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Turning seasonality into an eCommerce advantage



September 12, 2023


Unlock your online store’s full growth potential all year round. Join Cammi Pham of ThinkRenegade and Ali Flowers of Klaviyo to learn tried-and-true tactics for maximizing profits throughout seasonal highs and lows.


In this webinar, we'll cover:

  • eCommerce strategies for managing sales stability

  • How to hook new customers and engage existing ones

  • Tools to help you grow before, during, and after the holidays

Meet your hosts:

 

Speaker, Joe McCarthy

Ali Flowers

Partner Marketing Leader, Klaviyo


Ali is a leader in Klaviyo’s partner marketing organization. An eCommerce expert, she specializes in content development, and manages a team of marketers that offer tactical recommendations to digital marketing agencies.

Speaker, Cammi Pham

Cammi Pham

Co-founder and partner, ThinkRenegade

Cammi helps eCommerce stores grow revenue with data-driven, conversion-focused tactics. She is a founding member and valued partner at ThinkRenegade, a growth marketing agency which has been blazing a trail in this arena for almost a decade.

Speaker, Crystal Carter

Crystal Carter Head of SEO Communications, Wix

Crystal is an SEO and Digital Marketing professional with over 15 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid SEO Communicator, her work has been featured at Google Search Central, brightonSEO, Moz, Lumar (DeepCrawl), Semrush and more. Twitter | LinkedIn

Speaker, Mordy Oberstein

Mordy Oberstein Head of SEO Branding, Wix

In addition to leading SEO Branding at Wix, Mordy also serves as a communications advisor for Semrush. Dedicated to SEO education, Mordy is an organizer of SEOchat and a popular industry author and speaker. Tune in to hear him on Wix’s SEO podcast SERP’s Up, as well as Edge of the Web.





 

Transcript: Turning seasonality into an eCommerce advantage


Crystal Carter 0:00

Okay, so Ali flowers is joining us today, from Klaviyo. She's going to share some fantastic information on how you can get the most out of Black Friday, Cyber Monday, that sort of thing, as well, by nurture campaigns and things like that. And we are also joined by Cammi Pham, who is from ThinkRenegade, who is a fantastic marketer, with lots and lots of experience with lots of different clients, that has a particularly fantastic understanding of eCommerce. So we're really pleased to have her joining us today. And the way that today is going to work is that we are going to be recording this webinar. So this webinar will be recorded and not only that, it will also be shared on YouTube. So if we are going a little bit fast, don't worry, just take it in your stride for the minute. You can rewatch it, you can pause, you can follow along later on. And a lot of people find that that's a really a really good way to to take in this information. You will also be able to find the recording in the same place where you registered for this webinar. So when you go to Wix SEO, wix.com/SEO/ learn/webinars, you can find the webinar and you can go to the page that had and that will have the link, you will also find it on the Wix YouTube channel. And you can get lots of information there. We will also send you the YouTube link in your email.


Our colleague Bar who is in the admin at the back, will be manning that for you making sure that you got all of those details. And then we are also going to be running a q&a. So one of the great things about being here live is that you can ask questions. So in our q&a, at the bottom of the screen, you can enter your questions. And we have folks from our Wix team who work on our eCommerce tools who are there to answer your questions. We are also going to be curating, sort of, themes that we see across some of the questions to be discussed after the sort of bulk of the webinar finishes. So do stick around for that. And also, we thank you so much for joining us. We run these webinars regularly. So if you are interested in these webinars or if you want to see some of the ones that we ran before, please visit the Wix SEO Learning Hub, Wix SEO, Wix.com/SEO/ learn/webinars, lots of slashes there. And you can see all of those webinars there. So order of events, we've done the introductions, we'll get into some of these details now. So we've done the introductions and our housekeeping. So yes, it's being recorded. If anyone joins late, tell them that yes, it's being recorded. And first, we're going to hear from Cammi Pham, she's going to share some fantastic insights on seasonality and great things that you can do to make your website and your campaigns really, really sing. We're also going to hear from Ali flowers about nurturing your customers and how you can get some great results from building better relationships with your customers. And then I'm going to share some specific Wix examples that you can implement on your website pretty much today, if you want to start getting some better impact from your seasonal campaigns as we go into the selling season. Finally, Mody is going to be coordinating the q&a session. So he will be making sure that we've got some high value questions and answers for you today. And we're going to be able to get through those towards the end of the session. And with that said, I think we're going to hand over to Cammi.


Cammi Pham 3:36

Hi, everyone. Hello. I'm just gonna chat quickly about Black Friday, Cyber Monday and what we have learned from late last year, the previous year, and also years to date, and what you should do. 65% of us shoppers actually start shopping way before Thanksgiving. We have a client who sells holiday items. And right now the best selling item actually is Christmas trees, they are the top selling items. So it's so important right now. Every year, Black Friday, Cyber Monday, is getting earlier and earlier. Last year roughly around early October to compete with Amazon Prime, like Walmart, Target. All the big retailers actively start selling, and start listing the Black Friday, Cyber Monday, early October. And by mid October, say the third week of October, everyone starts listing the early Black Friday deals because you want to get the money before everyone spends their holiday shopping budget. Most likely by the end of early November, the majority of people's holiday shopping budget is already gone. So you want to start earlier than they are.


