Although we don’t intend to cause panic, it’s important to remember that the holidays are approaching! Even though it may not seem like it’s time to begin decorating and bringing holiday cheer, the most delightful time of the year will arrive sooner than expected.
Essentially, almost 40% of individuals initiate their holiday shopping before Halloween; therefore, presently is the perfect moment to commence your holiday marketing preparation. Additionally, a plan lacks substance without some ideas to experiment with.
Boost your sales this holiday season by implementing these promotion ideas and marketing campaigns, which you have the option to initiate immediately or preserve for future use!
What is Seasonality in eCommerce?
In order to comprehend it, let’s examine the typical keywords used by local buyers in the US and their corresponding trends according to Google trends.
The months of April and May, which are typically characterized by high monsoon activity, experienced the highest search demand for rain jackets.
The peak winter season, which falls in the months of November and December, is when people searched the most for warm jackets.
During the month of December, keywords pertaining to gifts were highly popular, particularly in relation to events such as Christmas and New Year celebrations.
The aforementioned observations clearly demonstrate that there is a significant increase in demand for relevant products during the periods of meteorological season changes and major events/festivals. As a result, opportunities for growth fluctuate throughout the year.
From a business standpoint, these different trends also highlight the specific challenge faced by numerous eCommerce businesses, as they consistently require to:
Make predictions about the amount of website traffic, considering changes that occur in different seasons.
To ensure the stock is maintained at an adequate level, make a prediction for the number of orders.
Manage order fulfillment efficiently during periods of high demand.
Use a systematic approach to determine the necessary investments for advertising.
The main focus is to ensure a satisfying shopping experience for customers.
To ensure a consistent return on investment, a business must accurately anticipate customer demand in terms of timing and quantity in order to provide an outstanding experience.
However, putting this into practice is not as simple as it sounds.
In order to create an article that covers all the necessary information about eCommerce seasonality and its variations, we conducted research on various existing articles and studied case studies from our own clients. We delved into their analytics data to carefully analyze and understand the complexities of eCommerce seasonality. The result is a comprehensive action plan for eCommerce enthusiasts.
So, let’s start the process.
Holiday Promotion Ideas
To achieve a successful holiday season, consider implementing these holiday promotion ideas to attract new customers, enhance participation, and ensure the prosperity of your business.
Give back to your customers
During the holiday season, giving plays a significant role. So why not show appreciation to your customers by giving them a free gift, free guide, or hosting a fun holiday event, thereby encouraging their continued support?
If you have limited resources to offer, expressing gratitude is still possible! One way is to send an email expressing gratitude to current customers, while also informing them about your upcoming holiday events, specials, or loyalty programs.
The holiday season, though enjoyable, can be quite stressful and financially burdensome for individuals, especially in the current year. When a business makes extra efforts to show appreciation to the individuals who support them, customers truly value it. Offering promotions, giveaways, or useful items can assist weary shoppers during their shopping journeys. Additionally, organizing an Instagram holiday giveaway is a great way to provide an additional gesture of affection towards customers.
During the holiday season, you have the option to create holiday-specific rewards or loyalty programs that span the entire season. As the holiday season attracts a substantial number of shoppers, offering a loyalty or rewards program can make your business more enticing to potential customers and persuade them to either visit your store or select your services instead of choosing a competitor.
How to Predict and Adapt to Seasonal Business Deviations
In order for a business to take appropriate action, it should recognize that its ability to adapt is limited to the extent of its ability to predict these deviations. Rational action plans can then be developed based on the accuracy and reliability of these predictions.
We employ exhaustive and granular business data as our secret weapon in eCommerce.
It is possible to gather and compare store data based on seasonal variations by understanding the buyer journey and analyzing customers’ behavioral data. This can help develop yearly forecasts for user traffic, advertisement costs, and buyer intent for specific seasonal points in a business niche.
Let’s find out what data points should be predicted and compared in order to adapt to these seasonal deviations as accurately as possible by thinking step by step.
Predict and Adapt Based on Site Traffic
The number of people visiting your store is directly influenced by the seasonal fluctuations in your business.
Rather than assuming equal traffic generation for all events, it is essential to analyze and identify seasonal events specific to your business niche by studying historical trends of your store.
What you should do:
To identify the calendar events for your eCommerce store, you should analyze historical analytics data and search traffic for your keywords. This will help you differentiate the benchmark and determine the amount of traffic received by your online store.
In order to conduct further analysis, identify the events in the past that resulted in the highest number of unique product views. These events can be specific hours of the day, days of the week, or months of the year. Mark down the most successful events on your calendar, considering both the keyword traffic and the unique views for your store associated with those keywords.
- Analyze conversions which took place during these seasonal events. Then verify if there is a recurring pattern for these shortlisted seasonal events based on historical sales data.
- Perform comparisons between unique store visits and seasonal conversions by breaking down the data into seasonal quarters of a year.
- Implement enhancements to your SEO strategy and User Interface based on the findings from your comparisons to optimize the performance of your store for upcoming macro and micro seasonal events.
Track website traffic and keyword trends
To gather all the necessary data, you can use SEMrush and Google Search Console, which are two of our preferred tools, to review the traffic generated to your website from your existing keywords.
Using Google Search console allows you to monitor the amount of specific traffic your website received during a specific time frame for specific keywords. This includes information on clicks, impressions, average click-through rate, and average position.
By utilizing these tools, you can collect precise data necessary for comparing the actual product conversion and identifying the areas of your business that need optimization based on niche-specific seasonal variables.