etailinsights eCommerce Data and Sales Blog

How To Help Your eTailer Clients Evaluate Their Holiday Success

By Darren Pierce on Feb 4, 2014 6:00:00 AM

The holidays always come and go like a whirlwind. Most etailers are too busy fixing website bugs and keeping up with orders to be able to step back and see how their marketing efforts paid off during the season.

Here are a few ways you can help your clients evaluate their holiday season success.

Put It In Perspective

Before your clients start to either panic or celebrate the results of the holiday rush, put their numbers into perspective by comparing them to how the eCommerce industry performed as a whole.

A record 66 million users forwent the long lines and pushy crowds and shopped online during Black Friday, and Cyber Monday became the biggest day in eCommerce history with an 18% increase in online sales (compared to 2012).

While overall retail sales (both online and offline) this holiday season grew 4.1%, eCommerce sales alone grew more than 12%.

It was a good year for eCommerce in general, so hopefully, your client’s numbers reflected it.

Point Out The Newest Trends

Whether it was a good year or a bad year, pointing out trends may help your clients understand why.

Mobile was HUGE this holiday season. Mobile purchases grew by 50%, and nearly one in every three purchases was made on a mobile device.

Not having an optimized mobile site would have had an effect on their bottom line.

Another trend to consider—many etailers were banking on increased social engagement leading to more sales, but social networks generated less than 2% of all eCommerce sales.

Help Them Move Forward

After pointing out these relevant trends, help them move forward and correct their mistakes. Be a resource for them and leave yourself open to answering any and all questions. Help them improve not just for the next holiday season but also for the rest of the year.

Taking a moment to look back at the holiday season can help etailers understand what holes need to be filled moving forward.

How do you help clients measure their holiday season success?

Written by Darren Pierce

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