The holiday season is a great time to attract customers, but it can also turn them away. Impulse purchases inevitably spike during gift-giving periods. While such purchases may increase short-term revenue, they often result in increased revenue and decreased brand reputation.
My research shows that up to 60% of consumers regret their impulse purchases. Psychologists call this “post-purchase dissonance.” It’s the sinking feeling a shopper feels when he realizes he made the wrong decision. Some people call this “buyer’s remorse.” Either way, customers who regret their first purchase are likely not to buy again, destroying the foundation of e-commerce profitability.
landing page
Most landing page and product detail page designs are designed for bottom-of-funnel traffic that converts quickly. Pages are typically focused and organized to encourage quick purchases. promotion Words such as “while supplies last” and “limited time only” are often used to convey urgency.
While these tactics can increase sales quickly, they encourage impulse purchases. higher return rate And frustrated customers.
However, many sellers don’t realize that holiday ads can drive both top and bottom of the funnel traffic. New shoppers who are unfamiliar with a brand may not be ready to buy and may feel pressured to make an impulsive decision.
If the keys match, landing experience in the context of the ad. For example, traffic from paid search typically requires a different experience than paid social.
Win a gift guide
Brands often drive paid social traffic to social media profile pages like Facebook and Instagram. Since the purpose of social profiles is to grow followers, not sales, this strategy can undermine the effectiveness of your ads.
Another frequent error is sending paid traffic to the advertiser’s own homepage. While holiday sales may be prominently featured, the homepage is usually too broad and unfocused to drive sales.
For example, consider the results of an A/B/C test you ran over the weekend from Black Friday to Cyber Monday last year. This test compared traffic from paid social to the homepage, product detail pages, and holiday gift guide microsite.
- Traffic to the home page generated $1.52 in revenue for each ad click.
- Traffic to the product detail page generated $4.08 per click. This is 168% more than the home page.
- The Holiday Gift Guide outperformed both, generating $6.12 in sales per click. This is 303% more expensive than the home page and 50% more expensive than the product page.
The Holiday Gift Guide microsite is tailored to that campaign. Although the homepage has multiple purposes, the gift guide focuses on helping shoppers. Featuring carefully selected products with holiday incentives, you can easily browse through different categories.
This approach appeals to a variety of visitors, especially those from paid social whose objectives are more diverse. Gift guides encourage thoughtful purchases rather than impulse purchases, leading to lower sales prices. bounce ratemore engagement and longer time on site. Therefore, the revenue per click is higher.
custom holiday pages
To take advantage of this, brands can create custom holiday landing pages and gift guide microsites. Ready-made landing page builders make it easy to create a landing page builder tailored to your specific promotion. An easier alternative is a promotional category page, but it may not be as effective as a dedicated page.
The goal for everyone is a landing experience that encourages thoughtful, non-impulsive shopping that drives immediate revenue for the holiday season and even more revenue in the long run.
