Strategies to Maximize Your Online Holiday Sales

Noting that mobile might not yet be ready for primetime, Freedman suggested retailers — particularly fashion retailers — investigate what Apple's iPad can offer them. Research from the e-tailing group shows that conversion rates are trending higher with this tool.

Keeping on the theme of mobile, Davis noted that retailers shouldn't judge the effectiveness of mobile solely on click to conversion. “Think beyond the transaction,” he said. Mobile can be effective as a social tool (e.g., taking photos of merchandise in brick-and-mortar stores), not just a transaction channel.