The most spootakular time of the year is almost here, but will your ecommerce site give your customers a trick or a treat this Halloween? Last year, PCA Predict’s eCommerce Trends saw a 90% year on year increase in ecommerce traffic in the ten days leading up to Halloween. And Halloween is just the tip of the peak trading iceberg, with Black Friday, Cyber Monday and the Christmas shopping frenzy following on just weeks later. This means, if your site is not up to scratch, you could be missing out on huge amounts of revenue. Now that’s scary!
To help give your customers a ghoulishly great experience this Halloween, here are our top tips for optimising your ecommerce site.
Make mobile magical
Creating a mobile-friendly experience is absolutely essential. Last year, we saw a 6% increase in mobile traffic on the build-up to Halloween compared to the previous year (from 31 to 37%). On top of this, mobile commerce retail sales in the UK are expected to reach 29.04 billion GBP in 2018. So, if you aren’t offering a great mobile UX, you could lose custom to your mobile-friendly competitors.
Don’t be scared of site performance tests
Ensuring you have completed a careful analysis of your site’s performance is so important on the run up to peak trading periods. You may have previously experienced issues such as outages, but what caused them? Without analysis, you run the risk of the issue rearing its ugly head again, so it pays to find out the source of the issue and find a way to address it. Work closely with your IT team to make any necessary improvements, e.g. adding memory, to make sure you avoid any nasty surprises.
Tempt shoppers with fang-tastic discounts
A great way of attracting customers back to make a repeat purchase is by creating and distributing discount emails. Shoppers like to look around for the best deal available, so share the Halloween love and drive customers back to your site to make purchases on those well sought-after sweets, costumes and spooky accessories.
Eliminate form fear
There’s nothing scarier than being faced with overwhelming amounts of checkout form fields. Carefully considering the data you actually need will help you reduce the number of form fields in your checkout, minimising the risk of overwhelming your customers. Also, implement an effective type-ahead address validation tool that will help ensure you capture only valid and accurate address data. Type-ahead address validation also improves UX by reducing the number of keystrokes a customer is required to type and helps them stay concentrated on completing the checkout.
Forget dreadful delivery
With little time left until Halloween, it is important to make sure you can meet the delivery deadlines you’re offering and that both national and international delivery options are realistic. Make cut-off dates clear to customers via web messaging and emails on the build-up to Halloween, ensuring you don’t disappoint any wanna-be skeletons, witches or black cats.
Leave the scaring to your costumed customers and make sure to give your Halloween shoppers an ecommerce treat.