The other day, my project manager actually sent me this ad on Instagram. And he asked me, are you kidding me? Are we launching a Black Friday ad now? Yeah, this is not an ad from last year from Black Friday, Cyber Monday, it is an ad from like the eighth of September this year. People were launching Black Friday, Cyber Monday, offers earlier and earlier. October is the new November, and I have a feeling a lot of people are gonna launch their Black Friday, Cyber Monday deals by the end of September. That's why for us, for our clients, what we do is that we actually try to get our Black Friday/ Cyber Monday assets done by mid or late, the third week of September. And we could have adjusted it based on how the industry, how everyone else, is doing it. One, we also don't want to launch way too early, because that's gonna be a two or three month sales, it's way too long. But we also don't want to launch it way too late. Because we're going to lose a lot of the market share as well. So I'm gonna share with you some of the tips on how to optimize your email and advertising to prepare for Black Friday. Oh, one of the biggest things before Q4 hits, you want to build your audience before the rush you want to get people to join your mailing list. Do any collaboration giveaway with other brands that don't compete but share the same audience because you have customers from other people. That is a great way. Some of our clients also do give guides with other brands that do not compete as well. That way they can cross promote each other to build that audience now, that will allow you to retarget them when Q4 hits and everythings going to cost more.


Also try to collect the data from your customers. Anything from the first name, the gender, that could help a lot when you try to figure out the gift gifting because like, Mom, females they easily do a lot more gift giving so you can push more of that type of content towards them. Also, try to collect them. Figure out what type of product the people want, what type of gifts they're going to give to people as well as the budget, things like that. That would allow you to segment your audience when it comes to Black Friday / Cyber Monday month.


And you need to increase your frequency to compete with everyone else in the market. We would send an email or even two emails a day, a lot more SMS closer to Black Friday, Cyber Monday, we sell a lot more stuff, which means you need to segment them, the audience more, without spamming people. You want to exclude anyone who purchased recently, you want to exclude people who are not inactive. Also, now it's a great time to try to narrow your email list to people who are super active subscribers, because that will help increase your reach when you need to open to the bigger audience, more are gonna end up in inboxes instead of the spam folder. Here's an example of an early access campaign: it's an Instagram ad, which leads to a lead from which people subscribe to. You have the email you can read, you can send them an email later on and then they get access to an early sale. So you have to start Black Friday two months earlier. Make sure you have your support team like everything planned out. A lot of time people spend a lot of money on advertising or email but don't actually have a support team to handle the other sales so make sure you figure that out. Make sure you have people to answer questions or else your biggest campaign of the year could be the one that ends your brand. So you want to make sure you don't want to ruin your reputation.


A post purchase flow is also something good to create to make sure that you can answer all the frequently asked questions that's gonna help reduce the pressure on your support team. Figure your shipping cut off date that will change the day of all your sales, so make sure you understand that. So last year we tried to send a gift to our client's former US brand and we realized that half of our client in Canada so we had to pay duty in Texas but they did not have an option for we paid you in Texas. So we couldn't figure out how to do that, because we cannot ask your client, like, we got to send you this gift, but you have to pay the taxes. So we actually ended up going with a different brand. It was not our first or even our second choice, or third choice. But because it's accredited brands that we could actually send to our client without trouble. So you want to connect with chat or any kind of third party companies that allow you to add a prepaid duty, a custom option at checkout. Because if you sell internationally, you need to make it easy for people to send gifts overseas. Also, try to avoid changing your branding or changing your website. Now a lot of our clients asked us to launch a new website in October, or like today, the entire packaging, this is not the time to do it. Because you spend a lot of money to build awareness. If you change it, now you have risk, you are risking the chance that people are not going to recognize you and not going to purchase your products.


Also make sure everything you do is automated for mobile, the majority of the sales are gonna come from mobile. So your email, your ad, your website, everything. And lastly, make sure you have a buy now and pay later service on your website. Because you want people to purchase it on the spot instead of waiting until they get the paycheck and purchase it, right. In the past year, almost 56% of consumers have been using a buy now pay later service. So that is a 50% increase, you want to make sure you have one of those on the website. On the email checklists, September is the perfect time for you to do any split tests to figure out the best time for you to stand out, because you have to have the high frequencies anyways, but the best time because you may want to send an email during the day. And as a reminder, later on, great time to do resend of emails that performed well in the past. In order to increase the frequency, you want to test plain text versus HTML to short form or long form. Make sure all the custom flow, pop ups, the callback banner reflects the sales. And especially for campaigns, I would try to do a custom template campaign. So a little bit different than your regular so people know this is your Black Friday Cyber Monday campaign. In order to research trends to figure out what people did last year, I would check out the following website. Really good emails, it's great. They have a lot of very, very good email designs, both on the design side and technical side as well. Milt.com is amazing for you if you want to kind of figure out what people in your industry did last year, what did they launch last Black Friday Cyber Monday? What is the offer? And what did they do with the design because that can help you map out your entire calendar, figure out how to launch roughly before them. My prediction is everyone's going to launch at least a week or two weeks earlier compared to last year. So keep that in mind. And for SMS Attentive has a library of a lot of templates. So if you want to start now check out the templates, it's really really good, it means that you can actually get all the templates for your Black Friday/ Cyber Monday.


