How do you prepare ecommerce sites for the excitement generated by the end-of-the-year celebrations?
In 2021, according to a study by Retail Dogma, Online sales increased by 9.4% during the holiday season compared to 2020. And that trend should continue this year. Companies thus have a unique opportunity to take advantage of the holiday season.
However, in order to meet ambitious sales goals, merchants must first eliminate any frustrations that could be causing site cart abandonment, such as: B. the cumbersome account creation, registration and checkout.
Meet high buyer expectations
Shoppers no longer buy from a website just because they get the best deal there. Now, savvy consumers are drawn to brands that make the shopping experience easy, fast, and secure. Customers have raised high expectations during the global pandemic that has forced them to rely more on ecommerce sites. Now companies must exceed these expectations if they want to increase their sales. During this time, the stakes for traders are all the higher. The pressures associated with Christmas shopping reduce their tolerance: Any source of frustration, whether it’s forgetting a password or creating an account at checkout, can encourage a customer to turn to another e-shop that makes the shopping experience more enjoyable.
Control the fraud costs
Fraud is costly at any time of the year, but the holiday season presents particular challenges due to increased traffic. During the 2021 holidays, 1 in 140 login attempts was an account takeover attempt (risked), and 1 in 4 consumers say they have been victims of fraud this time of year (Experienced). Merchants must therefore implement fraud prevention tools that work passively and accurately, identifying suspicious users without interviewing every shopper who crosses the digital threshold to reduce fraud costs without impacting the user experience.
Keeping up with the holiday rush
For many businesses, the short holiday season at the end of the year can make all the difference in hitting sales targets. To take full advantage of the season, retailers need to ensure shoppers can access their website to make purchases at all times. This includes popular shopping days like Black Friday, when a shopper can’t log in or checkout because the site can’t handle the number of visitors, they’re likely buying on a competing site. . Unfortunately, companies often face internal challenges that limit their ability to rapidly scale digital experiences based on buyer performance or behavior. Custom development, complex integrations, and a lack of testing prevent retailers from fully controlling the shopping experience to maximize sales.
Today, businesses that leverage customer identity before the holiday shopping begins can streamline their end-to-end shopping journey to ensure every customer interaction is smooth and secure. By using customer identity, businesses can get to know their customers to provide personalized experiences that drive sales while preventing fraud.