The start of September can only mean one thing; peak shopping season is very nearly upon us. We’re not quite ready for a Pumpkin Latte and all things Halloween but the ‘Back to School’ ritual is a sure sign that key dates such as Black Friday, Cyber Monday and Christmas are just around the corner.

September is traditionally a busy month for businesses, but it’s also the best time to get your ducks in a row and ensure you’re in great shape for the all-important fourth quarter.

Here are a few tasks to add to your to-do list now to help you be in the strongest position possible when the festive shopping period kicks into high gear.

1.   Create new landing pages (and test, test, test)

It’s no secret that strong landing pages are a crucial component of securing a conversion, but their importance becomes even more pronounced at this time of year. During the holiday season, shoppers are looking for the best deal and the best discounts. Your landing pages need to stand up to that scrutiny:

• Graphics must be eye-catching and clearly convey your best deals
• Copy should be clear, concise and with your strongest text above the fold
• CTAs must be compelling and easy to action
• Forms (including check out) must be as lean as possible, user-friendly and be quick and easy to complete
• Product imagery should be compelling, showing products from multiple angles
• Social proof such as star rating reviews and user-generated content should be present

Whether you’re making small changes to an existing page that’s always worked well, or creating a new page from scratch, now is the time to test your creations. Use A/B testing to tweak and improve as you go.

2.   Firm up your promotions and discounts

This year, shoppers are more likely than ever to look for strong discounts. They’re also likely to comparison shop to get the best deal as budgets continue to be stretched. Now is the time to decide on your festive promotions and seasonal discounts.

• Competitor research is crucial. Keep a close eye on what rivals are offering so that your offers compare favourably.
• Test your promotions ahead of time so you get a feel for what your shoppers really want.
• Revisit data from previous years to pinpoint peaks in demand. Ensure your best offers are timed to coincide with those shopping surges.

3.   Check your creative

Seasonally appropriate images can make a big difference to conversion rate and campaign performance. They’re enticing, current and tap into the sentiment of the time of year. If you don’t yet have festive creative produced, signed off and ready to go, it’s time to get busy.

• If you have limited resources, you may be able to source some images from a stock photo library for use on landing pages, in emails and across social media.
• Consider having a photographer shoot some festive photos for you and use those on your product pages and landing pages.
• If you run video ads, you’ll need new footage which is also festive and appropriate for this time of year. Even though September is only just getting started, we’ll be seeing the Christmas TV ads appearing in no time, so you need to be ready to go.

4.   Prepare your social media posts

While some things may be more time sensitive, one area where you can get ahead is on social. Have posts prepared and scheduled now so they’re pushed out automatically during peak periods. This is a smart way to save time and make maximum impact, plus it’s something you can tick off your list in advance of the busiest period.

• You’ll need to write enough posts to see you through the festive season. Create posts for all your offers and discounts, along with any festive countdowns.
• Spotlight your best sellers and bundle deals.
• Share useful information by linking back to buying guides and product comparisons to help shoppers with their research and make your content more shareable.
• You’ll need to assemble your images and videos and decide on post formats.
• Research seasonal hashtags to ensure you’re maximising your discoverability.

We love to help our clients strategize and plan for success. It’s not too late to speak to us to set yourself up for the best possible end to 2024. Contact us now to find out more.