Holiday season is upon us and no matter if you are looking to increase sales, traffic, social media followers, gain more exposure to your brand or raise your ad views you really should seize the moment. Holiday season has already rolled out and retailers can expect spikes just like every year. Most industry research defines the holiday season as from November 1st to December 31st.
Statista and the National Retail Federation stats show that for the holiday season sales accounts for around 20% of the retail industry’s annual sales. They also show holiday season can account around 30% of an individual retailer’s total sales. According to recent Adobe’s 2015 holiday sales forecast, e-commerce sales are expected to hit record numbers in 2015, growing for 11% compared to 2014 and reaching $83 billion in sales. Adobe’s forecast shows during the Thanksgiving Day e-commerce sales will reach $1.6 billion, and during the Black Friday is expected to reach $1.7 billion.
Adobe’s forecast shows during the Thanksgiving Day e-commerce sales will reach $1.6 billion, and during the Black Friday is expected to reach $1.7 billion Click To Tweet
Ecommerce Holiday Trends report 2015 investigated more closely at the traditional assumptions around the importance of the holiday season. They discovered the impact of the holiday season has changed over time. The report shows that November and December combined for over 20% of total annual revenue. These holiday shopping months usually bring in 30% more revenue than non-holiday months. During the period from Black Friday through Christmas sales really pick up. The big holiday shopping days, Black Friday and Cyber Monday, bring in 50-100% more revenue compared to shopping days throughout the rest of the year. It’s important to mention some industries are more affected by the holiday season than others.
During 2015, eMarketer stated that total retail sales will increase 5.6% while online retail sales will increase 13.9%. Experts claim that during the holidays season you can count on an increase in new visitors to your site, an increase in visitors from new or traditionally less popular sources and an increase in average shopping cart size.
Video content can play an important role in e-commerce sales and marketing plans in all business around the upcoming holiday season. Stats show visitors who view videos stay on websites an average of 2 minutes longer than those who do not view videos. How can you utilize that? Here are the some steps to follow before you start generating your video marketing content:
A/B testing is a method of comparing two versions of a web page or app against each other to determine which one performs better. By creating an A and B video and testing them against each other, use data & statistics to validate new design changes and improve your conversion rates. Running an AB test that directly compares a variation against a current experience lets you ask focused questions about changes to your website or app, and then collect data about the impact of that change. The greatest benefit of A/B Test is you can measure the impact that changes have on your metrics, and ensure that every change produces positive results. Digital media has the power to greatly influence conversions and engagement on a website. Test different types of video content on your landing page, and you will see what will work the most. Always test it again before you apply the results blindly to your regular traffic.
Explainer videos and How-to videos are the types of videos content recommended as great tool to build awareness, and, at the same time, educate and inform your customers about the value your company provides. Through How-to videos they can be definitely informed about the specific aspect or activities and the benefits of your services. Explainer videos are a great way to engage with your target group and share with them more information about your business. The most effective examples of explainer videos usually tell a story using a character and situation, easily identified with the viewers. By offering them a solution to their problems through the explainer video, you build credibility and trust within your niche as well.
Social Share your video content of course. Using a multi-channel approach that includes you video delivery on social media is ideal to reach your audience and helps drive traffic back to the landing page. The best place to start sharing your video content is on your social media channels so that your user base can help you spread the word. If you want to build links back to your videos, integrating the video into a blog post, providing the users to easily share them directly to social media, and promoting through other marketing channels is the right solution.
You can also use Veeps to supercharge social interaction on your site and let your audience chat while watching your explainer video … but that’s another story.
The holiday season is, and will always be, an integral part of an e-commerce site’s strategy. Online retailers need to stay focused on the best ways of promoting their holiday content closely and monitoring their buyer behavior if they want to take advantage of the situation and fully enjoy their holiday potential.