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The 4 best things you can do to your holiday ecommercelanding pagesI’ll get right to the point on this post – it will be to things you can do by the end of the day and go into theweekend with 2 terrific proven winning tactics for converting visitors to customers on the holidays

Free Shipping

One of my favorite images to show and elaborate on this time of year is from Google Trends – it shows thevolume of searches that include the term “free shipping” – From Oct to late December this goes parabolic. Ifyou aren’t offering Free Shipping, you missing out on this wave. Offer it. PROMOTE the heck out of it onyour LP’s for the Holidays!

After the Holidays you can rotate it with another promotion but from Oct – Jan – you need to promote thisfront and center.

Security Badges

One overlooked, but impossibly important tactic for converting visitors to customers on eCommerce landingpages is making the visitor feel comfortable. With everyone SCREAMING for their attention, the site whomakes them feel more comfortable and safe is the one who gets them to the “thank you for your order”page. Let the customer know you take them and their privacy seriously. The easiest way to do this is showthem the ways you protect your site with the badges from you SSL provider. Usually a call or email to yourwebhost will provide you the image and the code you need to have your web resources implement this – it’svery common and very easy to implement. A few of the most common and recognized SSL images arebelow.

Another great practice in terms of visitor comfort is to add a link to a privacypolicy. PLEASE NOTE that you need to open this in an overlay window (likethe images you see when clicked on this page) so you don’t send them awayfrom the LP, confuse them and risk losing them.

Incentive – Coupon

Coupons and promotions are the best things to test, and incidentally one ofthe best conversion tactics you can apply to your LP’s. A great one is a FirstTime Buyer (FTB) coupon, or a tell a friend and receive a discount worksterrific! But there are many ways to do and track this – that will be a separatedetailed post – but if you would like more info – inbox me and I will get back to you personally. BUT for theholidays, in addition to free shipping if you have a coupon code like HOLIDAY or SANTA or something corny– you will be pleased with the uses this gets. Most shopping carts (like Volusion) will allow you to set rules soa coupon can only be used once, or on certain orders etc, but the more it gets used – the more orders youget – so opening it wide open for the holidays isn’t a bad idea.

A few coupon/discount ideas:

Today Only (this works great when not over-used)

First Time Buyer

Tell a Friend

Orders over a certain amount

Last but not least “Holiday Theme”

some people say “ugh” to this – but if it didn’t work you wouldn’t see everything Photoshopped to be so“Christmasy” on all major online retailers. You don’t have to go nuts and make every page snow, but asubtle bow or package will suffice. Best Buy has a great, but tame package image on the homepage thatdoesn’t overwhelm but fits the bill nicely -

A couple great examples -

Cabelas has the FREE SHIPPING, the Incentive, and the Gift coming out of the mailbox – all excellent.

Best Buy has the FREE SHIPPING & Holiday themedimagery, and they rotate and test different promotions(PCs’ HD TV’s etc.)

Don’t forget the Invoice/Thank you page with sharingoptions so the new customer can continue to follow you.

Get these 4 tactics in place (today) – test them and watchyour conversions grow.

Email me if you need help or have questions

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About the author

Conversion Optimization Expert and Landing Page Guru -Clients include Carbonite, Cabelas, Golfsmith, Fleshlight,Freescale, AppliedMicro, Texas Monthly.