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How to Increase Revenue Without Acquiring New Customers

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What’s your company’s growth strategy?

Businesses need continuous development to get out of a plateau.

I’ve spoken to many people about their marketing plans, and most of them are trying to come up with new ways to add more customers.

While customer acquisition is great, it’s not always necessary if your primary goal is to increase revenue.

Focusing on your existing customers will save and make you money too.

Don’t believe me?

Calculate your customer acquisition cost:

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That’s how much money it takes for you to get just one new customer.

Was it higher than you thought it would be?

If you’re spending too much money on customer acquisition, it could bleed your company’s bank account dry.

Now, divide that number by 7.

Do you think that’s a little bit more reasonable?

Well, that’s how much it will cost you to retain an existing customer:

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Plus, it’s easier to retain a customer.

They are already familiar with your brand, products, or services. There’s no learning curve and no need for the proof of concept with these customers.

You just have to keep them engaged and give them a reason to keep coming back.

If your current growth strategy isn’t working, it’s time to put a new one to the test.

Instead of focusing on new customers, put more effort into your existing ones.

Emphasize the customer experience

Evaluate your process.

What’s the step-by-step procedure a customer needs to go through to complete a sale?

Put yourself in the shoes of a consumer, and build a customer journey map.

This will help you determine the strengths of your organization as well as areas needing some improvement.

Having repeat customers doesn’t mean your system is perfect.

Your customers may not be completely satisfied, but they’re waiting for you to make the necessary adjustments.

Anything you can do to make things easier for the customer will improve their experience.

That’s why nearly 90% of businesses say customer experience is a driving force for loyalty and retention.

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Here’s why that’s important.

Eighty-eight percent of consumers said they would pay more for a better customer experience.

That’s right.

Your existing customers are willing to pay more for your products and services if you can improve the existing process.

But here’s a problem I see all the time. Businesses don’t know how to identify those areas that need improvement.

Earlier I suggested building a customer journey map, but that doesn’t work for everyone. You need to ask your customers directly.

Create surveys.

Conduct interviews.

Give your customers an opportunity to speak their minds.

Even if they are complaining, it’s good for your business.

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For every 26 unhappy customers, 25 will leave without saying a word.

You still have the opportunity to salvage the relationships with the ones who complained.

Chances are if one customer has feedback about your company’s product or service, they aren’t the only one who feels that way.

Take the results of your surveys and interviews very seriously.

Here are some examples of improvements you can make:

  • simplify the checkout process
  • provide more personalized products or content
  • optimize your website for mobile devices
  • offer more discounts or promotions
  • adjust your customer service hours

I realize it’s tough to implement lots of changes at the same time. But don’t get overwhelmed.

Focus on one thing at a time, and make sure each adjustment improves the customer experience.

Enhance customer loyalty

Loyalty is a key factor in customer retention.

Just because your repeat customers continue to buy from your business does not mean they are loyal.

Your company may just be convenient for them at the current time.

Here’s a hypothetical scenario to illustrate my point.

Let’s say you own a local coffee shop.

You have a customer who comes in nearly every day for their morning espresso.

This customer doesn’t like going to national chains, and you’re the closest local spot to their home.

They don’t mind the 10-minute drive each day as long as they are supporting a local business.

However, a new local coffee shop just opened up, and it’s only 2 minutes away from the customer’s house.

A loyal customer will continue to make the 10 minute drive to your place.

See the difference?

It also depends on your industry:

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Look at where coffee is in this graphic.

It’s a retention-dependent industry whereas a low-frequency purchase, such as a vehicle, is more dependent on acquisition.

The average American has a car for 6.5 years. It’s difficult for an auto sales company to maintain customer loyalty over such a long period of time.

But it’s not impossible, especially if you can get that customer to keep coming back for regular maintenance and services on their vehicle.

What’s the best way to create loyalty?

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In the ecommerce industry, you have to have strong email and social media marketing skills.

Both of these channels keep customers engaged, allowing you to establish personalized connections with them.

I’ll elaborate more on these topics as we continue.

