java 获取所有及假日_电子商务网站所有者假日销售指南-CSDN博客

java 获取所有及假日

If this is the first time you’ve thought seriously about holiday sales, you’re already late to the game. Bricks-and-mortar stores, the traditional leaders of retail sales, put months of planning into their campaigns, all to capture just a few more customers and start the holiday sales season just a few days earlier.

如果这是您第一次认真考虑假期销售，那么您已经来晚了。 实体店是零售业的传统领导者，他们在广告系列中进行了数月的计划，所有这些都只吸引了更多的客户，并在几天前开始了假日销售季节。

This effort takes place online as well: Amazon.com, Buy.com and all the other major dot coms have extensive holiday promotions, run large marketing campagins, and have made serious inroads to the gift buying market.

这项工作也可以在网上进行： Amazon.com ， Buy.com和所有其他主要的互联网公司都开展广泛的节日促销活动，经营大型营销活动，并已严重入侵礼品购买市场。

The good news is that, even if you’re off to a late start, there’s still plenty you can do to cash in on the biggest sales season of the year!

好消息是，即使您起步较晚，在一年中最大的销售季节中仍然可以做很多事情以赚钱！

Recently, several sites have reported that computer savvy consumers may conduct as much as 50% or more of their holiday shopping online. While this statistic is, perhaps, a bit higher than that for the entire U.S. consumer market, these numbers more than illustrate the simple point that people are going online to shop for gifts. And why not? With Internet access reaching 3 out of 4 homes in the U.S., and hundreds of millions of consumers world-wide, buying gifts online really is a logical decision. After all, shops mean driving, parking, long queues, and all sorts of hassles that can easily be avoided online.

最近，一些网站报道说，精通计算机的消费者可能会进行多达50％或更多的假日在线购物。尽管该统计数字可能比整个美国消费市场的统计数字高一些，但这些数字足以说明人们正在网上购物以购买礼物这一简单点。那么为何不？在美国4个家庭中，有3个访问互联网，全世界有数亿消费者，因此，在线购买礼物确实是一个合理的决定。毕竟，商店意味着开车，泊车，排长队以及各种麻烦，这些麻烦可以在网上轻松避免。

With free shipping offers, money-back guarantees, and, often, lower prices than physical stores, there’s rarely a downside to shopping online, especially when it comes to products that don’t have variable sizes, and no features that you want to check out physically, first-hand, before you buy. For DVDs, music, electronics, name brand toys and any other straight-forward product or service, the Internet is the simplest solution to the hectic task of buying gifts.

有了免费送货，退款保证以及通常比实体商店更低的价格，在线购物几乎没有不利的一面，尤其是当商品尺寸不可变且没有要检查的功能时购买之前，请先亲自进行实地考察。对于DVD，音乐，电子产品，名牌玩具和任何其他简单明了的产品或服务，Internet是完成购买礼物的繁重任务的最简单解决方案。

So, how can you sell more online? There are a number of important tips and tricks that can win you a bigger piece of the holiday shopping action. The first factors to consider in any successful holiday promotion are theme, presentation and mood. Ultimately, all your sales, marketing, discount and other offers are simply part of an overall effort to get visitors into the gift-buying mood. This is especially important early in the holiday season; while many consumers start to think about gifts in late October, they may not consider making these purchases for months. By putting subtle cues in place, you can actually speed up the sales cycle by showing contemplators that now is the time for them to start buying. The better your site communicates this idea, the better are the odds that browsers will decide to buy at your store now.

那么，如何在网上销售更多商品？有许多重要的提示和技巧可以为您赢得更多的假期购物活动。在任何成功的假期促销中要考虑的首要因素是主题，演讲和情绪。最终，您所有的销售，营销，折扣和其他优惠都只是使访问者进入购买礼物的整体努力的一部分。这在假期初期尤为重要；尽管许多消费者在10月下旬开始考虑购买礼物，但他们可能几个月都没有考虑购买这些礼物。通过放置一些细微的线索，您可以通过向沉思者显示现在是他们开始购买的时候，实际上可以加快销售周期。您的网站传达的信息越好，浏览器现在决定在您的商店购买的可能性就越大。

步骤1.将“假日精神”添加到您的网站 (Step 1. Add the "Holiday Spirit" to your Site)

Adding holiday theme changes is a touchy subject that must be approached with careful planning. Incorporate too many holiday elements, and you risk appearing blatant and tacky; add too few and your customers may miss the message entirely. Finding a balance usually means adding simple, conservative images, color changes, a themed logo and perhaps new icon sets — but nothing that gets too flashy or over the top. As with all site revisions, be certain to run some user tests before you make a full launch, just to be certain you aren’t negatively impacting your user flow, or generating any usability issues. You don’t want to miss out on 70% of your sales because the new version of Internet Explorer has a conflict with your cute little snowflake DHTML effect.

