Things To Prepare Before Planning Your Christmas E-Commerce Marketing in 2019
Christmas is when people get together to enjoy quality time and spend copious amounts of money, which is where a lot of e-Commerce sites get an opportunity to double their sales and profits. In 2018, holiday sales surpassed the $1 trillion mark.
According to Statista, pre-Christmas sales of 2019 will reach $16.78 million in Australia alone. Based on this, you can assume that most people wait for the day Christmas deals appear online so they can take advantage of sales, affordable prices and deals to celebrate a luxurious Christmas without taking out a loan.
If you have an e-Commerce store, now is the time to double your revenue by preparing your Christmas holiday marketing in advance.
Don’t worry, you don’t have to go anywhere to learn the perks of Christmas marketing. We’ve got some tips for you right here!
How to Plan Your Christmas Marketing
Here we’ll examine how people think and spend on or before the Christmas holidays and how to align your marketing strategies accordingly.
1. Preplan and Start Your Marketing Strategy Earlier
Christmas shopping for a lot of people begins in November. Logically, your strategy must begin in October or earlier if you want to help users save on their purchases while you increase your profits.
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According to BigCommerce, Holiday Readiness survey of 2018, marketers start their holiday planning in September.
Holiday planning requires analysing data and pre-making customised strategies that suit your business as well as your targeted audience. Starting earlier helps you stay ahead of your competition.
2. Analysis Checklist
As you preplan the tactics, these are things you must analyse to gain a thorough understanding of your audience and their spending habits:
- Bounce rate: how many people land on your site and how much time do they spend there?
- Conversion rate: how many visitors turn into customers?
- Traffic sources: where is most of your traffic coming from?
- Repeat customers: how many people come back to your site and which products do they buy the most?
- What are your most saleable products?
- Which days do you receive the most traffic?
This checklist helps you peek into your buyers’ habits and develop a marketing strategy that can attract future customers.
3. Mark Your Strategy Days
A strategy is only effective when perfectly organised. Plan your strategy the same way you plan your day to get the most out of it. Decide on which days you are going to implement which tactics, and make a calendar with each day and its particular strategy marked.
4. Create Your Unique Selling Points
The internet is full of e-Commerce websites, so how can you stand out from the crowd?
Creating unique selling points will help you become the first choice for customers.
Here are 4 important things customers prefer above everything else.
- Fast and free shipping
- Multiple payment options
- Easy return policies
- 24/7 customer support
- Easy check-out process
If you don’t have any of these features, it’s time to integrate them before people start visiting your site for their Christmas shopping.
5. Be Omnipresent
People go crazy while shopping before Christmas. They look for opportunities everywhere to save a few dollars. They will keep an eye on Google, Amazon, social media or even the ads that pop up on websites.
To make people see that you have great Christmas deals in store for them, you have to be present everywhere. Draw a marketing strategy that includes promoting content on all important channels where you have a chance to grab some traffic.
6. Design the Deals and Discounts
Here’s your unique chance to steal customers away from your competitors by offering deals and discounts that no one can dare to deny.
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While looking for deals, customers become expert comparers. They compare products on various sites and opt for the cheapest deal possible. At the same time, they make sure the site is trustworthy with an easy return policy and 24/7 customer support.
This list of freebies or discounts will help your e-Commerce site become the centre of attention:
- Free gift wrapping
- Store credit after purchase
- Cashback offers
- Buy one get one free
- Buy one and get 50% off the next product
- Limited time deals (e.g. offer ending tonight)
Not only do these tactics help you attract an audience, they also give you the opportunity to entice them to come back later.
7. Maximise Purchases
Giving your existing customers a reason to maximise purchases is a surefire way to double your revenue. Your customers’ existing purchases or items added to the cart/wish list give you a fair idea of what customers are looking for. Giving them suggestions of similar purchases increases the chances of them purchasing more. And, if you add a discount on top of that, you can easily hit your target.
For example, if buyers are purchasing Christmas trees, decorations will surely be on their mind. Or, maybe food items that are relevant to a traditional Christmas lunch or dinner will open up many opportunities for your customers.
8. Leverage Search Engine Optimisation
As we all know, SEO lies in the subconscious mind of digital marketing and should be implemented wherever you are promoting products or services. Christmas marketing is no different. You can attract your targeted audience if you apply Christmas SEO deals in the right place.
Check out these nitty-gritty SEO tactics to implement this Christmas:
- Optimise product pages, ads and content with long tail keywords
- Analyse your past holiday marketing strategy and incorporate your most successful one into your current strategy
- Utilise Christmas-based words and phrases (e.g. Christmas gifts or Merry Christmas 2019)
- Create content and videos sharing Christmas tips that are aligned with your products (e.g. if you sell Christmas trees, give users tips on trees and their decorations)
9. Final Inspection
Finally, make sure your site will meet loads of Christmas shoppers’ needs without disturbing their experience.
- Make sure it loads content in 3 seconds or less, otherwise users will jump to other sites
- Keep an eye on your inventory to avoid overselling
- Test your servers to check whether they can handle sudden traffic bursts
- Get rid of broken links, glitches and errors
Well, now you are perfectly ready to design a marketing strategy that suits your targeted audience. Start the minute you finish reading this article and come back to share your experiences with us. We would love to learn from you.
You want to read an article that recently caught your attention because of its compelling headline. You opened the link on your smartphone. Your expectations are high.
Do you have to zoom in to make sense of the content on your small screen?
Do you put effort into reading it or will you switch back to the search engine to find a link that offers better content on your screen?
The latter is the obvious option.
With the growing number of smartphone users, it’s become more important than ever to have a site that responds according to users’ expectations.
