5 Strategies to Boost Your Holiday Marketing Program
Here's what companies contended with in the 2013 holiday shopping season: Average order value and items per sale hit a new peak, buoyed by a surge in mobile shopping. However, consumer attention wavered and a higher cart abandonment rate helped depress conversions.
If you're looking for tips to get more out of your holiday program, or if you think it might have some potential weaknesses, below I've highlighted five common mistakes with strategies to correct them. Each includes a tactic you can integrate into campaigns and content to make your marketing program more successful.
1. Close the smartphone gap. IBM predicts that mobile will drive 20 percent of online sales and more than 43 percent of site traffic this November. See the problem? People browse on smartphones but buy on tablets and desktops.
No matter how mobile friendly your emails are, a website with cluttered pages and complex forms can turn a shopper into another abandonment statistic. Streamline landing pages to align with email calls to action and find ways to reduce the barriers to browsing and buying.
Try this tactic: Add a one-click pay service such as PayPal, a click-to-call link to your customer support, a guest checkout or a "Save for Later" button that triggers a "come back" email.
2. Do everything you can to take the friction out of holiday shopping. Holiday shoppers have different needs, priorities and concerns. Adapt your website's content and navigation to help consumers browse, buy and get help as easily as possible.
Try this tactic: Send a heads-up email with crucial seasonal information (and links) — e.g., changes in email frequency, seasonal shipping schedules, store locations, extended store or customer service hours, gift card information, return policies, etc.
3. Take an omnichannel approach. You and your customers are connecting in multiple ways today — in-store, via emails, on your website, via social networks and mobile apps, call centers, etc.