Master your email marketing strategy

Don’t make it complicated.

Email marketing may be simple, but it’s super effective.

Make sure your messages provide value to the recipient.

Don’t send emails just for the sake of starting a new campaign.

Consider the following reasons for contacting your subscriber list via email:

  • keep them informed (new product, website update, etc.)
  • news release
  • discount or promotional offer
  • shopping cart abandonment message
  • order confirmation (plus order shipped and delivered)
  • surveys

Don’t spam your customers.

Receiving emails too frequently can be a major turn off for them and cause them to unsubscribe from your list.

That’s counterproductive.

For retail businesses, email marketing had the most significant impact on customer retention rates:

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Here’s something else to consider.

Not all your current customers are subscribed to your email list.

Converting your existing customers into your subscribers should be part of your retention strategy.

You just have to give them an incentive to sign up.

Offer a discount.

Look at how Perry Ellis does this on their website:

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You can use the same strategy on your site as well.

Ecommerce stores can also include an opt-in CTA in the order confirmation messages to those who checked out as guests.

You’re contacting these people regardless, so it makes sense to give them this option.

To give the customer some extra incentive, you can include a discount or exclusive offer here as well.

Personalize your communication when contacting customers via email.

Include their first name in the message.

Consider your tone when you’re writing.

Your voice shouldn’t sound robotic (even though the message might be automated).

Which one of these opening lines sounds better to you?

“Dear valued customer,”

or

“Happy Friday, Susan!”

The second option is much more personal.

This strategy will increase your open rates.

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You can use your email marketing strategy to re-engage with customers who haven’t been active in a while.

This message will show them you appreciate their business.

If you can re-connect with a customer who hasn’t bought anything from your brand in the last 6 months, it will help increase your revenue.

Here’s an example from St. Jude Children’s Research Hospital:

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Even if your company isn’t a nonprofit organization, you can still employ the “we miss you” tactic.

Embrace social media to connect with your customers

If you want to have high customer retention rates, you can’t slack off in the social media department.

Consumers use Facebook for much more than just uploading pictures from their most recent vacations.

They want to interact with brands as well.

There are over 65 million local businesses on Facebook’s platform.

Your customers are significantly more active on these social channels than they are on your website.

It’s much more convenient for them to contact you here.

This goes back to what we discussed earlier regarding the customer experience.

If the only way your customers can contact you is Monday through Friday via telephone between 9:00 AM and 5:00 PM, that’s going to limit customer satisfaction.

But if you’re active on social platforms like:

  • Facebook
  • Instagram
  • Twitter
  • YouTube,

your customers have more options and can select one based on their preference.

If you can find ways to increase engagement with your current customers, your revenue will grow as a result.

Live video streaming can help you accomplish this.

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Consumers love live video content.

Compared to a pre-recorded video, people watch live streams three times longer, which means they’re engaged.

Think of your stream as a television show.

Don’t just come on randomly whenever you feel like it.

Schedule a time once a week to broadcast so your followers know exactly when they can expect to hear from you.

Getting weekly viewers can establish brand loyalty, which we discussed earlier.

Marketers who currently use live video to engage their existing customers believe it establishes a more authentic interaction with the viewers.

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Here are some additional social media engagement tips:

  • respond to all comments on your page
  • post every day
  • answer customer service questions as fast as possible
  • run exclusive promotions

That last point is one of my favorite techniques, especially if you’re trying to create an effective customer retention strategy.

Everyone loves to get something free. So, give the people what they want. Or at least give them a chance to win.

Starbucks does this all time:

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Their #RedCupContest encourages customers to design a cup and share their photos on social media.

It’s a brilliant strategy in terms of brand exposure in addition to the customer retention benefits.

Learn how to cross-sell and upsell

You can generate more revenue from your current customers by getting them to spend more money each time they make a purchase.

Here’s how it works.

Upselling encourages a customer to buy something similar to their initial purchase, but “higher end” (and more expensive).

Cross-selling entices the customer to make a purchase that will compliment something else they’ve bought.

These strategies are effective regardless of your industry.

