By Anders Bunk Lindberg
Reading Time: 5 minutes
In the period before and during Black Friday, the goal is to be top of mind of your potential customers, which requires you being present in the digital channels, and preferably as much as possible during Black Friday.
How do you ensure that potential customers choose to purchase products from you?
No matter which channel you use to create awareness about your Black Friday offers, it’s important to target the right users with the right message, at the right time.
Personalization can make the difference, if you want to beat your sales from last years Black Friday. By using first-party customer data as a competitive advantage, this allows you to be both relevant and on point in your campaign messages during Black Friday.
You can use personalization as a competitive advantage since you already have specific customer data stored, which your competitors don’t have. This can be previous interactions and behavior such as purchases, clicks, and visits. By using this data, it will make it easier for you to target your Black Friday offers, so potential customers will choose to buy from you, and not your competitors.
Users have a different mindset Black Friday – they browse on many different websites, to find the best offer on the product they are looking for.
It’s impossible to convert every visit on your website, but with email triggers, you have a good chance to create a win-back on a lot of the visitors that leave your website without completing their purchase.
3 must-have email triggers
The “Price Drop” trigger makes it possible to use your subscriber’s behavioral data from before Black Friday to notify them about a price reduction on a product they have shown a high interest in.
You can use this behavioral data to send the right emails to the right subscribers, instead of guessing which products and offers the individual is interested in.
Even though your user hasn’t added a product to the basket, it doesn’t mean that they are not interested in your products. Therefore, it is very important to remind users about the products which they have shown an interest in.
You can do this with a Product Interest trigger. Enabling you to set a specific amount of product page visits to trigger an email.
With this trigger, you can reach some of the users who have already left your website without completing a purchase, before they buy their desired product at a competitor’s website.
This popular trigger is also important Black Friday. As mentioned earlier, users are in a “ready to buy”-mode Black Friday, and they visit a lot of websites during this period. It can be hard to get users to convert during their first website visit. Therefore, it is important to send abandoned basket emails to the subscribers that ads a product to their basket but doesn’t complete the purchase right away.
Many of your subscribers have visited your website before Black Friday, so you already have their customer data in terms of behavior.
To send personalized emails, it requires that you have a tracking script on your website to collect user behavior from your subscribers. With a tracking script set, you can use product recommendation modules in your emails, tailored towards each subscriber.
Even though a user has not become a subscriber yet, you can still collect behavioral data with the tracking script, so whenever they do become a subscriber, you can use the previously collected data in your recommendations.
Email module for Black Friday
The most important email module you should use Black Friday is the “Personalized Black Friday Offer”-module. This module ensures that every subscriber receives personalized offers in all their emails during Black Friday based on their previous behavior. The module will only show your Black Friday offers, and the displayed products will be personalized towards the individual. The module can be adjusted so it only shows products that have a certain percentage discount etc.
The module updates in real-time, which means that it considers the latest user behavior before creating a personalized recommendation. So, the second an email is opened by a subscriber; it determines which products should be displayed. By doing so, you will never show products that are out of stock or not of interest to the subscriber any longer.
Companies usually spend large budgets on generating relevant traffic to their website during Black Friday. To ensure that you get the most out of your purchased traffic and that your visitors get a personal customer experience, personalization is a must-have on your website.
Some of your website visitors will be unknown, and some of them will be known. Since you don’t have any data on the unknown visitors, your best bet is to display your best-selling or most trending products. This will inspire your website visitor and make them feel confident about their purchase. The known visitors are different since you already have some behavioral data from previous visits, which makes it easier to decide what relevant products to display.
Personalization will also save you a lot of manual resources in terms of not having to choose what products should be shown on each subpage on your website. Instead, personalization ensures that the individual visitor’s actions determine which products they get to see.
The modules “Best Selling” and “Popular Products” should be dynamic, meaning that you take short periods of user activity into account. You can choose whether the period should run over e.g. the last 500 purchases or 1000 impressions.
But it’s important to note that if the period is set to a too long period, the products shown will rarely be substituted. If your setup is set to hourly offers, then this module is perfect, as you can set the module to change the shown products every hour.
If a user lands on a category page, you should focus on getting the user to click on products. You already know a little about the user at this stage, e.g. which category they have shown interest in. You should use this behavioral pattern to decide which products to display.
On category pages, you should display the best-selling products within the category. If the user has a previous behavior, this can be used to determine which products within the category the modules should display. If you don’t have any previous behavior from the user, you should display the best selling products within the category.
If a user lands on a product page or has browsed through different pages to reach a product, then you know that the user is interested in a product within a specific category. However, you cant be sure that it’s the desired product that the user is currently looking at. That is why it’s important to help and inspire the user to find the right product.
