Tips and advice on how to get the most out of your pre-Christmas campaigns.

Let's take a look at a few tips on how to proceed and what to focus on.

1. Make sure your e-shop is in good condition

Speed. Clarity. Responsiveness. Properly set on-page factors. A few magical things that will significantly improve your e-shop's conversion rate. From our experience, by focusing on eliminating a few of the biggest shortcomings, you can significantly improve the quality of your e-shop and your conversion rate.

To uncover shortcomings, we use several tools - tracking real user behavior, click and scroll heatmaps, or speed audits. We will advise you on how to best optimize your e-shop, what has the greatest potential for improvement, and we will verify the results using e-shop analytics and A/B tests.

What shortcomings do we most often address on e-shops?

• bottlenecks on the customer's path to purchase, the most critical point is the checkout process
• insufficient speed and user experience from the e-shop - you can measure how your e-shop performs according to Google Core Web Vitals metrics: https://pagespeed.web.dev/ 
• display and usability issues on mobile devices
• important content is too low on the page, users do not scroll down to it
• customers do not understand key call-to-action elements (buttons that should be clicked but are not)

2. Launch online campaigns at the right time and for the right audience

Before you start planning campaigns, first look for answers to questions like: When and what types of people buy the most from your e-shop? What products are most attractive to your customers? Do women or men shop more? What devices do your buyers use? What campaigns have been successful and why?

Consider the seasonality of product purchases over time. Some types of purchases are planned by customers at the beginning of the holiday season, while others are approached emotionally and quickly, often at the last minute as Christmas Eve approaches.

• Spend time on your Google Analytics account and organize your settings. Don't waste time evaluating irrelevant data.
• Work with the results you find and plan performance PPC campaigns, social media posts, and newsletters.
• Increase campaign budgets at the right time. Timing is everything!

3. Get involved in Black Friday and Cyber Monday

This year's Black Friday falls on Friday, November 25. Cyber Monday is the following Monday. Take advantage of these "shopping holidays" to boost your orders. Although these are foreign holidays that don't have a long history here, from our experience, we know they work very well for us. If you don't want to implement direct discounts, try coming up with your own interesting offer. It could be free shipping, gifts with orders, or something else. And most importantly, don't forget to communicate it.

4. Highlight the Christmas atmosphere and themes

Decorate your site with thematic elements and prepare special Christmas offers for your customers. People often need advice and help with their choices during the Christmas period. Large attractive visuals, filtering products by target groups, gift wrapping simply works.

How can you make Christmas shopping easier for your customers:

• Prepare gift vouchers. For buyers, this often represents a last-minute rescue, or if they are unsure what will suit the recipient.
• Advantageous product sets and gift wrapping will support emotional purchasing decisions.
• Prepare a special category for Christmas gifts, or create a guide that helps customers choose the right gift for every family member or colleague at work.
• Offer free returns even after Christmas.
• Ensure your customers that delivery times are guaranteed so they can relax knowing their gifts will arrive on time.

5. Put yourself in the customers' shoes

Due to rising energy prices and everything around us, customers have less money for non-essential items. Meet them, reassure them and gain their trust.

• Highlight promotional offers and prepare a single page for their presentation.
• For higher order values, offer installment payments without interest.
• Promote a loyalty program with benefits.

6. Reach out to old acquaintances with remarketing

Bring back your old customers, reach out to your followers on social media, and focus on customers who added products to their cart but did not buy them. These can also be followers and fans of your social media or historical customers who haven't purchased from you in a while. Remind them that they know you. Respect agreed-upon cookies :).

Don't procrastinate on preparation, we will help you

The Christmas season is knocking on the door, and it's high time to properly prepare your e-shop. If you feel that you don't know how to handle it yourself, or if you just need to verify whether your current provider is giving you the best, reach out to us. We will be happy to help you so you can focus on your core business.