Offering big discounts for a day, for example, is the tactic Amazon uses on its Prime Day. This is how Jeff Bezos’ company managed to compete solely with global events of the Black Friday format. It’s true that Amazon can afford whatever it wants, but there are techniques any e-commerce could apply to their store and achieve identical benefits in its proportions.
Anthony OrtegaSpecialist in digital marketing and sales funnels and responsible for the website Optimize your funnel Provides instructions on how to do it.
Choose your Prime Day
Although Amazon participates in all macro discount parties like Black Friday, that doesn’t stop it from making its grand event exclusive. In this way he manages to centralize the attention of all customers these days and that all the media talk about them without sharing the stage with other actors. You can also choose one day a year to be the center of attention for at least a week, promoting your brand image and clearing your inventory of excess. When choosing the day, it is important that you do not coincide with similar major events or that another celebration is pending. It’s about them just looking at your ecommerce making noise. “More than immediate economic benefit, which is what actions like this pursue without intangible assets and media coverage.”
have everything ready
But before the day, make sure you have all the infrastructure ready, “from a proper connection between ecommerce and inventory management software to having enough stock to meet most of the demand.” Ortega also recalls the importance of anticipating an increase in staff before, during and after the campaign to ensure satisfactory customer service and a good logistics arrangement for on-time deliveries. Mistakes like this could ruin the whole action.
While this isn’t your e-commerce’s standard practice, Antonio Ortega recommends adding options like free returns to discount offers, arguing that they greatly reduce the sense of purchase risk. “As a rule, the issue of returns does not have a major impact on e-commerce. However, the fact that this option exists has a positive impact on the consumer, if only on a psychological level, but the truth is that it significantly reduces buying tension.”
use the comments
The experience in e-commerce is that products that have comments from other customers, although not always positive, sell better than products that do not have a reference. “The sensation that these products create in the consumer without comment is comparable to that of the guinea pig. Why should I try if nobody else cares? It’s like social proof.” So he advises using this day to include the mentioned products in the offer.
Drag the product reviews
Selling through a photographic image is not the same as selling through a video. The latter is intended to offer the user more value and information because it is closer to the feeling of examining it in a retail store. Crossing the line that separates the physical world from the digital world as much as possible should be the goal of a product review, showing it from all perspectives and explaining its characteristics. Many products already have the brand’s official promotional video, but others do not. In this case, Antonio Ortega proposes the possibility that it is the same seller or person in charge of e-commerce who stars in the video that offers all the information about the product and includes all the small details seen from the perspective of interest are the consumer.
Of course, any e-commerce can apply whatever discounts it deems appropriate for the day. In any case, Ortega understands that the minimum offer must be a 20% discount to be attractive to customers. Organizing one of those days with all the work and resources that come with it doesn’t make much sense if you can’t afford that discount or don’t have enough inventory.
Watch the payment method
It is true that Amazon does not authorize payment through PayPal or other gateways, only because they can afford it, as there are differences here. For the rest of the modest-sized e-commerce, the rule should be to facilitate payment methods as much as possible, accepting both credit card payment and cash on delivery or payment gateways. According to Antonio Ortega, bank transfer is the least recommended. “There are still many e-commerce stores that only accept this form of payment, ignoring the distrust it inspires in consumers, which slows down the impulse to buy and slows down the whole process. Something that e-commerce customers usually don’t like.”
work after sale
Antonio Ortega is speaking here as a sales funnel specialist, that is, from the moment you start acquiring your customers until they become loyal, and in his opinion, actions like this represent a good opportunity, the whole process to complete. It’s all about adjusting the tone of communication and strategy as you go through the different phases, which are the following:
First: Since neither the customer nor your e-commerce know each other, the goal here is to attract attention so that they stay with what you want to offer them.
Second: You’ve already managed to get the customer to visit your website and get to know you. Now you can use a closer tone and ask for some form of contact, e.g. B. by email.
third: Having achieved a form of direct communication with the customer, you can allow yourself to publish personalized offers according to his interests.
quarter: You will receive one or more purchases.
fifth: Contact them again in a few days to inquire about their satisfaction with the product or service you sold them. “That way the customer doesn’t feel forgotten,” he says. Now that you have more confidence, you can also take the opportunity to add a comment or leave a review on your site. When you succeed, it is a sign of loyalty and a very useful stat for your business. “Leaving a loophole for a negative review can ruin the whole experience,” warns Ortega.