📣 Maximize the effectiveness of your strategy with festive wording
During this period, visitors are looking for an exceptional shopping experience, festive products and unique gifts. Adopt specific wording by replacing generic headlines such as "You'll love it too" or "Best-sellers" with wording like "Holiday must-haves" or "Discover our unique gift ideas". This will have a direct impact on visitors' experience, demonstrating your understanding of their needs and maximizing their interest and conversion potential.
⬆️Ordonnez your category pages and unveil your top gifts
During the holiday season, visitors are often looking for the perfect gift for their loved ones, which differs from their usual shopping habits.
The judicious use of automatic e-merchandising to highlight certain products is a key conversion lever.
By taking into account various attributes such as number of sales, number of views or stock levels, your category pages are structured to prioritize products with high conversion potential.
This personalization helps make the shopping experience more fluid, guiding visitors towards relevant choices and increasing the likelihood of purchase. Combining this strategy with recommendations to products in related categories can be highly relevant, because even if they aren't attracted by a category, they may be attracted by other products in your catalog.
🎁 Offer bundles
Bundles, an assortment of complementary products sold at an attractive price, offer many advantages and have become a must-have for the festive season. They enable visitors to purchase several items simultaneously at an attractive price, saving time and highlighting products that might not otherwise receive the visibility they deserve.
Driven by the desire to please, visitors are more likely to be interested in group offers or gift boxes. Visitors who see the product they are looking for integrated into a package are likely to opt for this option, thus increasing the value of their basket.
⏪ Remind your visitors of high-potential products
At the end of the year, consumers intensively consult several pages(on average 8 to 12) and products (generally 10 to 20) (source: BDM) during a single session on e-commerce sites.
It's therefore imperative to offer them a quick way to access a summary of the products they've previously consulted, making it easier for them to compare different items. To ensure the best possible user experience, display this summary at every stage of the buying process, in particular with a sticky bar at the bottom of the site.
It may be a good idea to integrate this summary into specific locations, such as product or category pages, to maximize its visibility and usefulness. To increase the sticky bar's conversion efficiency, add features to enhance the user experience, such as a quick add-to-cart feature, or the display of promotional and novelty labels.
🛍️ Opt for the checkout upsell strategy
At the end of the year, the French spend an average of over 550 euros on gifts (source : Capital), making this the peak spending period of the year.
With this more generous envelope and a strong desire to please, it's essential to help web users discover the right products in their journey. A method similar to that of chewing-gum displays in physical stores is to apply recommendations at checkout, suggesting products priced below a predefined amount.
These product cards are designed to allow quick addition to the shopping cart, increasing the chances that visitors will add the product without leaving the purchase tunnel. During this time of year, it's easy to offer visitors affordable items that are perfectly suited to their needs, such as gift-wrapping items, greeting cards or decorative bows.
🎉Retain your visitors and meet their needs
Directly from your online store, encourage visitors who are close to conversion, but still undecided, to go ahead with the purchase by sending them the message that will reinforce their decision. This can take the form of a promotional code, free delivery or simply information to confirm their choice. Thanks to a targeted pop-up strategyDefine display scenarios to display this message only to visitors with a high conversion potential.
Determine these scenarios according to the visitor's behavior, the product or the amount added to the basket, and define the moment when this message is triggered. By giving these visitors an advantage, you multiply the chances that they will complete their purchase.
🌟 Maximize conversions through cross-channel
Outside your online store, maintain a link with these visitors using marketing automation tools such as Klaviyo, Brevo, Splioetc. In this case, why not choose to personalize the shopping experience beyond the e-shop, by integrating product product recommendations based on users' purchasing habits and behavior.
Maintaining this link proves once again that you understand their needs or desires, and you also remain present by reminding them of products in which they had previously shown an interest. This maximizes the chances that these visitors will return to your site, and increases the likelihood that they will go on to purchase.
The key to maximizing the potential of this period is to offer your visitors an experience that's just right for them. Now that we've given you the keys to personalizing your site to cope with the end-of-year rush, it's up to you.
