In the height of smartphones, the importance of Google and mobile marketing – more merchants have gone online: no-brainer, right?

However, in the current economic situation, online retailers are expecting a dip in online sales. Research marketing giant MarketLive recently released a report stating only one-in-five shoppers will purchase their gifts online this year compared to 2010′s one-in-four.

The MarketLive report analyzed Internet shopping for the past three years, studying consumer preferences and shopping behaviour; giving insight on how merchants can effectively target their audience online.

The study found that the major factor to the drop in expected online buyer turnout was related to the lower amount of anticipated inventory online merchants project to house; resulting in less “mega” online deals compared to previous years.

According to MarketLive founder Ken Burke, “Customers are less likely to see big bargains and great deals online this year than we’ve seen in the past; expecting sales to be soft for this season.”

And in the tough times that we face today: protesters fighting for jobs on the streets; the toppling of governments; and lower expected revenue pumped throughout the free market — many merchants have asked me: how can I maximize online sales?

FREE SHIPPING

When I shop online and see a great deal, I say to myself: “This is too good to be true.” Then when I scroll down and see the shipping amount is priced just as much as the item itself; leaving me with zero savings, I get discouraged.

Try offering a limited time free shipping option to your customers.

It doesn’t have to be your most-prized product that’s hot in demand, but it could be free shipping on extra-inventory. Regardless of the item, free shipping will draw curious eyes on your prize, so to speak.

USE MOBILE AND DISPLAY ADVERTISING

If you are behind the marketing curve, mobile marketing: QR Short-Codes; SMS campaigns; Geo-fencing, to just name a few are excellent ways to drive your customers to your online website.

Victoria Secret drove tons of traffic onto their online store incorporating QR Short-Codes onto their display advertisements. By creating anonymity, Victoria Secret made it easier for online shoppers to purchase products without having to be physically in their store.

If you don’t have the funds for a huge billboard, you can simply put on a print advertisement in your local newspaper, create a QR short-code and watch the traffic flood through your door.

DAILY DEAL

In the past 18-months, over 370+ daily deal websites have plotted themselves throughout North America. Groupon, LivingSocial, and other daily deal websites of their ilk have an enormous following.

If you aren’t familiar with daily deal websites, they are notorious for offering discounts between 50-90% off on products and services on local goods and services.

Do research in your local area on the best daily deal website, utilize your local area, and offer your service through them; driving more local traffic to your online website; showcasing your holiday line up.

Remember: be sure to have a strong call to action (CTA) on your landing page. This means that you need to tell your customers exactly what to do.

You’ll also want to use “Time” to your advantage stating: “Limited Number of X items. Order Today!” It doesn’t have to be verbatim, but you get the idea.

Good luck!

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