According to a 2011 study that Google conducted with global consumer research firm OTX, retailers saw a significant jump in holiday online sales from 2009 to 2010. And there are a few interesting things we can learn from its findings as we gear up for this year’s holiday shopping season.
For starters, if you’re itching for a boost in sales this season, offer a day of free shipping. According to the study: “Free Shipping Day saw the biggest year-over-year increase in online sales, with sales climbing 61 percent year-over-year.”
Moreover, SEO is more important than ever as consumers increasingly use search as their primary method of gathering information on potential gifts. Don’t have a formal SEO process in place? Get one, quick. Consumers looking to buy toys and entertainment items did their research on average 10 days prior to making a purchase.
So which SEO tactic works best? According to the 2012 Search Marketing Benchmark Report produced by MarketingSherpa, creating quality content is most effective. “Good content creates buzz and attracts links,” says the report. “When pages have strong customer-oriented language, good layouts and clear call-to-actions, there is a greater likelihood of ‘click through’ than ‘click back.’” Here’s a closer look at the findings.
