‘Come and get it…pound a pound!’
Good shout. But, there are only certain fruit and veg available at certain times of the year, so you can’t shout about being able to sell everything all the time.
Also, people may only want certain items each season – Brussel sprouts, as scrumptious (and might I add as versatile) as they are, may not be in great demand in the summer months. Your ‘cold’ veg, like salad-stuff and fruit, is in higher demand than foods that remind us of Christmas.
Is this resonating with the products or service you provide? I hope so, as that’s what I’m aiming at (in a fruity way)…ok, that was terrible, so let’s move on.
Does your web content match your key seasonal products?
If your products, or services, are only available at particular points in the year, you need to make sure that your message is getting to your audience at the right time.
So, to start off with, here are a few tips you could use to help maximise your sales:
- Centre the structure of your website around the seasonal products. Organise the structure to optimise user flow through the site. Direct them where you want them to go; if the user experience is good, they can find what they want easily. If your content is straightforward and to the point, this will help the user to make their buying decision.
- Make sure that your web content in and around your website is targeted towards the key products you want to sell at certain times in the year. Centre your marketing activities around these products. Create a content strategy which highlights: ‘what, where, and when’.
- Use Google Optimise, to help you to develop your website to suit your target audience. For instance, when thinking about a visitor’s flow through your site, Optimise can inject code into the website, (based upon a set of pre-determined rules). One example of these rules could be: change the button text from ‘Contact us’ to ‘Get a quote’. This could be used, say, if the visitor is returning to your site and has been on 4 or more of your pages.
- Google Tag Manager (GTM) is a great way to record advanced actions within websites. You can do this yourself, without the need of a developer to hard-code it! GTM is a tag management system, more advanced than standard analytics, that has streamlined the process of creating tags to send user interaction data to Google Analytics (GA). Google Tag Manager is easy to use, and saves you time. Use the interface to decide what needs to fire, or trigger, and on what page or what action. For instance, you could choose just the ‘Thank you’ page, or ‘all pages’. GTM then adds the appropriate tracking to your site.
- Google carried out a survey in March 2017 and found that 45% of small to medium size businesses don’t analyse their web traffic. Once you understand the users’ experience, you can keep tweaking and developing your site to ultimately improve your sales or service.
Remember to keep an eye on the horizon – whilst you are carrying out all of the above, don’t forget about planning next season’s products!
Repeat the process, then reap the ‘fruits’ of your labour.