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Amazon Confidential
The Christmas Season and Gift Guides
Prepare your site for the holidays
Amazon Confidential
Agenda
Q4 by the numbers Why could seasonal events be important to your site and
visitors? Tips for optimise your site for key seasonal events Find visitors and monetise Gift Guides Q&A
Amazon Confidential
How Important Is Q4 - Numbers
Statistics from around the web
Amazon Confidential
Numbers – Provided by SimilarWeb3/4 of shoppers plan to spend the same or more than last year this Q4
38% of shoppers will research products via mobile
21% will purchase via mobile
95% of millennials say their friends are the most credible source of product information
Amazon Confidential
Seasonal Spikes – Provided by SimilarWeb
Christmas shopping season dominates online traffic
Amazon Confidential
Websites and Q4? – Provided by comScore
Important to encourage purchasing earlier
Amazon Confidential
Why Could Seasonal events be important to your site and visitors?
Amazon Confidential
Why Should You Care?
Respect: Sites should respect visitors as human beings and not just as a source of eyeballs
Connection: Websites need to connect with users and be seen as welcoming environments
Current: Show they are up to date Serious? No problem: Even “corporate” or serious sites
can celebrate holidays in minimal ways
Amazon Confidential
North America Aerospace Defence Command (NORAD)?
Missiles: USA missile targeting and tracking organisation
Santa: At Christmas, track the worldwide journey of Santa’s sleigh every Christmas Eve
Amazon Confidential
Make Sure You… Goals: Set clear goals that all your marketing material is
aligned around events. Navigation: All your users use your site navigation, make
the most of it by adding seasonal messaging.
Personalisation: If you are running newsletter campaigns, personalization improves CTR by 14%.
Server: Make sure your server can handle the increase in traffic this time of year. Check CPU utilisation, the amount of available memory and response times.
Amazon Confidential
Things To Know About SEO
Amazon Confidential
Stay Competitive Competitive: Traditional Black Friday related terms are
extremely competitiveURLargos.co.uk/static/ArgosPromo3/includeName/black-friday.htm
news.universal-search-box.com/
amazon.co.uk/Black-Friday-Deals/b?node=161428031
currys.co.uk/gbuk/black-friday-785-commercial.html
hotukdeals.com/black-friday
debenhams.com/content/black-friday
https://blackfriday.com/
tesco.com/direct/black-friday-cyber-monday-deals/
amazon.com/Black-Friday/b?ie=UTF8&node=384082011
mirror.co.uk/money/argos-black-friday-deals-2016-6766952
Amazon Confidential
Stay Competitive Even niche beauty terms are being targeted by the big players
URLwww.boots.com › Black Fridaywww.allure.com/gallery/black-friday-cyber-monday-beauty-deals-discounts
www.hotbeautyhealth.com/black-friday-makeup-deals/
www.lookfantastic.com/offers/black-friday.list
www.independent.co.uk › Lifestyle › Fashion
www.independent.co.uk › Extras › IndyBes
www.sephora.com/black-fridaynouveaucheap.blogspot.com/2015/11/black-friday-cyber-monday-2015-beauty.html
www.mirror.co.uk › Money › Black Friday
www.byrdie.com/best-black-friday-beauty-deals
Amazon Confidential
Extreme CompetitionEven niche beauty terms are being targeted by the big players
Amazon Confidential
Generate Traffic – Ask These Guys
Amazon Confidential
Gift Guides
Amazon Confidential
Copyright © 2010–2016 Stylist. http://www.stylist.co.uk
Amazon Confidential
Why Build Your Own Gift Guides?
Longform: Longform content, able to carry multiple keyword sets
Trustworthy: Content is informative, useful and interesting
Your brand: Emphasis on quality of the product Popularity: People want to give and receive popular
products. Use your gift guides to provide this content
Amazon Confidential
How Can Your Site Be More successful?
Super niche: Find niche keywords to make your site easily discoverable
High quality: Generate extremely high quality content found no where else.
Multiple retailers: Don’t just link exclusively to Amazon. Our research shows that multiple options actually improves your conversion rate.
SEO: Follow everything you learnt from Sistrix. Make sure your site is properly optimised
Amazon Confidential
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Build Your Campaigns Around These Dates
Amazon Confidential
Useful Tips Helpful: Research has shown that guides should be
positioned as helpful for the giver, informative and detailed.
Unique: Ensure your content is unique, original and relates to your audience
Gift Card: Research also found that gift guides are useful resources for consumers who do not know what to buy. i.e. every product page should also attempt to drive Gift Cards.
Amazon Confidential
Amazon Gift GuidesThis year Amazon.co.uk have built Gift Guides.
Amazon Confidential
Amazon Gift GuidesDesigned to assist customers navigate the site
Amazon Confidential
Using Amazon Gift Guides
Inspiration: Use these guides for inspiration when choosing products to write about.
Contextualise: Use the gift guides to understand product themes, and how various sub-categories of products can sit together.
Insight: Products which we believe will sell, will appear in these lists, use this insight!
Amazon Confidential
Thank You