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All I Want for Christmas is Fewer Clicks

For ecommerce sites looking to be the host with the most this holiday season, there’s only one thing consumers want—ease.

Jeff Bezos once said that customers are like guests to a party and websites are the host—it’s the e-tailer’s job to make every aspect better for shoppers. Sounds like a pretty apt holiday season metaphor, doesn’t it? And with digital revenue slated to grow 13% this holiday season, e-tailers stand to gain a lot this time of year. That is, if you can keep your guests enjoying themselves. Consumers abandon their shopping carts at a global average rate of 75%, which means websites have their work cut out for them.

All I Want for Christmas is Fewer Clicks

So, what does it take to host the perfect holiday shopping experience online?

Cut the Clicks
More than half of global consumers want to find what they need in three clicks or less. But to service that kind of shortcut, it takes knowing who your customers are. Surveys show that 60% of consumers expect tailored options from brands they’ve previously engaged with, and 62% of consumers are open to the use of AI to improve their shopping experience. Whether it’s sharing previously purchased products or surfacing relevant categories, a happy holiday is about quickly getting shoppers what they’re looking for and allowing them to check out just as fast.

Be Transparent with People
Of course, the number of clicks it takes to check out may not matter if consumers are met with surprises there. The top reason shoppers abandon their carts is unexpected costs—with approximately 56% of consumers bailing on their buys as a result of hidden shipping, taxes or other related fees. To get shoppers across the purchase line—and keep their trust in the process—brands should give the gift of transparency this holiday season, factoring in additional cost estimates as early in the shopping process as possible.

Make Sure You’re Mobile-Ready
Last year, online shopping set record sales for Black Friday through Cyber Monday—a day on which consumers spent $7.9 billion to make it the biggest online shopping day ever. But online shopping continues its shift to mobile. Nearly 20% of Cyber Monday revenue came from mobile phones, making mobile optimization critical for ecommerce success. And mobile purchases increasingly come from “the edge of shopping"—peripheral purchase points including social media, messaging platforms and voice assistants. Shoppers today use an average of eight different channels to find what they’re looking for, which means these digital spaces are tipping the scales for mobile shopping—and holiday sales.

December 2, 2019