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Digital Marketing

How to Prepare Your E-Commerce Store for traffic influxes

We’re reaching the pinnacle of the busiest sales period of the year, with Christmas being just a few days away. Has your e-commerce store been able to cope with the influx of traffic so far? Are your ads performing as well as you’d hoped? Here are some of our top tips for busy seasonal periods and how to drive more revenue for your business. 

Improve customer experiences

Put yourself inside the mindset of a consumer during busy festive periods. How can you help them have the smoothest shopping experience with your brand? 

Ensuring that you have a customer relationship management strategy in place is a fantastic place to start. During busy times, the main worry for customers are delivery times and order updates, having this information can helo to give them peace of mind that their order will arrive on time, and if there are any complications, being able to speak to a support team to resolve them. 

Communicating with customers doesn’t have to be a time-consuming task. Using live chat functionalities on your site and making the most of Facebook Messenger and other social platform tools can make it simple and effective, whilst improving your relationships to build a loyal customer base. 

For example, Airbnb shares holiday destinations customers can visit during the holiday.

Execute your holiday marketing strategies

Think about how your brand can stay relevant in the holiday seasons and how your messaging can differ from your day-to-day communications. Have you ensured any exclusive discounts have been advertised or if you have a niche product, can it be targeted at a variety of audiences during the different seasons? 

If you sell ingredients, you can share holiday recipes for family reunions and festivities. You can also sell gift bundles or share gift ideas for customers finishing up their last-minute shopping. It’s great to create content to promote holiday deals and offerings. With this strategy, you’re bound to attract more shoppers and end the year on a high note.

Many businesses start their holiday marketing in November for Black Friday. We bet you’ve also launched numerous social media posts, shopping ads, and emails during the biggest sales of the event of the year. 

Continue to reach more potential customers with more holiday marketing campaigns. Create videos and posts that appeal to your customers’ emotions. Brainstorm ideas that fall within your brand tone of voice that you can share to spread holiday cheer across your social platforms. 

Web design and usability 

Website design and usability has a significant impact on your conversions. According to WebFx, 89% of shoppers move to a competitor following a poor user experience, 94% of first impressions are also influenced by web design and usability.

Successful brands must have a fast and user-friendly website that lets customers drop items off their cart and fulfil checkout. For example, Glossier’s website has high-quality photos, compelling copy, fast-loading landing pages, and clickable CTAs. 

Determine site speed using your ecommerce platform, slower loading times will lead to an increase in your bounce rate and a decrease in your click-through rate as customers are dissuaded from waiting for your site to load. This will overall affect the rate of customers completing their purchase. 

With the right data at your fingertips, you can find effective ways to improve your website’s design and boost conversions during the holiday season.

Contact us today to see how you could improve your site speed! 

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.