You can learn from WOO’s holiday promotion

We conduct several major holiday promotions on woocommerce.com each year, including Halloween, Black, Black, Black Friday and Internet Monday. The challenge faced by everyone is: How do we continue to make them run bigger, better, and fresher?

This year we tried some new methods to increase conversion rates.

We learned a lot from these experiences and decided to write it, because we think you can also learn from it .

Continue reading, understanding some key issues to be asked before sales, creating techniques for active sales experience, and what.

Holiday Sales: Who do they prepare for, what would you provide?

The first and most critical thing to decide to be sold is

Who do you want to attract, This decides largely What do you provide .

The service provided for our main sales is very simple: we sell it throughout the station, and set a certain percentage discount on all products (eg, 20% or 30%). The only exception is renewal -coupons are only suitable for new purchases.

Why do we use this method?

When we conduct a volume discount sales, we aim to make

who is excited about Woocommerce to shop with us . We have not tried to use these to win cold potential customers. In fact, existing customers have proved that they are most likely to buy our sales products year after year.

UNIVERSALYUMS, one of our favorite Woocommerce stores, is very good at adding sales. In this year’s Black Friday, every time they buy a new subscription, they will give a free limitThe version of the calendar is currently being snapped up for a limited time, and a 3-6-month subscription will give an additional box of snacks.

to pay tribute to the creativity and excellent sales strategy of universaryums.

If a package like us is not your cup of tea, please read about 10 sales that you can try (and some woocommerce extensions that make them possible).

Black Friday + Internet Monday \u003d Blackcyber

In the past, we regarded Black Friday and Internet Monday as a separate sales. They have different appearances and feelings, different coupons code, and sometimes different discounts.

This year, we carried out joint sales of BlackCyber.

Honestly, this is a bit like an experiment

: I have been considering the upcoming sales. I suddenly thought that if we will merge sales and publish a code for the entire sales, then for our team -maybe still With our customers -it will be simpler. Four days.

One of the things that let me stop is the email we sent on Friday and Monday ( We call the message between \”mail\”) changes, especially on Monday on the Internet, which is often a larger sales day for us. In any case, we decided to try it and adjust the news from Monday to \”the last day\”.

A small tweet made people know that they spent 35% discount!

Will a single message event lose our holiday sales?

In order to simplify the sales experience, it is a good measure to combine our separate sales to Blackcyber

. For your takeaway? For you and your shoppers, simple and sometimes the best.

The importance of visual recognition

The picture can speak a thousand words, or they say so. According to our experiments, even short marketing activities have a strong visual image, which will make it more attractive.

The graphics also helps to identify the message in various spaces you talked with the user: if your message has multiple contact points (mail, tweet, Instagram post), people will be people will be, people will be people will Immediately establish a visual connection and register what they are seeing seeing it again at a glance. This is a bit like when you see a billboard, and then the same advertisement reaches your Facebook mention .

We have many talented designers in Automattic to design in WooCommerce. COBUS BESTER has created a visual image for our October Halloween Promotion and Blackcyber. He is one of the longest -service members of the WOO team! We use his fresh design to combine all activity elements.

Try to see this, do not consider leaking marshmallow. impossible.

We believe that the time input required to create a customized advertising series graphics is very worthwhile, especially considering the hustle and bustle of such multiple brands on the Internet

once you determine your product and create some visual assets, you should sell your sales Information injection as many marketing contact points. Four changes to your store to increase sales Make changes to the store itself will have a significant impact on your sales performance. We have made four key changes to woocommerce.com for our main sales, and your learning will be introduced in detail below.

The banner of the deployment site

The user may eventually browse your store without seeing an advertisement or clicking the link to your sales in the email.

In this case, it is important to post difficult messages on your website

. There are some plug -ins that can help you perform this operation on WordPress, but we use Woocommerce for woocommerce.com (of course) and built up some easy -to -use site banner functions (called \”store notification\”) Essence

I have fun, and even change it during the sales process. Be sure to add a striking call and link (if you are tracking them, then useUTM parameter) to the button you use. The homepage takes over or changes the design

In the past, we completed the theme website to complete the theme website of holiday sales by applying cruel, black or network colors for woocommerce.com. This year, we tried to take over the homepage of Hallowoon and Blackcyber.

This method means merging their respective graphics to our homepage (for Blackcyber, we also turn our logo into black):

]

Blackcyber website takes over, which involves changing the logo and changing graphics for customers who are used for eye -catching.

Important, according to the best practice,

Custom login page If if You have not tried a custom login page, they are secret weapons of e -commerce conversion . If you are interested in learning more information about them, we wrote an article about how to optimize e -commerce login pages earlier this year.

As far as our own experiments are concerned, we have very eye -catching statistics, showing that when we send traffic to the special page instead of the homepage, the conversion rate is higher. Therefore The theme page lists our best -selling expansion, and for those who want to save a lot of costs this year.

We did not let customers read sales carefully on the homepage, but instead put them on their homepage. Send to a targeted target webpage -and see the increase in purchases.

The conversion rate of this page exceeded 11%

, and the page continued to perform well within a few days after sales.

The homepage is not often shared.

But when we are selling, we will update the OpenGraph information on the homepage so that if anyone shares it, they will promote our sales for us .

3] During the promotion period, if people share our URL, they will be promoted in promotional activities and display special graphics on platforms such as Facebook and Twitter. After sale, we changed back to our usual card, which contains general WOO copies and images.

