Ecommerce: 6 takeaways from a 42-day analysis of major retailers’ holiday marketing

Tweet In today’s MarketingExperiments blog post, we’ll look at the 2014 holiday campaigns of Amazon, Best Buy, Apple and Walmart and see what you can learn from their efforts. If you sell anything at all — from books to electronics to glow-in-the-dark toilet paper — you compete with at least one, if not all, of these retailers.   More than 500 data points gathered and analyzed over 42 days To understand the information you’re about to see, let’s take a quick look at the methodology. 16 Web Research Analysts from MECLABS Institute (MarketingExperiments’ parent research organization) spent 42 days during the Black Friday (November 17 – November 29, 2014), Holidays (December 7 – 29) and New Year (December 30 – January 4, 2015) sales periods, analyzing three to five desktop webpages per retailer. This effort was led by Jonathon Yates, Market Intelligence Manager; Sarah Russell, Research Manager; and Gaby Paez, Associate Director of Research. They assessed the campaigns using the MECLABS Value Proposition heuristic, asking: How appealing (relevant, important and urgent) is the offer? How exclusive is the offer? How clear is the value of the offer? How credible is the offer?      Below are the key lessons you can learn from these major brands.   Lesson #1: Answer shoppers’ questions before they think to ask them Your shoppers likely come to your website with a few key (but subconscious) questions in their mind. If your site doesn’t clearly and quickly address them before these questions actually bubble up to their consciousness…
Source: Marketing Experiments
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