Q4 is the most competitive time period for ecommerce businesses, deals and promotions offered to capitalize on holiday season traffic bring hordes of potential purchasers to your site.
One of the most valuable groups of users that comes out of the holiday season is net-new users, who could have found out about the product from an ad, friend, influencer, or some other referral. These users are more expensive to acquire because they have no knowledge of the brand, so they need more touchpoints when compared to your current customers.
Whether or not you convert those new users into customers in Q4, convincing them to be long-term customers should be an important part of your Q1 strategy. In this post, I will walk through the value of some of these different holiday audiences and how to engage with them in Q1 to turn them into paying customers.
Holiday audiences
Often, the largest and best-converting Q4 audiences are current customers who are loyal to the brand and looking for some type of discount during major holiday times like Cyber Monday and Black Friday. These audiences are highly valuable, and you don’t have to pay much to bring them back to your site, but there are other audiences you should consider to help you reach your goals in Q1. These pointers will help you figure out how you can engage them.
1. Potential customers who visited but didn’t convert
Plan to re-engage potential customers who visited the site but didn’t purchase.
This could be for a variety of reasons:
- They didn’t find the product they were looking for
- Increased competition
- They didn’t think the deal was enticing enough, and others
With this audience, your lowest-hanging fruit is the group of users who added something to their cart