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How to optimise online sales this Christmas

How to optimise online sales this Christmas

By Matthew Tod from Logan Tod, an independent digital consultancy, focused on helping companies achieve better results from e-business.
Visual Merchandising is equally important online as it is on the high street.  It ensures that retail websites are maximising their potential which in turn creates more sales leads, saves them money and improves their ROI.
I have pulled together Five Top Tips which are often forgotten but are guaranteed to maximise the effectiveness and efficiency of a website in the run up to Christmas. 
Browse to Buy Ratio

Look at the number of times your customer has visited each product page and then added the product to their basket.  If products get seen but not added to the basket ask your self why. It can often be poor copy, wrong pricing, stock issues or even misdirected marketing. Fix the popular products with a low add to basket rate first. 
Products Lists

Look at the various lists of products on your website. Find out which products are clicked on in the list and which are not. Rearrange the list so the popular items are near the top as this will boost their sales even further. There is no point in having popular items buried at the bottom of the list - people won't see them.     
Relevant Imagery

Look at what images are most popular on your homepage.  Often there are images which are irrelevant, remove these and replace with something more relevant and more likely to generate interest 
Good Quality Images

Make sure the images you use are good quality.  I have seen on countless occasions images which are under or over cropped ruining the overall image which in turn affects the product sales 

Product Image features

It is always good to offer multiple images of a product, not only does it generate a better overall view for the consumer but also shows the best features of the products.  If possible include zoom options and tailored images to highlight specific features.

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