添加假日主题更改是一个棘手的主题，必须仔细计划。加入过多的假日元素，您可能会冒出明显而俗气的感觉；添加的数量太少，您的客户可能会完全忽略该消息。找到平衡点通常意味着添加简单，保守的图像，颜色变化，主题徽标以及也许新的图标集-但没有什么变得浮夸或浮夸。与所有网站修订版一样，请确保在完全启动之前运行一些用户测试，以确保不会对用户流产生负面影响，也不会产生任何可用性问题。您不想错过70％的销售额，因为新版本的Internet Explorer与可爱的雪花DHTML效果发生冲突。

At this stage, you also want to start to incorporate the right holiday message, to let your visitors know that you are the best source of the gifts they need to buy. While your returning customers are often your most loyal supporters, they may not consider your store as a place at which they want to purchase products for others, nor may new visitors who come looking for something for themselves. This is where your gift-shopping message comes into play: by adding some of the elements we’ll discuss later in this article, you can successfully shift the consumer mindset from, "I’m here to buy for me," to, "I’m here for me, but I can also buy something for someone else…" Your industry and niche is almost irrelevant at this point — even technical, super-geeky products are something that someone else may want as a gift.

在此阶段，您还希望开始纳入正确的假期信息，以使访问者知道您是他们需要购买的礼物的最佳来源。虽然回头客通常是您最忠实的支持者，但他们可能不会将您的商店视为要为他人购买产品的地方，也不会将新来的访客视为自己寻找商品的地方。这是您的礼物购物信息发挥作用的地方：通过添加一些我们稍后将在本文中讨论的元素，您可以成功地将消费者的观念从“我在这里为我购买”转变为“我在这里为我服务，但我也可以为他人买东西……”此时，您的行业和利基市场几乎无关紧要-甚至技术，超级怪异的产品也是别人可能想要作为礼物的东西。

Consider the case of just one online store: in late October, Bath and Body Works launched its new holiday layout. As a retailer, choosing when to step into the holiday theme can be quite a challenge, especially if you make the jump before retail stores kick off their own campaigns. However, in the gift and personal beauty products arena, competition is always fierce. Making the most of the holiday season is vital to the bottom line.

考虑只有一个在线商店的情况：10月下旬， Bath and Body Works推出了新的假期布局。作为零售商，选择何时加入假日主题可能是一个很大的挑战，尤其是如果您在零售商店开始自己的广告系列之前跳了一下。但是，在礼品和个人美容产品领域，竞争总是很激烈。充分利用假期对盈利至关重要。

The site revamp that Bath and Body created captures the holiday marketing theme with a direct, warm, tasteful site. Rather than tossing in several vibrant colors, the site focuses on red, silver, and a hint of green, creating a visually soothing look. Holiday promotions take the form of ornaments and boxes which both illustrate product offerings and communicate that the store is open for holiday shopping. Simple yet effective, the entire approach can be summed up using the site’s own marketing slogan: Get Ready for the Perfect Christmas. That’s exactly what they’re attempting to get customers thinking about.

Bath and Body创建的网站改版以直接，热情，有品味的网站捕捉了假日营销主题。该网站不使用多种鲜艳的颜色，而是着眼于红色，银色和绿色，营造出视觉上舒缓的外观。节日促销采用装饰品和盒子的形式，既可以展示产品，又可以传达商店开放供节日购物的信息。简单但有效，可以使用网站自己的营销口号总结整个方法：为完美的圣诞节做好准备。这正是他们试图使客户考虑的东西。

第2步：回答最棘手问题的工具：我应该得到他什么？ (Step 2. A Tool to Answer the Hardest Question: What Should I get Him…?)

As we start buying gifts and checking people off our lists, there’s always someone who’s just impossible to shop for. Maybe it’s a cousin who likes video games, or a friend who just has to have the latest golf gadget, but if you aren’t a video game player and don’t enjoy golf, chances are that you won’t know what’s good and what isn’t. The same is true for most holiday shoppers: they know they need something for a particular person — they may even know what category, or what type of item they want to get — but they have no idea about the gift’s specifics. By putting together a simple holiday gift guide, and a gift search/browse tool, you can help direct people to the product that fits the bill. The more robust your system, the more likely the customer is to find a good match, and trust your site’s recommendation.

当我们开始购买礼物并检查名单上的人时，总会有人根本无法购物。也许是喜欢电子游戏的表弟，或者只是需要拥有最新高尔夫配件的朋友，但是如果您不是电子游戏玩家并且不喜欢高尔夫，那么您很可能不知道什么是好东西，并且不是。对于大多数假日购物者而言，情况也是如此：他们知道特定人需要一些东西-他们甚至可能知道他们想要获得什么类别或哪种类型的物品-但他们对礼物的具体细节一无所知。通过组合简单的节日礼物指南和礼物搜索/浏览工具，您可以帮助人们找到最适合自己的商品。系统越强大，客户就越有可能找到合适的匹配并信任您网站的推荐。

Consider adding a section to your site that allows customers to enter personal details such as age, gender, experience or skill — any characteristics that pertain to your specific niche. Not only can this help potential customers find exactly what they need for a particular individual, but it can often inspire them to find something else for another person on that all-important gift list. Because this tool is all about helping consumers, make sure it’s simple to use, and visible on your homepage, search engine landing pages, and any other major points of entry. After all, you want as many people to use the system as you can.

