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I?m taking a little hiatus from the regular analytics tip this week! Sparked by the joy of the festive season and my feeling that there are still a number of things that you can do online that will make a big difference to your bottom line this year and help get next year kicked off in the right direction!
I am of course, an avid internet shopper. Hey – its fast and easy! But Christmas gifts are a little different for me. I really have the urge to look at what I?m buying, give it a shake, compare it to other items available and wander around getting ideas! So i found it very strange that our southern Toronto area stores seemed empty this holiday season! We avoided the major storm that pounded the eastern seaboard, so why weren?t people out spending money? Did I just hit the quiet stores? Is the economy causing us to spend more frugally? (stats Canada say no!)?. or has there been a noticeable jump towards internet shopping this year?
Here is what insights for search tells me about people looking for an IPOD this year compared to last. Traffic for the last Saturday before Christmas seems to be a little above that of last year. But overall last year is a shade above this year.
But look at that holiday searching spike!!!
As any analytics enthusiast out watering their ice rink would, I started mulling over these figures and a number of ideas on leveraging your online presence during the festive season and into the New Year!
1) Give your site a holiday feel and throw in a special offer or two.
Everyone is now used to the pre-holiday sale. Unless your product is a must have gift that is in demand, you will need to attract shoppers by offering incentives over the next online retailer, who is simply a click away. Bargains attract shoppers and lost leaders are a good way to get them committed to a purchase that bring extra revenue! *
2) Clearly state your shipping policy and timeframes.
Online shoppers need to know that they will receive their gift before Christmas! Make sure you reassure them with delivery, times, costs and ideally a tracking system so they know its on the way!
For service related a printable card or voucher is a great way to win last minute business! *
3) Price match and nab business from your competitors!
A great way to reduce the pressure on your online pricing is to simply price match. This DEFINITELY encourages the price conscious shopper to contact you if they see a number of items that they like on your web site, that they would have to purchase from several others! Just make sure that the store you are matching is selling at that price and has stock! *
4) Create a service or product bundle to offer extra value.
We have a large customer base of service professionals and our recommendations are to get an easy gift item out there at various price points. e.g. Multiple spa treatments, free holiday consultations etc. *
1) Advertise intelligently!
There is a LOT of down time for people for people between Christmas and New Year. This free time, combined with the return frenzy, boxing day sales, and family that you MUST escape from can bring about a surge in online activity.
Have a look at the chart above that shows the HUGE burst in activity for IPOD searches starting Christmas day.
Make sure that your boxing day sales/offers are up on Christmas eve to take advantage!
2) Boxing day is a frenzy of snapping up bargains!
If your business is product based, this is the last chance to dump stock and pull some cash back out of inventory. There are a lot of people spending Christmas money so make sure you are advertising. As stated above, everyone is off work and online looking to get your ads out there!
1) Leverage the New Years resolutions.
Once we?ve all moved on from the Christmas festivities, then we all start looking at how we improve our lives over the next year. EVERY online business can increase their presence for this. From dental, doctors to investment and mortgage and home related design, garage, yard and maintenance. Everyone wants to take steps to organize, simplify, and improve their being.
Get your ad copy changed to leverage the ‘New Years’ sentiment. Offer early booking specials for spring bookings and make sure that your customers engage with you early and start a drip email marketing campaign to ensure that they have you at the forefront in their mind as they go through the buy cycle! Our WHICHABAM! Email Marketing product is perfect for keeping in touch with potential and existing customers.
( * For all my recommendations about information to post on your site, make sure that there is a link on EVERY page to the information you are posting! With organic searchers landing on any internal page, you need to make sure that you get your message across!)
This time of year is a boom opportunity for internet related activities. Every online presence can benefit from just a few tweaks to both content and your paid ads. It really will help you nudge ahead of the competition that shuts down over the holiday season, They only plan for the new year once it has started!
To gain more incites we recommend you contact an internet marketing specialist and kick start your New Year!
Post By Jon Dyer (26 Posts)
Jon is the VP of Operations at TechWyse and analyzes everything. This includes your analytics accounts and the difference between Coke and Pepsi. He often shares with us his advanced level knowledge of campaign analysis and Google Analytics.
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