Surface the most searched-for products/services on relevant high traffic pages. Rethink, test and measure your carousels and other key product/service listing elements where relevant. Enabling Hotjar (or similar) polls can also enable you to get more specific insight.
Shift budget into investment channels
If you’re pulling back on sales activation because demand’s dropping, look to move that budget and resource into medium and longer-term activity that will pay dividends when demand picks up. With the previous points in mind, conduct a meta-data review and weave more highly valued services such as next day delivery into titles and descriptions. Has content taken a back seat? There are some definite benefits to content strategy, planning and creation with the headspace you’re afforded when working from home.
Bypass dev queues and do what you can from your CMS
Prioritising your activity in a busy dev queue can be difficult at the best of times. If dev time is booked up because the team is completely promo and sales activation focused, do what you can. Are you able to edit content and optimise existing pages in the CMS? Can you create new landing pages in your CMS without tech intervention? If so, now is the time to utilise those capabilities.
Maximise performance where demand is strong
Identify where demand remains strong (or has even picked up) and do what you can to capture and convert it. Your top landing pages and product reports are a good first port of call and can provide you with some quick wins. Segmenting and analysing site performance by product/area/service (depending on your sector) can help you identify and capitalise on bigger emerging trends. If you’re a retailer, think about splitting out essential and non-essential products.
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