Black Friday is undoubtedly one of the most important times of the year for online retailers.The more time passes, the more this increases its commercial weight at the expense of Christmas…after all, it is difficult, a month away from the time when gifts are to be given, to decide not to save substantially.This time of the year is therefore likely to prove particularly critical from the point of view of both data collection and results. Traffic increases significantly, and it is important to be prepared to gather this amount of information that can be used both to improve performance in real time and throughout the rest of the year.If we think about how e-commerce and retailers may approach Black Friday, it is possible to divide them basically into two macro-categories:
- realities, often of brands, that “cannot” take advantage of this sales opportunity for primarily commercial reasons
- realities that, in the tussle of competition, must be able to make the most of the traffic generated.
In this article we will focus on the first category, namely those who apparently can suffer most from this recurrence: lots of traffic, lots of people investigating products, and few conversions-perhaps because the same product, widely distributed, is available online on other sites that offer it at a particularly advantageous price.There are, however, two concrete goals we can set for ourselves to derive value from this traffic.
Profiling your opportunistic users
First of all, we must not miss the opportunity to take advantage of the additional traffic we will receive to learn about and better profile our consumers. Segmenting our visitors first allows us to identify opportunistic user segments, those who will make a hit-and-run visit to our site, solely to check the price of a product. These consumers could be segmented by considering which of them have visited our site before, mostly with fairly long sessions, and now made a short visit, focusing on the product page for a very limited time.We could also analyze whether this is a generalized behavior or whether they focus on specific products or categories.Understanding how much of our audience performs similar behavior will allow us to understand what weight to give to strategies that will allow us to be able to reengage them in an interesting way during the year. Indeed, it will be an opportunity to solicit them with content activities related to the product they are interested in. This will fulfill the double task of making them more satisfied with the purchase and still create a greater bond with the brand, regardless of whether the product was purchased through non-direct distribution.With this activity we will also be able to solicit those who have postponed the purchase to the next opportunity.If you want to learn more about this topic, you can read this article we wrote about reengaging Christmas users.To be able to do all this, however, it is essential to be able to generate more leads or contacts, so that we can reengage them through different channels such as email, sms, social networks etc.
More contacts, more profiled
The spike in traffic that we will record is a golden opportunity to increase the number of leads generated by the site. As we said there is a high probability that the traffic that is generated on this occasion is predominantly composed of average opportunistic consumers, and we can therefore, with the classic offer for an initial registration, try to generate as many leads as possible.Knowing the specific interest of the person with whom we are interacting, even if anonymous (by profiling in real time for example the campaign of origin or the page of entry) we can personalize the offer that we are showing them. In fact, showing the same personalized discount for the product we are interested in takes on greater relevance and therefore transfers more value than the same offer declined in a generic way.Once these leads are generated we can create and automate a series of personalized communications regarding the specific product, being able to promote not only the price benefits but also the content (videos, articles, guides etc.) that characterize the specific product or category or the collateral benefits that you may possibly offer for a direct purchase to your shop.