考虑在您的网站上添加一个部分，允许客户输入个人详细信息，例如年龄，性别，经验或技能-与您的特定细分市场有关的任何特征。这不仅可以帮助潜在客户准确找到特定个体的需求，而且常常可以激发他们在该重要礼物清单上为其他人找到其他东西。由于此工具旨在帮助消费者，因此请确保该工具易于使用，并且可以在您的首页，搜索引擎目标网页以及其他任何主要切入点上看到。毕竟，您希望尽可能多的人使用该系统。

Discovery.com offers an enormous variety of products, from educational toys and gadgets, to DVD and VHS versions of their television shows. Of course, too much variety can cause problems when it comes to getting customers actually to buy something. One of the ways Discovery.com gets around this is with a robust gift finder that really helps shoppers get a little more direction.

Discovery.com提供各种各样的产品，从益智玩具和小配件到其电视节目的DVD和VHS版本。当然，在让客户实际购买商品时，种类太多会引起问题。 Discovery.com解决这一问题的方法之一是使用功能强大的礼品查找器，它确实可以帮助购物者获得更多指导。

The first time visitors access this feature, they’re shown six options: Best Sellers, Customer Favorites, Discovery Exclusives, Just Aired, New Products, Stocking Stuffers and Under $25, but it doesn’t stop there. Clicking on any of these main categories shows a list of products, along with an additional list of other gift recommendations; gifts for him, gifts for her, gifts for children, and gifts by product type exist within all of those sub-levels. The system is inherently simple, but it hits on the holiday theme, works to direct visitors by interest and price point, and easily sorts through what would otherwise seem to be a daunting range of product options.

首次访问此功能的访问者会看到六个选项：“畅销书”，“客户收藏夹”，“发现独家”，“刚播出”，“新产品”，“库存填充器”和$ 25以下，但并不仅限于此。单击这些主要类别中的任何一个，将显示产品列表以及其他礼物推荐的附加列表；在所有这些子级别中都存在给他的礼物，给她的礼物，给孩子的礼物以及按产品类型列出的礼物。该系统从本质上讲很简单，但它以假期为主题，可根据兴趣和价格点引导访客，并轻松地对原本看似令人生畏的产品选择范围进行分类。

步骤3.面对挑战：“什么时候到达这里？” (Step 3. Facing the Challenge: "When Does it Get Here?")

When free shipping first appeared on the Web, people treated it as a rare event and a major discount. At that point, consumers had become so accustomed to paying shipping costs that these charges were considered standard. Of course, after a few big stores introduced the idea, it became much more widely accepted; now, some users won’t make a purchase if shipping charges are involved. This, of course, is a silly notion: everyone knows shipping isn’t free, it’s simply a matter of whether the vendor charges you the full cost up-front, includes it as part of a bundled price, or they absorb part of the cost via reduced margins, and charge you the rest. In any case, customers do pay for shipping; they just aren’t seeing that particular line item on the bill.

当免费送货首次出现在网络上时，人们将其视为罕见事件和重大折扣。那时，消费者已经习惯了支付运输费用，以至于这些费用被视为标准费用。当然，在一些大型商店引入了这个想法之后，它被越来越广泛地接受了。现在，如果涉及运费，某些用户将不会购物。当然，这是一个愚蠢的想法：每个人都知道送货不是免费的，这只是供应商是否要向您收取全部费用，是否将其作为捆绑价格的一部分包括在内，还是他们吸收了一部分费用的问题。通过减少边际成本来实现，其余部分则由您收取。在任何情况下，客户均需支付运费；他们只是在帐单上看不到该特定订单项。

Still, for most consumers, the idea of getting an item without that extra little fee at the end really stands out: it’s a value proposition that people simply love. We see this same appeal applied tax and other related handling fee discounts, although people tend to understand those costs a bit better.

尽管如此，对于大多数消费者而言，最终不用多花一点钱就能获得一件商品的想法确实很突出：这是人们所钟爱的价值主张。尽管人们倾向于更好地理解这些费用，但我们仍然看到这种上诉适用了税收和其他相关的手续费折扣。

Free shipping has now become so popular that there are hardly any retail stores that don’t offer it. If you’re not offering free shipping yet, consider this as a great time to test the trend. If you do offer it to your users, promote it! Don’t just put up a little link: scream that you don’t charge for shipping! One great way to do this is to add a banner or graphic to your homepage, announcing the offer as if it’s new and exciting. Make it a limited-time event, and make sure you tell consumers that they get free shipping on their gifts. Put them in their holiday buying mood: "Free shipping on all gift purchases through Christmas week only!"

现在免费送货已变得如此流行，几乎没有任何零售商店提供免费送货。如果您还不提供免费送货服务，请考虑将其作为检验趋势的绝佳时机。如果您确实向用户提供了它，请推广它！不要只是建立一个小链接：尖叫您不收取运费！做到这一点的一种好方法是在您的首页上添加横幅或图形，将要约宣布为新的和令人兴奋的。使其成为限时活动，并确保您告知消费者他们的礼物免费送货。让他们放假购物：“圣诞节前所有礼物的购买都免费送货！”

It’s important to realize that shipping is your major hurdle — in fact, it’s the major hurdle faced by all Web retailers. No matter how cheap your products are, or how good your service is, customers don’t receive their purchases on the same day, and they will need to pay to have them shipped (unless of course you have a local store). At holiday time, this delay poses an even bigger risk: late arrivals. Almost everyone buys a few gifts at the last minute, but in the online world, the last minute might mean two weeks or more after the holiday, once you factor in packaging, shipping and delivery times.

