This text was initially revealed on Dec. 23, 2019. It was up to date on Dec. 3, 2020, and Nov. 8, 2021.
Ah, the holiday season. Snow flurrying, chestnuts roasting and (hopefully) a considerable amount of website traffic for what you are promoting. With the influence of the COVID-19 pandemic, we’ve seen shoppers shortly pivot to on-line shopping for due to its comfort and inherent security in lowering in-person contact. Basically, folks have grown extra snug making digital buying choices, which is a large bonus as we roll into the thick of the holiday buying season.
In case your website is designed correctly, you’ll have the option to convert holiday website traffic into sales. However how do you retain them coming again after the vacations?
With so many shopping for choices on the market, you will need to keep high of thoughts after January 1st, and we’re going to present you ways.
Table of Contents
5 methods to convert holiday website traffic to new year sales
Whenever you’re occupied with the method of changing holiday website traffic to new year sales, we’ve a number of steps to comply with:
- Understand the difference between leads and customers.
- Drive email marketing subscriptions.
- Spotlight social media.
- Rely on retargeting your customers.
- Automate your follow-up emails.
Prepared? Let’s go.
1. Perceive leads vs. clients
You in all probability know this already, however it’s necessary to perceive the distinction between prospects, leads and clients.
Particularly, two conversions can happen in your web site.
A prospect turns into a lead and a lead turns into a buyer.
A prospect is anybody who visits your website. Prospects could also be on the positioning for only a few seconds, or they might click on by way of each web page and browse each weblog submit as a result of they’re inquisitive about studying extra about your services or products. We name these “Digital Tire Kickers.”
A prospect converts to a lead once they give you their contact data.
Generally, a lead will give you their identify and e-mail deal with to be a part of your mailing record, or they might fill out a contact kind to obtain extra data.
Turning that prospect right into a buyer is the lifeblood of what you are promoting.
You’ll need to be sure you contact them immediately — and be in contact till they make a purchase order. I’d extremely recommend an automatic welcome e-mail to make your life simpler.
Generally, relying on what you’re providing, you might have the option to acquire data corresponding to their telephone quantity, deal with, enterprise identify, or a particular date like a birthday or anniversary. In fact, the extra data the lead supplies, the higher you’ll be able to section and personalize your advertising and marketing messages.
Prospects are prepared to provide you with extra data for those who present them with one thing of worth in return.
A lead converts to a buyer once they buy your services or products.
One transaction is nice, however your actual purpose is to create a loyal, repeat buyer who comes again to buy your merchandise repeatedly. In truth, on common, loyal clients are value up to 10 times as a lot as their first buy.
A technique to bolster buyer loyalty is e-mail advertising and marketing.
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Associated: How to ship your first e-mail to prospects
2. Drive e-mail advertising and marketing subscriptions
Driving e-mail advertising and marketing subscriptions is mission-critical if you would like to convert website traffic to repeat sales within the new year.
Transactional emails have (*5*) than every other sort of e-mail, and may generate 600% extra income.
In brief: E-mail campaigns drive income.
A technique to convert prospects into leads in your website is by attractive guests to subscribe to your e-mail record. To drive e-mail subscriptions, you could possibly supply:
- Free delivery
- A share or greenback quantity off of a purchase order
- Entry right into a contest, drawing or giveaway
- A sneak peek at new content material
- Unique email-only gives and promotions
Website popups, when used correctly, could be an especially efficient method to develop your e-mail record.
The science and psychology behind the effectivity of pop-ups has to do with the reptilian mind or “lizard” mind, which is also called your limbic system. Our reptilian mind is answerable for battle, flight, feeding, concern and freezing-up.
On this case, when a pop-up seems on a website, it triggers our battle or flight response. Will we interact with this factor that simply interrupted our consumer expertise or will we shut out the webpage to protect our general internet browsing expertise?
It seems that pop-ups, regardless of how annoying or interruptive you might assume they’re, truly work in driving email marketing subscriptions.
When you’ve collected an e-mail deal with, don’t overlook to immediately greet your new e-mail subscribers with an automatic welcome e-mail.
