6 Quick Tips to a Bulletproof Cyber Monday Digital Strategy

This year, more than half of shoppers plan to buy online this holiday season. With more devices at their fingertips than ever before, plan to use smartphones to shop during the holidays, and the majority plan to start shopping on one device and finish on the other. Cyber Monday is at the top of marketers’ minds since the stakes are high (there’s $89 billion to be had, according to ) in creating a seamless customer experience.

Given consumer’s plans to shop on multiple devices and to shopping research even before Thanksgiving, marketers must have an omnichannel, bulletproof strategy in place. Ideally, your digital strategy has been prepared ahead of the holiday rush, but even the closest scrutinized strategy can always use a double-check.

Here are six tips for marketers to make sure they’re capitalizing on the massive holiday opportunity this year:

1. Drive conversions through SEO and search marketing.

Make sure your search marketing strategy is thorough in order to capitalize on discovery through mobile search. Use a tool like to understand popular terms and topics to improve organic search results, and look at historical data to identify the keywords that have driven conversions specifically for Cyber Monday last year.

2. Separate your content.

Ideally, you’ve decoupled your web content from its presentation so you can reuse it in mobile experiences without reinventing the wheel. If you don’t have a separate content hub, create a platform to parallel your existing system so that you can isolate your content and deliver a mobile experience. Don’t invest in an architecture that you won’t use in the future.

3. Be thoughtful about UX.

The user experience needs to be meaningful and streamlined across all devices to avoid abandonment and unnecessary clicks. If you don’t have time for a complete mobile overhaul ahead of Cyber Monday, focus on smaller opportunities — like optimizing site speed and eliminating page errors — that will improve the user experience.

4. Test your infrastructure.

You don’t want to be the e-tailer whose site crashes and loses customers, loads slowly, or gets hacked. Be thorough in performance and penetration testing, and stagger communications so that you’re not encouraging a huge influx of traffic at once.

5. Connect the dots between online and offline.

If you have a physical retail presence, take advantage of the aforementioned stat that three quarters of consumers will use smartphones to shop this year. Leverage beacons to give users immediate access to information about products in front of them. If you encourage users to pick up their items in store, use QR codes to expedite the process. If you ship your orders primarily, examine innovative methods of delivery, like Amazon has done recently with taxis.

6. Understand your customers and how they’re buying.

Do your customers like to talk to a sales rep on the phone before they make a big-ticket purchase? Are they using mobile payments? Make sure you can support different types of conversion paths, and that your online experience makes the conversion process as seamless as possible.

Consumers’ path to purchase is increasingly digital and complex, and it’s critical that you’re meeting them where they research and buy. As you’re double-checking your digital strategy this holiday season, make sure you’re crossing your T’s and dotting your I’s to connect the dots across devices and offer a holistic customer experience.

Print this article

Share and Enjoy

---

---