PayPal offered some advice to retailers on attracting holiday shoppers to their online stores. The three “last-minute” tips came in the form of a blog post written by Dan Leberman, a vice president at PayPal.
Don’t offer discounts to buy, offer discounts to buy MORE, he advised. “Offer a discount when customers spend over a set amount (e.g. “10% off if you spend over $150”) or if customers buy several items all at once (e.g. “20% off if you buy more than 5 items”).”
He suggested merchants craft very straightforward marketing and sales language on their websites, explaining that very few visitors closely read the words on webstores, especially true during holiday shopping rush.
- Provide gift suggestions so customers can find useful products even if they don’t know exactly what they are looking for;
- Use special fonts sparingly where you want to draw attention;
- Write one-line bullets emphasizing benefits of each products.
Leberman also advised merchants to use low-cost marketing channels that don’t require advance planning: social media platforms, offer engines, and email-retargeting campaigns.
“Engage with online shoppers using bite-sized chunks of content in these channels, and don’t be afraid to try out less crowded channels.” The PayPal VP suggested using Vine videos, and pointed to retail chainstore The Home Depot’s videos as an example.
He also said online merchants should start thinking about next year now. “Use this year’s holiday shopping season to take note of what you wish you had done this year, and get the jump on next year right now.” Leberman advised merchants to pay special attention to cross-border trade as an opportunity area in which to invest early.
“Already, 50% of online shoppers are currently buying from other countries around the world. If you get on board with cross-border, you can boost sales throughout next year, and especially during next year’s holiday season.”
You can read the fulltext of Leberman’s post along with some videos showing a panel discussion on cross-border trade on the PayPal blog.