Over the next 8 weeks Dan Garner, Director of On Tap, takes us through the essential eCommerce steps to get your website optimised for the Christmas period From creating a clear navigation page to preparing for the Boxing Day sales, Dan offers business tips and advice to help your website get the most from the busiest shopping period of the year.

First impressions count both online and on the high street, and you will rarely get a second chance to make a good impression. Imagine the landing page to your site is actually your high-street shop window. Just as you would decorate it to attract and lure customers into your store, this should be replicated online. Your high-street store reflects your brand’s culture and provides the customer with a shopping experience – your online store should do the same.

From the home page and throughout the customer journey, your products should be properly merchandised. Pay attention to every step of the purchasing process, make sure that there is a consistent branded and merchandised storefront. Exhibit the latest trends, entice them with seasonal related products and make your landing page look irresistible, with creative and imaginative displays. This will encourage your customer to stay on the site longer and therefore give you more time to covert that temptation into a purchase.