holiday marketing: get your business and website holiday ready

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Getting Ready for the HolidaysSue Anderson, Director of User Experience


Agenda• Basics

• Know your audience• Deliberate perception• Users don’t read• Strong CTA

• Holidays• Perception• Be relevant


Who is your target audience?


What are they looking for?What are the

safest carseats?

Hours? How late do you take

appointments?

Do you have a

golden age discount?

Do you sell gift certificates?

Experienced landscapers in

MN

Towing service nearby


What are they looking for?• What is the first question people ask when calling you?

• Do you have your contact information on every page?

• Look at the analytics• What are they clicking on? • What are they searching for?


Deliberate Perception

• How do you want to be perceived?• Luxury, affordable, bargain• Large company, medium sized, business next door• Professional, casual, easy-going• Traditional, trendy, urban, conservative• High-tech, simple, easy

You have 5 seconds


People Don’t Read

• What is the ONE thing you want them to remember?• What makes you different?• What can you say that no one else can?• Why they should choose you?

• Edit and edit again

You have 5 seconds


Clear CTA

• What is the ONE thing you want them to do?• Call you?• Browse look at a product online?• Fill out a form?

You have 5 seconds

Holidays


• Alive, busy, up-to-date

• Festive

• Friendly, warm fuzzies

• Quick Tips• Holiday logo• Add the date/year

Your perception in the holiday season


Address real problems• Need gift ideas• Too many people to buy for• Don’t want to visit busy malls• Broke• No time

Be relevant


What are they looking for?


Everyone is different

Tracking performance


Google Analytics…• Measures website traffic, leads, sales and other important metrics.

• Gives insights into:• How visitors find and use your site• Who those people are • How to keep them coming back


How Google Analytics Works


Google Analytics Must Be Implemented Properly• In order to use Google Analytics (GA), you must implement the GA code

properly on your web pages

• The following steps are easy and require minimal technical expertise


Sign-Up For Google Analytics

• Visit http://www.google.com/analytics/

http://www.google.com/analytics/

http://www.google.com/analytics/


Add An Account


Get Tracking ID

Paste your snippet (unaltered, in its entirety) into every web page you want to track. Paste it immediately before the closing </head> tag.


Your Account Should Appear In GA Dashboard


Test Implementation

• Once you’re signed in to your Google Analytics account:• Visit your Website• Click on Real-Time/Overview to see that GA is recording your visit


Enable Demographics and Interest Reports


Important Reports


Introduction to Main Navigation

Navigation Item DescriptionFind reports & more Allows you to search for specific reports and screens

Dashboards Allows to create dashboards views of key reports

Shortcuts Allows you to create shortcuts for fast access to commonly viewed reports

Intelligence Events Allows you to create customized alerts based on specific criteria (e.g., sales increased more than 20% this week)

Real-Time Allows you to view website visits and related information in real-time

Audience Provides a wealth of information about your website visitors and related statistics

Acquisition Provides insights about how visitors arrive at your website and related statistics

Behavior Provides insights about how visitors navigate your site and related behaviors

Conversions*Advanced

Allows you to view goal completions and e-commerce results


Audience

• The Audience segment allows you to get to know more about the people who visit your website


Demographics/Age


Interests / Affinity Categories


GEO/Location


Mobile/Overview


Mobile/Devices


Benchmarking / Channels


Benchmarking / Devices


Acquisition

• How visitors get to your site and correlated metrics


Acquisition / Overview


All Traffic / Channels


Acquisition/ Referrals


Behavior

• What visitors did once they arrived at your site


Behavior / Overview


Site Content / Landing Pages


Conclusion• Measures website traffic, leads, sales and other important metrics.

• Gives insights into:• How visitors find and use your site• Who those people are • How to keep them coming back

holiday marketing: get your business and website holiday ready

Marketing