Is your ecommerce business struggling to drive sales during the off-season? Do you rely on last-quarter sales to cover expenses for the entire year? Having a definitive ecommerce marketing strategy can help you knock out the off-season dips and boost your sales.
3 Ways Your Ecommerce Business Can Generate Traffic & More Sales During the Off-Season
With an estimated 24.5% of sales by 2025, the growth of online shopping will continue in the years to come. As its popularity booms, ecommerce businesses continuously look forward to driving the biggest sales of the year during peak seasons. For them, holiday sales are the top revenue earner, especially with opportunities such as Black Friday or Cyber Monday.
But every day cannot bring blockbuster sales for an ecommerce business- neither your peak-season sales revenues will support you throughout the year. Therefore, you need proven strategies that will help drive sales even during the off-season. Discussed here are 7 ways you can get more traffic and generate more conversions through off-season dips.
1. Focus on Growing Your Customer Base
During peak seasons, you can expect maximum traffic visiting your store. An effective ecommerce marketing strategy is to leverage this opportunity to grow your customer base. Include calls-to-action (CTAs) on your home page, social media accounts, blogs, product pages, or resource center. This will allow interested customers to subscribe to an email or blog.
You can build a comprehensive list of past customers who haven’t purchased from you for some time now, and target them through dedicated campaigns. Another viable option is to identify those customers who have shown interest in your website but never made a purchase.
Hence, you will have a broad customer base to target even during the off-season. Create customized brand messages that address their pain points or meet their needs. This will influence your potential customers to make a sale.
2. Optimize Your Ecommerce Store For Your Target Audience
A key ecommerce marketing tactic is to build a future-proof website that even works during the off-season and attracts your audiences.
During holiday sale seasons, it is easier to catch your audiences’ attention with eye-catchy graphics that flash discount offers and special promotions. What about low seasons? How to attract your audiences and have them hooked on your site?
That requires optimizing your website for an improved user experience and higher search engine rankings- at any time of the year. During off-seasons, you are likely to be more aggressive with your ecommerce advertising, which can drive more visitors to your store. However, advertising alone cannot deliver the desired results – you can drive tons of website traffic, but it may fail to achieve a good number of sales.
Therefore, the focus should be on driving organic traffic through conversion rate optimization. It gives you more flexibility to understand the customers’ browsing patterns and tailor product placements. This enables you to reach the right audience at the right time and on the right platform.
3. Hook Them on Social Media
One of the best ecommerce marketing tactics to drive more visitors during the off-season is to engage them on social media. People now spend a significant amount of time on various social media platforms, such as Facebook, Twitter, LinkedIn, Instagram, etc. Social media also influences their purchase decisions to a great extent.
So, even if your potential customers are not shopping from your ecommerce store, they would like to see the latest updates, giveaways, or special offers on social media. Keeping your audiences engaged on social media through rich content and attractive deals can help influence their purchase decisions during the low season.
For instance, you can create free giveaways and promote them on social media. This will encourage your potential customers to tag their friends or share your giveaway with others. Hence, you can expect greater visibility and more website visitors.
An effective ecommerce marketing strategy is the foundation of success for any online business. Continuously optimizing your website and developing tailored solutions to target your audiences can help your store survive off-season dips and boost e-selling.
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