According to the e-marketer website, there will be a 13.2% increase in e-commerce spending in 2019. This will be over 3 times the rate of the entire growth in retail spending. CNBC reported that the National Retail Federation (NHF) has forecast a growth of 3.8% to 4.2% in holiday sales although Deloitte expected the growth to exceed the 5% level. If you’re an online retailer, the only way you can have a piece of the holiday pie is to optimize your website marketing.
So how can you do that?
Make Your Website Celebratory
When you walk into a brick and mortar store during the festive season, you’ll notice that it has been set up for the holiday season. This is the same strategy that you should employ with your website.
You need to become creative and refresh your website while using a holiday theme to attract customers. Using a holiday theme for your website is not just about decorative aspects such as Christmas trees and a Santa dressed and bearing gifts.
It’s about refreshing your website and making it suitable by using inspiring and positive content. Shoppers will be very receptive to content that makes products commemorative, connects the products to the holiday season and provides them with a feeling of why those that receive these products will be thrilled with them.
Therefore, revamp your website to indicate that the holiday season has arrived but remember to keep your brand identity.
Connect With Former Customers With Website Marketing
If your website has been through the holiday season before, it’s very likely that you have customers that were happy to shop with you. You need to start reaching out to them as early as October so that they will remember how they enjoyed shopping with you in the last holiday season.
This will inspire them to come back to your website especially, if you have a good loyalty program. You can also offer them some form of gifting with their shopping to encourage them.
According to the National Retail Federation (NRF), about 40% of shoppers begin their holiday shopping spree as early as the month of October even before Halloween. To tap into this group of consumers, it’s essential to start making a connection with them early enough using promotions customized to their requirements.
The Importance Of Retargeting
Retargeting is very important for holiday shopping and is very common for most e-commerce websites. Most B2B businesses use retargeting to reach out to prospective customers.
This is important because trends are important in online business and it’s easy to track how consumers behave. The fact that consumers are likely to buy from brands that they’ve interacted with before makes retargeting an important optimization strategy. Especially during the holiday season.
Consumers are fond of convenience and this is especially so because the holiday seasons can be rushed and chaotic. Retargeting can make life simpler for the consumer because they have shopped from your website before.
If you retarget, your brand will be on the minds of consumers and they’re likely to choose your website again.
Final Thoughts On Website Marketing For The Holiday Season
The holiday season has already started and optimizing your website makes a lot of sense. Anyone who has not optimized is probably already missing out on the profits that the holiday season has to offer.
The fact that there is economic uncertainty, means that optimizing your website should take precedence over any other strategy. The economic environment should not, however, dampen your positivity because online spending will continue to grow.