5 digital tips for peak shopping season

In 2023, we saw a surge in retail conversion rates during the holiday season, with many shoppers making purchases well in advance of Black Friday. This year only 24% of shoppers are planning to hold off on holiday purchases until Black Friday.

To help your brand stay ahead, we’ve gathered some tips directly from Quantum Metric customers, who represent 40% of the worldwide internet users.

1. Manage product availability effectively

Nothing frustrates customers more than investing time in finding the perfect item only to discover it’s out of stock at checkout. Avoid this by:

• Communicating availability early: Clearly show product availability (e.g., “In Stock” or “Available Online”) before the customer adds items to their cart. Use real-time inventory updates to ensure accuracy. Track how often products are marked as “out of stock” and set alerts for significant increases, which may indicate supply chain issues. If an item is out of stock, offer alternatives like Bass Pro Shops did.
• Handling temporary unavailability: Instead of simply marking an item as “out of stock,” include expected restock dates and offer the option to notify customers when the item is back. Customers who opt for notifications are 3 to 4 times more likely to purchase once the item is available again.
• Streamline product variations: If only one type of an item is left, remove unnecessary variations that could confuse customers. This simplifies the decision-making process and reduces the likelihood of cart abandonment.

Effective product availability management, coupled with proactive monitoring, will enhance customer satisfaction and reduce cart abandonment rates.

2. Monitor promo codes and search terms

Promo codes and search functionality can be powerful tools during the holiday season—but only if they work correctly:

• Promo codes: Set up alerts for promo code failures and review any codes causing friction. Common issues include confusion between similar characters like “O” and “0.” Track customer behavior following failed promo code entries to understand the impact on conversions.
• Search terms: Track search terms that lead to “No Results Found” and update your query library to include these terms. This ensures customers can find what they’re looking for, reducing frustration.

Quick resolution of issues with promo codes and search terms can make or break your holiday sales, so stay vigilant and responsive. Canadian Tire worked with Quantum Metric to optimize promo codes to drive a 40% increase in online sales.

3. Plan for peak load

Ensure your infrastructure is ready to handle the holiday rush:

• Capacity planning: Pre-scale your environment to support the expected peak loads. Regularly test your site under simulated high-traffic conditions to identify potential weak points and set up alerts for increases in load times, especially on key pages like product and checkout pages.
• Error monitoring: Keep an eye on customer-facing error messages, such as 404s or payment failures, and address them promptly to maintain customer trust. Set up real-time alerts for critical errors to ensure swift resolution.

By planning for peak load and closely monitoring site performance, you can ensure a smooth and reliable shopping experience during the busiest time of the year.

4. Refine your mobile strategy

Mobile is set to play a pivotal role this holiday season. To boost mobile sales:

• Optimize the shopping experience: Ensure your mobile site has clear navigation and streamlined paths to purchase. Use A/B testing to identify and eliminate friction points in the mobile user journey. Track mobile session lengths and compare them with conversion rates to identify drop-off points.
• Minimize payment errors: Simplify payment forms and offer multiple payment options to reduce friction at checkout. Monitor payment success rates, and set alerts for spikes in payment failures.
• Enhance mobile views: Make sure that all views, especially product pages and checkout, are easy to interact with on smaller screens. Regularly test your site and set up alerts for increases in mobile cart abandonment rates, particularly at the checkout stage.

By refining your mobile strategy and closely monitoring key performance indicators, you can turn those browsing sessions into actual sales.

As the holiday season approaches, now is the time to ensure your digital brand is ready to meet the demands of eager shoppers. By following the above tips, you can create a seamless shopping experience that drives conversions and boosts customer satisfaction.

Want to learn more about how Quantum Metric can help you succeed this holiday season, check out our product tours for a first-hand look at how you can optimize experiences based on customer behavior.