It doesn’t have to be a tangible product.

For example, if you run a website to generate revenue, you can offer a more expensive monthly subscription to your users as an upselling strategy.

Businesses offering a service such as insurance cross-sell to their customers by offering home insurance as well as auto insurance.

Make sense?

Find out how you can apply these strategies to your business.

B2B companies have adopted this strategy too.

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The more products or services your customers buy from you, the more likely they are to become emotionally invested in your business.

This establishes customer loyalty, the importance of which cannot be overstated.

Conclusion

While getting new customers is always exciting for a business, it’s not the only way to increase your revenue stream.

Look at your customer retention strategy first.

It’s often easier and significantly less expensive to implement than the customer acquisition strategy.

The customer experience is vital.

Focus on ways you can make adjustments that enhance your current process, structure, and platforms.

If you’re struggling to identify areas needing improvement, ask your customers for feedback through a survey or interview.

You need to increase customer loyalty.

Recognize that repeat customers are not necessarily loyal customers.

It’s important to know the difference.

The top two ways to increase loyalty and retention are:

  1. email
  2. social media

Mastering these strategies will improve retention rates throughout the customer life cycle:

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Personalize your email campaigns.

Make sure your email provides value to the subscriber.

Try to get your existing customers to opt in to your email list if they haven’t subscribed yet.

When you’re interacting with customers on social media, you need to encourage engagement.

That’s why live video streams are such an effective strategy.

You can also increase revenue by getting your existing customers to spend more money each time they purchase something.

Cross-selling and upselling techniques can accomplish this for you.

You need to promote your most profitable products and services while learning how to recommend other complementary purchases.

If you follow these tips, you’ll generate more revenue without having to add new customers.

What kind of social media promotion are you going to run in order to engage your followers and increase customer retention?





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By: Google Plus Infographic – The Fastest Way To Start Your Business Online – Traffic Masterminder

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Why Starting a Podcast Intrigues Forward-Thinking Content Marketers

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You know that familiar “awkward moment” is speeding toward you as the holiday functions and parties suddenly multiply across your calendar like chicken pox. You’re standing there, about to take a sip of your drink, when like clockwork it comes: “So … what do you do?” “I’m a … I work on the internet. Have
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The post Why Starting a Podcast Intrigues Forward-Thinking Content Marketers appeared first on Copyblogger.



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How to Increase Your Traffic Through Content Translation

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translate content different languages

Have you ever done a Google search, clicked on a website, saw it was in a different language, and then immediately bounced?

I know I have. I’ve done it more times than I can remember.

But one time back in 2015, it happened to me again and something clicked:

I was missing out on tons of traffic to my site by not translating my content.

Did you know that the United States isn’t even close to being the country that uses the Internet the most?

According to the latest data, China and India far surpass the United States when it comes to Internet usage.

China has nearly one billion active users on the Internet, while the United States only has 286,942,362.

India has nearly double that of the U.S., too.

If you aren’t optimizing for different languages across the world, you are missing out on traffic.

Plain and simple.

Visitors to your blog and content are even harder to come by these days.

Everybody is delivering great content and amazing lead magnets, meaning that it’s harder than ever to convince someone to come to your site.

But you likely have tons of foreign traffic that is simply bouncing due to the lack of a translator.

Want more traffic? It’s time to start translating your content into different languages.

Here’s why you should, how it increased my traffic, and how you can get started today.

How translation increased my traffic by 47%

In 2015, I decided to translate my website, NeilPatel.com, into 82 different languages.

Why? Let me explain.

I was browsing content online at work, looking for some great ideas for my next blog post.

I was in the middle of writing an e-book and needed some quick inspiration.

I landed on a website and clicked an external link on the post that sent me to a study about traffic and SEO.

But when I got there, the page wasn’t in English and there were no translating options.

Meaning I couldn’t find value on the page. So I bounced.

I never went back.

Suddenly, a lightbulb went off in my head. Is this same thing happening to me?

Are people coming from different countries, backgrounds, and languages, but not able to read my content due to the language barrier?