I can’t stress sufficient the influence a welcome e-mail can have on partaking (and probably changing) your new lead. Think about somebody walks into your storefront and says, “Wow, it is a nice merchandise. Do you might have any extra within the again?”
And now think about you sitting behind the counter, taking part in in your telephone, and completely ignoring the shopper. They’d in all probability stroll out, proper? Effectively, that’s very comparable to somebody signing up in your e-mail record — signaling that they need extra data from you — and getting nothing in return.
We will’t have that occur.
Welcome emails are highly effective; averaging greater than 70% increased open charges and 152% increased click-through charges than “enterprise as standard” advertising and marketing messages. Welcome emails present instantaneous gratification, delivering a marketing campaign instantaneously in your lead’s inbox.
As you design your welcome e-mail marketing campaign, take into account that the common prospect opens about 18% of the emails that they really obtain — so that you want to be impactful and well timed.
With that in thoughts, make sure to use a catchy topic line to differentiate yours from the opposite numerous emails within the inbox.
With the common particular person spending 2 hours and 22 minutes per day on social media, you positively need to be sure you convert your website traffic into social media followers.
Some would argue that your follower depend is a conceit metric — that it means nothing within the grand scheme of issues. Quite the opposite, followers do matter.
Followers equal belief. The extra followers you might have, the extra clients belief your model.
All of it has to do with the psychological phenomenon of social proof.
The Social Proof Theory maintains that an individual who doesn’t know what to do in a sure state of affairs will look to different folks to imitate what they’re doing.
An amazing instance: take into consideration whenever you step into an elevator. Everyone seems to be going through the door, however whenever you step in, you’re going through the again wall. Social proof dictates that you’ll spin round and face the door like everybody else.
As a result of social proof is so highly effective, if extra individuals are following your social media pages, then extra prospects and leads assume that you simply’re the appropriate enterprise for his or her wants.
As well as to social proof, social media supplies you with a method to work together and have interaction together with your prospects, leads and clients.
On the core of social media for small companies is the chance to join with clients and develop your affect over their buying choices. It’s all about having a dialogue round your model, merchandise, and companies.
Almost three-quarters of business owners and entrepreneurs consider that social media advertising and marketing has been “considerably efficient” or “very efficient” for his or her enterprise.
By social media, you’ll be able to:
- Spotlight new services or products
- Invite clients to occasions
- Promote sales or particular gives
- Run giveaways or drawings
- Reply questions on your services or products
In your website and in your e-mail campaigns, it is best to embrace hyperlinks to your social media channels.
Make certain to embrace your social hyperlinks in both the header or footer of your website and all the time embrace your social hyperlinks within the footer of your e-mail advertising and marketing campaigns.
Don’t be afraid to be shameless right here: You want these followers to purchase from you within the new year.
Associated: Get what you are promoting began on social media
4. Depend on retargeting your clients
A current survey by Oracle discovered that for those who can improve your buyer retention charge by simply 5%, you’ll see a possible increase in profits from 25 to 95% relying in your business.
That’s highly effective! To convert your holiday website traffic to repeat sales, you’ll need to contemplate retargeting.
Retargeting permits you to reconnect with holiday guests even when they don’t share their contact data with you.
At a quite simple degree, retargeting works like this:
- You add a line of code to your website that places a cookie on a consumer who visits your web site. Most frequently, the code comes from Google, Fb, Twitter or different platforms that present advertisements to their customers.
- The code creates a listing of people that go to your website.
- You create an advert that may solely present to the record of people that have visited your website.
You may implement retargeting campaigns with completely different companies together with Fb Advertisements and Google Advertisements. Whenever you use Fb Advertisements retargeting, you’re exhibiting advertisements to Fb Customized Audiences.
Make certain to use numerous completely different advert codecs and maintain it attention-grabbing.
Google’s retargeting advertisements present up on the Google Show Community, which is a bunch of over 2 million websites, apps and movies that attain greater than 90 p.c of the world’s web customers.
To construct a profitable retargeting marketing campaign, you will have to comply with these greatest practices:
- Section your viewers by habits, time and present clients.
- Add a burn pixel to untag customers who’ve made a purchase order.
