5 Things eCommerce Businesses Get Wrong During the Holidays
In a push to make the most out of this festive season, it’s common to make a few mistakes along the way. We’re listing 5 common ways in which businesses drop the ball, in order to help optimize your holiday season sales and decrease stress!
#1 Forgetting to Plan Ahead
At some point or another, we’re all culprits of oversights or even procrastination. However, since the holidays are the most profitable time of the year, you literally can’t afford to skip out on the festivities.
No matter the size of your business, it’s imperative to have some sort of trajectory for every quarter, as well as the end of the year. Analyzing your goals and pending tasks at the end of each quarter is the best way to stay proactive and make sure that the important stuff doesn’t pass you by.
#2 Lacking a Competitive Edge
It’s not realistic or even productive to put your small business against industry giants like Amazon, so start small and work your way up from there. Think of your direct competition, and then do some digging. Analyze their discounts, graphic design, customer service, and even shipping practices. Make note of what they’re doing, and see if their strategies can be incorporated into your day-to-day operations.
#3 Overlooking Your Demographic
Who’s your demographic? That is, the people you’re selling your products to? Hint: The answer isn’t “everyone!” It may seem counterintuitive, but limiting your marketing outreach is one of the best ways to strengthen it. You should consider data, such as gender, age, location, income levels, and even hobbies and interests.
Just because sales are at an all-time high doesn’t mean you should disregard your current customer trends altogether in favor of reaching a wider audience. In fact, it’s likely that those attempts will backfire given the increased competitiveness of major holidays like Black Friday and Cyber Monday. Instead, think about reaching the same customers you’re reaching now, but on a wider scale.
#4 Overloading… or Underloading Customers
The more information you give to your customers, the higher the chances are that they’ll end up confused, distracted, and even disinterested in your products.
If you’d like to bring attention to something, we recommend highlighting only a couple of things at a time and keeping your promotional offer as simple as possible. For example, if you’re changing it up for Christmas, add a few decorative graphics to your website and run a promotion like 12 Days of Deals.
Conversely, there’s also a tendency to play it too safe and almost ignore the holidays altogether. For most businesses, it’s important to make some sort of distinction, as virtually all customers are looking for a special deal during this time.
#5 Not Tracking Your Marketing Campaigns
You can track your campaigns through metrics called KPIs, or Key Performance Indicators — things like website traffic, paid ad performance, and more. Google Analytics is the industry-standard and comes chock-full of free features and resources that are perfect for both beginner and seasoned SMBs.
The Access Worldwide team wants you to make the most out of this holiday season, and staying away from these five common mistakes is five steps in the right direction!