The right filters help your shoppers quickly find the products that meet their needs and interests. Test your filters to ensure that everything from best sellers to niche products display as expected, and make sure you have:

• Category-specific filters that display clearly on desktop and mobile
• Facets applied consistently across all products. Filter options not applied to all products can cause products to not be shown even if relevant.
• Customer-friendly naming that is free of internal jargon
• Facets that are clear and not overly broad
• Testing in place to evaluate execution and results

Reporting during the Holidays is critically important. In addition to the usual website KPIs of demand revenue, average order value (AOV), and conversion, some expanded metrics make sense. A few of FitForCommerce’s favorites:

• Product Performance Cart-to-Detail: 
  • Evaluate how often products are added to cart.  Focus on high views/low add rate and high add rate/low views.  Take action to adjust product presentation as needed on the PDP.
• Top Sellers by Category:
  • Take action to optimize placements throughout the site
• Search Result Ranking Evaluation:
  • Evaluate results shown for top searches vs. top-selling products to ensure top sellers are featured
• Product by Channel Performance: 
  • Take action to refine product presentation if product is moving better in one channel than another

A busy ecommerce season means increases in call center contacts and live chats as shoppers reach out with questions about products, delivery dates, and order status. Help your customers by updating the FAQ page on your site and by making sure your call center team is ready for an increase in business.

• Review common call center questions and reason codes and update your FAQs as needed
• Make sure your FAQs are easy to find and searchable
• Ensure holiday shipping and buy online pickup in store (BOPIS) guidelines are prominent on the website
• Review call center service-level agreements (SLAs) with your team and ensure they are properly staffed

Site speed can impact your customers’ experience and satisfaction. It can also impact your ranking and placements on Google. Monitor performance and have a plan in place to address performance issues.

• Every second after 3 seconds of load time costs you 7% in conversion (source: SEO Best Practices 2020 MOZ)
• 57% of shoppers leave after 3 seconds (source: Yottaa)

Google has indicated that site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.