Yesterday we talked about doing math around your conversion rate.
Math that could give you a reason to capture emails instead of selling certain products during various times of the year.
But everyone’s situation is different, and you may find out that my hypothetical situation is not even close to what you see for a long list of reasons.
What should you do then?
Here’s the thing, looking at conversion rate is funny because most resorts, at one time or another, will stop selling certain products.
In that situation, your conversion rate isn’t irrelevant.
And in those situations, the math I mentioned yesterday will always make it more valuable to capture emails because there’s nothing else to capture from the traffic that continues to stream by.
My request for you today is simply this: take a few minutes and think about the products you stop selling at various times of the years.
And then add one thing to your seasonal checklist:
Put up the email sign up form on the ____ page when we stop selling _____ with the CTA, ‘Get the best deals by receiving an alert the moment ______ go on sale next season.'”
It doesn’t have to be a cute, perfectly-integrated form with award-winning design. It just has to be there, in a visible spot, with a good CTA.
There is almost surely some level of traffic you’ll see for every product you sell during every day of the year. If that traffic is unlikely to convert, or if they simply can’t convert:
Food for thought.
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