On the product page, you should use modules displaying similar products. If the specific product that the customer is looking at isn’t what they seek, then it’s important to show alternatives to the product. Your focus should therefore always be to assist the individual conversion, which is done by showing alternatives that may be more relevant than the viewed product.
The user has added a product to the cart and is now moving on to the basket page. Here you have one last chance to increase the basket size, but remember to be careful and focus on the most important thing: that the customer converts.
Does the customer have everything they need?
A module displaying related products, that usually are purchased along with the product already in the basket, is the right choice to present in this instance. Avoid showing similar products to the contents of the basket as it will only create unnecessary doubt and risk a lost conversion.
In addition, it isn’t recommended that you use modules on the checkout page, as the customer should only focus on the conversion itself.
As you probably know from physical stores, merchandising is about placing specific products or brands at eye level. This principle is just as important to implement in your online store.
E-commerce merchandising is therefore about placing specific products, so they capture your customers’ attention and thereby increases the chance of a sale.
Usually, the products displayed in a recommendation module are selected based on the user’s previous behavior, which means that you don’t have control over which products that are displayed in the module.
Sell top spots in your recommendation modules to suppliers/brands
Think of your company as an advertising platform where suppliers and brands have the opportunity to buy top spots in your recommendation modules. Most brands are willing to spend large budgets on being showcased first in your recommendation modules, and especially Black Friday. This is especially because the brands are aware that you will have more incoming traffic on your website than usual.
E-commerce sites have relevant customers, and brands are well aware of this. Brands are constantly looking for new ways to reach potential customers, and e-commerce sites are an obvious go-to choice for them, as their potential customers are here as well.
Boost Black Friday-offers with a high margin
Black Friday is about selling as much as possible, but if you want to ensure that it’s also a profitable day, then you should boost products that are on offer, but still maintain a margin. Users will still be presented towards the most relevant products, but now all the products displayed have the margin you want.
Boost products that are hourly offers
If you have hourly offers during Black Friday, then you can also use your recommendation modules to create awareness about these products. In this case, you can create a separate module, where you can choose which products to boost within a certain period.
Boost products you want removed from stock
Black Friday can be a good opportunity to get rid of the products that you usually have a hard time selling.
Make a list of products that you would like to sell from storage and boost them, so they appear first in your recommendation modules during certain periods, and thereby gains more attention.
Personalization in Paid Media
During Black Friday, paid channels make it possible to target potential customers who haven’t visited your website before. There are a lot of companies competing over the customers’ attention, so it’s important to stand out by showing the right products, at the right time, towards the right users.
It’s a matter of getting the most out of your impressions. Especially on Black Friday, you don’t have time to get it wrong, because then you have already lost your potential customer to a competitor.
By using algorithms, your communication will be agile, as they will easily capture different trends and individual preferences.
You will then be able to highlight products that suit the individual user based on previous behavior and purchases or business-critic logics.
Personalization for banners
Programmatic is a relatively expensive channel, so it’s extra important to maximize the value of the impressions you have purchased.
Let demand determine the banner message and target users with the most popular and trending products during Black Friday.
Be aggressive when it comes to your remarketing. Instead of just communicating a generic “Black Friday”-message you can reach users with relevant and personalized products that they have previously visited. This, by using personalization in banners.
Combine banner personalization with e-commerce merchandising, and sell top spots to brands in return for the extra exposure in your campaign messages.
With the “Catalog Enhancement” solution, you can add new product attributes with business-critic logics to your existing product catalogs. This makes it possible to highlight products that e.g. have the best “turnover per visit”, that are “bestsellers” or other custom business logics.
The extra product attribute can contain business critic logics such as Revenue Per Visit, Bestsellers or a custom made one. These can be used to nudge for largest RPV, stock availability or a combination for optimization of business goals.
When implementing business critic logics such as Revenue Per Visit, Bestsellers or other custom algorithms into your product ads, you will experience an increase in your performance metrics ROAS, CTR and COV.
To sum up, Black Friday is about being present as widely as possible while trying to reach potential customers with the right message, at the right time.
If you want to get started with personalization before this years Black Friday, then it’s important to act now. Since a big part of the setup process is to collect behavioral data, you can use to target your Black Friday offers towards the right users.
- By using email triggers you are able to win-back visitors that decides to leave your website without converting.
- To ensure that you get the most out of your purchased traffic and that your visitors get a personal customer experience, personalization is a must-have on your website.
- Use behavioral customer data to personalize your Black Friday offers in your emails to ensure that every subscriber receives a personalized email.
- There are a lot of companies competing over the customers’ attention in paid media, so it’s important to stand out by showing the right products, at the right time, towards the right users.
- E-commerce merchandising is therefore about placing specific products, so they capture your customers’ attention and thereby increases the chance of a sale.