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By Greg DiFalco
5. Customize the Look and Feel of Your Site to Match the Holidays
Our final suggestion involves updating the look and feel of your website to match the season. This can range from subtle color changes highlighting blue and white, then red and green, to more extensive design enhancements such as updating your logo to include snow flakes. To emphasize this, just check out Amazon or eBay. Their changes are not-so-subtle. But this gives the user a comfortable feeling, like the site is up-to-date, not stale, and probably has good prices.
Competition online is high right now as retailers slash prices to adjust to the growing recession fears. As an online retailer, it is vital to make sure you’re accurately tracking sales and revenue data, and that you’re measuring the traffic each advertising source is bringing to your site. Additionally, you should consider expanding your budget on known advertising accounts—those producing sales and profitability—but you should consider waiting to try most new advertising sources because you’re likely to get many window-shoppers and few buyers. Conversely, new accounts with Google Product Search (Google Base) and Yahoo Products are acceptable places to expand your advertising reach because they are proven entities. Lastly, updating the look and feel of your website and email blasts to display the appropriate imagery of the winter/holiday season will help buyers feel more comfortable shopping on your site. And this could lead to more sales. Isn’t that the best gift you could get this holiday season?
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