What is important to know about the browsing data of Israelis during Passover and why?
Like every year, when Passover comes upon us, it is not only a sign that "spring has arrived". Israeli consumer culture during this period indicates that the Passover holiday symbolizes for many a significant increase in spending. In fact, a survey conducted in 2013 by the research institute "Klim Shloviv" indicated that approximately 33% of Israelis will go into the red due to spending during the holiday.
The expenses of an average family in Israel grow during Passover in almost all areas – Tourism, food, pharma, alcohol, toys, electronics and more. If we quantify these data into numbers, we can see that the scope of excess expenses during the holiday period is about NIS 2,500 on average per family. In simple words, Pesach can definitely be defined not only as the spring holiday or the holiday of freedom, but also as the shopping holiday.
Website owners, like all businesses and service providers in the economy, understand very well the significance of this data, and understand that at this time it is precisely the time to "give gas" Marketing topics focused on Passover in order to increase conversion rates, gain new customers and achieve positive web traffic. Well, let's understand what the traffic of surfers during Passover means and how you can prepare for it with accurate website promotion. If you wait patiently, at the end of the article you can also get some small tips that can improve the website's performance during the holidays.
Today, more and more Israelis make their purchases for Passover via the Internet. A survey by the "brands" Conducted for PayPal Israel, and recently published in the economic magazine "Globes", it ranked the most prominent areas in terms of Israeli purchases in virtual stores and trading sites. The survey revealed that the main sites where Israeli surfers leave credit card details are electronics sites (28%), fashion (28%), hobbies (23%), tourism (20%) and games (13%). In short, the connection between a virtual purchase and increased family spending during the holiday can be a deadly combination. Website owners who know how to prepare ahead of time for the subject, will reap the rewards well.
In the month of Passover, Israelis surf more
These things stand out even more when we refer to a special report published last year by the Internet Rating Committee, which dealt specifically with the browsing habits of Israelis during the Passover holiday. The ranking committee examined how Passover affects the traffic of Israeli Internet surfers. Also, the committee compared the data between Pesach 2013 and Pesach 2012, while focusing on specific areas - Tourism, shopping, food and entertainment. The committee's data was unequivocal. Internet browsing in Israel increases significantly during the month of Passover, and this is done consistently almost every year.
For example, if we take the field of food and eating, and compare the browsing data of Israelis in the month in which the holiday falls and the month preceding it, we can see an increase of about 7.8% in Internet traffic. Similar trends will also be identified in the fields of tourism (increase of about 30%) and shopping (2.2%).
It is interesting to note that there was a decrease in the virtual entertainment sites during the month of Passover. This matter can be explained in two ways. First, many Israelis plan their entertainment activities before the holiday and many travel abroad and do not browse Israeli websites during this period. Second, the committee to rate the separation between entertainment and tourism. Therefore, it is likely that this artificial separation had little effect on the final data.
we are not alone
In the US there is a 19% growth in internet sales during the holidays.
It is important to emphasize that throughout the western world the holidays are considered the most beautiful time for virtual stores. For example, an in-depth study that examined the consumption habits of the American public during the holidays leaves no room for doubt. The major internet retailers in the US reported in 2013 about a 19% growth in virtual sales during the four shopping holidaysThe Americans (a period that begins at the end of November, with Thanksgiving, and ends before Christmas at the end of December). Moreover, in the last year the virtual purchases in the internet stores in the USA during the holiday period for the first time surpassed the scope of consumption in the regular stores.
So what is the conclusion?
The flurry of consumption that characterizes Passover in Israel has become a fait accompli, and almost every family in the country will significantly increase their expenses during the holiday.
Israelis are increasingly discovering virtual commerce and many of them make their holiday purchases online.
This is an international trend that is sweeping the web in all Western countries.
And what does all this mean about us?
And now, the moment everyone has been waiting for! How can we derive from this data the correct course of action in the network? The answer to this is of course complex and multifaceted. Therefore, we will now examine it from the aspect of website promotion during the holiday (or in professional words – Holiday SEO).
Website promotion focused on Passover – What is the difference between sponsored promotion and organic promotion?
Serious websites make sure to promote themselves throughout the year, regardless of holidays. Now, we propose to examine the subject from a new angle. Website promotion is targeted during the holiday period, both at the level of sponsored campaigns and at the level of organic promotion. Early recognition of E-Commerce trends, and an understanding of the processes described above, can significantly improve the performance of your website during the holidays.
So what can be done? Here are some small tips:
- Holiday Targeted Sponsored Promotion - This is the time to step up a gear with a Passover focused PPC campaign that tracks holiday specific search terms (eg "Passover flowers", "Passover vacation", "Passover electronics deals" etc.).
- Temporary update of content pages according to holiday phrases - It is of course important to design "celebratory" landing pages. which correspond with the aggressive sponsored campaign. Needless to say, these landing pages can also correspond with the organic promotion.
- A unique guide for the holiday - create a unique guide for the holiday within a special area (section) or a new category. You can also do this as a subcategory based on the existing categories. Upload quality content here and of course also add promotions for the occasion of the holiday which will encourage conversion on the part of surfers. The above content has two meanings in terms of SEO. First, it's an opportunity to showcase products and services that are often at the back closer to the home page. Now, the search engine spiders can crawl this content and index it accordingly. Second, the surfers who come to the site and are specifically looking for services and products in the Passover atmosphere get to their conversion page faster (which saves unnecessary clicks and helps reduce abandonment rates).
- We refreshed the sitemap – Once you've created targeted content and festive landing pages, it's time to refresh the XML sitemap. Create a unique sitemap for the holiday and refresh the map after the end of the holiday period.
- Updating Tags Titles and Meta Descriptions – We updated Title Tags and Meta Descriptions in such a way that they include promotions for the holiday. For example, discount. Now, the information will appear in the search engine results and will lead to surfers entering the site. It is important to do this in advance to allow the search engines to scan the updates.
- Create links from popular pages to less powerful pages with the help of the holiday – Every website owner knows this. Some landing pages perform well, while others lag behind. The holiday season is a great time to strengthen secondary pages. Create high-quality links for the holiday to the secondary pages, from the home page or from the strong landing pages.
- Targeted advertising in social networks – It seems that this should not be emphasized, and perhaps it is one of the most popular techniques, but we cannot complete the task without mentioning targeted advertising in social networks. You will be amazed to see how a festive tweet or a spring post can improve yourThe scope of the entries.
In conclusion,
Internet surfing in Israel grows consistently during Passover. Also, the traffic of surfers on the net also increases this month and there are areas where it almost triples its strength. Since electronic commerce has long become an integral part of the Israeli public's shopping culture, combining these parameters while properly managing website promotion can yield impressive results. However, it is recommended to prepare in advance for the topic and not wait for the last minute. The earlier you prepare for Passover online, the more you can gain an advantage over your competitors.