Black Friday is just over a week away and no doubt (if you’re taking part) you have all your promotional calendars, offers and product in place. Our Client Partner, Nick Rawlings, has compiled a list of 9 tactical ideas for you to review this week. They are all relatively quick fixes or checks and all help to maximise your online revenue.
Setting Your Targets
- Are you clear on your cost per acquisition and ROAS targets going into the BFCM campaign? Make sure you (and finance) are aligned on how much you can spend to recruit and retain a customer.
- It’s imperative that you spend up to the target to maximise your orders (don’t leave money on the table)
- Don’t forget to factor realistic AOV and margin expectations – and that (on average), BFCM customers will be worth 20% less over the next 6 months
Capture Customer Data
- You will be driving high volumes of brand new visitors to your website, only a small percentage will buy in the first visit - it’s therefore key to capture as many email addresses as possible, ensuring that you have every opportunity to remain high in their consideration set
- Check that your pop-ups are firing correctly with updated and BFCM consistent creative
Product Is Still King
- Best selling product will work best, highlight your winners throughout your campaign creative
- Gifting drives a high proportion of orders, make the most of the opportunity through featuring gift bundles, make your gift cards easy to find and highlighting your personalisation options
Don’t let your Website hold you back
- Most traffic will be mobile so prioritise the mobile shopping experience and make your offers very easy to find
- Have BFCM landing pages ready with all your offers in one easy to find location
- Test your load time – 2 seconds is ideal but more than 4 will really hurt your conversion
Make Urgency Front & Centre
- All of your offers will be time limited, increase response through creating a sense of urgency
- Daily deals and flash sales are (by definition) time limited, but also a great way to vary your message
- Countdown graphics and reminder emails are excellent low -cost routes to better response rates
Go for Variety in your Email Campaigns
- Start your campaigns with testing (templates, messaging, length etc), roll-out the winners
- Always test subject lines to maximise your open rates
- Stand out from the crowd by personalising your emails, applying customer names, prior purchases and recognising their customer segment could all make a big difference
Change Your Flows
- As your email frequency is likely to increase, pause your lifecycle flows – they will be drowned out in the BFCM messaging and there’s a risk of sending conflicting offers
- Abandon page and cart triggers are vitally important in this highly competitive period, check that they are firing correctly and are consistent with your creative and offers
3 Ways to Work Smartly With Google
- Create time-sensitive ad extensions (e.g. countdown ads)
- Leverage audience targeting with remarketing Lists – don’t forget your existing customers
- Maximize ad visibility with smart bidding and ensure you capture demand
3 Ways to Work Smartly With Meta
- Test Meta’s new reminder ads to focus your audiences on your offers, build on the urgency with timely and automated reminders
- Ensure that you deploy ASC to it’s full potential with dedicated BFCM sale creative campaigns
- Make a daily process of optimising your spend and creative, make sure you don’t throttle performance through hitting budget caps or failing to weed out poor creative
By checking or updating these key things, you are better positioned to maximise your online revenue. We wish you all the best for the Black Friday season!
