{"id":11789,"date":"2018-08-13T07:13:05","date_gmt":"2018-08-13T12:13:05","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=11789"},"modified":"2023-11-07T14:44:58","modified_gmt":"2023-11-07T14:44:58","slug":"seasonal-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/seasonal-marketing-campaign\/","title":{"rendered":"The Impact of Seasonality: 5 Tips For A Successful Seasonal Marketing Campaign"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 14<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><i><span style=\"font-weight: 400;\">Disclaimer: This section is a TL;DR of the main article and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down and you\u2019ll see the introduction.<\/span><\/i><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Seasonality is an <\/span><i><span style=\"font-weight: 400;\">ever-evolving trend..<\/span><\/i> <span style=\"font-weight: 400;\">According to BigCommerce, nearly 40% of online sales are generated in the <\/span><i><span style=\"font-weight: 400;\">last three months<\/span><\/i><span style=\"font-weight: 400;\"> of the year \u2013 October, November, and December.<\/span><\/li>\n<\/ul>\n<h2><b>What is Seasonality?<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Seasonality refers to periodic fluctuations occurring in a predictable pattern based on a particular season, quarter, or month. Any predictable change or pattern in a time series that recurs or repeats over a one-year period can be said to be seasonal.<\/span><\/li>\n<\/ul>\n<h2><b>What Does Seasonality Mean From A Marketing Standpoint?<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It\u2019s more than just<\/span> <span style=\"font-weight: 400;\">throwing a few joyful, light-hearted festive posts on your social media accounts. The reason is that each season comes with specific noteworthy holidays, events, and activities, which cause consumers to behave differently, hence, providing opportunities for businesses to thrive.<\/span><\/li>\n<\/ul>\n<h2><b>Adjusting Your Message, Budget, And Approach For Seasonality<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Seasonality has a significant influence on the strategies that organizations put in place.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Additionally, purchasing habits tend to shift based on the activities that consumers participate in, and online businesses need to consider this well ahead of time.<\/span><\/li>\n<\/ul>\n<h2><b>Tips For A Successful Seasonal Marketing Campaign<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t go with every season; pick the right one.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nail down the message and approach.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fine-tune your budget\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Re-use or model successful campaigns.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segment and treat every customer individually.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Review and repurpose campaigns that aren\u2019t turning out well.<\/span><\/li>\n<\/ul>\n<h2><b>Why You Must Account + Review Your Conversion Strategy For Seasonality<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customers are typically highly motivated during peak seasons. What do you think the traffic of an online floral retailer looks like in the week leading up to <\/span><i><span style=\"font-weight: 400;\">Valentine\u2019s day<\/span><\/i><span style=\"font-weight: 400;\"> compared to the <\/span><b>week or month after? Definitely up there.<\/b><\/li>\n<\/ul>\n<h2><b>Why do some companies refuse to conduct CRO during the peak seasons?<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Possible financial loss due to sending motivated traffic to variations that perform worse than the original design.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The possibility of introducing bugs to the website during peak seasons.<\/span><\/li>\n<\/ul>\n<p><strong>Few Reasons To A\/B Test During Peak Season<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Potential financial impact<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0Running tests during peak seasons can give insights into the urgency&#8217;s impact on your visitors.<\/span><\/li>\n<\/ul>\n<h2><b>Non-Test Activities To Carry Out During Peak Season<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conduct qualitative research<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conduct quantitative research<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conduct competitive research<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expert reviews, aka heuristic evaluation<\/span><\/li>\n<\/ul>\n<p><b>Here&#8217;s A Longer And More Detailed Version Of The Article.<\/b><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Image Source: <\/span><a href=\"https:\/\/quantdare.com\/seasonality-systems\/seasonality-copia-compressor\/\"><span style=\"font-weight: 400;\">quantdare<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Seasonality is an <\/span><i><span style=\"font-weight: 400;\">ever-evolving trend. <\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Even if you are not in a seasonal business \u2013 your customers are reacting to a particular season in predictable ways that you can leverage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-trends\/\"><span style=\"font-weight: 400;\">BigCommerce<\/span><\/a><span style=\"font-weight: 400;\">, nearly 40% of online sales are generated in the <\/span><i><span style=\"font-weight: 400;\">last three months<\/span><\/i><span style=\"font-weight: 400;\"> of the year \u2013 October, November, and December.