Prepare your Black Friday and Cyber Monday campaign 5 hours

Black Friday and Cyber Monday are opportunities to boost sales on your website. To help you get the most out of them, Walter's team went to an E-commerce conference on the subject and gave you this summary.

Too often, we create promotions without taking much time to think about them. 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 will contribute to its effectiveness. Have you already done a Black Friday or Cyber Monday campaign? If so: Look at what worked best and what didn't:

• What was your best salesperson during this period? What was your worst?
• Was there more traffic than usual on your site during this period?
• What are the results of the newsletters you sent out? What were the most effective publications during this period? The least effective?
• What are the results of your media placements?

If not: There are some data that can help you prepare for your promotion:

• Who are your best sellers? The worst?
• Have you done an online promotion in the past? What were the results?
• Which channels bring the most traffic to your site?
• What was your best newsletter? The worst?
• What are your competitors doing?

A short Google search will allow you to see what promotions your competitors have implemented in the last year and may inspire you on what you want to do... or not do.

It seems obvious, but there are a few things to consider when choosing products on promotion.

• If you have excess inventory, this is your chance to liquidate it!
• If you have products for which you have little or no inventory it is not a good idea to put them on sale.
• Are you able to deliver all the products that will be ordered?

Once you have chosen your products, you must make sure that they are available on your website so that people can buy them online.

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 shopping cart (will apply to all purchases)
• Discount on a product category (e.g. all clothing)
• Discounts on specific products

Now you know which products will be promoted and how! It's finally time to make your campaign a reality. First, you need to choose the key message and images for your campaign. In order for your campaign to be visible, you will have to put it forward in several places. The preparation of the material and the various formats can seem complex, so we have prepared a table to help you.

Example of a promotional visual

Many companies will be running promotions during this period, your content must be well thought out to catch the attention of consumers who will receive a large amount of offers.

Some tips for your promotional content:

• Be concise and clear
• Focus on the long term to get people to take advantage of the offer now
• Put good quality images or use animations, videos
• If possible, add countdowns or reminders on your site

Before launching your promotion, it is wise to take 1 hour to do a complete test of the buying process on your website.

• Put a product in your cart
• Proceed to check out
• Proceed to payment
• Validate that your return and refund policy is up to date
• Check that the people responsible for delivery have received your order and are able to prepare it
• Cancel your order and check if your team has received the cancellation notification.