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Amazon Confidential

The Christmas Season and Gift Guides

Prepare your site for the holidays

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Agenda

Q4 by the numbers Why could seasonal events be important to your site and

visitors? Tips for optimise your site for key seasonal events Find visitors and monetise Gift Guides Q&A

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How Important Is Q4 - Numbers

Statistics from around the web

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Numbers – Provided by SimilarWeb3/4 of shoppers plan to spend the same or more than last year this Q4

38% of shoppers will research products via mobile

21% will purchase via mobile

95% of millennials say their friends are the most credible source of product information

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Seasonal Spikes – Provided by SimilarWeb

Christmas shopping season dominates online traffic

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Websites and Q4? – Provided by comScore

Important to encourage purchasing earlier

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Why Could Seasonal events be important to your site and visitors?

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Why Should You Care?

Respect: Sites should respect visitors as human beings and not just as a source of eyeballs

Connection: Websites need to connect with users and be seen as welcoming environments

Current: Show they are up to date Serious? No problem: Even “corporate” or serious sites

can celebrate holidays in minimal ways

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North America Aerospace Defence Command (NORAD)?

Missiles: USA missile targeting and tracking organisation

Santa: At Christmas, track the worldwide journey of Santa’s sleigh every Christmas Eve

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Make Sure You… Goals: Set clear goals that all your marketing material is

aligned around events. Navigation: All your users use your site navigation, make

the most of it by adding seasonal messaging.

Personalisation: If you are running newsletter campaigns, personalization improves CTR by 14%.

Server: Make sure your server can handle the increase in traffic this time of year. Check CPU utilisation, the amount of available memory and response times.

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Things To Know About SEO

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Stay Competitive Competitive: Traditional Black Friday related terms are

extremely competitiveURLargos.co.uk/static/ArgosPromo3/includeName/black-friday.htm

news.universal-search-box.com/

amazon.co.uk/Black-Friday-Deals/b?node=161428031

currys.co.uk/gbuk/black-friday-785-commercial.html

hotukdeals.com/black-friday

debenhams.com/content/black-friday

https://blackfriday.com/

tesco.com/direct/black-friday-cyber-monday-deals/

amazon.com/Black-Friday/b?ie=UTF8&node=384082011

mirror.co.uk/money/argos-black-friday-deals-2016-6766952

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Stay Competitive Even niche beauty terms are being targeted by the big players

URLwww.boots.com › Black Fridaywww.allure.com/gallery/black-friday-cyber-monday-beauty-deals-discounts

www.hotbeautyhealth.com/black-friday-makeup-deals/

www.lookfantastic.com/offers/black-friday.list

www.independent.co.uk › Lifestyle › Fashion

www.independent.co.uk › Extras › IndyBes

www.sephora.com/black-fridaynouveaucheap.blogspot.com/2015/11/black-friday-cyber-monday-2015-beauty.html

www.mirror.co.uk › Money › Black Friday

www.byrdie.com/best-black-friday-beauty-deals

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Extreme CompetitionEven niche beauty terms are being targeted by the big players

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Generate Traffic – Ask These Guys

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Gift Guides

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Copyright © 2010–2016 Stylist. http://www.stylist.co.uk

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Why Build Your Own Gift Guides?

Longform: Longform content, able to carry multiple keyword sets

Trustworthy: Content is informative, useful and interesting

Your brand: Emphasis on quality of the product Popularity: People want to give and receive popular

products. Use your gift guides to provide this content

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How Can Your Site Be More successful?

Super niche: Find niche keywords to make your site easily discoverable

High quality: Generate extremely high quality content found no where else.

Multiple retailers: Don’t just link exclusively to Amazon. Our research shows that multiple options actually improves your conversion rate.

SEO: Follow everything you learnt from Sistrix. Make sure your site is properly optimised

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Build Your Campaigns Around These Dates

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Useful Tips Helpful: Research has shown that guides should be

positioned as helpful for the giver, informative and detailed.

Unique: Ensure your content is unique, original and relates to your audience

Gift Card: Research also found that gift guides are useful resources for consumers who do not know what to buy. i.e. every product page should also attempt to drive Gift Cards.

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Amazon Gift GuidesThis year Amazon.co.uk have built Gift Guides.

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Amazon Gift GuidesDesigned to assist customers navigate the site

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Using Amazon Gift Guides

Inspiration: Use these guides for inspiration when choosing products to write about.

Contextualise: Use the gift guides to understand product themes, and how various sub-categories of products can sit together.

Insight: Products which we believe will sell, will appear in these lists, use this insight!

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Thank You