Dates, Questions and Test Strategies for Holiday Season 2019

The holiday season is one of the most profitable and busiest times of the year for retailers. Make sure you’re set up for success with Justuno’s 2019 Holiday Guide.

Dates, Questions and Test Strategies for Holiday Season 2019
Dates, Questions and Test Strategies for Holiday Season 2019

Inside you’ll find:

  • Important dates
  • Questions you should ask
  • Strategies and creative tips
  • Best practices for holiday campaigns

Read on the comprehensive guide to onsite holiday marketing and get started prepping for the season.

Content Summary

Dates to Remember
Questions to Ask
Getting Creative

Dates to Remember

It’s the busiest shopping season of the year and running sales and holiday promotions can be a great way to stand out from the competition. Even if offering discounts isn’t an option, catering to the seasonal holiday trends can be a powerful way to encourage visitors to buy.

  • 28th November: Thanksgiving
  • 29th November: Black Friday
  • 30th November: Small Business Saturday
  • 02nd December: Cyber Monday
  • 18th December: Free Shipping Cut Off
  • 25th December: Christmas
  • 31st December: New Year Eve

Take the time to understand your visitors and website traffic patterns now so you can focus on how to use the holiday shopping season to meet your year-end revenue goals.

Questions to Ask

Starting to plan for the holidays can be daunting. Luckily, Justuno has a list of questions to help you get started:

  1. Will you be running any sales in November and December? If so, what will the incentive be? (ex. Percentage discounts, dollar discounts, free gifts, free shipping, free gift wrapping, etc.)
  2. What off-site marketing campaigns will you be running to drive traffic to your site? Will you be running campaign-specific deals through those ads? If so, consider setting up segmented promotions to mirror off-site messaging when the visitor clicks through.
  3. Do you have any expectations/goals other than purchases? Do you have other conversion goals in mind?
  4. When are your shipping deadlines for a customer to be guaranteed to get their order before Christmas/Hanukkah?
  5. Do you want to notify visitors when sales end? (ie. will you be in need of a countdown timer and are those dates set?)
  6. Will you be running a VIP or Early Bird Sale for your subscriber base? If so, how early do you want to start collecting emails for those sales? Do you need a custom lead capture for that? How will you identify those specific emails? (ie. Will you use a source field or a list?)

Now that you know what you want to do, we suggest getting started early to give yourself plenty of time for error, edits, or updates to your plan…and don’t forget testing!

Getting Creative

When planning and creating promotions for your on-site campaigns this holiday season, there are a few things to keep in mind:

Leap Captures

While it is always great to collect emails, during the holiday season, list building should not be your first priority. Your primary goal is to convert as many visitors into customers as possible. Last year, Justuno clients had a 16.63% conversion rate with ungated promotions, so consider putting your lead captures on hold from Black Friday to Christmas.

Clean and Clear

There is a delicate balance when firing promotions during this high-volume shopping season. You may be tempted to hide your promotions on the side of your site or lean on banners to display sales, but think again! On average, center pop-ups have an engagement rate of 5.56% during the year. However, over Cyber Five, they saw 17.03% engagement and converted at almost the same rate.

Time Based Incentives

As most sales move quickly and are over within days during this time of year, give your visitors a countdown to create urgency and amplify engagement and conversion rates. On average, promotions with timers had a 13.86% engagement rate during Cyber Five last year. That’s a massive jump from the 8.6% average our users see during the rest of the year.

Reindeer Games

During the rest of the year, spin-to-wins average a 13.3% opt-in rate. During Cyber Five that rate dropped by half to around 6.5%. Visitors are moving quickly and don’t want to take the extra steps to get a discount. Save your games for the rest of the year and give shoppers what they’re looking for.

Remember, you want to support your visitor’s buying journey by clearly providing holiday sale information and requiring the least amount of effort on their part in return. Keep it simple and get results.

The holiday season can be incredibly stressful for e-commerce sites, but the nice part about running these campaigns is that simple is better. Here are some last-minute best practices:

Do Not A/B Test

Running tests during this time of the year will not give you accurate results regarding what works and what doesn’t. Your traffic will be inflated by visitors who aren’t typically on your site and their on-site behavior for all shoppers is completely different than it is any other time of the year.

Do Not A/B Test
Do Not A/B Test

Be Tactical

Avoid running all of your promotions at once. If you have too many, visitors can become irritated and abandon your site. Stick to the Justuno foundation: Welcome Offer, Exit Offer, and a Cart Abandoner. These cover a variety of behaviors, will drive conversions and nurture visitors into customers.

Be Tactical
Be Tactical

Keep It Short

Keep the copy on your promotions simple, this allows visitors to clearly see the information they need and move on to spending money on your site!

Keep It Short
Keep It Short

Source: Justuno