- Set a frequency cap, so your viewers doesn’t endure from advert fatigue.
- Rotate your advertisements to maintain issues attention-grabbing.
- Cut up check to see which advert model works greatest.
Associated: How to retarget website guests with Google Advertisements
5. Automate your follow-up emails
It’s one factor to drive e-mail subscriptions, however to convert these subscribers into clients, you want to proceed to nurture the connection. Realizing full nicely that you simply’re busy specializing in different areas of what you are promoting, e-mail automation is a key participant in your advertising and marketing program.
At its core, e-mail automation permits entrepreneurs such as you to ship scheduled or action-triggered emails containing content material and gives about your services.
Whenever you use e-mail automation, you’ll be able to improve your e-mail open charges and click-through charges with out having to be on the laptop constantly clicking “ship.”
Because you’re making an attempt to convert holiday website traffic to drive sales within the new year, your purpose with these e-mail campaigns is to drive clicks. The extra clicks, the extra potential sales you get.
Your automation will start with the automated welcome e-mail, however it might probably maintain going with a drip advertising and marketing collection.
A drip advertising and marketing collection is a collection of e-mail campaigns that you simply pre-schedule.
So, as an alternative of writing the identical e-mail time and again when a new buyer joins your record, you’re programming your e-mail advertising and marketing platform to mechanically ship these campaigns for you. An instance of a drip advertising and marketing collection could be:
- Automated welcome e-mail (Day 0)
- Introduction to the workforce (Day 4)
- Spotlight of services (Day 8)
- Buyer testimonials (Day 12)
- Particular supply to drive sales (Day 20)
For an instance of a drip advertising and marketing marketing campaign, obtain my free marketing guide. As you obtain the emails, learn them, and dissect what I do. Take notes and duplicate as you’d like to create your individual e-mail collection.
As for timing, this collection could be unfold over eight days or 80 days relying on the kind of services you promote.
Because you need to convert holiday website traffic to clients within the new year, your collection would more than likely final for 20 to 30 days. (That doesn’t imply you’ll be sending 20 to 30 emails — merely that your emails shall be despatched over a 30-day span.)
The great thing about a drip advertising and marketing collection is which you can all the time change the campaigns, add new campaigns, or delete campaigns.
What you do together with your collection shall be dictated by the efficiency (particularly metrics) you measure. The higher the open and click on charge, the extra that your marketing campaign is working as you meant. Should you’re seeing a big drop-off of opens or clicks, then you might want to regulate.
You even have the choice to create action-triggered emails. When a subscriber clicks on a hyperlink in your e-mail marketing campaign, they will mechanically be added to a new e-mail record the place they start receiving a model new drip advertising and marketing collection.
For instance, let’s say you ship an e-mail about sensible thermostats or children’ toys, and the subscriber clicks on one of many hyperlinks. By clicking, they’re demonstrating their curiosity within the product, and thus, ought to obtain extra emails informing and galvanizing them to make a purchase order.
By clicking, your subscriber has indicated that they need extra data on a specific product.
Relying on what they do with these follow-up emails, they will obtain different e-mail campaigns to drive buy habits.
Each drip advertising and marketing collection and action-triggered emails are highly effective instruments to have in your advertising and marketing toolbox.
Associated: E-mail automation 101 — 5 steps to automate e-mail advertising and marketing
Placing all of it collectively
Attracting guests to your website is necessary throughout the holiday season. Bonus factors if you may get them to purchase a services or products whereas they go to.
The true identify of the sport is to convert your holiday website traffic into sales within the new year.
To drive these repeat sales, you’ll need to:
- Understand how to flip prospects into leads.
- Persuade extra folks to subscribe to your e-mail advertising and marketing record.
- Showcase your social media channels in your website and in your emails.
- Use retargeting on platforms like Fb Advertisements and Google Advertisements.
- Depend on e-mail advertising and marketing automation to promote whilst you concentrate on what you are promoting.
After the snow melts, the chestnuts have lengthy since been roasted, the pandemic has been wrangled, and prospects have visited your website, you’ll need to comply with the above ideas to convert your holiday website traffic to new year sales.