How to prepare your e-commerce for the Good End 2022

El Buen Fin is an event that began in 2011 and whose purpose is to encourage commercial activity through promotions and discounts. During the 2021 edition , total sales reached $191.9 billion pesos and $31.731 billion pesos in online sales. All this, over the course of the 7 days that the campaign was active.

Mexico is among the top 5 countries with the greatest growth potential in the

e-commerce, according to data from emarketer.com cited by NubeCommerce. The list is as follows: India, Brazil, Russia, Argentina and Mexico.

Given the intensity of the economic impact and the greater decision to buy online by consumers, it is essential for every company to have its digital store prepared, both in terms of promotions and structure and logistics.

Read the following points to be prepared for Buen Fin 2022.

UX and Checkout

It's no coincidence that it's put first. User experience is often the decisive factor in making a sale. You must ensure that the user's journey is as simple and user-friendly as possible, reviewing the CTAs, descriptions, that it can be viewed on any device, and that the colors and storytelling capture the attention.

Likewise, the checkout is vital, since once a user has reached that point, they should not lose interest or have problems. To do this, you can allow checkout without registration, optimize the form as basic as possible, have several payment methods and ensure that the data provided is protected.

Multiple payment methods

According to official data from the Mexican Online Sales Association (AMVO), during the 2021 Buen Fin, 153.7 million transactions were generated through card payment, representing 73% of the total sales.

While it is a good number, in addition to ensuring that you have all card transactions under control, it also offers other payment methods, such as bank transfers, Paypal, Google Pay, etc.

When a user has problems with payment, many of them will not want to continue with the process, going with the competition that can alleviate this step.

Paid campaigns

Yes, Buen Fin is an important event that deserves its own paid campaigns to attract customers. Use Google Ads or Social Ads to boost your visibility during those days, however, as they are such competitive days, you must think carefully about the keywords to use, as well as the visual appeals, and, of course, the promotions or discounts to give to the customer.

Remember that you must establish a clear budget and the marketing strategies to follow: which channels, which formats, which copies; as well as optimize along the way.

Define your buyer persona well and don't spend too much on general advertising, reach out specifically and hard to those who will really buy from you.

Email Marketing

Email marketing is not dead, even though some people claim otherwise. In fact, its ROI is one of the highest and you should learn to use it to your advantage during the Buen Fin and, well, throughout the year.

If you have been able to capture emails, it is a perfect time to send proof of the promotions, as well as discount coupons that only they have access to, days before the event.

You can also try remarketing via email, so that people who have shown interest in your page can get that little push they need.

Remember to use best practices to increase the open and click rates of your emails:

• Strategic and minimalist designs.
• Place images.
• Branding.
• CTAs.
• Personalize emails.

If you want to know in depth how to create an effective email, read the article Email marketing: 6 tips to optimize your results .

Cross-selling and upselling strategy

During the sales process, show the user more of your catalog, either by improving what they are about to buy or by giving them recommendations for add-ons. Remember:

Cross-selling: This refers to recommending products or services that complement or improve the user experience. So, if you are selling shoes, you can suggest other shoes of the same model, cream to clean them or some spare shoelaces.

Upselling: Refers to the recommendation to upgrade the product or service to a higher level or category. For example, you can encourage the purchase of shoes with greater durability or better quality leather.

Don't forget that recommendations can also be aimed at promoting your best products, even if they are not entirely related to the product you are selling.

Affiliate Marketing

Well, this is a strategy that you can use throughout the year and that can bring good benefits during specific periods.

Affiliate marketing involves using third parties to promote our products or services, of course, offering them a commission for each sale they promote.

Amazon, Ebay and many giant e-commerce sites have these affiliate programs and during the Buen Fin season, they can significantly increase your sales.

Apply these recommendations, I assure you that with these changes you will achieve that your emails have a better impact. If you want more information on this topic, in At MHA you will find the solution you need.