draw in consumers.
Having too many categories can distract customers.
Focus on creating distinct groups of products and a narrowed-down list of categories so customers aren’t bogged down with too many details and have trouble finding or understanding what they’re looking for.
By the way, if you’re interested in seeing these features in Websites + Marketing in action, check out our demo site.
Showcase product reviews
Your customers will feel confident in their purchase decisions if they know others have purchased products from you and gave that purchase a thumbs up.
Enable product reviews
For each of the products you sell, allow customers to provide a review that’s visible to other potential consumers. This is an excellent way to communicate your company’s social media standing.
You can find more information on how to do this here.
Showcase customer testimonials
While product reviews allow your customers to rate your products specifically, you also have the option to add a more general testimonials section as well.
Adding a testimonials section in addition to your product reviews allows you to drive home what customers think about your store and your customer service.
You can view the steps on how to add testimonials to your site here.
Showcase your Facebook and Instagram presence on your store
You can highlight your social presence for added legitimacy as well as a broader connection to your customers. Learn how to enable links to your social presence — as well as any reviews you’ve received on social media — here.
If you are on Instagram, you can also connect your Instagram feed to your Websites + Marketing store. Learn more here.
2. Capture more customers
Once customers have found a product they’re interested in, here are a few tips to increase the likelihood they’ll purchase it.
Provide a sales price for each product
Entering a sale price for your product will show both the original and sales pricing. You can do this by going into Store > Products > Add/Edit Product > and filing in the Sales Price field.
Offer free shipping, local pickup or delivery
Offer customers an extra nudge to purchase by providing free shipping and showcasing it on your store. This is also a great way to prevent users from abandoning their shopping cart if they are surprised by the cost of shipping.
To offer free shipping on select products, go to Shipping under your product details page, and select the option for This item always ships free. It will display a free shipping badge on your store.
You can also offer site-wide free shipping. To learn more about how to do this, visit our help guide.
Offer free returns
Give your customers peace of mind with free returns. This option allows sellers to offer free returns on any or all of their products. The free returns option can be found on each product detail. You can find the products list under Commerce > Products.
Abandoned cart recovery
Another route for capturing more customers would be to leverage the abandoned cart feature offered in Website + Marketing Ecommerce. This feature reminds customers that they’ve left items in their cart via email.