This article 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 your online business. With the influence of the COVID-19 pandemic, we’ve seen customers shortly pivot to on-line shopping for due to its comfort and inherent security in decreasing in-person contact. Essentially, individuals have grown extra comfy making digital buying choices, which is a big bonus as we roll into the thick of the holiday purchasing season.
If your website is designed correctly, you’ll have the opportunity to convert holiday website traffic into sales. But 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 the way.
Table of Contents
5 methods to convert holiday website traffic to new year sales
When you’re fascinated by the method of changing holiday website traffic to new year sales, we now have 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.
Ready? Let’s go.
1. Understand leads vs. clients
You in all probability know this already, nevertheless it’s necessary to perceive the distinction between prospects, leads and clients.
Specifically, two conversions can happen in your website.
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 location for only a few seconds, or they could click on by each web page and browse each weblog submit as a result of they’re all for studying extra about your services or products. We name these “Digital Tire Kickers.”
A prospect converts to a lead after they offer you their contact info.
In most circumstances, a lead will offer you their identify and e-mail tackle to be a part of your mailing listing, or they could fill out a contact kind to obtain extra info.
Turning that prospect right into a buyer is the lifeblood of your online business.
You’ll need to be sure you contact them straight away — and be in contact till they make a purchase order. I’d extremely counsel an automatic welcome e-mail to make your life simpler.
Sometimes, relying on what you’re providing, it’s possible you’ll have the opportunity to acquire info comparable to their cellphone quantity, tackle, enterprise identify, or a particular date like a birthday or anniversary. Of course, the extra info the lead gives, the higher you may phase and personalize your advertising and marketing messages.
Prospects are keen to provide you with extra info if you happen to present them with one thing of worth in return.
A lead converts to a buyer after they buy your services or products.
One transaction is nice, however your actual objective is to create a loyal, repeat buyer who comes again to buy your merchandise repeatedly. In truth, on common, loyal clients are price up to 10 times as a lot as their first buy.
One manner to bolster buyer loyalty is e-mail advertising and marketing.
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Related: 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’d like to convert website traffic to repeat sales within the new year.
Transactional emails have (*5*) than another kind of e-mail, and may generate 600% extra income.
In quick: Email campaigns drive income.
One manner to convert prospects into leads in your website is by engaging guests to subscribe to your e-mail listing. To drive e-mail subscriptions, you would provide:
- Free transport
- A proportion or greenback quantity off of a purchase order
- Entry right into a contest, drawing or giveaway
- A sneak peek at new content material
- Exclusive email-only affords and promotions
Website popups, when used correctly, could be an especially efficient manner to develop your e-mail listing.
The science and psychology behind the effectivity of pop-ups has to do with the reptilian mind or “lizard” mind, which is often known as your limbic system. Our reptilian mind is in command of battle, flight, feeding, concern and freezing-up.
In this case, when a pop-up seems on a website, it triggers our battle or flight response. Do we interact with this factor that simply interrupted our person expertise or can we shut out the webpage to protect our general internet browsing expertise?
It seems that pop-ups, irrespective of how annoying or interruptive it’s possible you’ll assume they’re, really work in driving email marketing subscriptions.
Once you’ve collected an e-mail tackle, 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. Imagine somebody walks into your storefront and says, “Wow, this is a great item. Do you have any more in the back?”
And now think about you sitting behind the counter, taking part in in your cellphone, and completely ignoring the client. They’d in all probability stroll out, proper? Well, that’s very related to somebody signing up on your e-mail listing — signaling that they need extra info from you — and getting nothing in return.
We can’t have that occur.
Welcome emails are highly effective; averaging greater than 70% greater open charges and 152% greater click-through charges than “business as usual” advertising and marketing messages. Welcome emails present on the spot gratification, delivering a marketing campaign instantaneously in your lead’s inbox.
As you design your welcome e-mail marketing campaign, needless to say 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 individual 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 rely is an arrogance metric — that it means nothing within the grand scheme of issues. On the opposite, followers do matter.
Followers equal belief. The extra followers you have got, the extra clients belief your model.
It all 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 scenario will look to different individuals to imitate what they’re doing.
An ideal instance: take into consideration if you step into an elevator. Everyone is dealing with the door, however if you step in, you’re dealing with the again wall. Social proof dictates that you’ll spin round and face the door like everybody else.
Because social proof is so highly effective, if extra persons are following your social media pages, then extra prospects and leads assume that you simply’re the suitable enterprise for his or her wants.
