Black Friday and its good friend Cyber Monday are over. But it’s not too late to prepare for the next big spending spree: The Holidays
Christmas shopping and websites didn’t always go together. For years consumers had the option of ordering online for contacting a new business, but an unfamiliar audience only really took the online shopping and procuring services via websites in more recent years.
Now that we’re in the age of eCommerce and Amazon is the biggest company in the world, businesses are competing for the same customers who used to trample over each other in malls trying to get the best deal or the last trending toy.
This is not any different for those whose website is designed for lead generation.
Even if you’re already selling online, whether it’s a product or your service, you may not have all your bases covered. So today I’m going to talk about what you can do to make sure your business is optimized for the biggest shopping/lead generation season of the year.
Did you have a Black Friday or Cyber Monday sale?
If you did offer a discount or some other incentive for these two recently passed shopping days then you likely have a lot of abandoned carts or lead contacts that didn’t turn into clients or customers.
In online marketing, remarketing has become a great way to reach back out to people who expressed interest in what you do but for one reason or another never actually became a paying client.
If you examine who contacted you and what happened in between them contacting you or trying to make a purchase and them leaving without converting (this is when they become a client or customer) then you will see many opportunities to address what can be understood as gaps in the user experience.
Was your shipping too high? Was the way you contacted a potential lead too aggressive or too passive? Those leads would have become paying clients without that gap.
So fill the gap! Growing based on feedback is how good business evolves. Take the information and learn from it and then apply it.
The analogy many adhere to is a leaky bucket. If you have a leak in the bucket you should repair that leak before adding more water. Consider the holidays a coming storm with flood warnings!
Now if you have a repository of emails to reference you can draft an announcement about the change so it not only stops presenting a barrier for future leads, you’ve also let old failed leads know that you’ve changed and they can return for a better experience.
How you go about reviewing falloff from lead to client will vary depending on your business. B2C e-commerce will be quite different than a site designed for lead generation, but the reaction approach and remarketing remain the same.
Set Up Your Marketing NOW
If you haven’t already got your holiday marketing set up, you should start right away.
Things like your newsletter, social posting, content marketing and any other distractions from customer service should be set up to Go to the full article.
Source:: Business 2 Community