Black Friday and Cyber Monday are opportunities to boost sales on your website. To help you get the hang of it, Walter's team went to an e-Commerce conference on the subject and put together this summary for you.
Look at the statistics and ask yourself questions
Too often, we create promotions without taking too much time to think. Take advantage of the fact that these two promotions are particularly popular on the web to take the time to analyze your data. This will help you create your promotion quickly and contribute to its effectiveness. Have you already done a Black Friday or Cyber Monday campaign? If yes: Take a look at what worked best and what worked the worst:
- Who was your best seller during this time? What was the worst?
- Was there more traffic than usual on your site during this time?
- What are the results of the newsletters you sent? What are the most effective posts during this time? The least effective?
- What are the results of your media placements?
If not: Some data can still help you prepare for your promotion:
- Who are your best sellers? The worst?
- Have you ever promoted online in the past? What were the results?
- What are the channels that bring the most traffic to your site?
- What was your best newsletter? The worst?
- What are your competitors doing?
A short search on Google will allow you to see the promotions put in place by your competitors last year and can inspire you on what you want to do... or not do.Choose the products you will promoteThis seems obvious, but there are still a few aspects to consider when choosing the products on sale.
- If you have surpluses in inventory, this is an opportunity to put them into liquidation!
- If you have products for which you have little or no inventory, it is not a good idea to list them.
- Are you in a position to deliver all the products that will be ordered?
Once you have chosen your products, you need to make sure that they are available on your website so that people can buy them online.
Choose the type of promotion you want to set up
To reduce costs, look at the options that are already available on your website. The most common online promotions are:
- Promotional code (involves sending a code to your consumers)
- Percentage on the shopping cart (will apply to all purchases)
- Discounts on a product category (ex: all clothing)
- Discounts on specific products
Prepare the materials for your promotionThat's it, you know which products will be on sale and how they will be promoted! It is finally time to make your campaign a reality. First, you need to choose the key message and images for your campaign. For it to be clearly visible, you will need to highlight it in several places. Preparing the materials and the various formats can seem complex, so we have prepared a table to help you.
Example of a promotional design
Several companies will be offering promotions during this period, your content must be well thought out to attract the attention of consumers who will receive a large number of offers.
A few tips for the content of your promotion:
- Be concise and clear
- Focus on the long term to encourage people to take advantage of the offer now
- Put good quality images or use animations, videos
- If possible, add countdowns or reminders to your site
Do a small test on your site
Before launching your promotion, it's a good idea to take 1 hour to fully test the buying process on your website.
- Put a product in your basket
- Proceed to check out
- Proceed to the payment
- Validate that your return and refund policy is up to date
- Check that the people responsible for the delivery have received your order and are able to prepare it
- Cancel your order and check if your team has received the cancellation notification.
