John Lennon sang it best….
Well, that may not be the line. HOWEVER, what have you done in terms of your CRO? You may be an ecommerce brand with plenty of Christmas products online. But, if you haven’t got the right strategy in place, you may end up with a warehouse full of product rather than a pocketful of cash.
Upping your CRO game will be the true catalyst to your sales this festive season, so here’s our take on the best techniques written to the tune of our favourite Christmas carol.
On the first day of Christmas, my true love gave to me… a CTA that users would see! 🎶
With so many brands bombarding shoppers online, make sure that your CTAs are not only visible but also attractive. You can use a bright button or a cute line that prompts their next move.
Better yet, you can even just have a sentence that’s hyperlinked to your cart or blog. Banner blindness occurs when people are inundated by CTAs that are very bright and salesy, so sometimes text will do! Make sure you have the right CTAs in place to get the ball rolling after every blog post, social post or website visit, to help you get that conversion.
On the second day of Christmas my true love gave to me… landing pages with proper testing!
If you’re utilising landing pages at all this holiday season, then the only way to know if they’re converting is by testing them.
A/B testing should be running to test functionality and how visitors are receiving your pages. After testing, keep an eye out for opportunities to ensure conversions go through, whether that be more text, better placed popups or imagery that speaks to your visitors.
On the third day of Christmas my true love gave to me… workflows for sales teams!
With Christmas being a high-pressure time full of benchmarks to smash and stock to move out, automation will be your sales team’s best friend.
You can automate emails to go out on behalf of your team to a select few loyal customers to stimulate purchases, or even personalise the buying experience with EDMs that showcase select products based on past purchases. Why not recommend a swanky hat to go with that red jacket from a month back?
On the fourth day of Christmas my true love gave to me… remarketing banners, EVERYWHERE
Okay, maybe not everywhere, but everywhere that MATTERS. Your visitors will likely be dropping in from many different pages to see what deals are out there, so make sure you’re still there in the back of their mind (or in front of their very eyes) with product-related remarketing banners that keep you as a viable purchase option.
Remarketing banners are always more likely to lead to conversions and are an essential tool in every marketer’s tool belt.
On the fifth day of Christmas my true love gave to me… optimising high performing blogs
If you know that your blogs are getting a great amount of traffic and some of them shine brighter than the others, be sure to optimise them.
Optimising high traffic blogs that may have a lower conversion rate can be a great opportunity for CRO. Identify which ones could use the extra push and ensure that your social channels are also driving traffic to these pages, boosting their SEO and improving performance.
On the sixth day of Christmas my true love gave to me… a creative sense of scarcity
This is a powerful tactic to boost sales. It subtly lines a lot copy in order to get site visitors to act in your favour.
By creating a sense of lack of scarcity for your products or offers, you’ll be playing a bit of a psychological mind game that gets people willing to convert faster in order to not miss out. It’s also known as FOMO (Fear Of Missing Out), and it’s pretty powerful stuff. It’s a bit of a devious game to play this Christmas.
By employing copy that plays on this FOMO, you’ll have more people rushing to secure their purchase and confirming your conversions.
On the seventh day of Christmas my true love gave to me… a fully optimised social strategy!
By making sure your social channels are fully optimised (no matter the strategy), they’ll prove to be a tour de force when it comes to securing your conversions.
Whether it’s sending traffic to your blog posts, selling items directly from Instagram shop, remarketing, or advertising your services to new audiences at the top of the funnel, analyse where your social channels can be optimised to help drive your traffic towards your conversion goals.
On the eighth day of Christmas my true love gave to me… tools to improve said CRO
While there are many, one in particular that we can’t help but recommend is Hotjar, an incredible software that provides a heat map based on your website visitor’s behaviours on your page. You’ll be able to see where their cursors are scrolling, what they’re hovering over, where they tend to gravitate etc. This will help you tweak your UX in order to get them over the line in terms of converting on your site.
On the ninth day of Christmas my true love gave to me… analytics that are properly installed for data collection
This is perhaps the be-all and end-all in terms of learning how to improve your conversions over time. You’ll need to ensure that your website is properly attached to a Google Analytics account that’ll show you exactly what’s happening on your site. Even data nerds get a win this Christmas.
Be sure to check up on your data in real time so you can make tweaks that’ll encourage conversions.
You may also want to check out Quantcast Measure as a means of getting deeper data into your demographics to help your cause.
On the tenth day of Christmas my true love gave to me… free shipping
Nothing gets a sale over the line quite like free shipping. Not only that but having free shipping for a Christmas sale will help you sell HEAPS. While this may not be an option for certain businesses, think long and hard about it: you may have to reshuffle your budgets in other areas, but free shipping can definitely be worth its weight in conversions.
On the eleventh day of Christmas my true love gave to me… a UX-friendly site that looks SCHMICK
With people visiting a plethora of sites in order to get the best deals, do yourself a favour by ensuring your UX design is making shopping with you an absolute breeze. Remove all stumbling blocks by streamlining your purchasing process and be sure to have stunning, high def imagery in place that wows visitors.
Anything pixelated or looks like it isn’t well thought out from a design perspective may work against you. Not only may it hinder trust but also make is annoying to buy from you if you have to trawl through 100 pages of photos and text to get a simple gift.
On the twelfth day of Christmas my true love gave to me… a bevy of testimonials and great reviews
As we’ve mentioned, Christmas time will have a million and one Joes trying to peddle their wares online. Some legit, some dodgy. Good reviews will help your site build immediate trust with your audience by having a visible set of positive feedback, getting you some much needed social proof.
If you can carry on with you great customer service to you new purchasers, you’ll get more and more positive reviews and consequently more business, setting you up for the year ahead.
So there it is! Try out these CRO techniques for yourself and let us know in the comments below if you’re seeing the results for yourself.