Well, I did some research. First, I opened up Internet Statistics to see what the top countries were for Internet usage:

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I wasn’t shocked to see this. After all, China and India have a much bigger population than the United States.

But I was shocked to see some of these countries on the list.

This got me wondering if my traffic wasn’t being optimized to the fullest when it comes to translation and appealing to anyone and everyone.

I started to implement translation and created more opportunities for people who speak other languages to interact with my content.

And guess what happened?

My indexed pages jumped to 1,800. I started getting thousands of visits from queries in different languages:

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Although I couldn’t understand the queries, it was proof that this was actually working.

I was, in fact, gaining traffic from a simple tweak to my site.

On top of that, I was even getting comments on my latest blog posts in different languages:

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Even though I couldn’t understand the comments without running them through a translator, it was direct proof of success.

Overall, my site visits and impressions were up dramatically. My click-through rates increased, too.

I saw a 47% increase in overall traffic by making this change.

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New users were up dramatically at nearly 60%!

So, how do you start to take advantage of using different languages to get more traffic to your site?

Let me show you.

Step 1. Find out where your traffic is coming from

The first step in starting to translate your content into different languages is to assess where your traffic is coming from.

If you don’t even have traffic from other sources, you can quickly rule this out.

But, I honestly wouldn’t.

What’s to say you won’t start getting foreign traffic sometime soon? It’s always better to be prepared for it rather than ignore it.

Otherwise, you could risk future traffic in a major way.

So, how do you find out where your traffic is coming from?

There are a few ways to do it.

The first is by heading over to Google Analytics. Most people rag on Google Analytics, but it’s got a plethora of data when it comes to traffic.

To get started, navigate to your Acquisition report and select the “Channels” report under “All Traffic:”

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From here you should see your default channel grouping, including things like direct traffic, organic search and more.

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The key here is to select a secondary dimension to compare this traffic and dive deeper into the sources behind it.

Just seeing what source the traffic came from isn’t helpful, especially for finding out what languages to target.

Select the secondary dimension tab above the grouping:

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From here, search for “Country” and select the option from the drop-down list.

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This should now display exactly where your traffic is coming from within these common channels of direct, organic and social:

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This data is pretty substantial when it comes to translation.

Now you can see where most of your traffic is coming from in terms of source.

For example, if you notice that organic search is driving tons of foreign traffic, you should consider optimizing it for those languages.

If you notice that social is big, you can actually tag that traffic using Bitly.

Bitly is a link shortening and tracking service that is free to use. I use it all the time on my social media scheduling and posting.

Why? Because it has diverse tracking elements that basic analytics on social media can’t tell you.

For example, you can track exactly where the clicks are coming from:

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This is helpful to maximize traffic by making it appealing and readable for any visitor.

If translating all of your content seems like a ton of work, you can always take the approach of optimizing your top-performing content.

For example, do you have a blog post that is bringing in most of your traffic?

One that’s been driving huge business for you?

Consider optimizing that one alone to save yourself some time and get the biggest return on investment in terms of time spent.

To find this out, head back to your Analytics account and navigate to the behavior report under “All Pages”:

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From here, select the secondary dimension tab and again click “Country” to see what countries are driving traffic.

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This will give you an idea of what popular pages on your site might be driving foreign traffic.

Now remember:

This isn’t a foolproof system of identifying the language. Country of origin in terms of traffic doesn’t always correlate to the language spoken.

For example, someone could be living in the United States but be fluent in Spanish and prefer using that language to English.

Or someone could be from Canada but barely speak a word of English and speak mostly French.

So even if you notice that your traffic is mostly from English-speaking regions, I suggest optimizing your pages for multiple languages.

Step 2. Use a third-party service to translate top posts

Now that you have an idea of where your traffic is coming from, it’s time to translate it.

Using plugins can be effective, but it’s not optimal.

Most of the time, you’ll get broken translations and often the plugins will dramatically change the way your content looks.

For example, when I first started doing this in 2015, I used plugins that dramatically impacted my content:

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It jumbled up the words and often messed up my call to action.

