Godaddy Shopping Cart – 5 steps to convert holiday website traffic to new year sales
This article was initially printed 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 substantial quantity of website traffic on your small enterprise. With the have an effect on of the COVID-19 pandemic, we’ve seen consumers shortly pivot to on-line looking for due to its consolation and inherent safety in reducing in-person contact. Essentially, people have grown further cozy making digital shopping for decisions, which is a big bonus as we roll into the thick of the holiday shopping for season.
If your website is designed accurately, you’ll have the power to convert holiday website traffic into sales. But how do you keep them coming once more after the holidays?
With so many looking for decisions available on the market, you will have to maintain excessive of ideas after January 1st, and we’re going to current you methods.
5 strategies to convert holiday website traffic to new year sales
When you’re fascinated by the strategy of adjusting holiday website traffic to new year sales, we have quite a few steps to adjust to:
- 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. prospects
You possibly know this already, but it surely absolutely’s important to understand the excellence between prospects, leads and prospects.
Specifically, two conversions can occur in your web page.
A prospect turns right into a lead and a lead turns right into a purchaser.
A prospect is anyone who visits your website. Prospects is also on the positioning for just a few seconds, or they could click on on by means of every internet web page and skim every weblog put up because of they’re taken with learning further about your companies or merchandise. We identify these “Digital Tire Kickers.”
A prospect converts to a lead as soon as they give you their contact information.
In most cases, a lead will give you their title and e-mail take care of to be part of your mailing itemizing, or they could fill out a contact sort to receive further information.
Turning that prospect proper right into a purchaser is the lifeblood of your small enterprise.
You’ll want to ensure you contact them instantly — and be in contact until they make a purchase order order. I’d extraordinarily advocate an automated welcome e-mail to make your life less complicated.
Sometimes, counting on what you’re offering, you may have the power to purchase information corresponding to their phone amount, take care of, enterprise title, or a selected date like a birthday or anniversary. Of course, the additional information the lead provides, the upper you will find a way to part and personalize your promoting and advertising and marketing messages.
Prospects are ready to give you further information for many who current them with one factor of price in return.
A lead converts to a purchaser as soon as they purchase your companies or merchandise.
One transaction is good, nonetheless your precise goal is to create a loyal, repeat purchaser who comes once more to purchase your merchandise repeatedly. In fact, on frequent, loyal prospects are value up to 10 times as quite a bit as their first purchase.
One method to bolster purchaser loyalty is e-mail promoting and advertising and marketing.
Editor’s observe: Looking for an all-in-one software program to your website and e-mail promoting and advertising and marketing efforts? GoDaddy Websites + Marketing makes it straightforward.
Related: How to ship your first e-mail to prospects
2. Drive e-mail promoting and advertising and marketing subscriptions
Driving e-mail promoting and advertising and marketing subscriptions is mission-critical if you would like to convert website traffic to repeat sales throughout the new year.
Transactional emails have (*5*) than each different kind of e-mail, and will generate 600% further revenue.
In fast: Email campaigns drive revenue.
One method to convert prospects into leads in your website is by enticing friends to subscribe to your e-mail itemizing. To drive e-mail subscriptions, you possibly can provide:
- Free supply
- A proportion or buck amount off of a purchase order order
- Entry proper right into a contest, drawing or giveaway
- A sneak peek at new content material materials
- Exclusive email-only presents and promotions
Website popups, when used accurately, can be a very environment friendly method to develop your e-mail itemizing.
The science and psychology behind the effectivity of pop-ups has to do with the reptilian thoughts or “lizard” thoughts, which can be referred to as your limbic system. Our reptilian thoughts is accountable for battle, flight, feeding, concern and freezing-up.
In this case, when a pop-up appears on a website, it triggers our battle or flight response. Do we’ve got interplay with this issue that merely interrupted our client experience or can we shut out the webpage to shield our normal web looking experience?
It appears that pop-ups, no matter how annoying or interruptive you may assume they’re, actually work in driving email marketing subscriptions.
Once you’ve collected an e-mail take care of, don’t overlook to instantly greet your new e-mail subscribers with an automated welcome e-mail.
I can’t stress ample the have an effect on a welcome e-mail can have on collaborating (and possibly altering) your new lead. Imagine someone walks into your storefront and says, “Wow, this could be a good merchandise. Do you may have any further throughout the once more?”
