Best Practice Christmas Decorations

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For the festive season we’ve taken a look at the top 20 UK sites of the last quarter and assessed them for how well decorated their Christmas trees are and what they are doing to make it easy for customers to buy from them.

We’ve identified five key areas to optimise on your home page. These are:

  1. Christmas Decorations – Snowmen, icicles, Santa hats and baubles are all de rigueur for Christmas decorations. 15/20 sites had been spruced up for Christmas. The winners were the supermarkets (Asda, Tesco and Sainsbury’s) and the losers were the clothes shops (Asos, River Island, Topman).
  2. A Christmas Category Page – 16/20 sites had a dedicated Christmas Category. Five of these, however, weren’t linked to in the top-navigation.
  3. Daily deals – Most of the sites had a deal prominently advertised, or had a pre-Christmas sale on.  Five had specific “12 Deals of Christmas” style offers on, or Advent Calendar related deals.
  4. Countdown to Christmas – A key to reassuring customers when they’re thinking about purchasing is making sure they know when their gifts are going to arrive. The best sites have a counter which makes it clear when the last order date is for Christmas. These are Amazon, Marks & Spencer, Debenhams and Asda.argos countdown deals
  5. Link to delivery details – The second best option for reassuring customers about delivery costs and times is to add a prominent link to the delivery page. A further eleven did this on their home pages.

Christmas Highlights

  • Amazon is the only shop on the list to offer free gift wrapping on their homepage.
  • Apple is the biggest scrooge with no hint of festive cheer on their home page and minimal decoration on their store page. They do, however, specify their last order dates for Christmas.
  • Marks & Spencer and Asda get top prizes for ticking the most Christmas boxes.

Key Learnings

Daily deals and countdown to Christmas are great ways to trigger your loss averse customers to buy.

Give as much information about delivery times and costs upfront to reduce basket abandonment. Turn it into an incentive with free P&P and gift wrapping.

Help your customers find the perfect gift with Christmas category pages and gift finders.

You can see the list of most visited UK ecommerce sites from IMRG here.

Guest Post:

This post was written by Harry Carr, Ecommerce Consultant at MoneySpyder

2015 eCommerce Trends Briefings

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