Post by nurnobisorker70 on Oct 31, 2024 7:18:11 GMT 1
Black Friday is undoubtedly one of the most important periods of the year for e-retailers, the more time passes, the more it increases its commercial weight to the detriment of Christmas… After all, it is difficult, a month before the period in which gifts will be offered, to decide not to save substantially. This period of the year is therefore likely to be particularly critical both from the point of view of data collection and results. Traffic increases considerably and it is important to be ready to collect this amount of information that can be used both to improve performance in real time and throughout the year. If we think about how e-commerce and retailers can approach Black Friday, it is possible to divide them into two macro-categories:
realities, often of brands, which “cannot” take advantage of this sales opportunity for mainly commercial reasons
realities which, in the arm wrestling of competition, must be able to make the most of the traffic generated.
In this article we will focus on the first virtual phone number service category, that is, those that can apparently suffer the 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. However, there are two concrete goals that we can set ourselves to extract value from this traffic.
Profile your opportunistic users
First of all, we must not miss the opportunity to take advantage of the additional traffic we will receive to better know and profile our consumers . Segmenting our visitors allows us, first of all, to identify segments of opportunistic users, those who will make an it-and-run visit to our site, just to check the price of a product. These consumers could be segmented by considering who has already visited our site in the past, mainly with fairly long sessions and who has now made a short visit, focusing on the product page for a very limited time. We can also analyze whether this is a generalized behavior or if it focuses on specific products or categories. Understanding the extent to which our audience adopts similar behavior will allow us to understand the weight to give to strategies that allow us to re-engage them in an interesting way throughout the year. In fact, it will be an opportunity to solicit them with content activities related to the product that interests them. This will fulfill the dual task of making them more satisfied with the purchase while creating a stronger bond with the brand, whether or not the product was purchased through non-direct distribution. With this activity, we will also be able to solicit those who have postponed the purchase until the next opportunity. If you want to know more about this topic, you can read To do this, however, it is essential to be able to generate a greater number of leads or contacts, in order to be able to re-engage them through different channels such as email, SMS, social networks, etc.
More contacts, more profiles
The peak in traffic that we are going to record is an excellent opportunity to increase the number of leads generated by the site . As we have said, there is a high probability that the traffic that is generated on this occasion will be mainly composed of moderately opportunistic consumers and we will therefore be able, with the classic offer for a first registration, to try to generate a maximum of contacts. By knowing the specific interest of the person with whom we interact, even if anonymous (real-time profiling, for example, of the original campaign or the entry page), we will be able to personalize the offer that we show them. In fact, showing the same personalized discount for the product that interests us takes on greater relevance and therefore transfers a higher value to the same offer declined in a generic way. Once these leads are generated, we will be able to create and automate a series of personalized communications on the specific product, being able to promote not only the price advantages but also the content (videos, articles, guides, etc.) that characterize the specific product or category or the collateral benefits that you can possibly offer for a direct purchase at your store.
realities, often of brands, which “cannot” take advantage of this sales opportunity for mainly commercial reasons
realities which, in the arm wrestling of competition, must be able to make the most of the traffic generated.
In this article we will focus on the first virtual phone number service category, that is, those that can apparently suffer the 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. However, there are two concrete goals that we can set ourselves to extract value from this traffic.
Profile your opportunistic users
First of all, we must not miss the opportunity to take advantage of the additional traffic we will receive to better know and profile our consumers . Segmenting our visitors allows us, first of all, to identify segments of opportunistic users, those who will make an it-and-run visit to our site, just to check the price of a product. These consumers could be segmented by considering who has already visited our site in the past, mainly with fairly long sessions and who has now made a short visit, focusing on the product page for a very limited time. We can also analyze whether this is a generalized behavior or if it focuses on specific products or categories. Understanding the extent to which our audience adopts similar behavior will allow us to understand the weight to give to strategies that allow us to re-engage them in an interesting way throughout the year. In fact, it will be an opportunity to solicit them with content activities related to the product that interests them. This will fulfill the dual task of making them more satisfied with the purchase while creating a stronger bond with the brand, whether or not the product was purchased through non-direct distribution. With this activity, we will also be able to solicit those who have postponed the purchase until the next opportunity. If you want to know more about this topic, you can read To do this, however, it is essential to be able to generate a greater number of leads or contacts, in order to be able to re-engage them through different channels such as email, SMS, social networks, etc.
More contacts, more profiles
The peak in traffic that we are going to record is an excellent opportunity to increase the number of leads generated by the site . As we have said, there is a high probability that the traffic that is generated on this occasion will be mainly composed of moderately opportunistic consumers and we will therefore be able, with the classic offer for a first registration, to try to generate a maximum of contacts. By knowing the specific interest of the person with whom we interact, even if anonymous (real-time profiling, for example, of the original campaign or the entry page), we will be able to personalize the offer that we show them. In fact, showing the same personalized discount for the product that interests us takes on greater relevance and therefore transfers a higher value to the same offer declined in a generic way. Once these leads are generated, we will be able to create and automate a series of personalized communications on the specific product, being able to promote not only the price advantages but also the content (videos, articles, guides, etc.) that characterize the specific product or category or the collateral benefits that you can possibly offer for a direct purchase at your store.