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s more:<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Every year feels like <\/span><i><span style=\"font-weight: 400;\">Christmas decorations<\/span><\/i><span style=\"font-weight: 400;\"> go up earlier.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Black Friday emails<\/span><\/i><span style=\"font-weight: 400;\"> start to arrive before <\/span><i><span style=\"font-weight: 400;\">Halloween<\/span><\/i><span style=\"font-weight: 400;\">, and our <\/span><i><span style=\"font-weight: 400;\">Social media accounts<\/span><\/i><span style=\"font-weight: 400;\"> become a testament to the <\/span><i><span style=\"font-weight: 400;\">holidays <\/span><\/i><span style=\"font-weight: 400;\">long before it feels like we are ready.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we just wrapped up the holiday season with most of our retail clients, we are starting to execute new plans for valentine&#8217;s day. For others, we are starting to come up with plans for mother and father days&#8230;Seems like a never-ending cycle. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll explore the incredible impact of seasonality, why you must review your strategy, adjust your budget, messaging, and approach for <\/span><i><span style=\"font-weight: 400;\">peak seasons or holidays. <\/span><\/i><\/p>\n<h2><span style=\"font-weight: 400;\">What Is Seasonality?<\/span><\/h2>\n<h2><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-11792 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/business-3033199_1280.jpg\" alt=\"\" width=\"680\" height=\"366\" \/><\/h2>\n<p><span style=\"font-weight: 400;\">Seasonality refers to periodic fluctuations that regularly occur in a predictable pattern based on a particular season, quarter, or month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any predictable change or pattern in a time series that recurs or repeats over a one-year period can be said to be seasonal. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seasonal opportunities are enormous, and often, they\u2019re the most commercially critical times of the year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most companies [including yours] can benefit from tapping into their consumers\u2019 holiday psyches, warm fuzzies, and spirit. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But before we go into that, let\u2019s dig a little deeper:<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Does Seasonality Mean From A Marketing Standpoint?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In marketing, seasonality is more than just throwing a few joyful light-hearted festive posts on your social media accounts. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why is this so?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because each season comes specific noteworthy holidays, events and activities, which cause consumers to behave differently, hence, provide opportunities for businesses to thrive.\u00a0<a href=\"https:\/\/www.netsolutions.com\/insights\/retailers-guide-to-holiday-commerce\/\">Ritika Jha says:<\/a><\/span><\/p>\n<blockquote><p><em>&#8220;Data available with Magento Commerce shows that retailers are able to increase their customer base by 30-50% during the holiday season by investing in the right strategies every year.&#8221;<\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Examples of seasonal opportunities that have the power to boost your revenue and connect you with your audience include; Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, New Year&#8217;s Eve\/Day, Valentine&#8217;s Day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, more on that later&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">BigCommerce had an excellent article outlining discussing <\/span><a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-does-seasonality-mean-marketing-standpoint\/\"><span style=\"font-weight: 400;\">the topic<\/span><\/a><span style=\"font-weight: 400;\">. Here\u2019s a summary of the main points in it: <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Spend enough time forecasting<\/span><\/h3>\n<h3><img decoding=\"async\" class=\"aligncenter wp-image-11796 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/craft-2728227_1280.jpg\" alt=\"\" width=\"680\" height=\"483\" \/><\/h3>\n<p><span style=\"font-weight: 400;\">Sound predictions of demands and trends are no longer luxury items, but a necessity for most companies. If you\u2019re to cope with seasonality, sudden changes in demand levels, price-cutting maneuvers of the competition, strikes, and large swings of the economy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Forecasting can help you deal with that.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Keep a keen eye on search trends<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Depending on your industry, your audience, your goals, and even the size of your company, it\u2019s essential to identify and keep a keen eye on search trends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Trends can be a beneficial tool to help highlight the broader search [or seasonality] habits over a given time frame.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever you use, it&#8217;s important to use a variety of <a href=\"https:\/\/www.invespcro.com\/ab-testing\/\">tools<\/a> together (from Google to your CRM system to a customizable analytics template) to track your customers&#8217; behavior, any correlations among a specific audience, and your performance.