It’s important to ensure you’re undertaking any website testing in Q3 rather than Q4, apart from any last-minute changes that absolutely need to happen. The reason for this is that implementing something new can create a barrier to conversion, which you obviously don’t want to do in such a key period. You want your purchasing process to be as simple and familiar as possible, so don’t change things like your checkout during this period. Think about championing staggered payment methods such as Klarna and Clearpay, which give your customer that reassurance the product is affordable.
In the run up to Q4 we also need to think about the volume of traffic we’d expect to see come through to your website and double it, triple it. Work with your technology partners to ensure they’re prepared and your website doesn’t crash, losing you valuable sales.
Daisy-Blue Tinne, director, channel partnerships EMEA at Impact, said: “The true key to a successful Q4 will prove to be both automation and volume of partnerships. Now is the time to take advantage of partner discovery tools (both in- and off-network) in order to increase the number of partners promoting your brands prior to the Q4 rush. Managing this diverse array of complex partnerships will require a technology that is able to automate the different needs of partners with speed and efficiency.”
Miriam said: “With mobile shopping during the pandemic surpassing previous holiday shopping levels, delivering seamless shopping journeys on mobile sites and apps is going to be key this year. Making it easy for shoppers to not only convert, but utilise offers and promotions on mobile web and in-app will be valuable for converting browsers to purchasers. In addition, for affiliate and partner marketers, deploying tracking that can capture these sales is important for understanding the value of each partner and optimizing accordingly.”
If app tracking is not implemented, approximately 40% of affiliate channel revenue is missed and therefore cannot be tracked back to your affiliate programme, so it’s critical to ensure app tracking is set up and functional.