“Consumers who clicked on a retailer’s Google Search ad before visiting the store are over 25% more likely to buy something in-store.” – Google Partners Connect – Retail & eCommerce
What’s important about the statement above? If you’re in B2C, you need to be thinking about what customers experiences are like when they visit your website to learn more about your product or service. Consumers are educated before they go in-store. The projection is that in 2017 mobile will see a 35% year over year increase in sales. Understanding shoppers intent and crafting tailored messages to them is the ideal approach. This means offering holiday bundles that a consumer would choose, not what makes sense based on inventory levels. You can look at search results, buying habits, any and all consumer data you have.
It’s also important to think about site speed, search engine optimization (SEO), Google AMP, etc. as consumers will “bounce”, leave your website after a moment, if it’s not loading or easy to navigate.