So be one of the first brands to start your sales. You don't want to name all your sales the same. So how are you going to do that because if you run a two month long sale, no one's going to purchase right away. So the way we do it is that we try to break them down into maybe like three or four different sales. You could have a sale for the family for pre-Black Friday, a Black Friday preview, a single day, which is November 11. That has been a very successful holiday for clients in the past as well. And then of course you have your regular Black Friday, Cyber Monday. And a lot of people actually extended the Black Friday, Cyber Monday after the sales if they especially on the app side.


There's a lot of times you want to type emails to drive more sales so you can do teasers for early access. Make sure you give your VIPs early access treatment, especially if you easily sell out of products early. You want to make sure your favorite customers, the people who bring in all the money, actually have access to the inventory before everyone else. You can run daily deals. This is great to do post Black Friday, Cyber Monday as a deal. Also free shipping, it's really good after the sales is over, of course, last chance and an extension email as well. In the past four months, this is a type of email that does extremely well for all clients for sales or non sales, us versus them. I would list everyone who you compete in the market with and have an email for them. Compare why you are better as a price point rate for holiday gifts. Because everyone has a budget, make it easy for them to shop within the budget. If you have a best seller, it's good because especially if you have a lot of products, make it easy for people to find something to buy, and anything with social proof, press reviews, influencers, they do extremely well. This is very similar for art as well. So just keep that nearby. So you also want to have an overall ad on this topic. And of course unique selling position and anything to do with Steinbeck research. Yeah, that is one of the best performing emails for us in the past year.


In terms of advertising, make sure you talk to your C suite, legal, everything. Make sure you have everything approved in advance, because during Black Friday, Cyber Monday, you need to move very fast, you don't have the time to wait for approval. So if your advertising campaigns work very well, increase your budget by 10%. If they're good, very good 20% and amazing 30% Make sure you get that budget approved way in advance so you can increase without waiting. In previous years, Meta, Google used to crash a lot during the week prior to Black Friday, Cyber Monday. That's why you will need to spend a lot of your budget before because you wait until the last week, there's a chance that you can't even run your app.


So here's some of the tips of what has worked in the past for us. Overall video has been working very well, overall the best video length is between 23 and 48 seconds long. The best video, overall, focuses on the sales, the holiday of gifting. And the more social proof the better. We try to feature the review on every header image in every single email. If you can include social proof anywhere on the website, email includes that. In our graphic, anything that is straightforward, spells out everything, makes it obvious, you have the code on your ad, make sure that you spell out how everything works, so it's easy for people to understand because they get a lot of noise. So you want to make everything easy. Make sure that the coupon code is automatically applied at checkout, so they don't have to remember. I always forget the code by the time I finish shopping.


So an interesting fact is that last year prospecting actually performed better than retargeting ads. So think about that. I understand that retargeting ads are so much cheaper but don't focus on that. Make sure you have a budget to actually run the prospecting ads and what we like to do is if you can launch your Black Friday / Cyber Monday ads, only make like high reward your top of funnel offer, your welcome offer, in a way that it feels like a holiday or more, like this is a special offer, special only Black Friday offers that usually helps a lot with the performance of the ad itself. And it's important to prepare multiple ad creatives. So you can actually swap in and out if something is not doing well. So do not launch everything out of the gate. Because you will need a lot of creative. People get tired at bare facts now. So you want to have a lot of different options in case something is not working. Like try to prepare everything, by the time by the end of September. Everything is gonna move very, very fast. So here's a few trending ad styles from last year, again, us versus them works extremely well. Like also if you have your price point is lower, you want to point out that your price point versus other people in the industry. Influencer testimonials and reviews can give you a leg up. Anything that has to do with social proof, the problem, the solution, the product focus, before and after. People love that, so if you have any memes to share, anything TikTok style. Overlay the point of view. Take what is trending on TikTok and bring that over to Meta, it will work extremely well. Press headers look like if you screenshot a press piece. Anything shocking, or clients doing a lot of fun stuff, like entertaining, to try to get people's attention. ASMR, funny facts work very well. So maybe try very raw shaky videos, something ugly. Same thing with email. Printing works extremely, extremely well. So you also want to test the type of email, this is what has been working very well today. And lastly, lead forms. We're pushing out leadforms, even this year we're doing it right now, heavily running ads to try to collect leads before everything starts.


