How to Guarantee Holiday Sales with Bryan Eisenberg

In this brief video interview, conversion specialist Bryan Eisenberg explains that people shopping for gifts during the holiday season have different concerns than buyers at other times of the year. The include concerns about returns, gift receipts, gift wrapping, and gift cards and messaging.

Eisenberg recommends point-of-action assurances -- especially on your check-out pages -- for your return policy, privacy policy policy, and security policy to ease customers' concerns.

However, he recommends that during the holiday season, include a "holiday guarantee" policy about returns, for example, for up to 30 days following Christmas. Also add assurances about types of wrapping papers available and that shoppers can customize a gift message. Then put these assurances throughout your site. These assurances set your customers' mind at ease immediately and encourage them that they will have a great shopping experience on your site without any worries.

Bryan Eisenberg is a principal in Bryan & Jeffery Eisenberg and Associates. He communicates principles of conversion growth through speaking for companies and industry seminars. This interview was recorded at the Search Engine Strategies (SES) Conference in Chicago in October 2010.

Category:

Science & Technology

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• Eisenberg
• conversion
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• returns
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• cards
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• point-of-action
• Ralph
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• Web
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