Last year, Black Friday and Cyber Monday generated a turnover of 6.1 billion Euros and have become the biggest online shopping days for E-commerce shops. Note that they are only two days in November. With a handful of other spending opportunities in December. That's why online shop managers have a chance to make the fourth quarter their most profitable time of the year.
Although the holiday season offers businesses many opportunities for growth, it is also extremely competitive, as everyone is trying to capture a share of the market. To stay ahead of the rest, you need a clear plan of action for the coming months.
The last thing you want is to pull an all-nighter to make something work, just before the Black Friday and Cyber Monday madness. Not only will this be stressful, but it will also cost you lost sales. To make sure that doesn't happen, in this article we describe the key things you should do to make the holiday season as stress-free as possible and as lucrative as possible.
Now, you have to choose the types of offers you will be offering during the holiday season. Choose one, or mix and match to find what suits your audience:
- % or € discount
- Free delivery
- Next day shipping
- Flash sale
- Contest game
- Discount code Loyal
- Customer Discount
- Additional Loyalty Credit
Once you've decided on the offers, think about the products you want to highlight. Are you going to promote your most popular products or are you going to try to interest customers in buying less popular products? If you want to add holiday-themed products to your store, consider these trendy products of the season:
- Canvas prints
Additional features in your store could really help you sell more this holiday season. Search and try:
- Abandoned Basket Recovery E-mails
- Retargeting campaign with Facebook pixel
- Interstitial window display
- Web push notifications
- Customer Loyalty Program
- Discount codes
Whatever tool you decide to experiment, configure it in advance. You want to have some leeway to test it so that it will work when shoppers rush into your store in a few months.
Your email campaigns, social media posts, blogs, and videos will direct your audience to one place: your website. To make it easier for your customers to navigate, maintain your store now.
Here's what you should pay extra attention to:
Site speed. A one-second delay in your website loading time can result in a 7% conversion loss. Use this free Google tool PageSpeed Insights to test how fast your website appears in all its glory - the average loading time should not take more than 3 seconds.
Navigation. Well-Thought-Out web navigation allows customers to find what they need and find it quickly. Ask your friends and family to browse your site for usability checks. Use their feedback to improve the navigation or layout of the website.
Order process. The most important part of your website is your checkout page because that's where visitors to your store become customers. Follow the checkout process yourself to make sure it is short and intuitive.
If, after completing the maintenance of your store, you notice that something needs to be improved, make the necessary changes immediately to avoid updating your site during the holiday season.
We also suggest that you check this out:
- Product description and maintenance instructions
- The rules of your shop (confidentiality, shipping, returns)
- Contact and registration forms
- Have an About Us page
Tip: Find time to review the tools and plug-ins you currently use on your website. If you come across something you haven't used in a long time, uninstall it. Any software that is running, even when not in use, can slow down your website or cause downtime.
Over the next few months, you will be sending many emails to your customers. Write a lot of them now and you won't have to worry about the catchy subject line from the day before.
You also don't want to risk rushing in and forgetting something important. Writing them down in advance will also help you keep your topic line consistent.
Some ideas for your holiday emails:
- Announcement of order deadlines and reminders
- Product/offer of the week
- Overview of the sale
- Free Shipping Campaign Announcement and Reminders
- Gift Guide
- New Product Launch
The most popular social media channels for Ecommerce companies are:
When planning your holiday posts on social networks, remember that each channel is used for slightly different purposes.
For example, Twitter is a platform on which people can express their opinions, discuss public events or just let off steam. Pinterest, on the other hand, is purely visual and is used for design or lifestyle inspiration.
Although the two social media platforms are similar, the demographics of the users do not exactly match. It is therefore fair to say that what is popular on Pinterest will not be as popular on Twitter and vice versa.
To get a better idea of the type of content that will draw more attention to your social media accounts, take a look at the behavior of your audience on each channel, paying special attention to user activity peaks and top-performing content.
Pro tip :: Don't get lost trying to be visible on all platforms. On the contrary, choose the favorite of your target audience and focus all your energy on it.
People retain up to 80% of what they see and only 20% of what they read. So if you want to stand out from the crowd during the holiday season, invest some time in creating attractive images for your marketing campaigns.
Depending on what you plan to promote, you may need to create visual elements for:
- Products to showcase.
- Email campaigns.
- Schedule your posts to be published on social networks.
- Banners on social networks.
- Blog headers.
- Mail headers.
- Content of e-mails.
- Shop banners.
- Interstitial windows.
Remember, whatever your strategy is, to use images and graphics that are relevant to the product or offering you are offering, and you can always go one step further to enhance the store's brand image by using professional e-commerce product photography services.
Before the holiday shopping frenzy hits the fan, make sure your customers know the most important dates of order deadlines:
- Create a page dedicated to order lead time information.
- Send an announcement email and schedule reminders.
- Incorporate deadlines in product sheet descriptions.
- Add deadlines to your social network profiles or cover banners.
Pro Tip: Segment your customers according to their geographical location and only inform them of their order deadline. For example, European customers should only receive an email reminder about European order deadlines.