8 Ways to Bring Christmas to Your Online Shop
By David Vranicar
Senior Content Manager
With the exception of toy-hungry children, e-commerce shops have more to gain from the Christmas season than anyone.
In 2015, for instance, U.S. holiday season online shopping jumped 20% – and that was on top of a 15% spike in 2014.
Here are eight ways that e-commerce shops can use analytics and marketing tools to make the most of Christmas.
1. Optimize landing pages based on referrer
Have you discovered that people from certain channels tend to engage with certain products?
Well, you can use this data to optimize landing pages based on the referrer.
Maybe your Facebook visitors are more interested in one category, while visitors coming from your newsletter are more interested in a different category.
Armed with this data, you can use your automation tools to customize landing pages before the visitor lands there. Not all visitors are the same, and their landing pages shouldn’t be the same either.
2. Leverage data from last Christmas
Leverage the purchase history of your previous customers to make them your next customers.
Suppose your analytics data shows that, last year, one of your shoppers purchased a high-priced item during a Christmas sale.
When that shopper returns again this year, you know what not to recommend – that same item from last year – and you know that it might be a good idea to skip cheaper items and go straight to the big tickets.
3. Use inventory information to create urgency and optimize offers
Christmas shoppers might be more eager to pull the trigger on a purchase if they know that an item is almost sold out.
When your shop system is integrated with your marketing tools, you can use a low-inventory trigger to fire a layer or banner to give the shopper a heads up.
At the same time, inventory data can be used to make sure that you aren’t dropping money on SEA and retargeting campaigns for products that are no longer available.
4. Optimize engagement on mobile devices based on desktop history
We live in a multi-device world. So when possible, use desktop behavior to optimize app engagement.
If you have laptop user on a Christmas shopping spree, send them a push notification on the last day for Christmas delivery.
Loyal shoppers might also appreciate a notification with last-minute suggestions based on their purchase history – simple association rules could be used to generate the recommendations.
And once the holidays finally arrive, a simple “Merry Christmas” message could also be a good move. For returning shoppers who obviously like your brand, a little note is a great way to cultivate engagement.
5. Reward loyal shoppers with special Christmas offers
Give your most loyal shoppers a special Christmas gift.
Whether it’s free shipping, discount codes or complimentary items, show your most loyal visitors that you appreciate their business.
This can be achieved by leveraging CRM data, or by utilizing “recency-frequency-monetary” models, which segment users based on how recently and how often visitors come, and how much money they spend when they do.
Either way, reward them for being good this year.
6. Understand conversion rate per device to optimize bids
Be ready for whatever device Santa is using this year by using device-specific conversion data to make your SEA and retargeting bids even better.
Are laptops converting better than tablets? Then make sure your AdWords bids reflect that.
You can drill even deeper: Maybe tablets have low conversion for high-priced items, but are actually really effective for low-priced items.
7. Leverage last year’s search terms for this year’s SEA bids
Dissect last Christmas’ search traffic to adjust your bids this year.
If certain terms generated high traffic, it might be worth inflating your bids for those keywords.
Even better: If certain terms generate high order values, then a seasonal adjustment can pay off big.
8. Turn Christmas shoppers into year-round shoppers
Find ways to get your Christmas shoppers back at your store even after the snow is gone.
Collect email addresses with exit intent layers, make sure visitors know about your app and create retargeting lists of Christmas shoppers.
All of these channels can be used to communicate with and reactivate users. After all, you will already have lots of basic information about your Christmas shopper, such as their location, average order value and average price per item.
This data can be used to place users into segments that can be leveraged year-round.
If you want to know how you can execute these ideas and more, get in touch for a free online demo.