Did you know that during the typical holidays, you get an average of 40% of your total yearly customers?
For Ezra Firestone, one of the most famous eCommerce marketers today, a quarter of his revenues came from special promo pages, holiday pages or sales campaign he and his team run once a month.
The best way to learn how to leverage the power of holiday & special offer pages is to look at how Ezra has managed to do it. Let’s not forget that we are talking about a marketer who makes $20 million each year. He is the real deal when it comes to page conversions.
Without further ado, here are 4 unique methods to double, even triple your conversions during the holiday season.
- Holiday Logo Experiments
Every time Ezra and his team are running a sales campaign, they create a custom logo. Also known as the “holiday logo experiments”, this highly creative branding idea enables them to split-test which logo is performing the best.
- Run a Sales Campaign Every Month
No matter how many people you have in your email list, it is imperative to launch monthly sales campaigns if you want your business to grow exponentially. Once you find a winning logo, use it across all emails that you send during the sales campaign. Also use it on the landing page and on the ads you create to promote the campaign.
- Optimize the Landing Page
Probably the most important element of the entire holiday offer is the landing page. It definitely needs to be appealing and perfectly designed in order to convert. The great news is that Ezra is a master at converting.
For starters, use the call to action button right in the dynamic header. As users scroll, the main CTA will remain there and will entice users to get the deal. Another important element is scarcity. Each particular offer needs to expire in a certain timeline. Add the countdown timer just below the header and once more in the footer.
Next, as users scroll down, you want to have a huge title and a shot of your product together with a short description in bullet point format. Add below the bullet points the quantity and the price. You want people to be able to get more special offers at the same time.
Below this section add another one that contains hero shots with the product in different formats and sizes, another distinct call to action, and then some unique selling propositions. Some examples of selling propositions can be: 100% natural ingredients, made in the USA, cruelty free, satisfaction guarantee, 90 days money back guarantee.
The next section should detail on the ingredients or components of the product. For instance, if you are selling a rejuvenation cream, make sure to list all of its ingredients and to highlight their benefits.
While the design of each landing page can differ, the elements should be more or less what we have presented above. This unique type of holiday & special offer page has been fine-tuned and improved by Ezra continually over time, becoming increasingly better at conversions.
- Add More Unique Selling Elements
Two other important elements you need to integrate in your buyer journey are a post-purchase one-click upsell with another relevant product you offer plus a pre-purchase order bump. With the pre-purchase order bump, you can incentivize people to buy more than one product by giving them a discount based on their buying preferences.
Both selling elements emphasize the idea that your buyers can get even more at the best price possible and by buying a complementary product. They also work in tandem, so that the purchase stage is prolonged and is transformed into a personalized, appealing experience.
When customers click your add to cart or shop now button, you want them to be transferred to a pre-purchase order bump page where they will be able to select additional offers at a great price. After that, right before the order is complete, direct them to a post-purchase one-click upsell of another relevant product.
Using all the above tips & elements will help you design highly-converting holiday & special offer pages. Your unique deals will be highly appreciated by your customers and your brand will grow exponentially. Listen to Ezra. Start running more sale campaigns, and your business will grow. And if you want to see the best possible results from these sales, then watch this training video to learn the most effective elements to include on your landing pages.