What is the Holiday Season Playbook?The Holiday Retail Playbook is a guide compiled by Google that features highlights, trends, and learnings from past holiday seasons to prepare you and your team for Holiday 2019.GET THE GUIDEThese learnings will give you a leg up on your competition and allow you to anticipate online shopping trends and behaviors unique to the holiday season. With more than half of consumers' shopping time spent online, formulating an e-commerce game plan early on becomes more important than ever.Here are the main takeaways from the guide and some of our own recommendations on how to properly prepare for this year's holiday season.Takeaway #1: It's never too early to start planning70% of smartphone users in the United States trust Google before buying something new. How does your brand ensure that these potential new customers find what they are looking for through all acquisition channels?Searches for “gifts for” and “gifts from” begin to accelerate from the last week of October. Do you have relevant content on your site to engage these users? Do you have content related to Christmas gifts? What about Christmas shopping lists?
If you don't, you risk missing a key research phase.Attribution should also not be something you count on at the last minute.Taking your attribution model from a last-ditch model and approaching attribution from a Multi-Channel Funnel (MCF) lens will allow you to have a more holistic understanding of how your acquisition channels are performing. .After all, users may come to your site through organic or paid before actually buying, and this step should be taken into account when analyzing their conversion. Are you undermining the influence of your social accounts just because that traffic isn't converting immediately?Understanding all the factors Egypt Phone Numbers List that led to your users' conversions can help you better inform future marketing strategies and give you a better understanding of the value of each channel.Do you want to go further in the analysis of conversions? If you have access to store visits in Google Analytics, it's never too late to set it up so you can start seeing the impact of online sales on offline sales.Takeaway #2: Consumers shop on their phone61% of holiday purchases in 2018 were made via mobile! If you don't set up mobile tracking properly, you could lose track of more than half of your holiday traffic.To avoid this, we recommend that you be particularly thorough when checking your mobile tracking, to ensure that it works on all parts of your site, as well as to ensure that you perform quality control on different devices. mobiles.Tracking can not only differ between desktop and mobile, but can also trigger very differently on an iPhone compared to an Android.
Double-checking your implementation will help ensure that all traffic is tracked correctly.Additionally, we recommend segmenting all holiday-specific analytics by device to better understand how users interact with your site across different devices. Since a large percentage of traffic comes from mobile, you cannot perform any kind of analysis without segmenting the data by desktop versus mobile.How do Hotjar heatmaps look on desktop vs. mobile? What does engagement and conversion look like on all devices? By answering these questions, you will undoubtedly be ready to face the season of joy.Takeaway #3: Buyers have questions – make sure your content answers them 81% of vacation shoppers who used Google were looking for brand and product information. Where is your site missing to provide this information?You can start by determining what your users are looking for on your site but not finding. Enter Seer's Zero Search Results Tracker. By implementing this tag, you will be able to see what information users need that you may not have content for.