It’s that time of year again. Black Friday, Cyber Monday, Christmas and New Year are just around the corner and, with the John Lewis ad now on our television screens, the festive hype is in full swing. Here are our top tips for getting your digital strategy right for your E-commerce store.
Digital marketing is particularly important throughout the festive season if you’re an online retailer. Over the 2016 Christmas period, online sales rose by 12.9% compared to 2015 and Black Friday sales were three times those of the busiest shopping day in December. Depending on your business, this can be one of the most profitable times of year so it’s important that you have a strategy in place and you don’t bury your head in the sand and wait for the madness to end!
Here are our top tips for getting your digital strategy right for your E-commerce store:
We mention mobile a lot throughout our blogs but that’s because it’s becoming an extremely important factor in the customer journey. More people than ever are researching and buying on mobile devices as a quicker and more convenient way of shopping and to avoid busy shopping centres and town centres. Over 50% of Google searches are now made on mobile devices so it’s important to make your site as mobile friendly as possible.
In 2016, 42.3% (£8.87 billion) of Christmas spending was made on mobile devices. These are huge figures and represent a significant rise year on year. Remember that a spike in traffic over the festive season could make your mobile site slow and unresponsive, leading to poor user experience and, ultimately, a loss of customers and revenue.
Make sure your mobile site doesn’t take any longer than 3 seconds to load to maximise your chances of conversions and less frustrations for you and your customers. Your checkout process will be a huge factor in your sales so make it as simple as possible and ensure there are no errors ahead of the busy season.
Take Advantage of Remarketing and Reach More Customers
Your customers are likely to be much more responsive and likely to engage with your ads at this time of the year compared to the middle of the year. They’re looking for low prices on the products they love and to get their Christmas shopping completed quickly and with the least amount of hassle.
Remarketing to customers who have already engaged with your brand in some way is likely to increase your conversion rate as it’s much easier to convert these customers than someone who has never heard of your brand before. Take advantage of remarketing and lookalike audience tools on social media channels at this time of year to help boost your sales.
Similarly to retargeting, email marketing with exclusive discount codes will help you to boost sales. Offer your existing and prospective customers great deals and content and they might just choose you over your competition. Remember not to overdo the Christmas messaging as some customers may be put off by it or may not celebrate the holiday at all.
Creating seasonal content to share across your blog and social media channels will give your brand a friendly feel and helps to boost brand awareness and trust with your customers. Christmas gift guides are helpful and can be created in a number of different formats. Gifts for him, gifts for her, gifts for couples, gifts for children – these are all great concepts and could be helpful for someone who’s struggling to find a gift for their picky nephew.
If you want to take a different angle, why not reflect on the year? How has your business grown, what have you achieved, what do you hope to achieve next year? Again, this will make your brand seem more personal and help to build trust with your customers.
People tend to have more time off over the Christmas season too so you’ll probably find that interactions and engagements rise slightly as people have more spare time.
If you have been taking part in the holiday hype for a number of years, make sure you compare activities from the last few years. Knowing what did and did not work will help you to be more successful this year. Can you see what stopped customers from buying? Can you improve on those elements this year?
If you would like advice on your digital marketing strategy for the New Year, please contact our team of experts.