So make sure that you list that column, collecting all the leads right now. So overall, yes, make sure that...like even I get stressed with Black Friday, Cyber Monday, it doesn't matter how many, I have been doing this for 10 years. So calm down, focus on trying to get as much as you can, there will be a lot of unexpected things popping up left and right and you will need to go with the flow. Yeah, let's start your Black Friday / Cyber Monday planning now. Because it's already a little bit late. If you have any questions feel free to send me an email or call me at Team Renegade, also send me a tweet on Twitter or a DM on Instagram. I'm more than happy to answer any of your questions as well. Thank you.


Crystal Carter 22:14

Thank you so much for sharing that was such a deep dive into lots of different tools. There's lots there that I was not aware of as far as different tools for researching other folks's campaigns. I think that's a great way to do that. I've seen a few other ones that was a new for me, that you mentioned there and some great information overall. We'll get into more of that later on, and more in the questions as well. But thank you so much Cami for sharing those insights. Next up is Ali flowers from Klaviyo, who's going to be talking more about nurturing and building campaigns. And I think they're a great combination of topics if you're wanting to, you know, really get out there in front with your Black Friday and Cyber Monday campaigns. And also make sure that it lasts for the long run. Ali, are you able to share your screen?


Ali Flowers 23:08

I am if everyone can just bear with me while I get these slides pulled up and get started. Can everyone see in presentation mode now? Yep, fantastic. Awesome. Okay, great. Hi, everybody. Thank you guys so much for joining us today. If you're not familiar with me or Klaviyo, Klaviyo has been a longtime app partner, integration partner of Wix. So it's my first time getting to kind of join and be a part of their content, which is really exciting. I work within the Klaviyo channel team. So I actually work with a lot of folks like Cami, who are doing strategy and execution on behalf of ecommerce brands, not just during BFCM, but year round. So I've had the pleasure of having lots of conversations with different agencies and marketing specialists around how to prepare for BFCM. But most importantly, what do we do after BFCM? And so Cami gave you guys some really great insight and some strategies to execute during the busy season. And I'm going to talk to you guys a little bit about how do we approach post BFCM. And this is a really important time, I think as you probably got from Cami's presentation, the period for Black Friday, Cyber Monday and holiday buying overall keeps expanding, which means that the competitive season and ecommerce keeps getting larger and larger, which means for us in eComm, that's exciting because the opportunity gets bigger, but it also means that there's a greater risk and a bigger challenge to show return when the New Year hits back in January. And so what I'm going to talk to you guys about is how we segment the new customers that we acquire throughout the holiday season. And how do we make sure we are building journeys for each of these segments that can help improve a couple of metrics that are gonna be really key to our business like repeat purchase rate, as well as just our lifetime value from each of these customers that we acquire. And that's really going to be important coming out of busy seasons, regardless of the seasonality of your business.


But when you come out of a big busy season where maybe your cost of acquisition has seen some slight increases, and you're now having to mitigate that and make sure that you're showing return from that, the best way to do that is through a strong segmentation strategy, and building really solid journeys for your new customer cohorts. So that being said, let's talk about how we slice and dice the new customers that we acquired during this busy season. First up is, we need to try to segment out those people who came to our websites or interacted with our brand, and we're shopping on behalf of someone else. This seems kind of like a really kind of weird cut to want to make. But it's important to make for a couple of reasons. The first reason that this is really important is that, from a long term nurture strategy perspective, people who engage with your brand to say shop for someone else, the relationship that we build with them is going to be quite different. And our lifetime value or LTV expectations for those segments of customers will be pretty different to as you can imagine, if I'm buying a gift for my dad from like a, I don't know, an automotive store, or potentially something that's like more of his interest, that particular brand is probably not going to want to try to build a direct relationship with me or get me into their loyalty programmes, because it's just not product that I am interested in. So if we're working at segmenting those out, there's a few smart ways that you can do that. There is one first and foremost, if you were able to ask at checkout, if somebody was giving a gift, sometimes we do this because we include gift notes. Sometimes you do this because we offer gift wrap. There's also a variety of different ways you can add a customer question at checkout sometimes. So that's something to look into to see if that's something that your store can potentially accommodate. But if not, we want to just look at other data points that could indicate to us that someone has bought a gift for someone else. Another great indication is if you had a segment of your website or a page on your website, that was like your gift guide section that was running during BFCM. Maybe you have gift baskets or gift kits that you were selling, that some of your new customers may have purchased. So if a new customer came in, and they only purchased something from your website that was flagged as a gift item, we might assume that that particular buyer is a gift giver.


