Until recently, Black Friday was just a day that stood for the crash of the American stock market. For the last few years, European businesses have started to take on this trend and switched to highly promotional campaigns with a lot of discounts. Marketing campaigns like these result in attracting more and more customers to the web and into physical shops. And how did our clients benefit from Black Friday promotions?
In their marketing campaigns, they offered many different options to their customers. By analysing ROI, the next 3 options turned out to be the most successful:
1. Shipping is on us!
Our client wanted a special offer without decreasing the value of its products. The idea about free shipping wasn’t just a random decision. By analysing their purchasing funnel we soon found out that visitors abandon the website after adding products to cart. This is also the step where the final amount of purchase is displayed after adding shipping costs. Free shipping therefore triggered a purchase which was amplified with Facebook and Instagram advertising.
A lot of times, visitors abandon the website after adding products to cart and seeing the shipping costs.
By investing less than 100 €, using remarketing, we created 54 purchases, while tracking another 276 orders in Google Analytics. One purchase cost our client only1.9 €.
2. Everything and more
Some clients with larger budgets are able to afford more expensive Black Friday campaigns, which means they offer a wider range of promotional offers. One of our clients was able to give out 20% and 30% discount on certain products, a gift and discounts on a whole range of products of a certain brand. All these promotional offers, combined with Facebook and Instagram ads, contributed to driving more than 700 visitors to their website. With a budget of 140 € there were 86 purchases made at a cost of 1.70 € per purchase.
3. 100% off everything
No retailer can miss out on Black Friday offers, but everyone can use their creativity to stand out in the highly competitive market, even if this doesn’t include any standard offers. A campaign with a gentle reminder that some things in life will (hopefully :)) remain free forever and that can cause a quite remarkable reaction. In this case “discounts” are formed for a specific group of customers, who prefer to avoid crowds in the stores and enjoy spending their free time outdoors.
So how can you find out if Black Friday campaigns are the right approach for your business?
Find out what matters most to your customers and what their habits are. Discover the triggers that will lead them to the next step in your funnel – completing their purchase. You can find a lot of useful insights about this in Google Analytics, where you can see how long a visitor stays on your page, what are the most popular products and at which stage they leave your website.
Your marketing communication should be formed in a unique and creative way, which will help you align your communication with your potential customers. We guarantee all these tips will help you form even better promotional marketing campaigns in the future!
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A creative content strategist for digital marketing; from Facebook and mailings to websites. Always searching for quiet corners in our offices and the right paths that lead to your customers. I am probably also to blame for 60 % of all sessions on thesaurus.com.