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 $191.900 billion pesos and $31.731 million pesos in online sales. All this, in the course of the 7 days that said campaign was active.
Mexico is among the top 5 countries with the greatest growth potential in the
electronic 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 spillover and the greater decision to purchase online by consumers; It is essential for every company to have its digital store ready, both in promotions and in structure and logistics.
Read the following points to be prepared for the Good End 2022.
UX and Checkout
It is no coincidence that it is put in the first place. The user experience is often the decisive factor to achieve a sale. You must ensure that the user journey is as simple and user friendly as possible, reviewing the CTAs, the descriptions, that it can be seen on any device, and that the colors and storytelling captures.
In the same way, the checkout is vital, since when a user has arrived there, they should not lose interest or have problems. For this, you can allow the check out without registration, optimize the form as basic as possible, have several forms of payment and ensure that the data provided is protected.
Multiple forms of payment
Following the official data of the Mexican Online Sales Association (AMVO), in the Good End of 2021, 153.7 million transactions were generated through card payment, representing 73% of the total sold.
Although it is a good number, in addition to making sure that you have control of all card transactions, it also offers other forms of payment, such as bank transfers, Paypal, Google Pay, etc.
When a user has problems with the payment, many of them will not want to continue with the process, going with the competition that can ease this step.
Yes, the Good End 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 busy days, you must think carefully about the keywords to spend, as well as the visual attractions, and, of course, the promotions or discounts to give to the client.
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 do not spend too much on general advertising, get concrete and hard to who will really buy from you.
Email marketing is not dead, although some claim otherwise. In fact, its ROI is one of the largest and you must learn to use it to your advantage during the Good End and, well, throughout the year.
If you have been able to capture emails, it is a perfect moment that days before the event, send proof of the promotions, as well as discount coupons that only they have access to.
They can also try doing email remarketing, so people who showed interest in your page can get that little push they need.
Remember to use the best practices to increase the open and click rate of your emails:
- Strategic and minimalist designs.
- Place images.
- 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 enhancing what they're about to buy or by giving them add-on recommendations. Remember:
Cross-selling: Refers to the recommendation of products or services that complement or improve the user experience. So, if you are selling shoes, you can suggest another one of the same model, cream to clean them or some spare laces.
Upselling: Refers to the recommendation to improve the product or service you will acquire to a higher level or category. For example, you can encourage them to buy the shoes with the greatest resistance or with the best quality of leather.
Do not forget that the recommendations can also be aimed at promoting your best products, even if they are not completely related to the product to be sold.
Well, this is a strategy that you can use throughout the year and that in specific periods can bring good benefits.
Affiliate marketing consists of using third parties to promote our products or services, of course, offering them a commission for each sale they drive.
Amazon, Ebay and many giant e-commerce have these affiliate programs and at the time of the Good End, they can significantly increase your sales.
Apply these recommendations, I assure you that with these changes you will make your emails have a better impact. For more information on this topic, at MHA you will find the solution you need.