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Scour websites, blogs, online forums and discussion boards <\/span><\/h3>\n<h3><img decoding=\"async\" class=\"size-full wp-image-11797 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Public-Holidays.jpg\" alt=\"\" width=\"680\" height=\"195\" \/><\/h3>\n<p><span style=\"font-weight: 400;\">Image Source: <\/span><a href=\"https:\/\/www.indian-ocean.com\/list-of-public-holidays-in-mauritius-2018\/\"><span style=\"font-weight: 400;\">indian-ocean<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">It is important to analyze key trends often, statistics or research on blogs, news sites or forums that gather data and break down industry reports into a format you can easily understand and digest.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Use different tools and analytics systems <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It is also smart to use different tools and analytics systems such as Google trends (which I also mentioned above), Google Adwords to better pinpoint exact keywords and queries and identify the direction seasonal trends and opportunities. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Follow prominent publications and influencers in your industry<\/span><\/h3>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11798 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/nathan-dumlao-537382-unsplash.jpg\" alt=\"\" width=\"680\" height=\"1406\" \/><\/h3>\n<p><span style=\"font-weight: 400;\">One of the simplest things you can do is subscribe to web publications and follow prominent influencers in your industry. This can help companies understand what&#8217;s coming around the corner, and even better, evolving your company alongside those changes can keep you competitive. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Adjusting Your Message, Budget, And Approach For Seasonality<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Seasonality has a significant influence on the strategies that organizations put in place. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, purchasing habits tend to shift based on the activities that consumers participate in, and online businesses need to take this into account well ahead of time. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While seasonal marketing is all about having excellent timing, unique content, and a perfect campaign execution that earns engagement, and ultimately, sales.\u00a0<\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2015\/10\/Holiday-guide_final.pdf\">According to\u00a0Skimlinks:<\/a><\/span><\/p>\n<blockquote><p>\u201c<em>Consumers start and finish their shopping earlier than ever before, and that means publishers, advertisers and agencies alike need to be readier earlier than ever before to capitalize on the holiday season\u2019s opportunities from an editorial and advertising standpoint.\u201d<\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">It\u2019s also important to start preparing for peak season as early as possible before it\u2019s too late and you\u2019re left wondering what your next move should be.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Tips For A Successful Seasonal Marketing Campaign<\/span><\/h2>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11801 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/valve-2971385_1280-1.jpg\" alt=\"\" width=\"680\" height=\"410\" \/><\/h2>\n<p><span style=\"font-weight: 400;\">Planning an effective seasonal campaign not only takes a significant organization, it also takes a considerable amount of time. Below are some tips designed to help you get your campaign off the ground. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Pick The Right Seasonal Opportunity<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Every season has something different to offer, the key here is to be selective, do your research and collect data on when your customers are most likely to engage, then choose events that in some way relate to your business.\u00a0<a href=\"https:\/\/www.wmegroup.com.au\/e-commerce\/public-holidays-trends-on-ecommerce-sites\/\">Jen McKinnon says:<\/a><\/span><\/p>\n<blockquote><p><em>&#8220;The online stores who perform the best on public holidays are the ones that are most well prepared for the local calendar, tailoring their shopping events to their audience and making the most of the vacation vibe that a public holiday provides.&#8221;<\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Here are <\/span><a href=\"https:\/\/www.business.com\/articles\/seasonal-marketing-strategies-utilizing-what-every-season-has-to-offer\/\"><span style=\"font-weight: 400;\">a few popular holidays, events and themes<\/span><\/a><span style=\"font-weight: 400;\"> you can start with:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Spring: <\/span><\/h3>\n<p><b>(Holidays)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Easter<\/span><\/p>\n<p><span style=\"font-weight: 400;\">April Fools&#8217; Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Earth Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mother&#8217;s Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Teacher&#8217;s Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Memorial Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Father&#8217;s Day<\/span><\/p>\n<p><b>(Events and Themes)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Spring Weather <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Spring Cleaning<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Spring Sports <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Green Initiatives <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bright Color Schemes <\/span><\/p>\n<h3><\/h3>\n<h3><span