Granted, we would want to pair that information with other pieces of data like, have they shopped with us before, how recently did they come to our website, are they coming back to our website to help us understand if that is in fact a gift giver. But it's a good indication, we might want to make that assumption. The other assumption that you can kind of look at to see if somebody is like a gift giver is if their billing address is different from their shipping address. Again, we would want to pair this with the other purchase history. So we're not making this decision in a silo. But if they've only ever bought with you once and you notice that they sent the gift or they sent the product to a different location, could be a really good indication that that particular buyer was shopping for someone else. And we don't want to throw away these segments, right, our gift giver segments can actually be quite profitable. One of the great segments that we hear about from our partners is actually if you can identify a grandparent segment, Grandma and Grandpa are a great segment to come back and market to at other points during the year. So back to school is a great idea to reach that audience. But generally other gift giving segments we want to revisit them with one off campaigns around Valentine's Day, Mother's Day, Father's Day, whatever is relevant to your brand. But the idea is that we don't throw them away, but we segment them out. And we set different expectations. And we don't necessarily build towards the same journeys for them. So I'm gonna breathe for a second. So that's slice number one, in the new customer cohort is that we're going to try to pull out this gift givers. And again, this is for future campaign tactics and journeys. But it's also so that we can set our expectations from a reporting standpoint, and from a forecasting standpoint correctly, because we know that this audience is probably not going to purchase at the same rate or as frequently as other audiences who are buying for themselves.


So then the rest of that cohort you might be thinking, okay, cool Ali, we can segment out gift givers, we still have a crapload of like new customers that are just like sitting in this bucket. Who are they and what do we do with them? We have two different data types that we can use to segment those particular audiences. And I said this earlier, but the best way to a strong nurture strategy is to have a really strong segmentation strategy first. So the two data types that we segment new customers by or that we recommend you segment your new customers by are called descriptive and behavioral, descriptive and behavioral they give us they each kind of tell a different story. And one is just a little bit more informational, when it comes to understanding intent and what this particular person's intent might be with your brand long term. And that's the behavioral data bucket. So when we look at behavioral data. There's kind of a branching tree that is different, like touch points that we have to leverage that help us build towards a segment strategy that's rooted in something called RFM. So does anybody realize, say in the chat, maybe if you know, RFM, if you're familiar with this strategy, but when we say RFM, what we're talking about is recency, frequency and monetary value. So how recently are they? Did they purchase it with you? How frequently do they regularly purchase with you? And then what are they spending with you when they're completing those purchases? So we're going to build some segments based off of those that kind of core RFM principle.


So when we break out behavioral data, we've got essentially two types of touchpoints that we're looking at. The first is an interaction. And interaction for all intents and purposes is just an interaction that didn't result in a purchase. But that doesn't mean that we didn't learn a lot from them while they were on our website or engaging with our brand. And so within interactions and things that we'll want to evaluate is, how recently did they come to our website? How recently have they interacted with the brand? How frequently do they come to the website? How frequently are they window shopping, and then we'll use that same kind of cut on the other side of this branching tree, when we look at purchases to understand recency and frequency as they relate to purchases. And of course, we have that added layer here, once they've made a purchase with your brand, they have that monetary value. So how much did they spend. These kind of data points are what allow us to build these kind of four segments here. And then we'll talk about what each segment is, there are a lot more segments. And for that, you could build the information that we just had on that previous slide. But this is really kind of like the core four that Klaviyo recommends, you kind of look at and you really start to finesse and work with. And once you've got strong journeys for these four different segments, you can kind of extrapolate these out, you can cut them up and be a little more specific beyond just like these four. But it's a good starting point, it's a good jumping off place when you're evaluating a large cohort of new customers.


So the first and foremost, that I would say like the biggest ones that we want to segment out, these are people you probably knew, but you may have even known before BFCM, or maybe they became a highroller, during the BFCM, you can kind of set up your segmentation strategy either and that I want to look holistically at all of my current customers. So the folks that were buying with me before BFCM, and the folks that were buying after. But I think for our exercise here, we're going to really look at that cohort of customers that we evaluated, maybe from, you know, as Cammi mentioned, all the way from September, all the way through the end of the year, right. So like that, that's kind of the range that we're looking at. And what we'll want to define is, who are first and foremost, our high rollers, who spent the most with us, who purchased the most frequently, and who is someone who is kind of continuing to shop. So they're coming back to your website, they're showing high intent, we're gonna call these our high rollers. And these are people who came into your brand. And like I said, they just immediately started spending over your average order value. So most of us have benchmarked average order value, we know in general, how much people spend with us on average, throughout each season. And so we can kind of easily kind of start to build a segment around these high rollers.


