Web traffic analysis company Compete is reporting that Amazon.com and Walmart.com were the busiest retail Web sites during December. Wal-Mart had 40.7 million visitors, while Amazon handled 57.8
million. But, Amazon was the
overwhelming winner in online sales with 10.7 million transactions to Walmart’s 2.99 million. Amazon converted a higher percentage of web traffic to sales.
The top 5 online retailers had an average 24% increase in transactions for the month. How would you like a 24% increase in monthly sales? Compete reports the top 5 online retailers, by transactions, in December were Amazon, Wal-Mart, Qverstock.com,
JCPenny.com and Target.com.
The top 5 in December 2005 were similar, with Amazon #1, Wal-Mart #2, JC Penney #3, Overstock #4 and Landsend at #5.
If you are planning this year’s online sales strategy, whether it be Christmas, an annual white sale, 4th of July, Father’s Day, Back to School or your everyday initiatives, you’d do well to study the top 5 sites. Research the way they present their offers, their call-outs, ease of navigation, support and return policies and incorporate those elements into your strategy. But understand that these top 5 retailers also have developed significant online brands; some of them building on existing bricks-and-mortar branding. Ask yourself how you can develop brand awareness and integrity, especially in a specific niche.
L.L. Bean and Lands End
both showed increased Web traffic over December 2005, but neither company
increased online transactions. Compete attributes the lower conversion rate to warm December weather over much of the US. The weather, or other factors, may not be something you can control. But how will your strategy be affected by similar changes in the market? Adjusting according to market conditions may be easier online than with other marketing. But planning for as many contingencies as possible will put you ahead of the game and further your success.
It will put you in a much safer harbor.