Retailers are guilty of not properly preparing for Christmas with their online store like they do in the offline world. It is important that online vendors use the months leading up to Christmas to research and test all areas of their online campaigns as well as the website itself to ensure they maximise sales over the festive period.

There are several areas that retailers need to pay attention to. The search market is key to locate what words you need to be focussing on to capture your customers. Looking back on last years search data will help greatly to work out what worked and what didn’t. Look at what keywords you were focussing on last year and analyse the success of these words - retailers should be learning year on year for Christmas.

On the run up to Christmas, retailers should test out various adverts and offers to see which converts the best for them. Trial and error is the best way of discovering what is going to bring potential customers to your site.

Along with ensuring that search campaigns are fully optimised, retailers need to ensure that once they consumers have reached their site every step has been taken to keep them there.

Landing pages are very important in your Christmas strategy – any offers or discounts that you refer to in your Christmas campaigns need to be confirmed on your landing page. You need to continuously motivate your customers to continue through the website and ultimately make a purchase.

To find out how Motive can help with your online Christmas strategy, please speak to the experts.