In addition to social proof, social media gives you with a manner to work together and have interaction together with your prospects, leads and clients.
At 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 providers.
Nearly three-quarters of business owners and entrepreneurs consider that social media advertising and marketing has been “somewhat effective” or “very effective” for his or her enterprise.
Through social media, you may:
- Highlight new services or products
- Invite clients to occasions
- Promote sales or particular affords
- Run giveaways or drawings
- Answer questions on your services or products
On your website and in your e-mail campaigns, it’s best to embody hyperlinks to your social media channels.
Be certain to embody your social hyperlinks in both the header or footer of your website and at all times embody 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.
Related: Get your online business began on social media
4. Rely on retargeting your clients
A current survey by Oracle discovered that if you happen to can improve your buyer retention fee by simply 5%, you’ll see a possible increase in profits from 25 to 95% relying in your trade.
That’s highly effective! To convert your holiday website traffic to repeat sales, you’ll need to think about retargeting.
Retargeting permits you to reconnect with holiday guests even when they don’t share their contact info with you.
At a quite simple stage, retargeting works like this:
- You add a line of code to your website that places a cookie on a person who visits your website. Most typically, the code comes from Google, Facebook, Twitter or different platforms that present advertisements to their customers.
- The code creates an inventory of people that go to your website.
- You create an advert that can solely present to the listing of people that have visited your website.
You can implement retargeting campaigns with totally different providers together with Facebook Ads and Google Ads. When you utilize Facebook Ads retargeting, you’re displaying advertisements to Facebook Custom Audiences.
Be certain to use a lot of totally different advert codecs and hold it fascinating.
Google’s retargeting advertisements present up on the Google Display Network, which is a bunch of over 2 million websites, apps and movies that attain greater than 90 % of the world’s web customers.
To construct a profitable retargeting marketing campaign, you will have to comply with these finest practices:
- Segment 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 undergo from advert fatigue.
- Rotate your advertisements to hold issues fascinating.
- Split take a look at to see which advert model works finest.
Related: How to retarget website guests with Google Ads
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. Knowing full properly that you simply’re busy specializing in different areas of your online business, e-mail automation is a key participant in your advertising and marketing program.
At its core, e-mail automation allows entrepreneurs such as you to ship scheduled or action-triggered emails containing content material and affords about your services and products.
When you utilize e-mail automation, you may improve your e-mail open charges and click-through charges with out having to be on the laptop repeatedly clicking “send.”
Since you’re attempting to convert holiday website traffic to drive sales within the new year, your objective 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 will possibly hold 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 a substitute of writing the identical e-mail time and again when a new buyer joins your listing, 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 crew (Day 4)
- Highlight of services and products (Day 8)
- Customer testimonials (Day 12)
- Special provide 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 replica as you’d like to create your personal e-mail collection.
As for timing, this collection could be unfold over eight days or 80 days relying on the kind of services and products you promote.
Since you need to convert holiday website traffic to clients within the new year, your collection would probably final for 20 to 30 days. (That doesn’t imply you’ll be sending 20 to 30 emails — merely that your emails will likely be despatched over a 30-day span.)
The fantastic thing about a drip advertising and marketing collection is that you may at all times change the campaigns, add new campaigns, or delete campaigns.
What you do together with your collection will likely be dictated by the efficiency (particularly metrics) you measure. The higher the open and click on fee, the extra that your marketing campaign is working as you meant. If you’re seeing a big drop-off of opens or clicks, then it’s possible you’ll want to modify.
You even have the choice to create action-triggered emails. When a subscriber clicks on a hyperlink in your e-mail marketing campaign, they’ll mechanically be added to a new e-mail listing 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 info on a specific product.
Depending on what they do with these follow-up emails, they’ll obtain different e-mail campaigns to drive buy habits.
Both drip advertising and marketing collection and action-triggered emails are highly effective instruments to have in your advertising and marketing toolbox.
Related: Email automation 101 — 5 steps to automate e-mail advertising and marketing
Putting all of it collectively
Attracting guests to your website is necessary in the course of the holiday season. Bonus factors if you will 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:
- Know how to flip prospects into leads.
- Convince extra individuals to subscribe to your e-mail advertising and marketing listing.
- Showcase your social media channels in your website and in your emails.
- Use retargeting on platforms like Facebook Ads and Google Ads.
- Rely on e-mail advertising and marketing automation to promote when you concentrate on your online business.
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.