When it comes to holiday season marketing, it’s easy to get caught up with the bells and whistles in your latest and greatest holiday campaign. While awesome brand experiences are important, your biggest opportunities are often lurking beneath the surface, at subtle touchpoints within your on-site experience.
As research from Think with Google points out, today’s transactions are all about micro-moments. In addition to making a splash, you also need to optimize the many different interactions that your buyers have with your company, from discovery through checkout and re-engagement.
Audit your site for dead-end pages. Dig deep into your site to make sure that every single page is performing and that no website visitors can get lost. Work with your technical teams to understand which visitor paths are resulting in 404s, and ensure that audiences can get the information they need without extra effort or delay.
Optimize your 404 pages. Mistakes happen. Technology creates glitches. Be prepared for these inevitable moments with a failsafe in the form of fun and catchy 404 pages. Optimize these pages with a fun holiday spin, coupon, or offer to eliminate all roadblocks between you and a positive customer experience.
Double check that all pages have compelling, up-to-date content. Take inventory of your product pages, starting with the items that you expect to be more popular in October, November, and December. Start with historical data to identify your most important touch points and biggest areas of opportunity. Ensure that all product descriptions are detailed, personable, catchy, and informative.
Ensure a mobile-responsive website. Last year, research from Shopify uncovered that 50% of all e-commerce traffic comes from mobile. You are probably seeing similar trends in your own data, and you’re probably seeing the proportion of mobile traffic rising. It’s a crazy, multi-diverse world that is only going to get crazier over the holidays.
Make your calls-to-action (CTAs) clear. Make sure that your audiences know what to click and why. Every CTA should deliver a clear and compelling value proposition that moves people through your company’s conversion funnel. Make sure that every CTA is visible from a design perspective and compelling from a copywriting perspective.
Ensure that you’re capturing relevant customer data. Over the holidays, you’ll likely experience a surge in website traffic and browsing activity. You’ll want to use this opportunity to learn as much about your audience as you can. Over time, you can use this information to target your audiences with relevant offers throughout the holidays and the rest of the year.
Personalize experiences. If you’re already collecting audience data, you’ll be in a good position to personalize your on-site experiences over the holidays. It’s an understatement to call the end-of-year buzz overwhelming—shoppers are going to be busy and time-strapped. Simplify their buying experiences by fine-tuning your value proposition and messaging.
Target shoppers in real time. Human attention spans are short—real short. To that end, you need to capture your audience’s attention fast. In addition to personalizing campaigns, you’ll want to reach your shoppers with relevant and helpful information in the exact moments that they’re browsing your products. Offer suggestions, and help guide them through your checkout funnel.
Collectively, these suggestions will improve the efficiency of your checkout funnel. You’ll also stretch the value of your top-of-funnel marketing campaigns. The subtleties matter, so focus on them now—before the holiday whirlwind takes over. In the marketing world, a head-start will always be your best asset.