If you are not familiar with OpenGraph, it is a simple plug -in, which is worth exploring -see! The last technique of this social sharing optimization, especially Facebook, requests them to capture your URL in order to show the changes you make. You can instruct Facebook by entering your store URL (this will extract the latest information provided by your website). Now sales have ended, and our woocommerce.com information has been returned to normal -but we must ping facebook first to obtain information.

How to make your sales stand out in chaos

There is a dangerous idea that if your product is great, people will find it. Sadly, this is not always correct.

people will find the most loud products,

can be passed down and passed through mouth Product communicationrs, but even this is often worked hard (sometimes paid, sometimes it is transmitted to the free strategic news of existing users).

If you are carried out promotional activities and want people to know that there are three simple ways to promote it, all of which are of our promotions for Hallowoon and Blackcyber. Email (in our case, send it to existing customers) The maximum traffic and sales driver we sold are the mail we send.

If you only do one thing to promote your sales, then this should be: mail your existing customer list so that they know you are selling

. Suppose you are already building a customer email address list, we strongly recommend that you do this! If you have not captured an email, please check this simple Woocommerce For Mailchimp integration, and add a field during the checkout and establish a customer list in your Mailchimp account.

Your client will be glad that you let them know this sales. In fact, if you do not let

they know, you may find that you have to refund a full price but miss the discount.

In all the marketing tasks we did about sales to remind people, the conversion rate of the mailmaker and the expenditure of each user are by far the best (followed by Twitter. if).

We have a very international email list , and increase the conversion rate by trying to send two major sales emails optimized for the United States and non -American customers. If you are interested in the details of time, Mailchimp provides time distortion function, you can set your activity to automatically and best allocate to each user on the time zone.

If you can find Oprara’s reference materials in our 2016 Halloween mail, please high five.

Posting on social media (more than once)

We use coscheDule to plan content and marketing activities. It integrates very well with WordPress and social channels. Recently, these scheduling tools are the first tool to add Instagram post scheduling function.

For our holiday sales,

We arranged tweets for non -American and American users. We write different words for each tweet to avoid duplication, but in order to maintain consistency, we will include some of the same phrase and ideas in the mail message.

Out of interest, this is what we do on the Woocommerce social networking site this year:

1x Instagram Gif

2x 2x Facebook’s post (on Friday and Monday, both were improved) 1x Facebook discount (exchanged more than 170 times)

We are lucky to have a team to do this, but if you are onePersonal performances may be very difficult to respond to social promotion days-

leave some time every day to ensure that it completes

Advertising

During the chaotic holiday sales, is it worth advertising online? The problem here is

. When you have other ways to spread information, how much is the flower

money to spread the information?

Obviously, it is a huge income victory to introduce our sales situation to people. We continue to advertise for WooCommerce products on Facebook and Google networks, but we noticed how difficult it is to see a satisfactory return on investment during holiday sales.

In the case of Blackcyber, we spent nearly $ 6,000 (USD), and made more than 3,000 US dollars with

53% of the advertising expenditure returns (Roas) — – Far lower than our usual goals, that is, 75%.

Is it worth advertising at major shopping festivals?

If you can invest a lot of time, money, and energy, the answer sometimes is the best.

One of the things we want to add here is to current paid customers (and those who have viewed the promotional lander but have not yet purchased Personal) Putting advertisements is much higher than trying to attract new customers. We concentrated the advertising budget during the sales period we knew the best -we have already used Woocommerce . Sales like a clockwork Sometimes we sell it, and the matter is a bit messy, the last minute. In order to avoid this situation, it is also to avoid being locked in a few people’s brains -we announce our learning results internally.

In order to share these knowledge with you, there are some of our favorite learning here:

Any site change in the test temporary storage. Check the code in advance. Do not perform this on your real -time website. Create the launch list and assign tasks to personnel. There are backups to prevent others from getting sick. Try to complete everything you need to do at least a week ago.

Good internal communication

: We understand how good it is to sell well with your team (support and social ninja) to sell well.

Test coupons play a role when you go online (again).

Knowing that we forgot to publish once, maybe you will not be surprised!

Carefully check the time and time zone! Please pay attention to the time and expiration date of the coupon. Make sure you know the time zone of your store and set up your coupons to match.
Determine the terms and conditions. Do they need to know whether the users who sell are not suitable for them? Be sure to convey this clearly and consistently.
Prepare the peak of traffic. It is not ideal for your website to fail during sales. Talk to your host and make full preparations for the peak.
After -sales: Measure everything It is almost self -evident, but we want to add a little

, the result of tracking marketing is healthy and important, so you will just Knowing what is effective and how much time is worth investing next time

What do we track?

来自社交、邮件和广告的流量

转换和废弃的购物车

优惠券使用

新客户与Backer

If you want to learn more about how to track and use tools such as Google Analytics for correct settings, please see what we wrote about what to do about the promotion. Adding the correct tracking link or UTM to social posts, advertisements, and emails is everything we have ignored in the past, and it is now improving.

Further reading and learning about tracking:

View this guidelines for e -commerce tracking options in Mailchimp

Practice the use of custom URL builder (if you are interested in learning more information, see the expansion guide)

These days, we are lucky to have a built by Automattic Our analysis tools, it taught all our data knowledge and recorded our tracking in one place.

Use these learning to improve your own holiday sales

Black Friday to Internet Monday is our best sales period so far. Although there is always room for improvement, we believe that the above method is effective …

We hope they can help you perform your holiday sales in 2017

We like to try from other people’s attemptsLearn and be interested in understanding the useful way this year.Leave us a message in the comments, thank you for your reading.