And now take into consideration you sitting behind the counter, participating in in your phone, and fully ignoring the patron. They’d possibly stroll out, correct? Well, that’s very associated to someone signing up to your e-mail itemizing — signaling that they want further information from you — and getting nothing in return.
We can’t have that happen.
Welcome emails are extremely efficient; averaging larger than 70% elevated open prices and 152% elevated click-through prices than “enterprise as frequent” promoting and advertising and marketing messages. Welcome emails current on the spot gratification, delivering a advertising and marketing marketing campaign instantaneously in your lead’s inbox.
As you design your welcome e-mail advertising and marketing marketing campaign, unnecessary to say the frequent prospect opens about 18% of the emails that they actually receive — so that you really want to be impactful and properly timed.
With that in ideas, make sure to use a catchy subject line to differentiate yours from the alternative quite a few emails throughout the inbox.
With the frequent specific individual spending (*5*) on social media, you undoubtedly want to ensure you convert your website traffic into social media followers.
Some would argue that your follower rely is a conceit metric — that it means nothing throughout the grand scheme of points. On the alternative, followers do matter.
Followers equal perception. The further followers you may have, the additional prospects perception your mannequin.
It all has to do with the psychological phenomenon of social proof.
The Social Proof Theory maintains that a person who would not know what to do in a positive state of affairs will look to completely different people to imitate what they’re doing.
An wonderful occasion: consider in the event you step into an elevator. Everyone goes by means of the door, nonetheless in the event you step in, you’re going by means of the once more wall. Social proof dictates that you’re going to spin spherical and face the door like everyone else.
Because social proof is so extremely efficient, if further people are following your social media pages, then further prospects and leads assume that you simply simply’re the perfect enterprise for his or her needs.
In addition to social proof, social media provides you with a fashion to work collectively and work together alongside together with your prospects, leads and prospects.
At the core of social media for small firms is the prospect to be a part of with prospects and develop your have an effect on over their shopping for decisions. It’s all about having a dialogue spherical your mannequin, merchandise, and firms.
Nearly three-quarters of business owners and entrepreneurs think about that social media promoting and advertising and marketing has been “significantly environment friendly” or “very environment friendly” for his or her enterprise.
Through social media, you will find a way to:
- Highlight new companies or merchandise
- Invite prospects to events
- Promote sales or specific presents
- Run giveaways or drawings
- Answer questions in your companies or merchandise
On your website and in your e-mail campaigns, it is best to embrace hyperlinks to your social media channels.
Be constructive to embrace your social hyperlinks in each the header or footer of your website and on a regular basis embrace your social hyperlinks throughout the footer of your e-mail promoting and advertising and marketing campaigns.
Don’t be afraid to be shameless proper right here: You need these followers to buy from you throughout the new year.
Related: Get your small enterprise started on social media
4. Rely on retargeting your prospects
A contemporary survey by Oracle found that for many who can enhance your purchaser retention cost by merely 5%, you’ll see a potential increase in profits from 25 to 95% relying in your commerce.
That’s extremely efficient! To convert your holiday website traffic to repeat sales, you’ll want to take into consideration retargeting.
Retargeting permits you to reconnect with holiday friends even after they don’t share their contact information with you.
At a fairly easy stage, retargeting works like this:
- You add a line of code to your website that locations a cookie on a client who visits your web page. Most normally, the code comes from Google, Facebook, Twitter or completely different platforms that current ads to their prospects.
- The code creates a listing of folks that go to your website.
- You create an advert that will solely current to the itemizing of folks that have visited your website.
You can implement retargeting campaigns with fully completely different firms along with Facebook Ads and Google Ads. When you utilize Facebook Ads retargeting, you’re displaying ads to Facebook Custom Audiences.
Be constructive to use quite a few fully completely different advert codecs and maintain it fascinating.
Google’s retargeting ads current up on the Google Display Network, which is a gaggle of over 2 million web sites, apps and films that attain larger than 90 p.c of the world’s internet prospects.
To assemble a worthwhile retargeting advertising and marketing marketing campaign, you need to adjust to these biggest practices:
- Segment your viewers by habits, time and current prospects.
- Add a burn pixel to untag prospects who’ve made a purchase order order.
- Set a frequency cap, so your viewers doesn’t endure from advert fatigue.
