And so it starts…"are you ready for holiday shopping this year?" And all I can think is — What? Shopping! Already?!
As the mom of a 2 year old, with another baby on the way, you might understand why holiday shopping is the last thing on my mind. In fact, my master plan this year is to completely avoid the in-store madness! This will be the year I avoid the stores all together and shop online! You might say… “who doesn't do this already?” And you're right!
According to Adroit Digital's October 2013 survey, almost one-third of mothers said they planned on doing at least 60% of their holiday shopping online. And more than seven in 10 expected to make at least 40% of purchases through digital channels.
Well, for this mommy, tackling my entire holiday shopping online will be a first. In a perfect world, I will be able to type in my search and magically go to a landing page that delivers me exactly what I am looking for.
This is a realistic expectation, right?
An awesome post-click experience
So I hit the search engine to find the perfect gift for my son, Oli.
First on Santa's list: Big Hugs Elmo
I clicked on a Playskool and wow was I impressed! Playskool presents me with a beautiful (and interactive) little microsite dedicated to my son's favorite furry red friend. Not only am I provided just the right amount of valuable content (several "features" videos, product description, etc.), the pricing is stated clearly and I'm given the opportunity to choose my store preference. From here, I can find the best deal on shipping and consider store-specific discounts.
This mommy is happy and ready to buy! Awesome work Playskool.
A less-than-stellar post-click experience
Now, let’s take a look at a less than stellar example.
Item #2 on Santa's list: Toddler Slippers for Boys
Being a frequent shopper at zulily.com I was surprised and disappointed when I landed on what is really the daily discount site's home page. There are lots of items to choose from, none of which are kids slippers. Dropping me onto the home page for a very specific search query is lazy. It puts the burden on me, the busy mother of (nearly) two, to discover another way to find slipper options. Sure, I can 'shop by category' or submit another search query. But why should I? I already told you exactly what I am looking for.
Ain't no mommy got time for that!
I still love Zulily and will continue to browse and shop their daily deals. But they missed an opportunity to provide me with a stellar post-click experience.
With seven in 10 moms saying they would be responsible for at least three-quarters of gift purchases in their household this year, they are missing a huge opportunity to convert those clicks to sales.
Home pages are not landing pages. Providing relevancy and a great post-click experience shouldn't be hard and it definitely shouldn't be optional.
With highly targeted ad to landing page messages (message match) retailers should be able to provide a stellar "post-click" experience. Providing a relevant landing page is critical to providing a great digital shopping experience — especially for busy and time-strapped mothers — a key demographic this holiday season.