These plugins can sometimes interfere with your current setup, so I advise against them.

On top of that, the plugins can start to mess with your HTML and SEO.

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For example, when I activated a plugin a few years ago, it created tons of new pages based on those locations, but the meta descriptions and title tags were never translated.

Meaning I got tons of duplicate meta and title tag errors on my search console.

It’s often a quick solution to simply install a plugin, but sometimes the benefits don’t outweigh the potential negative side effects.

So, what do you do?

If you are looking to just translate a few posts at a time, rather than everything on your site, I recommend using a third-party service for high accuracy at a low price point.

It’s cheap, fast, and effective without giving you more errors and work to clean up.

To get started, head to Fiverr and search for translators:

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You can get specific by typing in the exact translations you are looking for too:

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The key here is to prioritize. Did you notice that your top posts are being visited from one or two major countries?

Pick the languages associated with the majority of your foreign traffic and you’ll find the biggest impact on your traffic.

Don’t sweat the small stuff here. A few visits a month isn’t going to make or break your traffic.

But posts with huge traffic numbers from foreign countries should always be optimized.

Most of these translation services won’t be too expensive, and when you factor in the potential upside of more traffic, it’s a bargain:

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I recommend using an expert translation service like the ones you can find on Fiverr only for your top-performing content.

Plugins and translation tools online don’t work well. They simply can’t pick up on the nuances of different languages.

They almost always contain huge errors that are easy to spot. And if someone is reading content in broken Spanish, they probably won’t stick around.

Always remember to optimize your best content with the best translation possible.

Step 3. Use Google’s translate plugin for the rest of your content

Once you’ve optimized your top posts with great translation, it’s time to take care of the rest.

It’s a good start to have your best content optimized, as it’s going to appeal to most people, but you should also translate the rest of your content.

Why? Because if your original post that brings traffic to your site is good, chances are that those people will want to read more.

And if your other content isn’t translated, you risk losing that traffic yet again.

We want to focus on creating sustainable traffic, so only optimizing one or two posts isn’t always ideal.

Thankfully, Google provides us with one of the easiest ways to translate content:

Google’s Website Translator:

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They give you the ability to translate your entire website into 100+ languages with ease.

You don’t even need to create new pages with it.

When a user lands on your site from another country or with their preferences selected in another language, Google will ask them if they want the page to be translated:

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Just look at how many languages Google can translate any page on my website to with the click of a button:

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The plugin addition is great for any site looking to take advantage of language translation.

But again, it’s not a foolproof solution. It doesn’t translate everything with perfect precision.

It simply can’t.

But it’s a good start if you’re low on time and money and want to see a boost in traffic.

Here is an example of my post translated into Armenian:

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You’ll see it doesn’t know the nuances of “Rookies” in Armenian, so it leaves it there.

It’s not 100% accurate, but it’s a fantastic addition that’s completely free with no downsides.

There’s no point in not getting it.

To get started with Google’s Website Translator, click “Add to your website now:”

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Next, enter the URL of your website and select the primary or original language of your website:

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For example, mine is written in English originally, so I selected English.

Now you can choose what languages you want to give translation ability to:

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I recommend selecting “All languages” here, as there is no downside to opening your traffic up to more sources.

Next, choose what style or display mode you want for the translate option.

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I’ll give you a quick peek at all three here:

Vertical:

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Horizontal:

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Dropdown only:

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On top of that, you can also choose between three ways of displaying it:

Inline, tabbed, and automatic.

This is simply how the tab will show up on your site.

Automatic will detect the user’s language and country and ask them if they want it translated, whereas the other options force the user to select it.

I’d stick with automatic to make it that much easier for users.

The next critical step in the setup process is to make sure that the automatic translation banner settings are on and that you are tracking this data in Analytics:

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This is crucial for knowing how effective your changes are on your website traffic.

The final step in the setup process is to add the code snippet to your site:

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Make sure to add this snippet of code to every page on your site that you want translated.

Once you do that, you can start to reap the rewards of a translation button:

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Bringing in more traffic is extremely tough these days.

