7 ways to optimize your site for Easter sales

Easter is just 10 days away, but that still leaves time to make some changes to your website (and not only website!), which can increase your conversions and sales over the festive days.

By default, Easter holidays can be a slow season with low sales figures in your monthly report. However, using some simple but smart marketing techniques, you can get the most out of this time of the year and if not increase, then sustain your average sales.

So what are the things you can do to your website this April that will improve customer experience and enhance your brand reputation? Read on to learn them.

1. Launch an Easter egg hunt

Let’s start with a technique that suits any type of business and organization, no matter how big or small it is.

A popular Easter game, egg hunt, can actually help make your site more effective and attract more users. All you need is to think of what kind of “eggs” you’ll hide on your website and which prizes the winners will get. The simplest way is to place photos of eggs on some of the deep pages of your site. Don’t forget that your users will need some clues to find those pictures.

Additionally, design a flyer that you can send to your subscribers and distribute it on social media networks. To make playing more interesting, always say how winners will benefit – get a discount, a gift, a promo code, etc.

Here’s an example of such a flyer by Red Heart:

The type of a hidden egg also depends largely on your audience (tech guys are not likely to search for chicken pictures). For instance, the email that Sony sent to its Playstation subscribers marketing the Transformers had a very special Easter egg – available only when opened with image loading turned off:

Do you see an egg here?

To see an egg, you would need to switch off image loading in your email client. And here it is:

What’s the benefit of such an Easter egg? After the email was sent out, users discovered this egg and started discussing it in social media (600+ comments on Reddit, thousands of mentions on Twitter and Facebook) – the case got immensely popular and we can only imagine the traffic increase Sony had those days (plus curious users who subscribed to the Playstation emails not to miss the next creative thing). Creative Easter eggs can become a viral thing that will bring you more users.

Now let’s see what other (more serious) stuff you can do, especially if you have an ecommerce website.

2. Create the main Easter landing page

With an ecommerce website, the main Easter landing page is a must. It may be graphically themed and will serve as a hub to all your Easter-related products and deals. You can organize this page as a separate category on your website and assign products with the tag “Easter” in this category.  The main task is to design this page the way it will really sell your Easter proposition.

What kind of products can be included in this Easter page? Well, a great variety of them – baskets and stuffers, chocolates and candies, clothing and jewelry, kitchen and dining goods, toys and costumes, books and CDs, and much more.

When designing your site’s “Easter hub,” make sure it won’t look cluttered – always use categories to help users quickly navigate through the products:

Amazon Easter landing page:

3. Keep users engaged

You can use special marketing hooks to keep site’s visitors engaged almost every day and encourage them to check your site more often. Simply introduce daily deals (with an RSS feed to subscribe to), or an Easter related content campaign, for example an interactive online basket revealing a new offer each day (crack the egg to see an offer!) with related images or videos.

Holidays are meant to be joyful, so make it more fun to visit your website. In addition to the colorful deals you post daily, share some interesting trivia (Did you know which film is most watched on Easter?), or show the creative side of your company (post pictures of your office’s decorations and dressed up employees) – be creative and have fun!

A daily Easter deal by Target & Target:

4. Provide free gift wrapping options and offer bundles

Whatever the festivity, we are always likely to buy gifts to our nearest and dearest, well, a lot of gifts actually. Help people solve their gift-hunting dilemma. First of all, offer discounted bundles of products, e.g. a basket of gifts for the whole family. Secondly, feature a free gift wrapping service. These two can be huge time-savers for every shopper, so highlight it in the related content materials.

An Easter bundle by Amazon:

5. Customize your emails

Certainly, you can create a beautifully designed email template for Easter, but let me remind you that on average only 15-20% of your subscribers actually open your emails. Are you going to ignore the rest 85% of users and invest all your time in email design? There’s better way to use the time – focus on subject lines instead of photoshopping cute little eggs.

Well, there’s nothing bad about changing the visual design and adding some festive details, but if you can spend more time on composing and testing your email’s subject line, content, and call-to-action – sacrifice the design.

Another good idea for your Easter e-mails is to use geo-targeting. When you know which country users are from, you can personalize content for them. Say, if you add an image of a rabbit to your e-mail, the rabbit can be drawn in various locations. People from France will see a rabbit waving from the Eifel tower, while the British will see a rabbit sitting on the Big Ben.

Take a look at this creative example of an Easter email by Old Navy. The focus is on the urgency of the deals – the sooner you buy, the more you’ll save:

6. Update your paid search ads and share materials with affiliates

Update your paid advertising campaigns – text ads and banners. Here are some tips to help you setup your seasonal ad campaign:

  • Make this a separate campaign, do not mix new ads with older ones. It’ll be much easier to estimate the performance of this campaign. Also, you can specify the budget and easily relaunch this campaign next year (if it performs well).
  • Prepare the campaign in advance. Most often, it takes certain time to have your ads approved, so create them 2-3 days before the planned start.
  • Adapt your keyword lists. Add key phrases related to the festivities – “easter,” “easter gifts,” “easter decorations,” “easter deals,” etc. (and don’t forget to optimize ads and site’s landing pages too!).

And if you have affiliates, share your marketing and advertising materials with them.

7. Make it possible for users to buy after the holidays

As many people travel with their families on Easter holidays, they can miss most of your ads, emails and festive content. No worries, there’s still a chance to get some more sales. During Easter, send users vouchers and promo codes that will be valid 2-3 weeks after the holidays and notify them with a related follow-up email (and social media posts), after the days off are over. 

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Generally, don’t get too crazy with optimizing your marketing campaigns. The easiest way is to look at your website as at a physical store with real aisles and shelves. Spot what’s missing and what can be enhanced, mark the changes in your plan and as always measure the results afterwards.

Have yourself a happy revenue-filled Easter!

 

Author: Inessa Bokhan
joined WebMeUp on a part-time basis to work on content and outreach. She covers the "7 Things" series for WebMeUp blog and manages our affiliate campaigns. Inessa also works as Chief Marketing Manager at SEOlots, search marketing consultancy for small business companies. Iness brings with her a wealth of experience (over 6 years) having worked in-house and agency-side in SEO and PPC.