Which Black Friday promotion is right for your business?

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 only 1.9 €.

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.

This year, Iglu šport decided to approach Black Friday a bit differently!

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!

So many ideas on advertising, but don’t know how to start? Send us a message, so we can help you bring them to life!

Katja Hrovatin

You won’t find Katja in our offices anymore, but we know that no matter where she is now, she is doing a phenomenal job. We’ve kept a piece of them with us as a memory. :)

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1. Shipping is on us!

2. Everything and more

3. 100% off everything

Katja Hrovatin

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Which Black Friday promotion is right for your business?

1. Shipping is on us!

2. Everything and more

3. 100% off everything

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Katja Hrovatin

Don’t miss out on similar articles

Basics of B2B advertising

Need Measure Summit 2022 notes? We’re happy to share

All roads lead to Škofja Loka