10 Tips for CMOs: Is Your Website Ready for the Holidays?


ADOTAS — Last year, Black Friday online sales increased 26%, and Shop.org, the digital division of the National Retail Federation, estimates online holiday sales will increase in the 13% to 15% range this year, with e-commerce reaching $61.8 billion. Boom.

Is your website ready for prime time? Ektron, a leading CMS provider, has 10 tips to make sure a brand’s website is optimized and working efficiently this holiday shopping season:

  1. Make sure your website is responsive on mobile and tablets. Google recently announced it will penalize websites by adjusting search rankings appearing on smartphones based on how well the site in handled the mobile user experience. Ninety percent of purchases begin with search, so if your site isn’t responsive, you’re already losing in the SEO game.
  2. Use a single URL to make it easy for search engines to find content. M.dot sites can lead to broken brand experiences and lost users.
  3. Customize your landing page and CTA based on the individual user. Spontaneity plays a big role in online shopping (81% of smartphone purchases are spontaneous) so ensure your message is clear and relevant when shoppers land on your site.
  4. Is your blog working for you? Optimized blog posts are the number one way capitalize on searches, so tag your blog entries strategically to maximize your message and reach.
  5. Hone your message and target content using traffic source, search keywords, time of day, location, site behavior, demographics, profile and customer data. If you’re not speaking the right language to your audience, what’s the point of talking?
  6. Empower content creators. Use web tools that allow marketers make swift changes to content and layout according to season, promotions and industry trends without involving IT.
  7. Stay agile and experiment. Multivariate A-B testing is complex on the back-end, but the right CMS can empower marketers to use the most effective campaigns quickly.
  8. Keep key pages front-and-center. Ninety percent of site traffic originates from only 10% of your pages. Add a call-to-action on all of these pages and increase time-on-site.
  9. Link the parts to the whole and look at the big picture. Does your newsletter link to the most effective web page? Are survey results funneling into Salesforce? Your sales data should propel changes in copywriting; your CMS can enable it.
  10. Nurture your leads. Not all content fits all audiences. Provide current customers and prospects messages that are relevant to them. A good CMS can help track who gets what page variation, and increase sales.


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