style=\"font-weight: 400;\">Summer: <\/span><\/h3>\n<p><b>(Holidays)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Flag Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Independence Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Labor Day<\/span><\/p>\n<p><b>(Events and Themes)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Summer Weather<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Barbecuing <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vacations<\/span><\/p>\n<p><span style=\"font-weight: 400;\">School&#8217;s Out <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Shark Week<\/span><\/p>\n<h3><\/h3>\n<h3><span style=\"font-weight: 400;\">Fall:<\/span><\/h3>\n<p><b>(Holidays)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Halloween<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Veterans Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thanksgiving<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Black Friday<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cyber Monday<\/span><\/p>\n<p><b>(Events and Themes)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Back to School <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fall Activities &#8211; Pumpkin Picking, Haunted Houses<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Football<\/span><\/p>\n<h3><\/h3>\n<h3><span style=\"font-weight: 400;\">Winter:<\/span><\/h3>\n<p><b>(Holidays)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Hanukkah<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Christmas<\/span><\/p>\n<p><span style=\"font-weight: 400;\">New Year&#8217;s Eve\/Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Valentine&#8217;s Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Presidents Day<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chinese New Year <\/span><\/p>\n<p><b>(Events and Themes)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Super Bowl <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Snow <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Staying Warm<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Online Shopping<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creative marketers can make every season work, even if it&#8217;s a small amount. Whether you create season-related content (such as social media posts, blogs, and infographics), host a themed contest or promote a sale for relevant products and\/or services, this list should be in mind.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Nail Down The Message And Approach<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As with any marketing campaign, your seasonal campaign messaging is essential. To help you get started, you should be thinking of the following:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11818 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/full_comic_water_trust.jpg\" alt=\"\" width=\"680\" height=\"529\" \/><\/p>\n<p>Image source:<\/p>\n<p><b>Mapping the customer journey and the story you want to tell:<\/b><span style=\"font-weight: 400;\"> A <a href=\"https:\/\/www.invespcro.com\/blog\/customer-journey-maps\/\">customer journey map<\/a> shows the story of the customer\u2019s experience: from initial contact through the process of engagement and into a long-term relationship.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>The emotions you want to evoke in your audience:<\/b><span style=\"font-weight: 400;\"> The goal of appealing to emotion is to create a connection with your audience that makes them receptive to your message. If you can do that, your audience is more likely to understand where you\u2019re coming from, accept your views, and take action.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>A <a href=\"https:\/\/www.invespcro.com\/blog\/your-complete-guide-to-call-to-action-button-plus-a-bonus-with-free-200-effective-cta-buttons\/\">call-to-action<\/a>:<\/b><span style=\"font-weight: 400;\"> The ultimate goal here is to make them take action or the desired next steps you want to encourage. \u00a0\u00a0\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">3. Fine-tune Your Budget<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The key to a successful seasonal marketing campaign is fine-tuning your budget so there are no surprises. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">First things first, you\u2019ll want to start by creating a list of your baseline costs. These are the minimum expenses required to keep the doors of your business open from month-to-month, which include;<\/span><i><span style=\"font-weight: 400;\"> \u201cMonthly lease or rent payments\u201d, \u201cUtilities (Electricity, Internet service, cellular service)\u201d, \u201cTaxes,\u201d \u201cInsurance\u201d <\/span><\/i><span style=\"font-weight: 400;\">etc<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, look at your existing budget and make allowances for what you\u2019ll need to get your business ready for the season. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Things you may need to consider include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bonuses or gifts for employees or customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gifts for vendors or clients<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ongoing marketing or advertising expenses<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Added payroll costs for seasonal employees<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Postage and shipping if you\u2019re mailing out orders to customers<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">4. Re-use or model successful campaigns<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You don\u2019t need to reinvent the wheel. Have a look at some of the last few years\u2019 most successful content campaigns for a particular occasion using tools like Ahrefs and BuzzSumo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When evaluating existing, successful campaigns, spend some time thinking about how each piece approached content format, distribution, messaging, and emotion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, one of the best parts of seasonal marketing is the ability to recycle your best-performing ideas the following year, as long as you make your content as evergreen as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A great example is Hershey\u2019s <\/span><i><span style=\"font-weight: 400;\">\u201cWe Wish You A Merry Christmas\u201d<\/span><\/i><span style=\"font-weight: 400;\"> commercial. The brand has run the TV spot every year since 1989, making it the longest-running <\/span><a href=\"https:\/\/www.ispot.tv\/brands\/d_6\/hersheys\"><span style=\"font-weight: 400;\">Hershey\u2019s commercial<\/span> <\/a><span style=\"font-weight: 400;\">of all time. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Segment and Treat Every Customer Individually<\/span><\/h3>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11804 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/jelly-3032344_1280.jpg\" alt=\"\" width=\"680\" height=\"453\" \/><\/h3>\n<p><span style=\"font-weight: 400;\">To treat customers as <\/span><a href=\"http:\/\/www.experian.co.uk\/blogs\/latest-thinking\/segments-of-one\/\"><span style=\"font-weight: 400;\">individual segments<\/span><\/a><span style=\"font-weight: 400;\"> you have to think of them as such. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For seasonal marketing to be effective, your customers should be tailored to individuals, regardless of channel, and that the best way to do this is through customer profiling. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A larger segment may have several thousand customers in it, but brands still need to treat each one of those within that segment as an individual.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6. Review and Repurpose<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s important to document your campaign results carefully. Treat them as points of reference for future campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to not only repurpose the successful elements but also identify the weak sides of your promotions so you can eliminate them next time.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why You Must Account + Review Your Conversion Strategy For Seasonality<br \/>\n<\/span><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11805 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/51155d6b8b28d906090016bd-1360354668.jpg\" alt=\"\" width=\"680\" height=\"130\" \/><\/h2>\n<p><span style=\"font-weight: 400;\">I wrote on <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/your-conversion-optimization-plan-for-peak-seasons-including-the-holidays\/\"><i><span style=\"font-weight: 400;\">creating a conversion optimization plan for peak seasons (including the holiday)<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">. <\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Customers are typically highly motivated during peak seasons. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So consider this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do you think the traffic of an online floral retailer looks like in the week leading up to <\/span><i><span style=\"font-weight: 400;\">Valentine\u2019s day<\/span><\/i><span style=\"font-weight: 400;\"> compared to the <\/span><b>week or month after?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ll give you a hint: <\/span><i><span style=\"font-weight: 400;\">It is way higher.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Now, think about this for a moment:<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why do some companies refuse to conduct CRO during the peak seasons?<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">1. Possible financial loss due to sending motivated traffic to variations that perform worse than the original design.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You run your <\/span><a href=\"https:\/\/www.invespcro.com\/ab-testing\/\"><span style=\"font-weight: 400;\">A\/B tests<\/span><\/a><span style=\"font-weight: 400;\"> with several challenges against the original page. There is always a possibility that some (or all) of these challenges will perform worse compared to the original page. That means that these variations will generate less revenue for you during your peak season. And yes, your boss (CEO, CFO, or you) would not want that. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2007, we used to justify testing during peak seasons as an opportunity cost. Whether we conducted A\/B testing during the holiday depended on how risk-averse a company is. But also meant that the larger the organization is, the less likely they are to do any type of testing during peak seasons. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fast forward to today, and there is a reasonable solution by using a multi-arm bandit (MAB) approach. MAB is an automated testing mechanism that diverts more traffic to better performing variations.