重要的是要认识到运输是您的主要障碍-实际上，这是所有网络零售商都面临的主要障碍。不管您的产品价格多么便宜，或您的服务质量如何，客户都不会在同一天收到购买的商品，他们需要付款才能发货(当然，除非您在当地有商店)。在假期，这种延误带来更大的风险：迟到。几乎每个人都在最后一刻购买了一些礼物，但是在网络世界中，一旦您考虑了包装，运输和交货时间，最后一分钟可能意味着假期后的两周或更长时间。

Oddly enough, promoting your own "handicap" can actually solve the problem. Rather than charging customers full rates for faster shipping options, discount them. During the checkout process modify your site to show the original, full amount with a strike-through, and the special amount in bold. Despite the fact that two-day air may cost twenty bucks, it’s still a "discount" and everyone loves a discount.

奇怪的是，推广自己的“障碍”实际上可以解决问题。与其向客户收取全价以获取更快的运输选项，不如对它们打折。在结帐过程中，修改您的网站，以显示原始的，带删除线的全部金额以及以粗体显示的特殊金额。尽管两天的飞机票可能要花20美元，但这仍然是“折扣”，每个人都喜欢打折。

It’s also a good idea to take on shipping directly by displaying a list of "order-by" dates throughout your Website (including the homepage). Use a simple chart to show customers the date by which they must place their orders to have the delivery made by Christmas. Factor in packaging time, delivery across the country (don’t assume customers live five miles away), and any foreseeable delays. If a customer orders a gift and it doesn’t arrive by December 24, there’s a 99.9% chance they will return the purchase, so save yourself the headache: give them a firm cut-off date.

直接显示整个网站(包括首页)上的“订购日期”列表也是直接进行运输的好主意。使用简单的图表向客户显示必须下订单的日期才能在圣诞节前交货。包装时间，在全国范围内交货(不要假设客户居住在五英里之外)以及任何可预见的延迟都应考虑在内。如果客户订购了一份礼物，但到12月24日仍未到位，则他们有99.9％的机会会退还购买的商品，因此，您不必为之烦恼：给他们确定截止日期。

Long before Christmas, and even the U.S. Thanksgiving holidays, Hershey’s Gifts had ship-by reminders in place not for the winter, but for Hallowe’en. On nearly every product page, on the homepage, and on search pages, Hershey’s provides a clear, prominent banner that displays the purchase deadline for guaranteed delivery. As the holiday season progresses, so does the banner. While the initial message is by no means detailed, the overwhelming visibility is what makes it so effective. A linked page shows interested users all the information they could hope to see: shipping estimates are color-coded by US geographic location and shipping method. The impact is clear. Every visitor knows when they have to order by, and that makes visitors all the more eager to buy.

在圣诞节甚至美国的感恩节假期之前很久，好时的礼物就没有过冬，而是在万圣节前送来了提醒。在几乎每个产品页面，主页和搜索页面上，Hershey's都提供醒目的醒目的标语，显示保证交货的购买截止日期。随着假期的进行，标语也随之增加。尽管最初的消息绝不详尽，但压倒性的可见性才使它如此有效。链接的页面向感兴趣的用户显示了他们希望看到的所有信息：运送估算值按美国地理位置和运送方式进行了颜色编码。影响是显而易见的。每个访客都知道何时需要订购，这使得访客更加渴望购买。

步骤4折扣，折扣，折扣！ (Step 4 Discounts, Discounts, Discounts!)

Don’t be afraid to put up discounts: save 10%, perhaps, or buy any product over $50 and get a free gift, or get two-for-one. These types of deals should be offered on all your top gift items. Slash prices with red lines, hold 24-hour sales, liquidate the last few dozen of any item in stock — do whatever it takes to promote yourself each day. Think about these sales as a one-day or one-week events, to keep things fresh, and to drive shoppers back for more.

不要害怕打折：也许可以节省10％，或者购买任何价格超过$ 50的产品并获得免费礼物，或者获得二对一的折扣。所有顶级礼品都应提供此类交易。用红线调低价格，保持24小时销售，清算库存中的最后几十个物品-尽一切努力每天促销自己。可以将这些销售视为一天或一周的活动，以保持新鲜感，并吸引购物者更多。

As you begin to notice popular trends, swap out any existing "hot product" or "top seller" features with Top Gifts, Gifts under $10, and Recommended Gifts boxes, if that’s what works. Discount these items even further using various promotional language to sell off excess inventory. As you get lower on lower on certain types of products, play this up: encourage customers to see the importance of buying now.

当您开始注意到流行趋势时，将所有现有的“热门产品”或“畅销产品”功能替换为“顶级礼品”，“ 10美元以下的礼品”和“推荐的礼品”盒(如果可行)。使用各种促销语言进一步折价这些商品，以卖出多余的库存。当您在某些类型的产品上价格降低时，请发挥以下作用：鼓励客户了解立即购买的重要性。

Discounts should also make their way into your marketing materials. Take advantage of deal sites on which you can post (or pay to post) special coupons for your site as a means of attracting visitors who are looking for a great deal. Modify your PPC keywords to include information about your holiday sale promotions, and take those users to a specific landing page on which a discount is already clearly marked. Be sure the discount flag follows them throughout the entire site, and use a standard icon, color, and line-through graphic on the original price so that consumers know they’re saving.