Everyone is competing for attention, and this is a perfect way for you to add the extra value needed to retain traffic.

If you notice that lots of your traffic isn’t speaking or reading the same language as your site, you need a translation button or service.

Maximize your traffic today by adding this easy plugin from Google.

Conclusion

Whenever you land on a website with a foreign language, what do you do?

You most likely bounce from the site and never think of returning.

You can’t even read the content, so what’s the point?

But you were driven to that site link in some way, shape, or form.

Meaning you are a traffic number that the site missed out on.

This is a common occurrence for most websites on the Internet today.

The majority of Internet users aren’t from the United States.

So if you are banking on all of your traffic to be English-speaking, you might be missing out on tons of traffic.

A simple change to my own site to accommodate for other languages gave me a nearly 50% boost in traffic.

I started seeing more users, more comments, and higher click-through rates.

If you want to retain more traffic and even gain more traffic, it’s time to think about translating your content into different languages.

Start by finding out where your traffic is coming from. Check Google Analytics to see what countries are popular on your site.

Next, use a third-party service to get expert translations for your top content.

Lastly, implement Google’s translator plugin to your site to get the maximum translation capabilities for free!

Translating your content can give your site a massive boost in traffic.

What are your top reasons to optimize your site for other languages?

The post How to Increase Your Traffic Through Content Translation appeared first on Neil Patel.



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How to Build Hype for the Holiday Season as an Ecommerce Brand

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This is a great marketing opportunity for your ecommerce business.

You have a small operating window to effectively execute your plan.

These are some of the most common days to mark on your calendar during the holiday season:

  • Thanksgiving
  • Black Friday
  • Cyber Monday
  • Christmas Eve
  • Christmas Day
  • New Year’s Eve
  • New Year’s Day

These all happen within a month or so of each other.

Sure, there are other holidays spread throughout the year.

You can still run promotions for holidays like April Fool’s Day, Mother’s Day, 4th of July, and Labor Day.

But the holidays at the end of the year can be extremely profitable for you if you’re building enough hype for your ecommerce site.

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Ecommerce is on the rise, and it goes up 12% during the holiday season.

Online shopping is convenient for consumers.

They don’t have to sit in traffic or wait in lines.

Shoppers can buy from their homes, offices, or mobile devices whenever they have free time.

Sure, not everyone loves shopping on ecommerce platforms.

In fact, 49% of shoppers say not being able to touch, try, or feel a product is their biggest problem with shopping online.

Regardless, ecommerce is still trending upward.

This is especially true for the holidays.

The average adult in the United States plans to spend $419 on their holiday gift purchases.

Take advantage of this.

Building up hype for your ecommerce site can get you a piece of that number.

I’ll show you how to get exposure for your website during the holiday season.

This will increase your traffic, conversions, sales, and revenue.

Start planning early

Don’t wait until the last minute to execute your holiday promotional strategies.

Waiting until December to start marketing for Christmas is way too late.

Let’s take a look at some numbers.

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Consumers are shopping less during the pre-holiday dates.

Look at the trends over the last three years.

Just because your customers are waiting to buy does not mean you should be waiting to promote.

Look, I’m not saying to launch your campaign in July or August, but you can certainly start planning ahead.

If you wait, you could potentially lose the edge to your competitors.

Start preparing for factors outside of your marketing strategy as well.

Make sure you have enough inventory.

You’ll also need enough staff on the schedule who are familiar with your procedures to fill and process incoming orders.

Touch base with your web hosting service.

Find out if your website has enough speed and bandwidth to accommodate a potential surge in visitors.

Slow loading times or a site crash could be detrimental to your company, so get all of this sorted out ahead of time.

Planning ahead for unforeseen circumstances will save you time, money, and headaches in the long run.

Offer shipping benefits

Give the customer a reason to buy from you over the competition.

Shipping could be the deciding factor resulting in the sale.

In fact, 9 out of 10 consumers list free shipping as their top incentive for shopping online.

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Free shipping isn’t the only motivation you should offer.

