In 2016, UK e-Commerce spending broke the records for the Christmas season! Between 13th November and 24th December, online sales in the UK rose by 16% year on year. More than £25bn was spent online, and for the week to 25 December, e-Commerce orders saw an incredible year-on-year rise of 51.1%*. Clearly, the British are perfecting the art of end-of-year online shopping!
To prepare as well as possible for this period of peak traffic, learn about 5 carefully-selected features to help you sell even more during the Christmas holidays.
The Newsletter: Appeal to your customers with "Christmas Special" offers tailored to their tastes
Generate qualified traffic to your e-Commerce site and double your online revenue with personalised newsletters. Send promotions based on your customers' buying history, by offering brands and products they purchase regularly.
3 tips for an effective newsletter
- Expand your contact email database: this is a good time to encourage sign-up for a newsletter on your online store, collecting as many email addresses as possible. Test the registration process in a pop-up as soon as the visitor arrives at your e-store, and in the footer of your site. Also, don’t forget to contact your existing registered clients, who are already on the look-out for gift ideas.
- Send money-off vouchers straight after an order is made: show your gratitude to your customers for orders placed by automatically sending them an email containing a time-limited money-off coupon, encouraging them to finish their Christmas shopping on your site.
- Highlight your "Christmas Special" offers: Encourage customer purchasing from November by sending a "Christmas Special " or "Christmas Gift Special" newsletter. Direct them to a category dedicated to Christmas shopping (be sure to respect seasonality and highlight your most popular products). Do not forget to segment your marketing base according to interest, age, and gender: this way, you'll increase the open rate!
The Flash Sale: liven up your online store
Incite your customers to make a purchase by creating a sense of urgency. A flash sale allows you to promote sales with a discounted price for a limited period. This feature can boost your sales by encouraging "impulse" purchases. You can also create a buzz through the good deals you offer, and satisfied customers will spread the word for you!
3 tips for effective flash sales
- Choose the right products by examining the statistics of your site or by looking at your margins. Use Google Analytics to better understand how your customers behave during visits to your site. Do most prospective customers visit your site on Tuesdays? Do they consult one category of products more than another? Do you have articles that are rarely viewed, or that you hope to sell? This gives you a good place to start: select one or more products for your flash sale and choose which day (s) to display your promotion. Be creative by testing different "Two weeks to Christmas" promotions and offer a different flash sale per day for two weeks. Your site must be dynamic, and should be updated with fresh ideas daily until Christmas.
- Create multiple entries on your site: promote your flash sales on the home page (carousel, banners, etc.), by creating a flash sales tab on the menu, or even having a dedicated marketing section. Make certain that visitors to your site don't leave without making a purchase!
- Communicate: let it be known via social networks, and your blog or email, that you are offering special reductions. Incite your customers’ desire for your products.
*Sources: IMRG, Awa-digital, Business insider, Gurufocus.