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11806 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/figures2-07.jpg\" alt=\"\" width=\"680\" height=\"351\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/tech.gotinder.com\/smart-photos-2\/\"><span style=\"font-weight: 400;\">tech.gotinder <\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">There are different ways A\/B testing software could implement a MAB:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In one approach:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For 10% of the time, you split your traffic equally between the two versions (called the exploration phase)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For the rest of the time (90%), you send traffic to the best performing version (called the exploitation phase)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google optimize<\/span><a href=\"https:\/\/analytics.googleblog.com\/2013\/01\/multi-armed-bandit-experiments.html\"><span style=\"font-weight: 400;\">\u00a0implement the following<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cTwice per day, we take a fresh look at your experiment to see how each of the variations has performed, and we adjust the fraction of traffic that each variation will receive going forward. A variation that appears to be doing well gets more traffic, and a variation that is clearly underperforming gets less. The adjustments we make are based on a statistical formula\u201d<\/span><\/i><\/p><\/blockquote>\n<h3><span style=\"font-weight: 400;\">2. The possibility of introducing bugs to the website during peak seasons. <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Unless you have a very well established quality assurance (QA) program, \u00a0detailed A\/B testing and deployment processes, there is always a chance that your split test will introduce a new bug to your production environment. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is perhaps one of the main reasons many established websites go into code freeze a week or two before peak seasons. Some of our e-commerce clients go into &#8220;code freeze&#8221; during the last week of October, and no new code is released until the first week of January.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11808 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/download1.jpg\" alt=\"\" width=\"680\" height=\"449\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Image Source: <\/span><a href=\"https:\/\/cheezburger.com\/3100857344\"><span style=\"font-weight: 400;\">cheezburger<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">While I agree with the potential risk of A\/B tests introducing bugs to a production environment, the potential revenue gain during the holiday can\/should very much outweigh\u00a0<\/span><span style=\"font-weight: 400;\">the risk. Yes, no new development should be released during a peak season, however that should not stop companies from conducting A\/B testing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The risk should be managed through a rigorous QA process to ensure that none of your variations will introduce a new bug to the system.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you or your management team is still not comfortable with the potential risk, you should consider running more tactical split tests and avoid major ones. For example, you can test different banners, different images or different copy. These types of tests are quick to implement and are extremely difficult to cause site outages. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why do we recommend testing during peak seasons?<br \/>\n<\/span><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11809 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/money-2897323_1280.jpg\" alt=\"\" width=\"680\" height=\"725\" \/><\/h2>\n<h3><span style=\"font-weight: 400;\">1. Potential financial impact:<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We recommend to start preparing for peak season as early as possible, and it&#8217;s never too late to start. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/rjmetrics.com\/resources\/reports\/ecommerce-holiday-trends\"><span style=\"font-weight: 400;\">RJMetrics:<\/span><\/a><span style=\"font-weight: 400;\"> The holiday season (i.e. November- December) drives 30% more e-commerce revenue than non-holiday months:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11811 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Screenshot-2018-08-10-16.31.39.jpg\" alt=\"\" width=\"680\" height=\"448\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Image Source:<\/span><\/i><a href=\"https:\/\/rjmetrics.com\/resources\/reports\/ecommerce-holiday-trends\"><i><span style=\"font-weight: 400;\"> RJMetrics<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">With this potential &#8211; testing during peak seasons and using the multi-arm bandit (MAB) approach <\/span><i><span style=\"font-weight: 400;\">(discussed above)<\/span><\/i><span style=\"font-weight: 400;\">, you can find the best performers during the <a href=\"https:\/\/www.invespcro.com\/ab-testing\/\">experiments<\/a>, pull in 50-100% more revenue compared to shopping days throughout the rest of the year.\u00a0<\/span><a href=\"https:\/\/www.martechadvisor.com\/articles\/ecommerce\/using-holiday-data-to-shape-your-2018-ecommerce-strategies\/\">Chemi Katz explains:<\/a><\/p>\n<blockquote><p><em>&#8220;Overall, eCommerce organizations experienced a significant rise in conversions this past holiday season &#8211; 34% higher than the previous 30 days, according to the analysis of nearly billions of consumer web sessions across top retail sites from November 23 to December <\/em>23<em> 2018.