Episode 9: Christmas in e-commerce: Recognizing potential and using it properly

In episode 9 of '' The Conversion Hacker Podcast '' Germany's top conversion hacker Jörg Dennis Krüger explains how you can generate top sales for your shop from the Christmas business, even if you may not even think that your shop is really ' 'Christmas Potentíal' has


Welcome to the Conversion Hacking Podcast. My name is Jörg Dennis Krüger and as my number boy has just said: Yes, I am the conversion hacker. And the number boy, the number boy was just walking around with the big number 9 and I'm really excited that I managed to publish nine episodes of the conversion hacking podcast.

For the tenth episode I'll come up with a little surprise, or have I already thought it up and everyone can be excited to see what it will be. Will only be something very, very small. But something that everyone will notice. And this episode will be the Christmas episode of the conversion hacker, because it's November now and we have to start thinking, how do we get used to Christmas in our online shop to sell a little more?

Because Christmas is of course the time of gifts, the time of e-commerce sales and there are a lot of online shops for which the Christmas season is absolutely the most important. They employ 20, 30, 40 additional people in the warehouse in order to be able to deliver everything and so on and so forth. So you just have to look how can I use Christmas?

And there I always have the funniest discussions, because there are of course a lot of different ideas about how you can use Christmas. There is someone who says: No, Christmas, the end of the year is completely uninteresting for us. We actually do mostly B2B or something, we somehow get there, we don't need to. You have to say; Yes, wait a minute you might not have to do a Christmas campaign with some nice gift wrapping or something. But the end of the year is really interesting for B2B in order to generate more sales. The secretaries are filling up the closet with office supplies again because the budget is running out at the end of the year.

Every consulting company knows that at the end of the year the companies come around the corner and say, wow, I still have 10.000 euros here, which I could spend this year, can write me an invoice, we can also use the quota in January what we bought and such. So there is a lot of potential and in the B2C area it cannot be that people think about gifts of any kind. What are we giving our customers this year, at the end of the year? Shall we make a coffee cup or something? Moment, moment; you want to sell!

It's not about now somehow knocking out gifts that no one is interested in, such as a weird promotional gift ballpoint pen, coffee mug, calendar or something. That's really nice, but it's not a real driver either, so I somehow really buy something again because of that, it has to be something very special.

And then there is also the third faction that goes out with discounts and says now we are offering Christmas discounts! Wait a minute! What's that about? No discounts for Christmas now. They all want to buy Christmas. We don't have to give discounts now, we just have to make sure that the customers who want to spend their money anyway, just spend it in our online shop. And that's not that difficult in principle. You just have to think about it, how do you do it?

How do you manage that the customer first becomes aware of my shop, maybe he hasn't even seen me so far, so that he can buy Christmas presents from me. So you can go out very aggressively and say: Hey, hey, hey here! Christmas presents from us and so on. And then you have to consider what are the drivers why someone would buy Christmas presents from me? Okay, the one thing I can sort of give out in this Christmas gift shop with us is the range.

What gifts are there for which target groups, maybe a few unusual things that are great for Christmas, or a few emotional things where people say: Hey, that looks great, I like that. I'll buy that, I want to give it away. But there are a few other things that are just great to push the Christmas business. On the one hand, it is natural to say: “The whole thing will arrive before Christmas!” That is of course elementary, I can start early, depending on what kind of products I am selling, it can also be the case that my competitors and others have long delivery times.

And I can safely say four weeks before Christmas: "Guaranteed delivery before Christmas!" That just creates massive trust. Of course I have to keep it too, but the further away I am from Christmas, the easier it is to keep to it.

And then, of course, another topic is not only guaranteed delivery for Christmas, but perhaps also gift wrapping for Christmas. For many customers, this is really great when they simply get it pre-packaged, maybe even for an extra charge, because I can generate even more sales, because you can try out a little bit. But offering gift wrapping is great.

This can be done very easily, perhaps by simply ordering a couple of gift bags somewhere from a large, yes, packaging shipping company and then just packing everything in, or adding it, the customer can pack it in there himself. Maybe put a small name tag on it where you can write the name on it, you can look at a large American department store to see how they have optimized their process better and better and not even wrap everything in wrapping paper.

Or you just wrap it in wrapping paper, that's okay too. Depending on what kind of products you have and the like. But the gift wrapping can be an absolute Christmas pusher. And of course I should also address the topic of Christmas in my shop from a certain point onwards and I can also incorporate a few pushes there.

"Have you thought about gifts?" – "Find the right gift here!", that's simply a topic that very, very many people are dealing with, where I speak to very, very many people and where I just manage to get in better contact with the customers. In order to build trust and break down hurdles, I can also consider whether I should actually look at the big American department store again and say: man, okay, I'm extending the return policy for the time around Christmas.

Why not? Or I actually offer something that the big American department store also offers, so that the recipient can exchange the product without knowing how expensive it actually was. I can print out a gift confirmation from Amazon.

So you can deal with that. And the closer it gets to Christmas, the more interesting it gets with “Oh present, can I really deliver this by Christmas?”. This year 2019, Christmas Eve is on a Tuesday, which means I will probably only be able to ship goods until Thursday or Wednesday, i.e. well before the 20th so that realistically Christmas Eve is still there.

So I have to think about whether I might also have a digital product, which I can then promote accordingly after December 19 and say: Hey, here's giving away our digital product, our voucher in the simplest case, because you get it you guaranteed before Christmas.

Of course I had to print it out myself and so on, but that's always welcome as an emergency gift and then you can just do it again, when everything is actually already at a standstill when everyone has already cleaned the warehouse, a little more sales do by selling such vouchers to the customer here, for example. Or, as I said, any other digital product that you can give away as a gift. I myself have often received an e-book as a gift for Christmas, for example: Here, I'll give you an e-book on Amazon, lalala.

This is not the hottest gift to say the least, but it is a gift and if you can simply offer customers added value with it, that they still have something that they can give away for the last few meters - why not? The important thing is that you just have to get started, you don't have to put so much work into it, you don't have to plan weeks, months in advance. But at the beginning of November it is really the highest railway to plan the marketing campaigns for Christmas.

All you can do is accelerate and crack a bit, because things are not that time-consuming. You can quickly do an A / B test there, you can see how you can get these elements built in really nicely, you can simply deliver it via JavaScript in the shop you can watch the previous episode, where it is was about a lot of little, awesome JavaScript hacking.

I think episode 7 is how you can build something like that into the shop without having to rebuild the shop. Yes, well, or maybe you can ask someone how to do it on the last few meters. Especially I am always looking forward to one or the other request again shortly before Christmas, another real conversion boost realized for a customer. But the most important thing is: do it! Because competition is great, there are a lot of shops out there that are just shouting Christmas around a bit.

Clicks are becoming more expensive, because of course everyone is turning up their Christmas budget a bit and then you have to use the traffic properly and only if everything works together properly will it be a really successful Christmas business for yourself and not for the competition.

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