14 tips for Christmas preparations for e-shop operators

1. What to recommend first in the preparations for the eshop for Christmas?

Building on the experience of previous years and focus on weaknesses. Each e-shop has different preparations, because not everyone has products in stock, someone does not use the newsletter or introduce special Christmas special discounts, or it is not an assortment designed for the Christmas period. For many e-shops, stocking is key, because people like to buy goods that they see in stock. The third thing, do not forget a sufficient advertising budget. I also recommend informing well about the delivery time, because carriers often do not catch up with the last thing the e-shop needs, such a dissatisfied customer who is waiting for a package by Christmas.

2. Is process control and automation important in the e-shop?

I would say absolutely essential. If the e-shop has well-set processes for this period, then no special preparation is needed and this period becomes a routine matter that does not require special care. This is the state that the e-shop should try to get to, because if it is not sufficiently prepared, it can affect the relationship with the customer. Automating certain work tasks can save a lot of time not only before Christmas, but all year round.

3. What decides when choosing an e-shop: price, quality, speed of delivery, discounts or something else?

Customers like to see products in stock, this is one of the prerequisites. He also likes to see the icon “free shipping”, then of course a reasonable price and the last decisive factor is the knowledge of the e-shop, which can affect the shopping process. The e-shop, which has a lot of reviews and a lot of active marketing, has an advantage over others, because it looks more trustworthy and in the case of returning goods, complaints or repeated purchases, this is taken into account. That’s how I look at it.

4. How can e-shops differ during Christmas to attract more customers?

It is difficult to differentiate at Christmas. The creativity of e-shops is surpassed every year, and what was new last year is becoming a standard this year. Personally, I am inspired by e-shops, which are in the top rankings of the area, and I try to recommend some elements to clients, if appropriate, and I expect added value that can increase the conversion rate for purchases.

5. What statistics to watch for the e-shop? Is Google Analytics enough?

In my opinion, Google Analytics is suitable for beginners and advanced. For whom GA is difficult, I recommend reading articles on the Internet about this tool, then finding a consultant, just 2 hours and everything is resolved. A well-set GA is the foundation when you see individual sources of visits and their revenue, so you can evaluate most marketing activities. It is important to monitor the sources of traffic, which brings turnover and costs from individual tools. It is good to know which source of traffic is more effective in terms of price and which, in turn, is more in brand or volume.

6. What analytical tools do I recommend?

My favorite is a combination of Google Analytics, Google Ads, Click List, and Google Search Console. They are free tools and you can read a lot of information. I will not mention paid SEO tools, which are already intended more for knowledgeable marketers or someone who has enough time to devote to it. In general, I might also recommend Collabim or Semor, which have a free version, and it’s very useful for e-shoppers to track keyword positions.

7. What mistakes do e-shoppers often make in analytics?

They do not follow the data obtained from analytical tools. It is good to have everything set up, to measure everything, but it is important to evaluate this data in some way. Constantly adapt to the current situation and try new things, not only from the point of view of marketing, but to improve the e-shop.

8. Is it worth hiring a specialist?

It depends on experience, type of field and goals. Depending on the goal of the e-shop owner, the strategy needs to be adapted accordingly, and it will show whether to hire an expert for an activity. If you hire an expert right at the beginning, no one will make a mistake. These can be valuable tips to get you started, which will save you many times over in the future. At the very least, it can point in the right direction. Most e-shops do not need an analytics specialist, but rather a general SEO consultant.

9. If the operator decides to optimize the website for search engines (SEO), then what to start with and what not to forget?

It’s a good idea to start with a keyword analysis. All they need is Google Ads with keyword ideas. It is a priority to determine the words on which you want the e-shop to be easily traceable. Then consider whether each keyword has its own landing page, that is, the content that is intended for it. This is because the content is supplemented and you can solve the main problem of on-page factors. Linkbuilding is already more challenging, because a layman does not have a good chance of getting quality backlinks. If someone thinks that it is enough to have only attractive content, they will soon know that they will find their limits, which they will not just exceed.

10. What to recommend for getting backlinks?

I would like to answer this question “find a linkbuilding expert” because it is a fact. If the e-shopper wants to do it, he should know if the obtained link will be beneficial and often use Ahrefs or Majestic tools and involve experience so that he knows that somewhere he simply will not get the link, somewhere it is too expensive and somewhere again will not be of sufficient quality.

11. What happens if there is a sudden drop in organic traffic?

In this case, you have proceeded in optimizing and building backlinks probably unprofessionally or poorly. An SEO specialist / linkbuilder would do everything to prevent this from happening and his on-page and off-page activities would not cause this decline. If this happens, follow the discussions where the problems are solved. This is the first step in trying to identify the problem. Then consult an expert. This can only be remedied by identifying a cause that may not be clear.

12. How to know that the eshop is on the right track in “SEO”?

If the organic, here natural traffic and thus the turnover increases, then the e-shop is usually on the right track. You can find out which keywords drive the most traffic (such as the Google Search Console). If you see them in the right order, in sufficient numbers and with sufficient attendance, then it is definitely a good way.

13. What tools do e-shoppers usually recommend?

Collabim or Semor. Then Google Analytics, Google Ads, and the Google Search Console. For those who do not have enough, then Screaming Frog, Ahrefs, Majestic and MarketingMiner. No need for more.

14. Is an SEO consultant better at keyword analysis or is self-help enough?

If the eshop has 10 products or 4 categories and similar cases, then it can definitely be done by yourself, without much knowledge. Medium e-shops, such as hundreds to thousands of products, can be more complicated, but if the e-shopper at least tries to do so, he will get enough information about what people are looking for and can adapt better. Therefore, it is definitely not harmful if at least the eshopar tries to do so. It is good to consult with an expert or leave it all to an expert, but it is also good to understand it. Keyword analysis is not only for the marketing department, but also for the sales department and the eshop is somewhere in the middle. If the analysis is processed by a specialist and everything is explained, then it is ideally a variant.

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