When prepping for the holiday season, you should be already thinking about the tools you need in your arsenal. Any new tools in your store should be implemented sooner, rather than later. This is because introducing new tools carries the risk of affecting other parts of your website, if they don’t necessarily work well together. Implement them early on so that you not only make sure that they don’t destabilize your store, but also that you learn to set them up and use them to their full potential.
90% or your website’s visitors will leave your store without buying anything. Every one of these tools helps improve your conversions, aka, make you more sales.
We’ve put together a list of excellent tools you can use for different functions that will be highly beneficial to your store during the holiday season, as well as quick tutorials as to how to use them.
What is it: Retargeting is when you’re able to show ads to people who have already visited your website. This is beneficial because you’re showing ads to people who are already warmed up and primed to buy. You just need to give them that extra little boost.
In fact, one study found that visitors who were displayed visual ads after already visiting your website (AKA retargeting), are 70% more likely to buy from you.
Here are some examples:
This ad was specifically created to sell the online book. The visitor had already visited the specially-made “Get Sh*t Done” book’s landing page and didn’t make a purchase. This ad reminds them of the book they had already demonstrated interest in, and on top of that, reminds them of the discount, as well as the deadline to instil a feeling of urgency. Equally important – that this ad was removed after a week, once the deal was over. There’s no use in offering a deal when it’s no longer available online – a sure way to destroy your credibility and future purchases.
P.S. All of these visuals we created with the free online tool, Canva. Also a good one to keep in mind.
Pro tip: Creating a feeling of urgency in your online store is a known method to increase your store’s conversion rate. Here’s one case study how one entrepreneur increased conversions by 332% by creating urgency
Tools we suggest: Facebook Custom Audience
How to implement Facebook Custom Audience:
To be able to retarget to your website’s visitors, you’re going to need to set up a tracking pixel. To do that, go to your Facebook account, go to Ads Manager->Audience->Create Audience->Custom Audience.
You’ll be presented with options:
Choose “Website traffic”
Accept the terms and conditions, and then Facebook will generate your own pixel, which will track everything from website visitors to retarget, to conversions (sales, signups, etc). It comes in the form of a small code snippet, which you’ll have to put in the code of your store. When you go to create your advertisement, you’ll choose your newly created custom audience.
You can also check out Facebook’s video tutorial for setting it up.
What it is: Popups are windows that appear on your website based on certain visitor behaviours that you define.
Fun fact: Based on a study of 300 million popups, the average conversion rate is just over 7% for email signups. That means 7 out of 100 visitors will become your email subscribers.
For example, the Welcome Popup will show up when a new visitor arrives. This is usually a good time to offer them a discount, which they then keep in mind while browsing your store.
The Exit Intent Popup will show up when your visitor’s behaviour shows that they want to leave (like moving the cursor outside of the window, towards the back button, or the exit button). This is when you can give them an offer to either reconsider and stay, or to capture their email for future marketing.
Here’s what that can look like:
How to use MaxTraffic:
MaxTraffic can be used as a web tool for any store. If you have a Shopify or WooCommerce store, you can use their specially-made integrations. MaxTraffic has its own basic editor where you can build your own popup – choose a background and add your own text. You can choose from ready-made templates (based on the action you want), or you can upload your own image.
If you want to customize even more, you can upload an entire image for the background. Then all you have to do is add the button element in the editor.
MaxTraffic also offers other features worth checking out. Most noteworthy? Their push notifications.
How to use Nosto:
Nosto can also be used as-is, or you can use the integration for Shopify or WooCommerce stores. Nosto lets you show popups to new visitor, all visitors, or leaving visitors.
Though its design editor is more limited than MaxTraffic’s, you can use HTML/CSS to add your own custom design. Alternatively, you can upload your own background image, like one of these:
Get your free popup images
We’ve taken the liberty to make a few universal popup designs that you can feel free to use. Download them, and add your own logo to to them to really make them your own.
Here are some examples of what you’ll find in our pack:
Download your free images for MaxTraffic:
Download your free backgrounds for Nosto:
NB! Starting January 10, 2017 (conveniently after the holiday buying season), Google will implement changes in their search algorithm to penalize sites with aggressive popups. You can certainly still make use of this holiday season, but don’t get too attached. In 2017 online marketers will have to use other methods to increase online conversions. We’ll be sure to cover those later on.
Abandoned cart emails
Abandoned carts are the worst. Your visitor was this close to making a purchase, but bailed at the last minute. Why is that? Well, it could be a multitude of reasons. Perhaps they just got distracted, didn’t have their credit card on them, didn’t have the time, etc. Or maybe they didn’t like the look of the shipping expenses once they got there.
Once your visitors have put something in their cart, you know that they want it. All you have to do is give them that last little push. And abandoned cart emails are a great way to do that.
Recovering an abandoned cart is a methods that yields one of the highest conversion statistics. It’s estimated that approx. 35% of abandoned carts can be regained by using abandoned cart reminders. In 2015, that would’ve resulted in $260 billion more in online sales. I’ll let you mull that over.
Tools you can use: built-in Shopify tool (for Shopify and Shopify Advanced plans), Shopify abandoned cart software, WooCommerce abandoned cart software, and Nosto. If you’re not using Shopify or WooCommerce, take a look at your platform’s app store.
How to use abandoned cart emails:
Though each tool has a slightly different setup and application, the principle is the same. When a person visits your store and puts something in their shopping cart, then leaves your website, they’ll receive an email reminding them of what they’ve left, and nudging them towards completing the purchase.
What you can manipulate with is the message you send. The copy, the visual setup. Here are some examples:
- Almost sold out: when an item is almost sold out, you sent the visitor a message. This works on several psychological planes, such as playing to their herd instinct, as well as the limited time.
- An emotional appeal: reminding the visitor that they really liked something, and why shouldn’t they indulge? They do, after all, deserve it.
- An offered discount: the last nudge they need. When they’ve already zeroed in on what they want, all they need is that last straw to push them over the edge. Maybe it’s a discount. Maybe it’s free shipping. Either way, it works.
Here’s an example of a particularly great abandoned car email by Chubbies Shorts:
Landing mats a pretty cool thing, and severely underutilized. We used one to double our email list, but the possibilities are endless.
The main concept is that when a visitor arrives at your store, the entire screen is covered by the landing mat. It usually contains information that is geared towards making your visitor do or know a certain thing.
- to sign up for a special deal
- to be informed about a site-wide sale (or specific items).
- offering a free resource in exchange for the visitor’s email (for example free wallpaper based on your designs)
- offering a discount in exchange for the visitor’s email
The user can either click through to wherever you’re sending them, or they can leave the landing mat by either scrolling away or clicking on the X.
What to use: Sumome
How to use Sumome:
SumoMe has the Welcome Mat function, which will let you add a landing page mat to your site.
Install SumoMe. When you open the page you want to add the mat to, open SumoMe by typing “sumo” then pressing the “up” arrow of your keyboard.
To implement the SumoMe mat, check out this tutorial:
The right tools at the right time
Thanks to modern technologies, there’s essentially an app for everything. Though it does open a door to opportunities, it’s a double edged sword in itself. You can often get lost and drown in a sea of apps that promise the world. Luckily, we’ve gone through the most important ones for ecommerce, so that you don’t have to guess.
Most importantly, make sure to implement new tools before the peak shopping season. Test them out, make sure they’re working, and moreover, that they’re working for you.