If possible, offer priority shipping or even overnight shipping options. Don’t exclude those last-minute shoppers.

If it’s the week before the holidays and people still need to buy gifts, they won’t use a company that takes two weeks to deliver an order.

That shouldn’t be your business. Let your competition make that mistake.

Sure, for overnight shipping or expedited packages, it may not be practical to offer free shipping.

Just make sure your customer has the option to choose when their package will arrive at the most affordable rate.

Be upfront about your shipping prices.

Consider that 61% of consumers said that unexpected costs like shipping, taxes, and fees were the reason for not finalizing their checkout process.

You definitely want to minimize shopping cart abandonment.

Offer free shipping whenever possible, and be transparent about extra costs before the customer reaches your checkout page.

Don’t alienate last-minute shoppers with long delivery dates.

Retargeting must be a top priority

Target your existing customers during the holiday season.

Sure, it’s always great to get new business.

But think about your marketing budget.

It can cost you up to 7 times more to obtain a new customer than to retain an existing customer.

The holiday season isn’t the time to experiment with a new customer acquisition strategy.

Focus on the people already familiar with your brand and products.

If you don’t market to your current customers, they may turn to your competitors instead.

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Look at the data above.

During the holiday season, consumers are open to shopping on websites they haven’t visited before.

You can look at this in two ways:

  1. You have a greater chance getting new customers.
  2. Your current customers may shop on other ecommerce sites.

I would strongly recommend focusing on that second point.

We just talked about the cost of acquiring a new customer compared to keeping an existing one.

If you get new customers, that’s great.

But don’t make that your primary strategy for building holiday hype.

I would be much more concerned with losing one of your customers.

Launch your most successful retargeting strategies for your next holiday campaign.

Create a sense of urgency

Give your customers a reason to make the purchase now.

If they are just browsing, entice them to buy immediately instead of later.

Amazon uses this strategy on their platform all year round.

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Look at this example.

Do you see how they created urgency here?

Only 1 item left in stock.

The customer may panic.

Even if they were just browsing, now they have a reason to buy it right away.

The customer knows their loved one really wants this item as a gift, so they don’t want to risk it being sold out before the holidays.

Implement this strategy on your ecommerce site.

  • Limited quantity remaining
  • Only 2 hours left before sale price expires
  • Free shipping if you order before midnight

These are some phrases you can use to encourage buying.

You should do this all year, but it’s especially effective during the holidays.

People want to buy the perfect gift for their friends and family members.

Entice them to purchase those gifts from your website.

Make sure your website is optimized for mobile devices

I often speak about the importance of mobile optimization.

The holiday season is no different.

It’s essential for your customers to be able to make purchases on their phones and tablets easily.

Look at the mobile ecommerce trends from last year’s holiday season:

image12 8

Earlier we established that people wait until the Thanksgiving weekend to do the majority of their holiday shopping.

The above graph shows purchasing statistics over 3 important days for online retailers:

  • Thanksgiving Day
  • Black Friday
  • Cyber Monday

These dates are within five calendar days of each other.

On each of these days, over half of the ecommerce traffic came from mobile devices.

Purchases from mobile users were 40%, 36%, and 35%, respectively.

Those numbers cannot be ignored.

If your platform isn’t mobile optimized, there’s no chance you’ll get a significant number of sales.

Your page has to load fast too.

Mobile users will leave a site 57% of the time if it doesn’t load in 3 seconds.

Earlier we discussed the importance of planning ahead for the holiday season hype.

Mobile optimization and mobile load times should be at the top of your list.

Flash sales

Run a same day promotional event.

Flash sales work great.

This relates back to the concept of urgency.

Here’s a great example from the J. Crew Factory Store.

image5 9

Take a look at the two points I highlighted here:

  • ends tonight
  • online only

These are both great ways to create hype.

Sure, this isn’t an advertisement focused on the holidays.

But you can use those terms during seasonal promotional campaigns as well.

Here’s another thing you want to consider when running a flash sale.

Timing is everything.

If you’re going to run a same day sale or a promotion lasting for a few hours, you need to plan it perfectly.