折扣也应纳入您的营销材料中。利用可以在其上发布(或付费发布)您网站的特殊优惠券的交易网站，以此吸引正在寻找大量交易的访问者。修改您的PPC关键字以包含有关您的假日促销活动的信息，并将这些用户带到已经在其上清楚标记了折扣的特定目标网页。确保在整个网站上都贴有折扣标志，并在原始价格上使用标准的图标，颜色和直通图形，以便消费者知道自己在节省。

While some consumers shop on the basis of the lowest price, for many, the considered factors go beyond mere dollars. They might want to find a site that seems reliable, safe and trustworthy. If you can’t have the lowest price out there, a special deal can go a long way to make up for your higher purchase price. A deal doesn’t simply mean getting the lowest price in the world: it means buying something at a price that makes you feel you did better than expected.

尽管一些消费者以最低价格购物，但对于许多人来说，考虑的因素不仅仅限于美元。他们可能想找到一个看起来可靠，安全和值得信赖的网站。如果您无法获得最低的价格，可以通过一笔特惠交易来弥补较高的购买价格。一笔交易并不仅仅意味着获得世界上最低的价格：它意味着以使您感觉自己做得比预期更好的价格购买东西。

The problem with holiday sales is that, when the holidays end, so do the sales — at least, that’s the theory. To counter this, popular travel site Travelocity has come up with an appealing discount that actually serves to boost business after the holidays. Visitors to the site are shown a holiday themed banner using the well-known gnome mascot (wrapped in Christmas lights) with a big sign that invites customers to save $100. Right there and then, the site grabs your attention. After all, with so many discount travel sites around, and prices that are nearly identical, who wouldn’t want $100 off? The catch? Your discount is on a future-dated ticket to be used in the first half of 2006, which means you must make another purchase.

假期销售的问题在于，假期结束后，销售也会减少，至少这是理论。为了解决这个问题，受欢迎的旅游网站Travelocity提供了诱人的折扣，实际上可以在假期后促进业务增长。该网站的访问者会看到一个节日主题横幅，上面使用着名的侏儒吉祥物(包裹在圣诞灯下)，上面有一个大招牌，邀请顾客节省100美元。就在那儿，该站点吸引了您的注意。毕竟，周围有这么多的折扣旅游网站，并且价格几乎相同，谁不想为您节省100美元？抓住？您的折扣是在2006年上半年使用的未来票上，这意味着您必须再次购买。

This is truly a beautiful double-sided promotion: the amount is substantial enough to appeal to almost everyone, and the delay almost guarantees Travelocity another order in the future. Of course, it doesn’t hurt that they’ve gone the extra distance, creating a well-themed landing page for the offer that includes jokes, holiday photos, and few other touches to really drive the point home.

这确实是一次美丽的双面促销：金额足以吸引几乎每个人，而且延误几乎保证了Travelocity将来会获得另一个订单。当然，他们走了更远的距离并没有伤害他们，为报价创建了一个主题明确的登录页面，其中包括笑话，假日照片和其他几笔让您真正回到家中的方式。

步骤5.带回旧客户 (Step 5. Bring Back Old Customers)

Repeat visitors can account for 50% or more of a site’s order volume but, if you’re waiting for them to come to you, you’d better not hold your breath. This is utterly important around the holidays because, until you get out the all-important holiday message, your old customers may not be thinking of your site as a source of gifts. To get them back, and get them in the gift-buying mood, you need only do one thing: communicate with them! If you don’t send regular email communications to old clients, you need to start today (provided that your email policy allows you to)!

重复访问者可以占网站订单量的50％或更多，但是，如果您正在等待他们的到来，最好不要屏住呼吸。这在假期期间非常重要，因为在您得到最重要的假期信息之前，您的老顾客可能不会将您的网站视为礼物的来源。为了让他们回来并让他们有购买礼物的心情，您只需要做一件事：与他们交流！如果您不向常规客户发送常规电子邮件通信，则需要立即开始(前提是您的电子邮件策略允许您这样做)！

Put together a new email template based on your holiday-inspired site design, and go from there. A good holiday promotion has a few lines of copy and a focused creative — and it is most certainly HTML- and text-enabled. If you can segment users on the basis of their purchase history, show them more of the same kinds of products they’ve bought in the past. If you can determine how long it’s been since they ordered, offer a discount that corresponds to their particular needs, and use specific language to thank them for shopping recently, or invite them back after a long time away. Personalization will help boost the click-through rate of your promotion, and can earn you valuable points with the client when it comes to consideration.

根据您的假期网站设计，组合一个新的电子邮件模板，然后从那里开始。一个好的假期促销活动应包含几行复制内容和一个有针对性的广告素材-毫无疑问，它支持HTML和文本功能。如果您可以根据用户的购买历史对用户进行细分，请向他们展示他们过去购买的更多同类产品。如果您可以确定自订购以来已有多长时间，请提供与他们的特定需求相对应的折扣，并使用特定的语言来感谢他们最近的购物，或在很长一段时间后邀请他们回来。个性化将有助于提高促销的点击率，并在考虑时可以为客户赢得有价值的积分。

If you can’t personalize or segment your email list (and even if you can), show recipients some top product and gift recommendations and, most importantly, give everyone an offer they can’t refuse. 10% discounts are easy to come by, and don’t mean much. But a $10-off coupon? Well, that takes on a whole new meaning: it’s ten bucks for free! Even when the offer may end up being less of a discount, a dollar figure holds a certain weight in people’s eyes, so don’t be afraid to experiment with this and other non-traditional discount ideas.

