As the holiday season looms, e-commerce platforms are set to witness a significant surge in sales. It’s crucial to not just focus on driving traffic but to enhance conversion rates for maximum revenue.
With that in mind, it may be more advantageous to focus on enhancing conversion rates rather than merely increasing website traffic. Improved conversion strategies are key to driving higher sales and boosting revenue during the busy holiday season. Below, you will find five highly effective tips specifically tailored for optimizing conversions on your e-commerce website during this festive period.
The top tips for conversion rates this holiday season
1. Create amazing holiday call-to-actions
A compelling call to action (CTA) is crucial for online sales, yet it is often overlooked. Essentially, a CTA can be a sentence, a button, or even a single word that motivates the visitor to engage further with your website, enhancing their overall experience.
Effective CTAs typically generate urgency, highlight value, are clear in their messaging, and minimize user hesitation. For instance, a basic CTA like “Learn more” is less compelling compared to a more direct and enticing one such as “Buy 1 item and get your 2nd item FREE,” which immediately captures user interest and prompts action.
Pro tip: Position your CTAs prominently, preferably above the fold (the visible area without scrolling), to ensure maximum visibility and engagement.
Further Reading: Six Conversion Optimization Tactics to Improve Your Bottom Line
2. Focus on your best-selling products
During the holiday season, it’s wise to focus on promoting your top-selling products rather than introducing new or unfamiliar items. Venturing into new product lines can be risky and might lead to reduced sales or even customer distrust due to unfamiliarity.
Your strategy should extend beyond just featuring these bestsellers on your website. Utilize every available marketing channel, such as Facebook ads, Google Shopping, and paid retargeting campaigns, to highlight these popular products and maximize their visibility to your target audience. This focused approach on proven winners can significantly boost your holiday sales.
3. Be proactive with shipping
While the holiday season presents a prime opportunity for increased sales, it also brings the challenge of timely shipping. With the influx of orders, many items might not reach customers before the holiday deadlines, a major deterrent to conversions.
To address this, it’s crucial to actively communicate your shipping policies, emphasizing the need for customers to place orders early to ensure timely delivery. Offering express shipping options for all products can be a game-changer, especially for last-minute shoppers. Highlighting these options prominently can enhance customer confidence in the value of their purchase and your reliability as a retailer.
4. Email offers to your customers
If you haven’t yet utilized your email list of current and prospective customers to inform them about your holiday promotions, it’s time to tap into that resource. With the busy holiday season, customers are likely to overlook your sale unless reminded. An effective way to keep them informed is through a well-crafted email.
Ensure your email is captivating and festive to engage readers, and prominently highlight any discounts or promotions right in the subject line to boost open rates. The advantage of email marketing is the ability to send multiple reminders as the sale date approaches, keeping your offers top of mind for your customers.
Further Reading: Four Fundamentals of an Effective Email Automation Campaign
5. Create a retargeting campaign
Here’s a truth bomb for you: people will often visit your website and not buy anything. As a matter of fact, that’s why conversion rates are so low in general.
Getting someone to complete a transaction often isn’t as easy as just clicking the product they want and buying immediately. People like to look around and like to get an idea of what their goods are going to cost, without actually completing the transaction.
This is the perfect situation for retargeting through display ads or social media to advertise to people who have already visited your website previously as they are your hottest audience for converting. Don’t be afraid to retarget that audience and provide them even more value by including a further discount on their order or adding a freebie to get them over the line! So there you have it. These five tips will help you boost those conversions leading into this busy time of the year and improve your users’ experience as well. You’ll be far more likely to encourage them to purchase from you again down the track – trust us.
