Can you believe it’s crunch time already?
If last year tells us anything, it’s that most store owners will still be wrapping up their holiday promotions just days (or even hours) before launching the sale. The good news is, whether your sales event is tomorrow or weeks ahead, you can always make some tweaks to boost your online sales.
In this post, I’m going to give you some practical tips that will help drive traffic to your website and convert customers.
First, let’s take a quick look at the most important dates in the 2022 holiday calendar so you know what to prepare for in November and December.
The weeks ahead are packed with shopping holidays that present plenty of opportunities. Wha2t used to be Black Friday Cyber Monday weekend, has now turned into weeks filled with discounts and deals.
|24 November||Thanksgiving (US)|
|25 November||Black Friday|
|26 November||Small Business Saturday|
|28 November||Cyber Monday|
|12 December||Green Monday|
|18 December||Free Shipping Day|
|24 December||Christmas Eve|
|25 December||Christmas Day|
|26 December||Boxing Day (UK, Canada, Australia)|
|26 December–1 January||Kwanzaa|
|31 December||New Year’s Eve|
Some of these dates don’t ring a bell? Check out our ecommerce marketing calendar to learn more about each of these holidays.
To help you get ready for the most wonderful time of the year, I’ve broken down the preparation process into digestible pieces. You’ll also find actionable tips for each step. Choose what works best for your store depending on your goals and how much time you have before the sales event you’re preparing for.
Let’s jump right into it!
The overall success of the holiday season boils down to how good your offer is. Keep in mind that most Black Friday Cyber Monday shoppers will be looking for at least 20% off, so you want your deal to be competitive.
Before deciding on discounts and deals, you have to choose the products you’re going to promote. The products you display don’t have to be set in stone—the beauty of dropshipping is you can add new products at the drop of a hat. Learn more about dropshipping in this post.
Make sure your customers find what they need as soon as they can. Create a landing page with all your offers (e.g., yourwebsite.com/blackfriday).
Depending on the platform you’re using, you can create a separate landing page with all your offers that your ads and emails will direct back to. The layout of this landing page should be intuitive and attractive. The less friction your potential customer encounters, the better the chance of converting them.
When someone clicks on your product it doesn’t guarantee they’ll add it to cart—but they’re on their way! Your task now is to convince your visitors to make a purchase, and your product photos and descriptions are the key to closing the deal.
Remember that for Facebook and Instagram, the users need to tap on your video to hear the audio, so your intro needs to be engaging even without the sound. Consider adding “how it’s made” type of content if you make your products or some behind-the-scenes video of the design process.
Many of your website visitors will be looking for products to be delivered before Christmas Eve, so be very upfront about your shipping cut-off dates.
I don’t know about you, but I can’t get anything done without a deadline. There’s so much going on at the end of the year, and with so many deals around, it’s easy to get sidetracked.
Help those last-minute shoppers make decisions by giving them clear deadlines, rather than launching a never-ending sale.
If you already have an email list filled with previous buyers and leads, start communicating with them asap.
If you don’t have an email list, start building it now and add on to it next year, so that you could retarget your customers with your 2022 promotions and cross-sell to them.
If you don’t have your social media marketing strategy locked in for the holiday season, now’s the time to change that.
Pinterest’s Shop feature now includes prices, in-store/out-of-stock information, and takes the visitor to the store website to make a purchase there.
I certainly belong to those 90% of shoppers who leave an ecommerce site that fails to load within a couple of seconds. Bargain-hunters have short attention spans and a low tolerance for errors, so make sure the shopping process in your store is frictionless.
Double-check everything on your store on desktop and mobile. You should prepare your online store for increased holiday traffic, so test everything, from the essentials to bells and whistles: CTA buttons, shopping carts, shipping settings, pop-ups, and banners.
Some things you’ll have to do the day of or on the fly. One of the most important things before and on the launch day is to do a competitor analysis. You don’t want to find out that your competitor is selling a similar product for way less.
Most importantly, be ready to provide customer service and answer people’s questions. Your goal this holiday season should not only be to generate sales, but also build brand awareness.
If you’re there for your visitors and do your best to help them out, they’ll remember you next time they’re in the mood for shopping.
Your store doesn’t need to be perfect to make a good impression; it just needs a little bit of care and preparation. Put some of these tips to use and I’m sure you’ll have one more thing to be thankful for when you look back at this very unusual year.
I can’t wait to see your store shine this holiday season! Let me know in the comments which tips you’ll try out for your business!
This article was originally published in November 2019; it has since been updated.
Madara is a content marketer for the Printful Blog. Her background in linguistics and belief in the power of SEO come in handy when she’s creating content that inspires ecommerce store owners and helps them grow their business.
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