- Rotate your ads to maintain points fascinating.
- Split check out to see which advert mannequin works biggest.
Related: How to retarget website friends with Google Ads
5. Automate your follow-up emails
It’s one issue to drive e-mail subscriptions, nonetheless to convert these subscribers into prospects, you need to proceed to nurture the connection. Knowing full properly that you simply simply’re busy specializing in several areas of your small enterprise, e-mail automation is a key participant in your promoting and advertising and marketing program.
At its core, e-mail automation permits entrepreneurs akin to you to ship scheduled or action-triggered emails containing content material materials and presents about your companies.
When you utilize e-mail automation, you will find a way to enhance your e-mail open prices and click-through prices with out having to be on the laptop computer repeatedly clicking “ship.”
Since you’re attempting to convert holiday website traffic to drive sales throughout the new year, your goal with these e-mail campaigns is to drive clicks. The further clicks, the additional potential sales you get.
Your automation will begin with the automated welcome e-mail, nonetheless it might presumably maintain going with a drip promoting and advertising and marketing sequence.
A drip promoting and advertising and marketing sequence is a sequence of e-mail campaigns that you simply simply pre-schedule.
So, in its place of writing the an identical e-mail repeatedly when a new purchaser joins your itemizing, you are programming your e-mail promoting and advertising and marketing platform to mechanically ship these campaigns for you. An occasion of a drip promoting and advertising and marketing sequence might be:
- Automated welcome e-mail (Day 0)
- Introduction to the group (Day 4)
- Highlight of companies (Day 8)
- Customer testimonials (Day 12)
- Special provide to drive sales (Day 20)
For an occasion of a drip promoting and advertising and marketing advertising and marketing marketing campaign, receive my free marketing guide. As you receive the emails, be taught them, and dissect what I do. Take notes and duplicate as you’d like to create your private e-mail sequence.
As for timing, this sequence can be unfold over eight days or 80 days counting on the type of companies you promote.
Since you want to convert holiday website traffic to prospects throughout the new year, your sequence would greater than seemingly last for 20 to 30 days. (That would not indicate you’ll be sending 20 to 30 emails — merely that your emails could be despatched over a 30-day span.)
The improbable factor a few drip promoting and advertising and marketing sequence is that you may on a regular basis change the campaigns, add new campaigns, or delete campaigns.
What you do alongside together with your sequence could be dictated by the effectivity (particularly metrics) you measure. The larger the open and click on on cost, the additional you notice that your advertising and marketing marketing campaign is working as you meant. If you’re seeing an enormous drop-off of opens or clicks, then you may need to regulate.
You even have the selection to create action-triggered emails. When a subscriber clicks on a hyperlink in your e-mail advertising and marketing marketing campaign, they may mechanically be added to a new e-mail itemizing the place they begin receiving a mannequin new drip promoting and advertising and marketing sequence.
For occasion, let’s say you ship an e-mail about good thermostats or youngsters’ toys, and the subscriber clicks on one in every of many hyperlinks. By clicking, they’re demonstrating their curiosity throughout the product, and thus, ought to receive further emails informing and upsetting them to make a purchase order order.
By clicking, your subscriber has indicated that they want further information on a selected product.
Depending on what they do with these follow-up emails, they may receive completely different e-mail campaigns to drive purchase habits.
Both drip promoting and advertising and marketing sequence and action-triggered emails are extremely efficient devices to have in your promoting and advertising and marketing toolbox.
Related: Email automation 101 — 5 steps to automate e-mail promoting and advertising and marketing
Putting all of it collectively
Attracting friends to your website is important by means of the holiday season. Bonus elements in the event you could get them to buy a companies or merchandise whereas they go to.
The true title of the game is to convert your holiday website traffic into sales throughout the new year.
To drive these repeat sales, you’ll want to:
- Know how to flip prospects into leads.
- Convince further people to subscribe to your e-mail promoting and advertising and marketing itemizing.
- 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 promoting and advertising and marketing automation to promote while you focus in your small enterprise.
After the snow melts, the chestnuts have prolonged since been roasted, the pandemic has been wrangled, and prospects have visited your website, you’ll want to adjust to the above concepts to convert your holiday website traffic to new year sales.
Godaddy Shopping Cart – 5 steps to convert holiday website traffic to new year sales