The holidays are here, and shoppers are already placing online orders at a feverish pace. Wondering why you’re not seeing increased activity on your website during the holidays? It could be due to one or more of these 4 reasons:
- You aren’t optimizing for seasonal keywords—During the holiday season, certain keywords related to your products and services may suddenly see a huge spike in search volume. This is quite normal. These are called seasonal keywords. For example, during the winter, the search volume for “sweaters” will obviously increase as the cold weather is on people’s minds. Use a keyword research tool that gives insight into search trends so you can optimize your website for all seasonal keywords.
- You haven’t invested in PPC—Pay per click marketing is great all year round, but it can be particularly effective during the holidays. Consumers are using the internet to shop for gifts, and if you have a strong paid search presence, you can draw in lots of traffic. To get the best results during the holiday season, update your ads with holiday-themed copy. This makes your ads timelier and more relevant, thus making them more appealing to shoppers.
- You aren’t increasing your email frequency—Now is a good time to bump up the frequency for your email marketing campaign. Everyone else is doing it, and if you don’t, you run the risk of having customers forget about you during the holiday rush. Now, that’s not to say that you should be emailing often just to do it. You need to still make sure you’re sending value-driven content each and every time.
- Your offers are weak and irrelevant—Shoppers are pickier now than at any other time of the year. They want to make sure they stretch their holiday gift buying budget as far as they can. That doesn’t mean you have to be the cheapest in town, but you do need to make the best offer. Show your customers that you provide the best overall value. And don’t forget, offering great deals on shipping can be especially attractive during the holidays.
What are some other common reasons for a lack of holiday website traffic? Share your thoughts in the comments.