如果您无法个性化或细分电子邮件列表(即使可以)，请向收件人显示一些顶级产品和礼物推荐，最重要的是，向所有人提供他们无法拒绝的报价。 10％的折扣很容易获得，并且意义不大。但是10美元的优惠券呢？好吧，这具有全新的含义：免费十美元！即使要约最终可能没有打折，但一美元的数字在人们的视线中占有一定分量，因此，请不要害怕尝试使用此折扣和其他非传统的折扣想法。

Before you finalize and send your message, be sure you can carefully track the results not just in terms of overall ROI, but also on the bases of open rates and read rates. As it gets closer to the holidays, you’ll want to follow up with another email to non-performers in case they didn’t get the first message. Repeat this process every 2-3 weeks until the holidays arrive, to maximize your campaign’s efficacy. Then, when it’s all over and everyone has received their gifts, consider a final email to those customers who did purchase, offering them super specials on all that left-over inventory that you’re just dying to sell.

在完成并发送消息之前，请确保您不仅可以在总体ROI方面而且还可以在打开率和读取率的基础上仔细跟踪结果。随着假期的临近，您将想跟另一封电子邮件发送给效果不佳的人，以防他们没有收到第一条消息。每2-3周重复此过程，直到假期到来，以最大程度地发挥广告系列的效果。然后，当交易结束并且每个人都收到了礼物时，请考虑向那些购买商品的客户发送一封最后一封电子邮件，为他们提供您即将出售的所有剩余库存的超级特惠。

Also, to tie-in to the over all idea of the holiday theme and mood, be sure that all of your outbound emails — order confirmations, lost password messages or anything else — use the same holiday design that your site displays. Wherever customers look, they should see your unified, spectacular savings- and offer-focused messages, reminding them that you can provide those few final gifts.

另外，要与假期主题和心情的整体概念联系起来，请确保所有出站电子邮件(订单确认，丢失密码消息或其他任何消息)都使用与网站显示的相同的假期设计。无论客户在哪里看，他们都应该看到统一的，醒目的节省和以优惠为中心的消息，提醒他们您可以提供一些最终礼物。

Before every holiday, year round, you can find Circuit City‘s special savings email in the inbox of past customers and Web leads. This, along with a series of other one-off and event-based email messages, serves to reintroduce the brand to customers over and over again. Because of the range of products, and the focus on big-ticket items like plasma-screen televisions, Circuit City’s emails really have to go the distance in terms of offering high-value incentives to push their offer above the rest. As a result, customers are likely to receive several emails during a peak seasonal period, with offers ranging from discounted DVDs, to hundreds of dollars off big-screen TVs and audiovisual equipment.

在每年的每个假期之前，您都可以在过去的客户和网络潜在客户的收件箱中找到Circuit City的特殊储蓄电子邮件。这以及一系列其他基于事件的一次性电子邮件消息，可一次又一次地向客户重新介绍该品牌。由于产品种类繁多，并且关注等离子电视等高价商品，因此，Circuit City的电子邮件在提供高价值的激励措施方面要走得更远，以使其报价高于其他产品。结果，客户可能会在旺季期间收到几封电子邮件，报价从打折的DVD到大屏幕电视和视听设备的数百美元折扣不等。

By branding all their emails to match the Website, print and TV executions, and the holiday season, Circuit City’s email campaign is able effectively to reach out to customers in the fiercely competitive consumer product market. To see these messages yourself, you’ll need to sign up for the Shop4Tech newsletter which is, of course, free.

通过为所有电子邮件打上商标以匹配网站，印刷和电视节目以及假日季节，Circuit City的电子邮件活动可以有效地在竞争激烈的消费产品市场中吸引客户。要亲自查看这些消息，您需要注册Shop4Tech时事通讯，该时事通讯是免费的。

步骤6.添加一些简单的操作 (Step 6. Adding some Simple Touches)

You can offer a lot more before you must resort to outbound marketing tools to boost conversions. Consider your Website as competing with local stores because, ultimately, you are. This means you have to meet or beat any deal they might offer. Here are a few ideas.

在必须借助出站营销工具来提高转化率之前，您可以提供更多的服务。将您的网站视为与本地商店竞争，因为最终您是。这意味着您必须满足或击败他们可能提供的任何交易。这里有一些想法。

The return receipt is a concept that hasn’t yet been taken on all over the Web, but there’s a reason why almost every large retailer offers them. Online retailers have the ability to go a step further: at the end of your confirmation email (and in your thank-you page), add a link to let users print out receipts for individual items they’ve purchased. This will encourage customers to buy multiple items from your store and, when it comes time for them to order a few more items, they’ll already know that if the product isn’t right, they needn’t worry. You’ve reduced the risk by giving them a way to let their friend, who has no relationship with you, return the item.

