Sales are a powerful way to incentivise customers to buy.
But are you using sales effectively to bring in new customers and bring back old customers?
A sale done the wrong way can result in a whole lot of extra work, wasting ad spend and little profit to show for it all.
For a successful sale you need to plan.
Running a sale close to a holiday or celebration is a great idea (Black Friday, New Years etc.). But you don’t have to just restrict your self to those times. In fact trying to advertise your Black Friday sale at the same time as everyone else could mean your voice is drowned out by the thousands of others vying for the same attention.
But don’t fall into the trap of constantly running sales. People stop taking notice, just like that store in your town or city that ALWAYS has a big sale sign in the window.
Tips for a successful sale.
Define what type of sale you will run. A few ideas are:
- Discounted products or product categories
- Free shipping promo
- Buy one get one free (BOGOF)
- Member only discounts
Use scarcity to encourage people to buy by having a limited time the sales is on. You can also use countdown timers, site messages and follow up emails.
Promote your sale. The more people who know about it the better. Use ads to attract visitors. Promote the sale on your website clearly.
Create a special sales landing page to send paid traffic to. Explain your promotion and how it works. Make it clear what products are discounted and by how much. Don’t make people search for the products on sale.
When you sale is over measure how effective it was.
How many users showed interest in your sale versus how many actually completed a purchase? This shows you whether you need to work harder next time to close the deal.
How effective was it compared to other sales. Could the timing of the sale or promotion be improved?
If you spend money on paid traffic, what was your return on ad spend?
Keep in touch with the new customers you have gained. Add them to your email ist. Tell them about new products and upcoming sales to get them back to buy again.
By measuring the outcome of your sale you can improve your profit next time.
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