&#8221;<\/em><\/p><\/blockquote>\n<h3><span style=\"font-weight: 400;\">2. Running tests during peak seasons can give you insights into the impact of urgency on your visitors: <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/the-conversion-framework\/\"><span style=\"font-weight: 400;\">conversion framework<\/span><\/a><span style=\"font-weight: 400;\"> uses <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/price-scarcity-and-urgency-use-incentives-to-increase-conversion-rates-on-your-website\/\"><span style=\"font-weight: 400;\">incentives<\/span><\/a><span style=\"font-weight: 400;\"> are a major factor that impacts conversion on a website. Incentives are elements that incentivize a visitor to act immediately. Incentives are implemented on the website in one of three different ways:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Price based incentives<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Urgency based incentives<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Scarcity based incentives<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Urgency has two components: Internal (how the visitor is feeling upon arrival) and External (Influences the marketer can introduce to the visitor). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While internal urgency is generally pre-existing when the visitor arrives on the page; the tone of the presentation, offers, and deadlines can all influence External Urgency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While incentives are great to increase conversions all year round, they play a major role during peak seasons. You can use the holiday season as your once-a-year opportunity to determine statistically significant winners on multiple tests in a limited timeframe.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What if you do want to run any type of testing during the holiday?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re unsure about testing during your peak season, your other option is to focus on different aspects of running a conversion optimization project. Mainly, we would focus on the following activities:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11817 size-full\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/season_peak.jpg\" alt=\"\" width=\"680\" height=\"424\" \/><\/p>\n<p>Image source: <a href=\"http:\/\/www.fishingcharterscancun.com\/index.php\/peak-season\">peak-seasons\u00a0<\/a><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Conducting qualitative research:<\/b><span style=\"font-weight: 400;\"> There are many aspects to understanding what brings visitors to your website, what stops from converting, and for those who converted &#8211; what persuaded them to do so. Peak seasons are especially helpful in gaining more <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/guide-to-conducting-qualitative-usability-studies\/\"><span style=\"font-weight: 400;\">profound insights<\/span><\/a><span style=\"font-weight: 400;\"> into the minds of your <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/personas-strategy\/\"><span style=\"font-weight: 400;\">customers<\/span><\/a><span style=\"font-weight: 400;\">. They are highly motivated. So, for those who decide to walk away and not convert, what was it on your platform that caused them to leave. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Conducting quantitative research:<\/b><span style=\"font-weight: 400;\"> time to delve deeper into your analytics. Although you should be doing this regularly, an <\/span><a href=\"https:\/\/www.lunametrics.com\/blog\/2015\/09\/04\/google-analytics-default-page\/\"><span style=\"font-weight: 400;\">annual<\/span><\/a> <a href=\"https:\/\/www.invespcro.com\/blog\/how-to-use-google-analytics-to-increase-conversions\/\"><span style=\"font-weight: 400;\">analytics<\/span><\/a><span style=\"font-weight: 400;\"> checkup is a good exercise to make sure that your tags are firing correctly, your funnels are capturing correct data. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Conducting competitive research:<\/b><span style=\"font-weight: 400;\"> you should always keep an eye on <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/competitive-analysis-for-conversion-rate-optimization\/\"><span style=\"font-weight: 400;\">competitors<\/span><\/a><span style=\"font-weight: 400;\">. That should never mean copying them. Careful analysis of what competitors do during the holidays (what campaigns, offers, etc.) can give you new ideas to implement or things to avoid. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Expert reviews:<\/b><span style=\"font-weight: 400;\"> Whether you want to conduct <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/heuristic-evaluation-your-complete-guide\/\"><span style=\"font-weight: 400;\">heuristic analysis<\/span><\/a><span style=\"font-weight: 400;\">, PURE method, conversion framework, cognitive walkthroughs, or navigational stress tests are all good options to take a look at. <\/span><\/li>\n<\/ol>\n<h2><span style=\"font-weight: 400;\">Do you have to run a test for a typical full cycle?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We typically recommend <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/how-long-should-you-run-an-ab-test-for\/\"><span style=\"font-weight: 400;\">running A\/B tests for a minimum of one week, a maximum of four<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The holidays are an exception. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">To give you an example:<\/span><\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone size-full wp-image-11813\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/giphy-7-2.gif\" alt=\"\" width=\"100%\" height=\"auto\" \/><\/div>\n<p><span style=\"font-weight: 400;\">Gif source: <\/span><a href=\"http:\/\/www.bons-plans-etudiant.fr\/cest-quoi-le-black-friday\/\"><span style=\"font-weight: 400;\">bons-plans<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Say, you\u2019re running a Black Friday promotion and you\u2019ve got a site-wide banner. This banner is only going to be around for a few days before you switch to the next holiday.