Christmas is just around the corner, that means marketing departments are getting ready to run campaigns that have been developed for months. We have developed 9 additional tips and tricks to ensure that this Christmas is your most successful Christmas to date. Each tip can be implemented very easily and will run alongside any existing campaign you have with an aim to increase your ecommerce Christmas revenue. Let’s take a look…
1. Analyze customer behavior from last year.
Last year’s data is a goldmine when it comes to understanding how each of your customers engaged with your brand over the Christmas period. If you haven’t already, upload all of your historical data into your personalization engine and allow it to segment your audience into multiple behavioral profiles (for example you may have ‘High spending late night shoppers’). This will allow you to personalize all of your marketing activity throughout the Chrismas season from the times that emails are sent to the messaging each customer receives.
2. Analyze the competition.
It is always important to understand how your competitors are marketing their products/services. The Christmas season is highly competitive, even loyal customers can be tempted away by a more attractive promotion or larger product range. Knowing what your competitors are offering allows you to communicate with your customers and reduce the risk of them shopping elsewhere.
3. Build optimized landing pages.
The majority of ecommerce sites see traffic soar over the Christmas months and AdWords becomes even more competitive than usual with online retailers fighting for the best real-estate. It is therefore extremely important that once a visitor lands on your website they are presented with a highly optimized page featuring key products that are likely to be of interest to them. In addition to showcasing key products, you must ensure your landing pages are responsive. On Boxing Day last year, mobile ecommerce traffic topped 50% for the first time, a statistic that simply cannot be ignored!
4. Re-engage previous customers.
Use data collected from last year to re-engage with customers who made a purchase over the Christmas period. Be sure to use the data you have to personalize any marketing with tailored recommendations based on their previous behavior. For example, if a customer purchased a large number of fragrance products last year you can send them an email series introducing your new fragrance range. Or, if a customer hasn’t purchased in 6 months send a ‘we’ve missed you’ Christmas themed email.
5. Use behavioral data to streamline the shopping process.
New category pages are usually created over Christmas such as ‘Gifts for Her’. These pages allow customers to quickly navigate to the pages they want to see without having to click through a navigation multiple times or filter a long list of products. One of the best ways to optimize new category pages for Christmas 2015 is to review historical behavioural data and use cluster analysis to identify new categories. For example, if a large proportion of customers purchased multiple products under £5 it would suggest that adding a ‘Stocking Fillers’ category would help to optimise the user journey.
6. Create personalized promotions.
All customers love a promotion at Christmas time. Offering promotions may be the difference between customers deciding to hit that checkout button or heading back to Google to find a better deal. That being said, promotions are plentiful at Christmas time and there is a risk of customers becoming swamped with options that are not relevant to their buying habits. To ensure that you are offering the right promotion to the right customer at the right time use your behavioral profiling to determine which promotions will appeal to your customers. For example, you may have identified customers that purchase at the very last minute, an offer for free next day delivery may work best. Or, for customers who usually spend £75, a 10% offer when spending over £85 suddenly looks very appealing.
7. Reach out to abandoned baskets.
At one of the busiest times of year, abandoned baskets are inevitable. Make sure you make the most out of purchase-ready customers by saving the contents of their basket and emailing it to them with an encouraging message to complete their purchase. Simple, but effective!
8. Get ready to be reactive.
At busy times, things change. You may have pre-planned stock levels and estimated ordering numbers but customers can often surprise us and stock levels and demand can change very quickly! Ensure you have a backup plan in place for these situations. For example, if a product is suddenly very low in stock and it’s the day before delivery cut-off – ensure you can reduce any impact by pushing a similar product (or variant) by showcasing it at the top of your website search results, product listing pages and category pages.
9. Upsell, upsell, upsell.
Often Christmas shoppers have multiple gifts to buy. The opportunity for upselling is great – however, marketers need to ensure that upselling areas do not distract the user and break up a typical user journey. The way to do this is to place highly relevant recommenders at the right points in the journey including home page, product page, search results page and basket page. 54% of retailers that use automated product recommendations increased their average order value year on year (Forrester Research 2013). Don’t forget, upselling doesn’t end when a purchase has been made. Set up automated emails to go out with additional products including ‘click here to add gift wrapping to your order’.