退货收据是一个尚未在整个Web上普及的概念，但是有一个理由使得几乎每个大型零售商都提供它们。在线零售商可以更进一步：在确认电子邮件的末尾(以及在您的感谢页面中)，添加一个链接，以使用户可以打印出所购买单个物品的收据。这将鼓励客户从您的商店购买多件商品，当他们需要再订购几件商品时，他们将已经知道，如果产品不合适，则不必担心。通过给他们一种让与您没有关系的朋友退货的方法，您降低了风险。

If you really want to blow this idea out of the water, consider offering a special deal in which you’ll cover shipping on all returns bearing gift receipts. It doesn’t cost me a dime to return the sweater grandma bought me to a local store, but if I have to ship it back to some dot com I’d have to pay — and grandma doesn’t want me to have to pay to return the item if I don’t like it (then again, how could anyone not like a brightly colored sweater?!).

如果您真的想把这个想法付诸东流，请考虑提供一项特别优惠，其中涵盖所有带有礼品收据的退货。将毛衣奶奶给我买的东西退回本地商店不需要花一角钱，但是如果我必须将它运回一些互联网公司，我就必须付款-奶奶不希望我必须付款如果我不喜欢它，就退货(再说一次，谁又不喜欢一件鲜艳的毛衣呢？！)。

Gift Certificates are another no-brainer for the holidays, especially if you offer technical products or other items focused on youth. Parents, grandparents, and friends often just don’t know what to get teenagers and young adults, so, rather than having them pick up a gift card to BestBuy, why not offer them your own virtual certificate? Even better, offer a printed version. You may not sell a lot in your first year, but the vouchers won’t cost you a thing and, as is often the case, you’ll likely find that customers using a voucher buy items totaling more than the value of the voucher.

礼券是假期的另一个明智之举，特别是如果您提供针对年轻人的技术产品或其他物品。父母，祖父母和朋友经常不知道如何获得青少年，因此，与其让他们拿起BestBuy的礼品卡，不如不给他们自己的虚拟证书？更好的是，提供印刷版本。您在第一年可能不会卖很多东西，但是凭单并不会花费您任何东西，而且通常情况下，您可能会发现使用凭单的客户购买的商品总价值超过了凭单的价值。

If you’re even considering shipping items directly to gift recipients, gift wrapping is a must. Like gift certificates, there’s minimal cost involved in offering gift wrapping; just pick up a few different types of wrapping, some tape and bows, and put the options online (after you learn how to tie a pretty knot, that is). The real factor to consider here is what to do if demand explodes; wrapping a few items isn’t hard, but wrapping 500 on your own might be. Again, you really have the option to use this idea to your advantage by promoting it as a free service. This makes it harder to cover your costs, but your store becomes a much more appealing option for potential clients who are looking for value.

如果您甚至考虑将物品直接运送给礼品接收者，则必须包装礼品。像礼券一样，提供礼品包装的成本最低。只需拿起几种不同类型的包裹物，一些胶带和弓形物，然后将选项在线放置(在学习了如何打结之后即可)。这里要考虑的真正因素是如果需求激增该怎么办；包装几件物品并不难，但您可以自己包装500件。同样，您确实可以选择通过将其推广为免费服务来利用自己的优势。这使您难以负担成本，但是对于寻求价值的潜在客户而言，商店成为更具吸引力的选择。

And as we’ve already discussed, it’s imperative that people can see your shipping methods and estimated delivery times up-front and during checkout. Make this information work to your advantage by urging people to buy before it’s too late. Don’t forget to throw in a count-down script to remind people that there are only "x days left" before a shipping option expires. As the time ticks by, this counter will become more and more important to ensuring that you receive as few returns as possible. As a bonus, offer a guaranteed delivery ship-by date backed up by a full refund, no questions asked.

正如我们已经讨论的，当务之急是，人们必须在结帐前和结帐时看到您的送货方式和预计的送货时间。通过敦促人们在为时已晚之前进行购买，使此信息对您有利。不要忘记输入倒计时脚本，以提醒人们在运输选项到期之前仅剩“ x天”。随着时间的流逝，此计数器将对确保您获得尽可能少的回报越来越重要。作为奖励，提供有保证的交货交期，并全额退款，不问任何问题。

Pottery Barn Kids has already gone all-out in developing its holiday theme. A cute, well-focused Flash animation introduces the brand’s core offerings, while red icons with snowflake backgrounds comprise the site navigation. On the side-bar, in plain view, are free and lower shipping rate icons, a gift locator, and sale items. Directly below the main content even more holiday promotions can be found, including a more in-depth version of the gift finder segmented by age, gender, and free shipping recommendations. There is also a holiday shipping chart to give consumers ample warning and time to plan their purchases. The entire site wraps together neatly to embody the holiday theme without going over the top, and it was all prepared months before Christmas, bringing the holiday mood to consumers just a little bit earlier than other stores.

Pottery Barn Kids已经全力以赴开发其度假主题。可爱，重点突出的Flash动画介绍了该品牌的核心产品，而带有雪花背景的红色图标则构成了网站导航。在侧边栏上，以普通视图显示免费和较低运费图标，礼品定位器和销售商品。在主要内容的正下方，可以找到更多的假日促销活动，其中包括按年龄，性别和免费送货建议细分的更深入的礼品搜索器版本。还有一个假日运输图表，可以给消费者足够的警告和时间来计划购买。整个网站整齐地组合在一起，以体现节日主题，而无需过多关注，并且圣诞节前几个月就已经做好了充分准备，使假日气氛比其他商店早一点带给了消费者。

Of course, not all of your effort should be devoted to your site’s front end. As with any major promotional campaign, you’ll want to track every aspect of your site, every new source of business, and the impacts of all your efforts. If your current tracking involves nothing more than a simple analytics tool, it may be time to look for something more robust. Systems like Urchin, CoreMetrics, FireClick and HitBox Pro offer sophisticated ecommerce tracking applications that monitor everything from conversion rates to abandonment and segmentation drop-off.

