Create specific pages
holds Ruben de Grace that “whether it’s a sporting, musical, cultural, seasonal, or political event, creating specific landing pages for specific dates is a good idea. A dedicated Mother’s Day page helps create a personalized shopping experience that caters to specific needs, can apply basic selling techniques that target the most sensitive items to buy on those days, avoids distractions and reduces abandonment.
Highlight what the customer is looking for at this moment
A brand that pays attention to the needs of its audience has a good chance of success. In this line, it is worth taking advantage of Mother’s Day to highlight the quality products of your online store. “Often it comes in handy to redesign marketing and advertising campaigns to promote the most valuable products in your inventory. Mother’s Day is the ideal time to focus more on premium ranges.
Small details can make all the difference in a shopping experience. With that in mind, De Gracia recommends offering the ability to include “extras” when purchasing the product, “including the option of personalized notes, gift wrapping, shipping combined products, or even the ability to add flowers or chocolates upon delivery, which can turn a reluctant customer into one.” convert sale. A purchasing process in which the customer doesn’t have to worry about anything other than choosing the product and being surprised has many chances of success,” says the expert.
A quick response to doubts is the best ally to sell online on a date where ensuring delivery on a given day is essential. “Your customer service team should focus on calming fears, guaranteeing appointments, offering return or exchange guarantees, and addressing last-minute issues.” He says it’s convenient to use tools like chatbots to expedite those responses and to automate, regardless of when the question is asked.
Not today, tomorrow
Considering that most customers make their purchases at the last minute, Ruben de Gracia suggests some options that will captivate those last-minute shoppers. These include: “Clearly state shipping times in all your product files, also offer free shipping in the days ahead, and have an expedited shipping option within the last 48 hours. One strategy that generates high conversion rates is to provide a guaranteed delivery date if the purchase is made before a certain period of time. This turns your entire product catalog into a limited-time offer and will encourage those people to make a faster purchase.”
The ideal product page
“You have to treat every new potential buyer like your mother,” is De Gracia’s motto. In this context, it is advisable to treat your product page with great care. “With this type of gift, the benefits of buying in a traditional store, like touching and appreciating the quality of the product, are lost. That’s why it’s very important to have optimized product pages, especially on these dates,” he says. To achieve this, he recommends:
-High quality product images. It is important that different angles and even images of common uses are appreciated.
-The text of the product sheet it must satisfy all possible purchase objections, give instructions on how to use the product and contain information that goes beyond the technical characteristics.
-Transparent information on deadlines and costs. “Don’t forget the delivery dates and shipping costs. One of the most common reasons for cart abandonment is unexpected cost overruns at the end of the checkout process.”
-Communicate in your own language. In addition to conveying the specific attributes and benefits the product will have for the recipient, “make sure you use a tone that resonates with your buying audience. You need to speak the same language as your ideal and potential buyer, who in this case is not the consumer of the product.”
Beware of discounts
According to this expert, one of the most common mistakes in ecommerce marketing strategies is to offer discounts too lightly. With that in mind, remember that “Discounts devalue your brand, erode your margin and reduce your competitiveness by wiping out your ability to invest in advertising. Each company must set its prices based on project survival criteria. With every discount you give away, it becomes harder to convince the customer of the value of your product.”
An alternative to the proposed discount, to encourage the purchase of a product on certain dates, is to offer “small complementary products – also called freebies – free of charge” or to give away coupons for future purchases for a limited time. “Reducing the price of the first sale to a casual customer by 20% is not the same as reducing the price of the second purchase by 20% from an already returning customer who also bought their first product at full price,” he points out.
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