Find out what time of day your customers are shopping.

image9 9

The data above shows consumer shopping habits from Cyber Monday last year.

For the most part, activity was much lower during the normal working hours of the day.

What does this tell you?

Starting a sale at 10 AM and ending it at noon probably isn’t your best bet.

However, starting your sale in the evening and running it through 8 AM the following day would be much more effective.

When planned and executed properly, flash sales are a great way to build hype during the holiday season.

Focus on your pricing strategy

Consumers are always price sensitive.

The holidays may not be a bad time to focus on your prices.

Compare your pricing to that of the competition.

Where do you fit?

One of the perks of online shopping for consumers is that they can compare prices between different sites in just seconds.

Chances are, they will buy the least expensive product.

Take a look at these researching habits:

image3 9

Consumers even visit websites before making a purchase in a brick and mortar store.

Understand the psychology behind pricing.

People love feeling like they got a good deal.

Make sure your products offer them value.

What makes your company different?

If your product is the same as those of every other brand on the market, why should the customer pay double for yours?

They won’t.

The holidays are also a great time to offer discounts and deals.

We already talked about how important it is to offer free shipping.

Discount the products as well.

Mark the initial price higher if necessary, and then slash the prices with flash sales and other promotions.

Know your audience

Whom are you targeting with your holiday campaign strategy?

If the answer is anyone and everyone with access to the Internet, it’s a mistake.

Narrow your focus, and choose your target audience.

Does your business have a Facebook page?

If it doesn’t, you need one. But I won’t get into the importance of that right now.

For the time being, I’ll assume you have a presence on Facebook.

It’s a great way to find out the demographics of your target audience.

Go to the “Insights” tab on your Facebook page.

image7 9

This will show you valuable information about everyone who liked your page.

You’ll learn their:

  • Gender
  • Age
  • Location
  • Language

Take this data, and create campaigns for your followers.

Based on this information, you can potentially figure out which holidays your followers celebrate.

Advertise accordingly.

Use multiple distribution channels

How are you planning to advertise during the holidays?

Email?

Facebook?

Your answer should be both, plus every other distribution channel you can find.

Make sure your brand has an active presence on different social media platforms.

Facebook is effective.

But that shouldn’t be your only resource.

Use Instagram, Twitter, and YouTube to connect with your customers.

Billions of consumers are active on various platforms each month.

image6 9

If you’re running a promotion such as a flash sale, which we talked about earlier, advertise it on all of your active distribution channels.

This is the best way to ensure it reaches the largest number of people.

It may sound obvious, but too many ecommerce stores look over this concept.

They may advertise a promotion on Instagram but not on Twitter.

This doesn’t make any sense.

It will only take an extra minute or two out of your day to get this campaign up on all of your platforms.

Don’t slack during the holiday season.

Use all your resources to promote your products and brand.

Conclusion

The holiday season is a great opportunity for ecommerce stores to generate high profits.

It’s a time when people are looking to spend money over a short period of time.

The days between Thanksgiving and Christmas are the peak time when consumers shop for the holidays.

Run most promotions between Thanksgiving and Cyber Monday.

Those few days are a popular time for online shopping.

Plan ahead.

Make sure you’ve got plenty of staff and inventory ready for a potential surge in online orders.

Online shopping is growing in popularity, especially on mobile devices.

image8 9

Your ecommerce store needs to be optimized for mobile users.

Create a sense of urgency with each campaign.

Run flash sales, and target your existing customers.

It’s cheaper to keep a current customer than to acquire a new one.

When you’re running a flash sale, pay special attention to the timing of your promotion.

Know your audience. Research the demographics of your customers, and market to those people accordingly.

Customers are sensitive to pricing, so make sure you focus on your pricing strategy.

Offer incentives like free shipping.

Don’t forget about last-minute shoppers.

You also need to advertise next day shipping whenever possible.

Promote your brand on all your distribution channels.

Following these techniques is a recipe for success if you want to build hype for your ecommerce site during the holidays.

How will you promote your ecommerce store during the holiday season to increase sales?





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