With ever-tightening budgets remaining a top concern for Americans, holiday shopping is all about deals. As we move toward Black Friday and Cyber Monday, brands and online retailers increasingly push deals to capitalize on the shopping season, placing ads and running promotions that will drive traffic to their retail locations and online stores.

More than 100 million people shopped online on Cyber Monday, 2015 – and analysts speculate that that number will top 120 million in 2016. But with 95 – 97% of site visitors not converting to sales, how can one maximize the holiday season shopping rush?

Two Tricks Will Help Maximize Your Online Sales This Cyber Monday:

Free Shipping (or Other Incentives)

Think you can skate through this holiday season without competing with other e-stores to offer the best perks, biggest sales, and free shipping? Think again. While small businesses can’t compete with the margins their larger counterparts, knowing what products will draw traffic and how competitors are pricing them will help you drive higher conversions. Offering free shipping on orders over a certain price gives you the ability to upsell for additional gifts, so breaking even or taking a small loss on a hot holiday item may be worthwhile to capture additional sales. Take note: National Free Shipping Day is December 16.

Market Those Promotions

Using Google Ads can be costly, especially when you’re competing to promote popular items around the holidays, but SEO tactics can offer your site a boost, and being sure to get your promotional codes or coupon codes listed on popular directories can help drive traffic to your site to take advantage of holiday deals. Email newsletters announcing your promotions to past shoppers. Another cost-effective promotional method would be a blogger outreach campaign, which will result in a wave of timely press, just in time for Cyber Monday, with live online links to your website as a vendor of choice for holiday shopping this year.