Mother's Day is a good reason to go wild with your webshop. It may seem 'only' to revolve around mothers that day, but if you look closely, there are quite a few! Just think of grandmothers, stepmothers and mothers-to-be. That makes Mother's Day extra interesting for webshops and gives you many options. This is therefore the ideal time to list a number of tips, so that you can increase the conversion of your webshop in May.
Webshop conversion with Mother's Day
Are you familiar with the term 'customer journey'? That is the marketing term for the journey that your customer takes from the introduction to the order. And indeed, if you start to see it as a literal journey, the process becomes clear at once.
Mother's Day is the perfect opportunity to serve consumers in all phases of their customer journey. With conversion as a result of course!
Facts
On average we spend €30 per person on Mother's Day. Good to know: about 43% of shoppers postpone the purchase until the day before Mother's Day. That is not useful for webshops and that is why you should start with awareness around Mother's Day as soon as possible.
Therefore, here are some practical tips, so that you still have some time to work them out. This way you can help all seeking or non-searching shoppers with your offer and more for extra conversion.
What is the most bought during Mother's Day? Research shows these are the most popular products for Mother's Day:
• greeting cards
• flowers
• outings
• clothing
• jewelry
• electronics
• household items
• books/media
• gift cards
No worries if you don't sell these items. There are opportunities for every webshop, as long as you put your visitors on the right track. Here we go.
1 determine the right target group
Anyone with a (sort of mother) who fits within your target group is in this case a potential buyer. Think of fathers, -big and small- children and women with mothers. So take a good look at your own target group, the recipient of the gift to be ordered and try to find the starting point of their journey. Where are they located online and offline? Try to figure that out. You can also find them through your primary target audience. For example, by letting them share their sweetest Mother's Day wish as a hint. See also the Applepiepieces newsletter below at tip 6.
Then determine what you want to sell, what your goal is and what resources you will use.
2 campaign style
Beautiful campaigns are half the battle. Something that looks good and fits your target audience radiates confidence. A good Mother's Day promotion is atmospheric, positive and gives you the feeling that you are in exactly the right place for that one special gift.
Make an attractive Mother's Day campaign style nicely in line with your branding. Maybe not something with flowers and hearts this year ;-) Or just do it and put it nice and thick on top. Whatever you do, do something that fits your webshop! Do you find this part difficult? Outsource this, or take a look around Creativemarket.com and try to make Canva.com your own (did you know there's a mini tutorial Canva in the Content coach program ?).
TIP
Be inspired by our Mother's Day inspiration pinboard full of (inter)national campaigns, DIY ideas and nice surprises for mothers.
3 gift guide
Gift guides are our favorite and I often recommend this option because it just works. A gift guide is a category in which you place products that are appropriate to the subject, in this case Mother's Day gift tips. A larger gift guide can consist of several categories so that the customer immediately finds his or her way to gifts for grandma, stepmother, mom to be, the romantic, stylish, fashionable, sweetest, tough, travel-loving or sporty mother. With this you remove the stress from the customer, you make it easy for him or her and yet it feels like your own choice (which has a positive effect on purchasing behaviour).
4 blog post
A blog post is the key to a good content strategy. Meh, shall we make it more fun? I will try. That blog post is simply there to tell your story without being too salesy. In the Mother's Day blog post, for example, you give about five super fun tips for the best Mother's Day ever. Think of a nice mix of a DIY to do with the kids, a nice breakfast, a to do outside the door, something sweet that makes mom very happy and of course a product from your shop here and there. Think of the 'All kinds of factor', it is about inspiring the potential customer and offering things that do not have to generate sales immediately. You couldn't even recommend any of your own products, but only close with a few cheerful sentences about your super handy gift guide (oh yes…).
5 Mother's Day discount
The inevitable discount if you want to make May a great month. It is up to you whether you do this, but this also works in a converting manner. Moreover, Mother's Day is a very good reason for a discount. For many webshops it is a very lucrative inhaker. How much discount? 20% for example.
6 newsletter
There, I said it. Those three newsletters will do the trick (if you have an email file, of course, you don't have one and you want to get started with your newsletter seriously, take a look at the online course Email Marketing Magic ).
newsletter 1
• topic: don't stress with the Mother's Day gift guide
• shipping: 14 days before Mother's Day
newsletter 2
• subject: the best tips for Mother's Day (with possible reminder to gift guide)
• shipping: 10 days before Mother's Day
newsletter 3
• subject: xx% discount on our Mother's Day selection (with possible reminder to gift guide and blog post)
• shipping: 7 days before last shipping day
7 shout it out
Promotion is the key. Because you can have such a beautiful Mother's Day campaign, a gift guide and a complete blog post, if no one knows, no one will come to your shop. So, if you have a solid plan and everything is ready, definitely plan in some good Facebook and Instagram ads!
Bonus tips
- offer digital gift cards for the very last minute!
- make a beautiful Mother's Day box full of surprises from your shop
- put together a Mother's Day promotion with another webshop (unite!)
Do you want more great content marketing guidance?
Then sign up quickly for the new season of the Content coach program . Never again without inspiration behind your computer. Never again an excuse not to write a blog, send a newsletter or post on social media. Never miss an opportunity for sales again! Let me help you, week after week. As if you employ a content marketing employee with antennae. That sounds good right?
And one more for the fans
source: numbers in intro via Sendcloud
