Sales Funnel Management vs. the Holidays
There’s something about the holidays that tends to throw sales funnel management off a little bit. Because traffic typically slows during the holiday, the accumulation of sales data often goes unmanaged well into the new year. Employees are off doing their own thing with their families, and oftentimes the vacation isn’t enough to make full alertness and appreciation for work a possibility when they return to their desks in January.
If your business is going well for you – or even if it’s not – you may already have a workflow in place for collecting and interpreting data. Businesses who experience a slow time of year in January are often in a good position to modify their tracking and workflow for better sales funnel management. However, what do you do if the holidays slow your team down so significantly that your holiday data is never truly looked at?
Segment, Segment, Segment
One of the biggest issues most businesses have with sales funnel management during the holidays is the time factor. Particularly if your business tends to be rather slow during the holidays, traffic and page use can be glossed over in a way that robs you of valuable sales funnel management data. This data can give you insight into how you should change your website or your product offerings for success during the new year.
If this is happening, segment the data. Ask your team to prepare two special meetings – one that focuses entirely on holiday data (and not just MoM ‘month over month’ for December data!) to get an idea of how the “holiday mind” can result in different usage of your website over time.
Streamlining Sales Funnel Management
Many businesses don’t factor in the differences between how “holiday-minded” users view their sites and how this type of traffic varies over the rest of the year. Again, rather than thinking in a MoM data collection space, it’s important to compare traffic during the weeks leading up to the holidays with traffic for the rest of the year.
You may find that the data is telling you to significantly change up your workflow, monitoring and conversion optimization processes before the holiday hits. Paying attention to your data at the granular level –whether site visits, page usage or form fill-outs – can help you design a work flow process that better accommodates time off and work flow for the holiday season.
Marketing automation can do all this for you – there’s no need to dig up holiday data when it’s presented to you cleanly in an easy-to-use dashboard. Talk to the Lead Liaison experts today about how we can help with your holiday sales funnel management!