Deck the Halls With Content Marketing and Personalization
Marketers have made their lists and they're checking them twice, sometimes even three times. If the conversion needle isn't moving, you might need to rethink your digital strategy. To avoid any holiday hiccups, here are 13 tips on how your content management and personalization strategies can boost conversions, foster brand loyalty and keep customers returning year-round:
1. Welcome visitors by customizing messaging. A lot of holiday shoppers are shopping for other people and new to your site. Introduce your brand and point them where they might want to go. Customize your messaging based on traffic sources, search terms and purchase history. Adjust welcome messages or email sign-up layers in line with Christmas. Ensure welcome messages highlight all key unique selling propositions (USPs) relevant to the consumer. Mention any new Christmas-appropriate areas on-site — e.g., last delivery dates/gift guides.
2. Use a marketing promotion to trigger frequent return visits and engage prospects. The more a prospect returns to your site, the more likely they are to purchase. Engage consumers with updated content, features and deals throughout the Christmas period. Use an Advent calendar to count down the days before Christmas.
3. Make Christmas fun and the online experience memorable. Engage visitors with a unique and relevant brand experience so they will remember and come back to your site. Use video, games and innovative technology to inspire shoppers.
4. Push gift guides and present finders. For the most part, consumers aren't shopping for themselves during the holidays. They don't know what they're looking for. Create category pages for gifts (and tag them with UV) or add filters to existing pages. Include size guides, product reviews and detailed specifications. Roll out a gift suggestion guide.
5. Show stock levels. People are loss averse; they don't want to miss out! Everyone enjoys getting "the last one in the shop." A common complaint I hear from shoppers is a lack of stock information. Track stock items and highlight low-in-stock items. Remove, or obscure, out-of-stock items. In the case of out-of-stock items, suggest the nearest store where it's available and offer reserve and collect or home delivery. Increase the threshold for stock level at which to show low-in-stock message. Think about also showing stock notifications for specific products on the checkout page.