11 Things Website Owners Underestimate Before the Holidays

The Holidays are here again. It’s funny how this time of year creeps up on you, and then BAM! It’s here. While they think they plan accordingly, most website owners rarely cover all the bases that can contribute to a profitable holiday season.

It is not uncommon for Website owners to encounter unexpected challenges during the holiday season due to the increased demand and unique pressures. Here’s a detailed breakdown of common oversights and proactive steps you can use to address them.

Holiday Website Blunders & Solutions

Underestimating Traffic Spikes

Problem: Holiday sales can surge traffic, potentially overwhelming servers and causing website crashes.
Solution:
Review your statistics compared to last year, upgrade hosting plans, or use scalable cloud hosting to handle higher traffic.
Conduct load testing to simulate heavy traffic and identify potential bottlenecks.
Use a Content Delivery Network (CDN) to improve loading speeds and reduce server load.

Neglecting Mobile Optimization

Problem: Many holiday shoppers shop via mobile devices, but some websites aren’t optimized for mobile users.
Solution:
Ensure your website is fully responsive and mobile-friendly.
Simplify navigation, forms, and checkout processes for mobile users.
Test your site on multiple devices and screen sizes.

Inadequate Inventory Management

Problem: Popular items sell out quickly, leading to customer frustration and loss of future sales.
Solution:
Use inventory management software to track stock levels in real-time.
Forecast demand based on past holiday sales data.
Clearly communicate stock availability on product pages.

Failing to Update Security Measures

Problem: Cyberattacks, such as phishing or DDoS attacks, often increase during the holidays.
Solution:
Enable SSL encryption and prominently display trust badges.
Use firewalls and anti-malware software to protect the website.
Train staff to recognize and respond to cybersecurity threats.

Overlooking Customer Support Preparedness

Problem: Increased sales lead to more customer queries, complaints, and requests for assistance.
Solution:
Expand customer support hours and, if needed, train seasonal staff.
Use chatbots to handle basic queries and free up live agents for complex issues.
Set up a comprehensive holiday FAQ page tailored to holiday-specific concerns.

Ignoring Last-Minute Shoppers

Problem: Many customers shop late in the season, expecting fast delivery.
Solution:
Offer expedited shipping options and post clear deadlines for delivery before the holidays.
Highlight digital gift cards for last-minute shoppers.
Promote local pickup options if applicable.

Poorly Coordinated Marketing Campaigns

Problem: Sales and promotions fail to reach the right audience or are inconsistent across platforms.
Solution:
Plan and schedule campaigns well in advance with cohesive messaging across email, social media, and ads.
Use retargeting ads to reach shoppers who have abandoned carts or visited specific product pages.
Leverage analytics to track campaign performance and adjust as needed.

Skipping Website Updates and Testing

Problem: Small issues, such as broken links or slow pages, go unnoticed until customers complain.
Solution:
Audit the website thoroughly before the holiday season, checking for broken links, outdated plugins, and other errors.
Ensure fast loading times by optimizing images and minimizing unnecessary scripts.
Test the checkout process end-to-end to ensure it’s seamless.

Overlooking Returns and Refund Policies

Problem: Unclear or restrictive policies can deter holiday shoppers who expect flexibility.
Solution:
Clearly communicate return and refund policies on product pages and checkout screens.
Consider extending return windows for holiday purchases.
Streamline the return process with online tools and printable labels.

Neglecting Accessibility

Problem: Inaccessible websites may alienate some shoppers, particularly during the inclusive holiday season.
Solution:
Use alt text for images and ensure they are compatible with screen readers.
Provide multiple navigation options, such as search bars and menus.
Test the site against WCAG (Web Content Accessibility Guidelines).

Forgetting Post-Holiday Follow-Up

Problem: Businesses miss opportunities to engage customers after the holidays.
Solution:
Send thank-you emails and offer post-holiday discounts or incentives.
Collect feedback through surveys to improve future campaigns.
Plan for the post-holiday return surge and restock inventory accordingly.

Most of this is common sense and should be planned well in advance. But you still have time to address these issues in the nick of time.

If you think about it, all these issues can apply to any time of the year. However, website owners can ensure a smoother and more successful holiday season by preparing for these common challenges. What are you waiting for?

At your service,