UPDATED December, 2018
The holiday shopping season: It’s a marathon, not a sprint! This is the busiest shopping season of the year, and it is worth your time and effort to ensure maximum sales all season long. While there are the heavy hitters of the year on Black Friday and Cyber Monday, sales will remain elevated through the end of the year. In fact, ecommerce holiday sales are projected to increase 16.6% this year compared to last year. Is your store prepared to make the most of the season?
Revenue from ecommerce holiday sales is expected to hit a staggering $123 billion this year. That’s right. Billion. We’re guessing you’d like your ecommerce store to be a part of this impressive figure.
It goes without saying that there is a lot involved in holiday season preparation. We won’t get into this per say (see this Shopify guide if you want some tips on how to prep your store for the season), but instead we want to focus on how you can best boost your sales through the use of web push notifications.
This is a crucial time for ecommerce businesses and we want to help you make the most out of this busy season. Here are 6 great ways to boost your holiday sales with web push.
Before you can send your audience web push notifications, they first have to opt-in. Getting these users in the door is crucial, and while it is an easy enough process (simply click or tap ‘allow’), it is also equally easy to decline notifications. So, what should you do? Optimize your opt-in prompt!
A user may be hesitant to allow your web push notifications because they simply don’t know what to expect. Are you going to send them spammy notifications all day long? Will they simply be irrelevant messages that they don’t want to be bothered with? Help answer those questions by utilizing a custom opt-in prompt that allows you to give your audience an idea of what they can expect once they opt in.
For example, will you alert users when you have a sale going on? Will you provide them with account updates or shipping alerts? Perhaps they will gain early access to new product launches, or will receive personalized product recommendations. Alert users of the value of your notifications so that they are more likely to opt-in. Then, all holiday season long you can send them targeted campaigns that will help boost your sales!
Getting new users to opt-in and focusing on new customers is great, but a major way to boost your holiday sales is to re-engage those subscribers of yours that have purchased with you in the past. The fact is, there is an enormous amount of competition in the ecommerce industry and a user may simply forget about your brand. It is your job to remind them of who you are as well as why they shopped with you in the past.
With this notification you are not only reminding a user of your brand but also what it is you sell. This may spur the user to either repurchase the item they bought last year, or browse and see what new products you have available this year. Either way, you’re greatly increasing your odds that this user will make the smart decision to purchase from you again.
It’s also important to keep in mind that existing customers spend on average 31% more and are 50% more likely to try new products. Make sure you create several campaigns that target this segment of your subscribers. Consider sending them exclusive deals, early access to sales, or send them personalized product recommendations (like the example above). This effort is sure to pay off in terms of revenue, and will also continue to keep these customers happy, which is crucial for them remaining loyal to your brand.
Speaking of segmenting, it is crucial that you get this right, especially during the holiday season! All of your subscribers are unique, and it will majorly benefit your sales if you smartly group them together based on factors such as their interests, their spending behavior, or even the average time that they shop at your site.
For example, if a user’s average order value (AOV) is under $50, it wouldn’t make sense to send them a campaign advertising your most expensive products. This campaign won’t be relevant to them and isn’t likely to be successful. Instead, target your customers with a larger AOV with your bigger ticket items, as they are more of a right fit.
Segment users according to types of products they have looked at, like in the above example. These campaigns are highly relevant, and especially when combined with a discount code, are highly effective at driving traffic back to your site and driving up sales. Make your campaigns even more personalized by adding in some custom attributes, such as a subscriber’s first name.
Once you plan out your dates for various sales, you can go ahead and schedule web push campaigns to correspond with them. You know how busy the holiday season is, so as much work as you can get taken care of in advance, the better. Sales are a huge part of the holiday shopping season, and web push can help ensure your audience is aware of each and every sale of yours.
Web push shines with time sensitive alerts such as these, and they will be a major help for boosting your sales. Again, keep in mind that you are not the only store vying for a user’s attention. It can be easy to get lost in the shuffle and customers can easily forget about you if you aren’t effectively engaging them and staying present in their mind. Web push is one of the best ways to do this, as your messages deliver in real time and aren’t in danger of getting lost in a crowded inbox or timeline.
Further optimize your sales campaigns by setting custom expiration times and optimizing by timezone. Your users will be alerted at exactly the right time, and also won’t accidentally see a sales alert of yours for a sale that has already ended (which is a common problem to run into when running quick flash sales).
There are a variety of product-focused alerts you can send to help boost your holiday sales. With Aimtell, it is easy to send personalized notifications about specific products a user has shown interest in. Two main types of messages you may consider sending are price change alerts and back in stock alerts.
Inventory changes a lot during this time of year, but you can’t expect all of your customers to monitor your site daily. Instead, alert them via web push about changes they should be aware of. Consider sending low inventory alerts as well, which instill a sense of urgency and are sure to boost your conversions.
A great way to boost sales any time of year, but particularly during the holiday season, is to cross-sell your products. By cross-selling you are recommending to a subscriber related items to an item that they have purchased or looked at.
You can either send a notification to a user once they have already purchased an item, like the example above, or you can consider being proactive by cross-selling to a user who has simply looked at a particular item. Either way, you are increasing the chance of selling additional products. Consider bundling the cross-sell in some way to help sweeten the deal- perhaps a user can get free shipping or a percentage off the cost if they purchase two or more items.
During the holidays people are always in search of the right gift ideas, and a cross-sell opportunity is a great way to give people that excellent gift idea they have been searching for (and gives you the additional sale!)
Pro Tip: Cross-selling is also a great tactic for boosting sales directly on site, something we discussed recently. Learn more in our article on digital marketing tools that will help you maximize holiday sales.
Finally, we can’t not mention retargeting abandoned carts. We talk about it frequently because it’s both an effective and easy way to boost your sales, especially since you can automate this campaign! There is no reason to not retarget abandoned carts, especially during the holiday season. Even though revenue increases during the holiday season, cart abandonment rates also stay incredibly high, in part because customers are shopping around for the best deals. Research shows 97% of users look for special offers or deals before making a purchase online.
Consider sending a triggered abandoned cart that features a discount code or free gift in order to really encourage your subscribers to come back and shop with you. Especially if a user is shopping around for the best deal, seeing your notification with a discount code can be just the trigger they need to stick with you for the sale.
It may feel daunting to compete with other holiday advertisements, but web push makes it easy to stand out from the competition. By creating a variety of web push campaigns you can effectively target all of your subscribers- including new users to your site, loyal customers, and prior customers who haven’t shopped with you in a while. Sending personalized, relevant notifications ensures you will boost your sales even more during this busy time of year.
What is your favorite holiday marketing tactic? Let us know and send us a message!
Get started with web push notifications for free with Aimtell, or learn more about web push by reading our Beginner’s Guide.