\u00a0<\/span><a href=\"https:\/\/www.slatwallcommerce.com\/resources\/articles\/the-holiday-effect-cyber-monday-s-impact-on-business-and-consumers\/\"><span style=\"font-weight: 400;\">According to <\/span><span style=\"font-weight: 400;\">Stephanie Lav:<\/span><\/a><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cCyber Monday also creates a sense of urgency in the buyer\u2019s mind. This \u201cone-day-only\u201d sale happening at the height of the holiday shopping season has a timer ticking all day long. Shoppers may be enticed to spend more than they would have on gifts because they feel as though they are getting more for their money and that if they don\u2019t make the move soon, they may lose the deal altogether. \u201c<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">So, you just want to make the most of the opportunity and not think about it again until next year.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">If you run A\/B tests during peak seasons, Is your data valid?<\/span><\/h2>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cleary visitors are highly motivated during peak seasons, so they might be willing to overlook some issues or concerns. That means that a winner during peak season might not generate the same uplift outside peak seasons. But for the most part, we still see uplifts. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Some marketers worry about testing during holidays to avoid breaking their website:<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">If you do that, you are avoiding high potential. We like to test to maximize impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do not avoid testing, rather, make sure that you are doing proper QA. Also, start your test with a small percentage of visitors (1-5%) to see if there any bugs introduced as a result of the test.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, to maximize the surge of traffic, focus less on strategy tests and put more focus on testing your <\/span><i><span style=\"font-weight: 400;\">messaging, social proof and persuasion.<\/span><\/i><\/p>\n<h2><span style=\"font-weight: 400;\">Is seasonal marketing for every business?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Most people think of year-end events like <\/span><i><span style=\"font-weight: 400;\">Black Friday<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">Cyber Monday<\/span><\/i><span style=\"font-weight: 400;\"> when they hear seasonal marketing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, think about it: <\/span><i><span style=\"font-weight: 400;\">\u201cIs seasonal marketing really for you?\u201d Is it worth it?<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">While it perfectly fits most B2C &#8211; It gets a little trickier to apply seasonal marketing campaigns to B2B businesses. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, the best seasonal marketing ideas go beyond sales and specials, therefore, for the large part? You don\u2019t need to be in the e-commerce industry to reap the benefits of seasonality. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">All you need is to do is be creative, and think of ways to incorporate the power of seasonality to your business. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">What do you think? Is seasonality for every business?<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">What are your best tips for planning a seasonal campaign? <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Share them below\u2026<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">We\u2019d love to hear from you!<\/span><\/i><\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/offer.invespcro.com\/ab-mvt-testing-guide\/?utm_source=internal_blog&amp;utm_medium=side-banner\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11790\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/AB-Testing_1_1.png\" alt=\"\" width=\"1389\" height=\"405\" \/><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 14<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Disclaimer: This section is a TL;DR of the main article and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down and you\u2019ll see the introduction. Seasonality is an ever-evolving trend.. According to BigCommerce, nearly 40% of online [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":11803,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,11],"tags":[85,601,43,602,603,604,605,606,109,607,99,608],"class_list":["post-11789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-ecommerce","tag-beginner","tag-code-freeze","tag-cro","tag-cro-during-the-peak-seasons","tag-holidays","tag-mab-approach","tag-multi-arm-bandit","tag-peak-seasons","tag-resource","tag-seasonal-marketing-campaign","tag-seasonality","tag-testing-during-peak-seasons"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=11789"}],"version-history":[{"count":1,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11789\/revisions"}],"predecessor-version":[{"id":97819,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11789\/revisions\/97819"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/11803"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=11789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=11789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=11789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}