According tosurvey, this year Ukrainians are ready to spend on average 1050-1500 hryvnia on New Year's celebrations. Half of the New Year's "budgets" will traditionally go to gifts. On the eve of the holidays, more and more buyers prefer to look for them in online stores. This is explained by the fact that people do not want to push in queues at supermarkets or shopping centers. Unlike a birthday, one gift will not do here. On the Internet, you can conveniently and quickly choose souvenirs for loved ones of different ages, genders and hobbies. This is an ideal time not only for successfully increasing sales and popularizing the brand. By collecting and analyzing information about traffic sources, you can develop a long-term business development strategy and optimize the advertising budget.
Effective New Year's Marketing Classics for E-Commerce
There can be no general recommendations here, but there are principles that are relevant for most sites. Offer buyers:
discounts on seasonal goods - elegant warm clothes, thermo mugs, accessories for active winter recreation;
limited edition with pronounced New Year and Christmas symbols;
limit the offer by time, set up countdown counters - “unique price only until...”, “only 3 units left”;
sets of goods with a bonus for an additional fee - festive packaging, a gift for a child.
On the eve of launching advertising campaigns, look for research online on the popularity of product categories. To analyze seasonal demand, use Google Trends. The service will help you choose from the assortment the items that are most often searched for on the eve of the holidays. Here you can also determine the popularity of queries in certain regions and, depending on this, set up geotargeting for your campaigns.
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Offer a lower price when buying several items - in the end, it will be cheaper for you than attracting a new customer. Take care of additional product recommendations that will be shown next to the information about the selected product. Choosing gifts is a pleasant process, but over time it becomes tiring. Having seen several attractive offers on the site at an affordable price, the visitor will most likely buy them right there and will not look elsewhere.
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If you have a product that is in low demand, offer it as a gift with a purchase. Give it away just like that or when a certain amount is reached, or you can offer a bonus in exchange for signing up for a subscription. This way you will get rid of illiquid goods and make your offer more attractive. The main thing to remember is that the item should still be of high quality and useful. A gift in the spirit of “God, here’s what I don’t need” will reduce your attractiveness in the eyes of the buyer.
“Trumpet” about promotions and contests dedicated to the New Year via social networks. It is important that the conditions of the contest are simple and clear - this way the client will not forget about it in the chinese singapore b2c cell phone number data holiday bustle. Offer a product or a large discount for a repost on social networks, this way you will attract targeted traffic to the site and tell a wide audience about the brand. Focus on visual content - ask subscribers to post photos and videos in which they use your products.
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Exchange links to holiday promotions with other resources. At the end of the year, bloggers like to sum up the results - try to "wedge" into their content with your offer. This is a great time to establish partnerships and build link building. Together with partners, you can offer joint promotions and contests. For example, when buying your product, the client will receive a discount on the partner's product - and vice versa.
Share and sell
In the process of hunting for gifts, the attention of the Internet user is somewhat dulled. Make it easier for him to choose on your site. Divide the most popular products into categories and make them noticeable. For example, “Gifts for women”, “Souvenirs for parents from 200 hryvnia”, “For colleagues and bosses”. Set up for themcontextualAndtargeted advertising, mailing list - this way you can specifically address your target audience.
Create a guide to New Year's products directly on the site. Make it easier for the buyer to choose by placing them in one place. Additional benefits:
increasing conversion - the page will appear in search results for the query “New Year gifts”;
reducing the bounce rate - the user will most likely not be able to resist and will scroll through the product cards;
All holiday offers are united by one link - this is convenient for both advertising and link building.
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Optimize your website
The main thing to remember on the eve of the holidays is that the online store must accept a large flow of traffic and not “go down”. Provide additional capacity and levels of protection for the site and telephony. Every day the load on the servers will increase and on pre-holiday days it can reach several thousand visitors. Unstable operation of your resource will negate the effect of the most thoughtful advertising campaign.
Don't forget about loading speed. Without its optimization, you will never get to the top, and especially on the eve of the holidays in the conditions of tough competition. The optimal loading speed indicator is about 2 seconds. If a web resource loads only 400 ms longer, the number of transitions will decrease by 76% in a month and a half. To avoid this, test the site loading speed. There are many resources for checking it. Page Speed Insights from Google will not only test the site, but also give recommendations on how to speed up loading.
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For successpromotionsselect up to 5 suitable product items and create landing pages for them. “Festive” landing pages with the appropriate design demonstrate good conversion. One-pagers with an emphasis on the visual component create a festive mood better than an informative multi-page site. Give the visitor bright emotions and this will motivate him to spend money here and now.
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Decide on a relevant and most popular product and create a colorful landing page for it. In addition to a beautiful “wrapper,” the landing page should have functionality for making a purchase in a couple of clicks. It should have:
online chat (make sure that it is not installed “for show”, and that managers actually respond to messages);
a phone number in a visible place - increases trust in the brand, a conversation with a manager will dispel the buyer's last doubts, which is especially important for expensive goods;
pop-up windows that motivate you to order a call back or fill out an application - here it is important to make sure that they are not too intrusive;
detailed information about the product, terms of the promotion and delivery.
If you don't have the time or opportunity to promote the landing page yourself, place its ad in a teaser network. It's cheaper than placing contextual advertising. Choose a network with high-quality sites, flexible targeting settings, and a wide range of analytical data on campaigns.
A proven way to increase landing page conversion is dynamic substitution of headings (for example, using the Yagla service). If a customer enters the phrase “gorgeous New Year’s dress” in the search, this is the heading she will see on your landing page.
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Here is an examplecase, which illustrates that headline spoofing can increase call volume by 122%.
Mobile versiononline store - in 2016 it is no longer “desirable”, but a must have. This year, mobile traffic for the first timeexceededdesktop and continues to grow. If your resource does not yet have a mobile version, holidays are a great reason to fix the situation. Consumers are concerned about finding gifts and look for them at any free minute - in transport, cafes, during classes. Smartphone users choose faster and call more willingly, so it is irrational to ignore them. Let's prove it with infographics:
