They say the holiday season is the most wonderful time of the year.
As a business owner, you may consider it the most wonderful time for sales, but also one of the most stressful marketing times of the year. Traditionally, stores have marketed in-store sales available to consumers the day after Thanksgiving, known as Black Friday. With today’s boom of online ecommerce, the Thanksgiving sales weekend has expanded to include four days after turkey day being dedicated entirely to online sales—Cyber Monday.
The most important aspect of your business on Cyber Monday is your website. According to Adobe, in 2015, online consumers spent $3.07 billion, and the average individual spent $124. Therefore, it’s crucial that your consumers know about your online deals with plenty of advance notice, and can easily find them on your website.
Your website’s functionality and ease of navigation is a major factor in the success of your Cyber Monday marketing. In fact, there was a 65 percent increase in Cyber Monday mobile purchases last year. The first and most important step in preparing your website for Cyber Monday sales is to ensure that it functions smoothly and efficiently.
This means you need to double and triple check each part of your website. To ensure consumers will have a smooth shopping experience, test run a typical purchase and checkout process and iron out any issues beforehand. If you’re planning on using discount or coupon codes, ensure that they are working and interacting with other codes and your website properly.
In addition, you must make sure your website is built and coded to adapt to not just phones, but all mobile devices. A mobile-friendly website means the format of your website can adjust proportionally and condense itself so that it functions as smoothly on mobile devices as it does on a desktop computer or laptop screen. Not only does this improve your SEO and rankings on Google, it also makes your website more consumer-friendly.
You can further increase your consumer-friendliness by making your check out process easier. Make sure your website’s checkout process is simplified by adding “one-click buy” (like Amazon), PayPal widgets or coding custom payment and checkout forms into your website.
Landing pages and pop-up dialogues are extremely useful in gaining new leads through your inbound marketing plan. They are also helpful in preparing your holiday marketing strategy because they catch consumers’ attention. When designing, there are several options top online retailers choose from.
The first option is primarily informative. The copy, along with photos and other graphics, provides consumers with the details of all of your Cyber Monday deals, sales and specials. This method draws consumers in with the appeal of upfront sales. The second option is designed to draw in consumers who wouldn’t normally purchase from you. By providing teasers of your sales, you can encourage web visitors to subscribe to emails in order to stay up-to-date on your holiday sales.
No matter how you design your landing pages and pop-up dialogues, be sure to use copy that gets to the point and tells consumers exactly what they’re getting. You should also incorporate graphics that:
Inform your current and potential consumers that you’re participating in Cyber Monday
Educate what sales are happening on your website
Feature your products
Help consumers understand the “rules” and “fine print” of your holiday deals
Your online marketing strategy must be adjusted and changed over time. During the holiday season, it is extremely important to strengthen your online plan and transform it into a holiday marketing strategy. Start with your social media. Let consumers know early on that you are having Cyber Monday sales.
Through social media posts and promotional emails, you can easily spread the word and build the hype with website and social media countdowns. This will draw more consumers to your landing pages and website, which increases your chance for sales.
When crafting emails, landing pages and other marketing materials, make sure to incorporate emotion. According to HubSpot, consumers respond strongly to emotion in marketing, and we all know the holiday season is filled with family, friends and—you guessed it—emotion. Not only does this help increase sales, but incorporating emotion also helps to establish and build a relationship with consumers.
Preparing your website for the Thanksgiving sales weekend doesn’t have to be a daunting task! With proper planning, you can build a strong holiday marketing strategy that will make Cyber Monday run smoothly for both you and your consumers. If you plan ahead, get the word out early and prepare your website, you can survive the holiday season and reap the bounty of a successful Cyber Monday—now that’s something to be thankful for!