And when we're building journeys for these high rollers, the name of the game here is retention, right, we want to make sure that we're keeping them in this segment, we don't want to have any attrition down into lower spending or less frequent segments. So the things that we're going to focus on here is, one, personalization, right. This is the segment that has done the most with us, we know the most about them. And so we should be able to deliver the most bespoke marketing experiences to this particular group. The second thing is like these are folks who clearly like your brand, they love what you're putting out. So they should be the first to know about new product drops, they should be the first to know about new product lines that are coming forward. The other thing that you might want to consider for future promotions going forward: If you know that this audience is going to spend with your brand, you might want to give them private shopping hours on discounts. So this is a great way if you're going to run a big discount, maybe for another busy season throughout the year, or even for BFCM next year. And you want to get them to buy with you quickly before they buy with competitors. Allow them to shop with your discount early. So give them early access to that and give them some private shopping hours.


The other thing that's really big here is advocacy prompts. So if you are leveraging a loyalty programme, that's awesome. But we want to make sure that your high rollers are engaging with it right because your loyalty programme is only as good as it is utilized. So if you have points that are not going used, if you have high rollers who are spending a lot with you, but for whatever reason are not engaging your loyalty programme, we really want to start to better incorporate those prompts because in theory, because we've done our research when we're standing up our loyalty programme and it should be indicative of which segment that they fall into. So that's segment number one, we'll build journeys for high rollers, that's really important. The next segment is potential high rollers. So when we're looking at that time period, who were people who definitely shopped within that period, they probably purchased more than once, but maybe they didn't quite spend that average order value, which is interesting, right? So these are people who were seemingly really engaged with your brand. They're purchasing frequently, they've purchased recently within this confined time period. But for whatever reason, they're not spending a whole lot with their brand. And so some of the tactical opportunities that we'll need to do, so that we can kind of like, better target them and hopefully promote them up to that more expensive segment.


First and foremost, we need to learn more about them, why are they not spending as much as we would expect, on average. And so there's a lot of work that we can do from zero and first party data gathering. If you're not familiar with zero party data, this is the information that we collect through forms and quizzes. So things that people voluntarily just hand on over to you. So maybe we need to consider deploying quizzes on our website. There's lots of wonderful quiz partners out there for you to consider. I think it's important to kind of have a quiz strategy. So understand what information you're trying to learn. Before we proceed with that, but it's a great avenue. The other thing to consider is to take a double click and look at the first party data that you've got. Which is that behavioral data that we're observing on our website? Are there particular areas of your site that they're either not resonating with or they seem to not be venturing on into? And what can that tell us about their product references? The other thing here that we'll want to do is we'll want to offer loyalty incentives, this might become a cost conscious audience for us. So how can we kind of incentivize them to move up in our loyalty programme to spend more with us, so your loyalty programme can be a great avenue to do that through.


The other thing here is, as we learn more about them through that zero first party data collection, we need to start to become hyper personalized. So this is something where social proof and product recommendations can become really helpful. Because this particular audience, if you're not spending a lot, then there is a potential that maybe they're just not quite sold yet on making big investments with your brand. And so social proof can be a really wonderful way to kind of display the value that others and people like them see within your product lines. And there's also a great opportunity for us to just show how good we are at listening and learning and getting to know this audience through personalization, tactics, and customization both on our website and in our email creative. So that's another way to potentially bump these folks up into that higher spending segment.


Okay, the next one here that we're going to focus and build journeys around: brand enthusiast. So this is someone, again, they have purchased a lot, or they've purchased frequently, they haven't spent at that average order value. And the other difference between like brand enthusiasts and your potential high rollers, is, excuse me, I think I just actually miscommunicated there. Potential high rollers or someone who has spent a large amount of money, but they haven't necessarily done so at the same rate, are high rollers. So your brand enthusiast, kind of the opposite here, we're looking at people who have who have spent recently, but they are not as frequent, and they are not hitting that average order value. And so we'll work on promoting related products. And you may even consider some volume discounts for this audience.


And finally, waiting for a whiles, these are those individuals, if we segmented out all of our gift givers, and we still have some folks who only made one purchase, and they seem like they're tentative about engaging with our brand, like, maybe they're coming back to the website a lot, but they're just not really making that second purchase. This is a good opportunity to focus and to try to understand what is it that they're looking for time sensitive deals that basically create urgency, or good tactics for this audience. And the other kind of tactic to consider here is that we may want to leverage some social proof to again, kind of communicate the value that others see in our brands that they just haven't had the chance to realize yet.


And so for each one of those audiences, we're going to create an omni channel strategy for them to try to push them towards that second point of conversion, push them towards that higher LTV. And now because we've kind of talked about all that we know about these audiences and we know what pieces of data we've got to leverage, we kind of have the tools in our toolbox to build really bespoke experiences. And so what we'll do is we'll use that particular information to create a complete journey like this. And so what I'll say here is we're going to talk through all of these touch points on the screen. Each one of these touch points can be leveraged across all four of those segments. So you can essentially use this as your journey builder. And you can also do this for each one of those segments that we just talked about. But the creative and the incentive that you offer at each touch point will obviously be different, based on what we just discussed on the previous slide.


