Christmas themed landing pages are one of the most effective ways of increasing your e-commerce sales over the festive season. In this article, we will discuss how to optimise your product pages and digital assets for maximum sales and conversions. But let’s start by explaining what’s important in a Christmas themed landing page.
Appearance and functionality
If you’re setting up a landing page specifically for Christmas products or services, then clearly the appearance is important. Some businesses successfully incorporate Christmas-themed visuals into their product pages, including snowflakes, ornaments, and Christmas trees, as well as traditional Christmas colour palettes featuring gold, green, and red. However, you know your customers and will be able to judge whether or not this approach will resonate with them. If every business goes for the same classic Christmas look for their landing pages it can become very difficult to differentiate your brand.
Ultimately, the appearance of a Christmas themed landing page is less important than its functionality. People make a lot of purchases over Christmas and e-commerce websites experience a lot of traffic, so it’s really important that every landing page is optimised to provide a fast and reliable shopping experience for your customers.
A slow or broken webpage or a complicated checkout process can often make the difference between a purchase and an abandoned cart, no matter how festive the page looks.
It’s Christmas 2024, so we probably don’t need to say much about mobile optimisation specifically. If you’re using a web builder or CMS like HubSpot or Shopify, your landing pages will be automatically optimised for mobile use. However, as many, if not the majority of your customers will be using tablets or phones to make their purchases, it’s worth taking a few minutes to check each landing page manually on a couple of different screen sizes or devices to make sure everything looks and works correctly.
Navigation and calls to action (CTAs)
The first thing that customers need to know when they arrive on a page to do some Christmas shopping is where the festive deals and products are located. Update your navigation and CTAs to help customers quickly access your Christmas material. Calls to action such as ‘shop Christmas deals’, ‘grab your Christmas discounts’, or ‘download gift guides’, are effective at prompting action. Position your CTA buttons strategically throughout your landing pages to guide customers towards making a purchase. It can also be worth adding links to your festive gifts pages to your website top navigation menu.
What else can you do to remove friction from the buying process and make Christmas shopping as pleasant and easy for your customers as possible?
1. Fast loading times
Over Christmas, many of the servers that host ecommerce websites are pushed to the limit, increasing the risk of crashes and slow loading times. To minimise the chance of this happening to you, consider using a Content Delivery Network (CDN), such as Cloudflare, Fastly, or Amazon Cloudfront to distribute your content across multiple servers located across the UK and globally, reducing the load time for customers regardless of their location. CDNs distribute your content through a network of proxy services at various locations. When a customer accesses your landing page, the CDN directs them to the nearest server with the least traffic, minimising latency.
2. Secure and transparent transactions
As an independent ecommerce business, it can be difficult to compete with the security and convenience of Amazon for Christmas purchases. Secure and transparent transactions are, therefore, essential for building trust with your customers. Display your security badges from trusted authorities prominently on each landing page, as well as your SSL certificate. This will reassure customers that your pages and business are genuine, and that their financial and personal data is protected.
3. Multiple payment options
Giving your customers a choice of payment options can minimise friction during the payment process and reduce your number of abandoned shopping carts. Alongside traditional credit and debit card payments, allowing your customers to use Apple Pay Google Pay, or PayPal for their purchases increases convenience and makes it easier for them to complete purchases without hesitation.
4. Streamlined checkout:
With a Santa’s sack full of presents to purchase, giving your customers a streamlined and easy checkout process is crucial for securing their festive custom. A ‘streamlined checkout’ means reducing the number of steps required to complete a purchase to the bare minimum. Review each checkout and try to remove unnecessary fields and consolidate forms wherever possible. A guest checkout is also a good option to allow customers to buy without creating an account with you – which can often prove a significant barrier to completion. Some businesses also use auto fill to speed up the form filling process and improve the user experience, although these features don’t always work if the customer has chosen to reject cookies.
What next?
Get in touch with the marketing team at JDR today for more information about Christmas -related sales and how to maximise your revenues this festive season.
Image Source: Canva
