Don’t write off January as an inevitable post-peak lull for your eCommerce business. Instead, use the next few months wisely by implementing the following eCommerce tips to keep conversions up even after the festive frenzy is over.
1) Add data capture popovers to your site
It’s likely that your business will see an increase in web traffic over the peak season, with discounts and deals enticing new and returning shoppers. Make the most of this opportunity by implementing data capture popovers on your site to give your database a boost and help you personalize subsequent interactions new visitors have with your brand beyond peak season.
LSE Retail used a Black Friday data capture popover on their Iconic Lights site, enticing new visitors to sign up by offering 10% off their first order.
This tactic has proven successful for LSE Retail. The company saw new customer sign ups increase by 75% over the two months they displayed the seasonal popover.
2) Use multi-armed bandit to test and optimize
The increase of web traffic around peak season makes it an ideal time to gain consumer insights quickly, which you can then use to make sure your website is optimized for your slower periods too.
You might be hesitant to implement any tests on your website during this busy time, but it’s a golden opportunity to gain insights and optimize quickly. Multi-armed bandit is a great testing method to use during short-lived campaigns such as peak season promotions, since it produces fast results. Fresh Relevance's Multi-Armed Bandit feature is designed to let you optimize for different goals, such as revenue, identification, site visits and AOV. The tool automatically deploys the most successful version of your test towards the goals you set, meaning you can be sure you’re displaying the most effective content during peak season. You can then use these insights to optimize your website and email marketing after the festive period has ended.
3) Send back in stock emails
Stock issues are part and parcel of the peak season experience for retailers. But once January hits and those stocks get replenished, you’ll want to be firing back in stock emails to anyone who browsed an out of stock product during the festive period. Sending triggered back in stock emails is the best option, because it means you can target anyone in your database who has browsed an out of stock product rather than only those shoppers who have clicked the 'email me when back in stock' button.
Get these triggers set up now to ensure they’re ready to send out once products come back in stock in the new year.
Wex Photo Video triggers back in stock emails that include a clear header along with a prominent image of the product the recipient previously browsed. The star ratings provide that added trust factor and the copy helps to boost urgency by reminding the shopper that the product might run out again soon.
4) Avoid price drop emails
No one wants to see that a product they bought at full price during the festive season is now on sale only a couple of weeks later. You can avoid annoying your customers this way by ensuring your price drop segment doesn't include customers who have purchased that particular product or by suspending your price drop email triggers entirely in January. This will ensure shoppers won't receive any unwanted alerts.
Post-peak season doesn’t have to mean resigning yourself to paltry sales. Implement the tactics highlighted here to help keep the momentum going throughout January and beyond. Firstly, get data capture popovers set up now if you haven’t already to make the most of all the extra peak season traffic to your website and ensure you can personalize the customer experience for those new shoppers in the new year. Secondly, take advantage of the extra traffic to implement quick tests and optimize your website and emails during slower periods. Thirdly, get back in stock triggered emails in place now so that they can be firing all throughout January to give your sales a boost when stock gets replenished. And lastly, suspend any price drop triggered emails you have during the beginning of the new year to avoid annoying customers who have paid full price for products during peak season.