So that being said, I'm going to first introduce the different touches that we see here. And what you'll probably notice really quickly is that there's lots of technology that's being leveraged to deliver this particular type of journey. So you'll see that we've got an ad that's mentioned here, you'll see we've got website mentions here. We have email, we have SMS, we have a quiz. All of these are things that you can add to your IQ store. There's a variety of vendors that can kind of help you do that. So like If you've already working with partners that do this, well, that's awesome. But generally speaking, just want to acknowledge that this happens across a variety of tools. So there is some element of having a smart tech stack kind of already picked out to be able to support your post BFCM Audience journeys. So, that all being said, when you start deploying omni channel strategies, one of the biggest things that you have to kind of decide on as a brand is what is your segment source of truth. Sometimes if we're using different technologies that are not well integrated together, so maybe I've got email over here, I've got SMS with a different vendor over here, I have website personalization with another vendor over here. Sometimes as marketers, we can try to take the same parameters for each of those segments, and rebuild each segment in every tool.


But inevitably, because of the way data works, you're not going to pull the same audience of people when you do that. So what's important is to decide what is your segment source of truth. So whether that's your marketing automation tool, rather, that's a you know, maybe you have a data lake or some other type of data infrastructure tool that you're leveraging, where you're aggregating this information, whatever it is, we just recommend that you decide your segments are all going to pull from the same place. So wherever that is in your stack, that's awesome, just make sure that you've agreed to what that is, with the rest of your teams. And so if you know where your segments are coming from, you can deploy them across your stack. So a good example of this, we're talking on touchpoint one here, a customer sees an ad. So if we say we're talking about our high rollers, and we're targeting them through Meta or Google, most of your ad platforms will integrate with your marketing automation solution. So if you're using Klaviyo, we do integrate with Meta, Criteo and Google, and what you can actually do is you can create audiences based off of your segments. So you can deploy that segment as an audience and target them through paid ads, which is really great. And then that customer, you know, they'll click through, hopefully, on your ad, because your creative was super smart and ready, they ended up on your website. And maybe they land on a product page that's customized based off of the ad that they clicked on, of course, but we want to make sure that we're customizing our website in its totality for that segment in case they choose to browse elsewhere, beyond just that product page.


So there are a lot of website personalization tools that you can use out there. Dynamic Yield is a great one, there's a bunch of them that are available. So do your research, decide what works best for you. But what's important here is again, we're going to deploy the same segment from wherever our segment source of truth is to that website customization tool, so that we can create a really continuous experience from, I clicked on this ad, I landed on this product page, and I'm now browsing the site. And that's really important for us, and we're going to increase the likelihood of conversion. And in this particular journey, we're assuming that they went to other parts of our website, they didn't engage, they didn't end up purchasing but they still obviously, there was an interaction and so we capitalize on the interaction in this journey. With a quiz, this is a good opportunity for somebody you just acquired during the BFCM period to try to learn more. So you can ask them questions about what types if you're like an apparel brand, maybe you want to learn more about their style preferences, you can put like a style guide quiz together, great way to learn more about that particular individual. And after they would submit that quiz, you would anticipate as a shopper that you're gonna get an email from the brand. And if we are doing again, we're powering our email strategy with the same segments that we've used for ads and for website personalization, then our email will also be informed by that.


So now, we have kind of our standard email creative that's going to match whatever we're delivering to that segment. But we can also now automate and leverage the information that we're pulling from that quiz into this follow up email. If you're using SMS, that's fantastic. SMS is an awesome tool to use. At ClearView customers who use email and SMS together actually see a five and a half times higher click rate on SMS, they do an email, but you only get that click rate if you're delivering this like journey and the way that it's intended to be done. Because at the end of the day, SMS is great for creating urgency. It's great for creating conversion. But email is still the great relationship builder. So when we think about LTV, we think about the long term return for some of these acts on these acquisition strategies that we run during BFCM. We need to continue to build relationships and emails are kind of our best opportunity for showing our ability to learn and understand someone's needs. So we'll send them that email, it'll be really smart. They'll want to go back to the website.


That brings us to touch five, they click through on that website and they add something to cart, we're assuming here. So they add some product to cart unfortunately, either browse abandoned or that cart abandoned, we're assuming here, and then we're going to send them an SMS to remind them about what's in their cart. This is great if you're not leveraging abandoned cart flows today. I hope we all are, definitely consider setting one of those up. And if you have SMS consent for some of your audiences like your high rollers, then that's awesome. We want to incorporate SMS into abandoned cart flow. And then we could hit them with an SMS, as part of our first touch and that abandoned cart flow and this is the perfect role for SMS to play, right, because we've already curated our creative for this segment, we've hit them with that same creative throughout each touchpoint. In this journey, it's super smart. And it's integrated because we're leveraging a single source of truth for our segments. And then we're going to finally hit them with a crescendo of the journey, which is the SMS. And this is something that should create urgency, letting them know that there's limited stock available, letting them know that a particular deal is going to expire in trying to get them back into that checkout experience. So that you can actually secure the next sale, which is really the goal, right is increasing repeat purchase rate. So for each of those four segments that we talked about on the previous slide, we're going to try to construct something like this. And as you can see, to deliver on something like this, the most important thing is your segmentation. Because the entirety of this journey is contingent on creating a really smart segmentation strategy and then reiterating the same creative and same messages for each of those segments throughout the different tools in your stack. And making sure that those are all well integrated into your segmentation, your single source of truth. Alright, that was a lot of talking.


