November 25, 2014
We’re less than a week from Cyber Monday, one in a handful of days this holiday season that will help drive ecommerce sales close to the forecasted $105 billion during Holiday 2014. So, what are some of the biggest ecommerce brands doing to prepare?
We figured we would take a look at Cyber Monday landing pages for the top 10 Internet Retailer sites in the United States to find out. You might be surprised by the results.
In large part, the internet’s largest U.S.-based ecommerce sites take one of two tracks: They provide a preview of the deals or they provide a preview of the deals and offer other deals.
Fair warning, though, the breakdown below only accounts for eight websites. That’s because two companies—Apple and Netflix—don’t have landing pages set up.
Five sites—Staples, QVC, Dell, Macy’s, and WalMart—take a “giving” approach to the landing page. Simply put, they give a website visitor exactly what they’re seeking: details on the deals they’ll be offering.
It’s all straightforward: big header image, details on the sale and an opportunity explore some deals. As a visitor looking to research upcoming deals, everything you need is there. Nothing more, nothing less. We’d say these are pretty good customer experiences. Here’s what they look like:
Three sites—Sears, Amazon, and Office Depot—take a blended approach to pushing their Cyber Monday deals.
Instead of giving full view into what the deals will be, these sites provide a “tease.” They either provide a sneak peek on what the deals will be or they offer other deals to help their visitors save now. But they also do something else: they use these landing pages as an opportunity to collect new email addresses.
On each of these three pages, the sites promise that, in exchange for a visitor’s email address, the brand will keep the visitor posted on the latest deals and the necessary details surrounding Cyber Monday sales. The result? Again, solid customer experiences.
Here they are:
With Apple and Netflix not having landing pages, we took a look around to see if there were other popular approaches to the Cyber Monday landing page. There is. That one can be classified as “receiving,” as brands are offering no sneak peek at deals—unless the visitor provides an email address.
That might be a good way to get new people to sign up for your email lists, but it’s not the most customer friendly. If you’re thinking about doing that, consider the blended approach used by Amazon, Sears and Office Depot.
Cyber Monday illustration courtesy of Shutterstock.