If your site failed to do so, you probably know well by now how it backfires.
But how do you create a user-responsive design?
Responsive design is your answer.
So… What is Responsive Design?
As the name suggests, responsive design is a design that stands up to your users’ expectations. It makes your website look good and well-fitted to all types and sizes of devices.
The design and structure of a responsive website is the perfect solution to your customers’ expectations as it adapts well to the different resolutions across devices.
Plus, you don’t need to create multiple versions of websites for mobile and desktop. Instead, a single responsive website plays various roles depending on the type of devices users are coming from.
But Why do You Need Responsive Design?
In 2015, Google introduced a mobile-friendly update to its search engine algorithms signaling a website’s mobile presence as an essential ranking factor. The rise of mobile web traffic till today alone is enough to justify why any business needs a responsive design.
Besides, there are many reasons why your organization receives 4-sided benefits from responsive web design. The list is too big to cover in one article, so we compiled a list of the top 6 reasons to have a responsive web design to upscale your business for current and future trends.
Let’s dive in.
1. Mobile Viewers Outnumbering Desktop Viewer
Do you know that over 50% of web traffic comes from smartphone users internationally?
Statista predicts worldwide smartphone users will reach 3.8 billion by 2021, which is up from 2.5 billion in 2016.
No doubt, all the facts, and statistics are pointing towards the trend of small-screen devices.
This means that websites not optimized for smaller screen devices often experience a massive decline in search engine traffic and rankings. This means users don’t find them anymore.
As you already know, smartphones are scoring well above desktop visits, but most mobile users are abandoning unresponsive sites at first glance.
In fact, 76% of users admitted that if the site functions well and runs smoothly on their smartphone, they are more likely to revisit it.
Overall, if your prospects open your website on their mobile and end up closing it within 3 seconds because they couldn’t view content properly, you need responsive design.
2. Google + SEO-Friendly Site
Google considers the responsiveness of a website and has even stated that search engine rankings favour responsive sites over non-responsive ones.
One fact worth mentioning is that responsive design makes it a lot easier for search engines like Google to crawl your website and reduces the chances of errors with on-page SEO.
Not having a responsive website is a simple explanation for a lack of Google traffic you’re your declining ranking. Unfortunately, without a responsive design, many of your potential leads are turning to competitors offering excellent user experience. Before it gets too late, take the step now and turn your website into a responsive, SEO-friendly site.
3. Enhanced User Experience
Responsive websites load faster than non-responsive ones. They consist of a technology that displays websites on all devices with content that adapts quickly to different screen sizes. They behave as if you have created multiple versions of a single site for each device, giving your users a personalized experience based on their device choice.
Non-responsive sites, on the other hand, squeeze content into small screens, which takes more time to process and compromises the content quality.
Responsive web design eliminates all the problems created by non-responsive sites like poor user experience, higher loading times and small, difficult-to-read content. Responsive designs appeal to the ever-shrinking patience of mobile and tablet users who are not willing to wait for more than 3 seconds for your site to load its content.
Responsive sites offer an unbeatable user experience by loading sites in the least time possible. Thus, it results in leaving a positive impression among users of your brand. Because of the fast response from the site, users feel valued and are more likely to revisit the site.
4. Easy Management
Many businesses, especially small ones, can’t spare much time to update or refresh their website every now and then. At the same time, they can’t afford to hire costly services of web designers to take care of all aspects of the website. And, if you have different versions of a site for desktop and mobile, the cost of management skyrockets.
Responsive design is one of the most cost-effective solutions. Making changes to adopt a responsive design is as easy and smooth as spreading butter on bread. Also, whatever changes you make, you don’t have to worry about making the same changes in multiple versions. Responsive design takes care of everything automatically after you are done editing the design or updating the blog.
Additionally, with one website working at the center of your online business, managing other marketing elements becomes more accessible than ever.
So, when updating a social media button or redirecting a link, you don’t have to wonder whether all users (mobile users and desktop users) are enjoying your new changes or not. Responsive design eliminates the management stress of your business website.
5. Decrease in Bounce Rate
Is your website falling prey to a high bounce rate?
Non-responsive websites are one of the many reasons behind a higher bounce rate.
High bounce rate signals to Google that perhaps your website is not as relevant as it should be when it comes to solving users’ problems or answering their questions. Content is usually not to blame. Slower and non-responsive websites are the main reason behind users landing on your website and leaving it as soon as it fails to load. This entire scenario negatively impacts your search engine rankings.
Design plays a vital role in the user experience of your website. No matter how great your content is, if it fails to fit properly in small screen devices, users are not going to strain their eyes or wait longer to load its content. They know that they have other options waiting in the search engines’ list to explore and enjoy for a more seamless user experience.
Responsive design never makes users wait or zoom in. It makes websites adaptable to all sized devices without affecting the content quality.
6. Increase in Leads and Conversion
A large news media organization was fidgeting with the thought of whether to invest in responsive design or not. To decide, they A/B tested with a responsive and non-responsive site where the goal was to increase the number of free trial sign-ups.
Here’s the proof revealing which website design won the game:
The conversion rate hiked up by 56% from the implementation of responsive design.
Responsive design makes it easier for website visitors to find what they are looking for without zooming in, waiting or straining their eyes. The more effortless the design is, the more users convert. Mixed with a lower bounce rate and better SEO rankings, you’ll get a strong, successful model of a website.
Embrace it Now
If you’re not convinced about the abilities of responsive design, give it a chance and allow it to save your time and money without compromising the quality of your website. This is a modern strategy most businesses follow to stay within budget while turning their small business into a brand.
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