当然，并非您的所有努力都应致力于网站的前端。与任何大型促销活动一样，您将希望跟踪站点的各个方面，每个新的业务来源以及所有工作的影响。如果您当前的跟踪只涉及简单的分析工具，那么可能是时候寻找更强大的工具了。诸如Urchin ， CoreMetrics ， FireClick和HitBox Pro之类的系统提供了完善的电子商务跟踪应用程序，可监控从转换率到放弃和细分下降的所有内容。

If you don’t have the time or budget to switch to a high-end analytics package, consider adding some extra tracking of your own. On the most basic level, you’ll want to uniquely identify each method by which visitors access your Website, be it search engine marketing, email blasts, or some other tactic. Monitor the daily clicks receive by each of your special holiday tools and recommended gifts. If a particular category attracts a higher level of activity or sales, consider increasing your promotion or discounts to really push orders up. The better you understand how visitors navigate the site, the easier it will be to determine exactly which items, tools and elements are working, and which are not. Try to optimize your site two or three times during the period to ensure that you really are maximizing your results, and not wasting space with unused features or options. When everything’s done, all the orders are shipped, and you’ve got a minute to breathe, you will want to start going over all the data to figure out which elements really preformed, and which fell short. The more you learn from this holiday season, the better you can adjust and prepare for future promotions, or even the 2006 season — it’s never too early to start planning.

如果您没有时间或预算切换到高端分析程序包，请考虑添加一些自己的额外跟踪。在最基本的水平上，您将希望唯一地标识访问者访问您网站的每种方法，无论是搜索引擎营销，电子邮件爆炸还是其他某种战术。监控您的每个特殊假期工具和推荐礼物带来的每日点击次数。如果特定类别吸引了更高水平的活动或销售，请考虑增加促销或折扣以真正增加订单。您越了解访问者如何浏览网站，就越容易准确地确定哪些项目，工具和元素有效，哪些无效。在此期间，请尝试对网站进行两次或三次优化，以确保您真正在最大限度地提高结果，而不会因未使用的功能或选项而浪费空间。完成所有步骤后，所有订单均已发货，您需要花一分钟的时间进行思考，您将需要开始遍历所有数据以找出哪些元素真正形成了哪些元素，哪些元素还不够。您从这个假期里学到的东西越多，您就可以更好地进行调整并为以后的促销活动甚至2006年赛季做准备-开始计划永远不会太早。

发挥作用：全部完成，或及早关门 (Make it Count: Fulfill it All, or Close the Doors Early)

There are a lot of quick, easy ideas you can throw at an existing store to help boost your holiday sales volumes, but it’s perhaps more important that you’re able to deliver on the orders you receive than to simply focus on bringing more through the front door. People expect to receive their orders before Christmas, so you must ensure that you can handle the volumes you recieve. Find yourself some potential temps — even a few kids from your area — to take on simple tasks like gift wrapping and shipping. Every year, there have been a few big name ecommerce stores that simply fell apart trying to keep up with holiday gift buying demand. The result of failing to deliver on a wide scale? Well, let’s just say that Toys-R-Us doesn’t sell online anymore. If the volumes are too high to handle, close the doors: turning business away beats an inbox of refund requests and chargebacks any day.

您可以在现有商店中提出许多快速，简单的想法，以帮助您提高假期的销售量，但是，相对于仅仅专注于通过销售带来更多的收入，也许能够交付收到的订单也许更重要前门。人们希望在圣诞节之前收到订单，因此您必须确保可以处理收到的数量。找到一些可能的临时工-甚至是您所在地区的几个孩子-来从事一些简单的任务，例如礼品包装和运输。每年都有一些大型电商商店倒闭，试图跟上节日礼物的购买需求。无法大规模交付的结果？好吧，我们只能说Toys-R-Us不再在线销售。如果数量太高而无法处理，请关门：关门生意会导致每天都有退款请求和退款的收件箱。

Holiday sales are just waiting to be captured — you needn’t implement all this advice to see an improvement in your sales figures. Simply pushing consumers from shopping for themselves to shopping for others may be all you really need to do. From there, the opportunities are endless: add whatever you can for this season and consider it a test. Many of these ideas can be used throughout the year, too, so, start small or big, but don’t let the opportunity pass without at least taking an initial shot.

假日销售只是在等待被捕获-您无需执行所有这些建议即可看到销售数字的改善。您真正需要做的就是简单地将消费者从自己购物变成别人购物。从那里开始，机会是无止境的：添加本赛季可以提供的一切，并将其视为考验。这些思想中的许多思想也可以在全年使用，因此，无论规模大小，都应从小处着手，但至少在没有初次尝试的情况下，切勿错过机遇。

Other resources you might like to investigate include:

您可能想调查的其他资源包括：