Strategies to Maximize Your Online Holiday Sales

* Have content-enriching product information on your site, Freedman said. Another way to prepare your site for the holidays: place your 800 number online. Your customer service must be ready to go, Freedman cautioned.

* Don't rely too much on your mobile site this holiday season, Davis said. Kenneth Cole just launched a mobile site five weeks ago, but he's not expecting it to be a revenue generator just yet. “I'm a big believer in mobile and feel that it's imperative that you're there, but don't expect big money at this point,” Davis said. In fact, he'd be excited if 3 percent to 4 percent of Kenneth Cole's Q4 business came from its mobile site.