Site optimisation urged in run-up to Christmas

Online retailers are being urged to ensure their websites are optimised and offer a good experience in the run-in to Christmas.

The message came as research found that shoppers are expected to spend a total of £86 billion this year, with online sales predicted to account for 10.6% of total retail spend.

The explosion of smart phones and tablet devices has meant that for businesses with an internet presence, having a mobile strategy has gone from being a ‘nice to have’ feature to an integral part of an online business’s strategy, according to digtal marketing agency Greenlight.

The study by Verdict and SAS UK shows that more than 7% of UK consumers who shopped online last year did so using a tablet, with the figure expected to rise.

The report also says retailers offering click and collect, m-commerce, and tablet and mobile-optimised websites are set to capitalise.

Greenlight has produced a digital advent calendar providing three practical ways this can be achieved – through a standalone mobile site, an optimised responsive site and/or through a mobile app, depending on how firms want to connect with their target audience.

Action points are given at each step and for each month starting from July, when, according to the company, digital marketers should ideally get started on their Christmas campaign plans, through to January the following year.

Day one of the calendar, shows an animated SEO Nightmare jingle with a ‘Don’t Spam’ tip and the consequences of doing so.

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