Crystal Carter 46:13

You've been fantastic, you hit all of all of the talking points. So thank you so, so, so much, I'm gonna rattle through, Mordy while you grab your questions, I'm going to rattle through a couple of these slides, we'll send you through this deck as well. So don't worry if you're not grabbing everything. So I'm gonna share this screen now. Sure. So, on this one, we talked about a few things. These are a couple of tips for seasonal selling on Wix. First of all, just to make sure that you are aware, Ali mentioned it, but we have a Klaviyo app that allows you to do lots of things. She talked about SMS. She talked about emails, tax, growing your list, conversion tools, you know, segmenting your list, things like that. The Wix Klaviyo app allows you to do a lot of that within your Wix CMS. So do check that one out. We also talked about customer loyalty programmes, and building and nurturing those customer loyalty programmes, we have a tool that helps you to do that within Wix. Within Wix, we also have some elements that allow you to sort of help grow your customers with referral programmes with things like discounts and free shipping or points or things like that. And we also have some elements for abandoned carts. Or we also have some elements for creating custom codes. So where people go to the page, and they enter a code and they're able to apply that card. You can both use those when you're for a single product, but also for a category. And then you can apply those to things like ads, ad campaigns, social campaigns, email campaigns, all of that sort of thing as you're getting ready for your season. And you can manage those, but per single product, but you can also manage those within your marketing and SEO home where you have a section that will collect all of your coupons. And you can change them to the status to active or inactive and things like that.


We also have some email automation that will allow you to send welcome, thank you, and abandoned cart emails as part of your general flow. And again, we have another place that allows you to manage those in bulk where you can see whether they're active or inactive and whether they need elements updating there. From an SEO point of view, I highly recommend thinking about the copy that you have on your website during your seasonality. So for instance, you can highlight a few products on your site. And you can select them to add an info section on your site. And you can use that to add seasonal sections in bulk. So for instance, you could add something like find out more about our back to school section. And then you can add links to that. You can also add keywords into that so that when people are searching for online for your products, they're able to find that and this will add in the section on to your product page. But it will also add h1 or h2 on to your product page as well, which allows you to demonstrate the priority to Google on search to help to solidify all of that great campaign work that you've been doing across your work. And with that, we will send you this deck as well with all of the links to everything. And with that we will go to the q&a. And thanks.


Mordy Oberstein 49:34

Welcome to the q&a. Thank you everyone. First of all, great job Cami and it was really wonderful to get an early headstart on my thinking about holiday season and seasonality because I'm one of the people who doesn't think about it until way way, way later. Thank you Ali as well. By the way, as Crystal mentioned about coupon codes, I highly recommend you check out Wix Analytics. For example, you can track the performance of various coupon codes and among a million other things like have a dig around the Wix Analytics. There's a tonne in there. With that I want to have a conversation about service based businesses. There's been a lot of questions about them. I don't think we really touched them too much. And I think it really does make sense. For example, one question was around the business being a soccer coaching business. So soccer season, I'm a football fan, so I don't know when soccer season is but soccer season is only so long away. What are some ways to curb seasonality around that? There was another question around, the business was a professional development business and to see a big spike around back to school time. What are some ways to curb seasonality? Leaving aside the holiday experience? But just seasonality in terms of seasons? If you're a service based business? Open to the floor. Anybody? Ali want to take it first?


Ali Flowers 50:59

I'll take a stab at that. Yeah, I think the biggest thing around seasonality is one, understanding the different types of customers you sell to, I think there's always busy seasons in every industry, but we need to know our ICPs and each ICP will probably have different needs throughout the year that maybe are not reflected in each customer type. So if you're selling, if you're selling soccer lessons, there's probably like I would imagine, during summer or when parents are working and need kids to go to lessons throughout the day, there might be some seasonality there. But during the school year, I think great ways to try to get people if your primary ICP is like the mom and dad group, I would focus on promoting gifts throughout different the type different times of the year, giving lessons as gifts. I think the other thing too, just to consider is that, you know, really, and not knowing who you sell to, I would say just understand who those individuals are. And try to think through on a very specific basis for each buyer that you've got. What are other opportunities during the year beyond just the busy seasons that you might be able to sell to them?


Mordy Oberstein 52:05

Amazing, Cami, you want to weigh in?


Cammi Pham 52:07

Yeah, I think it is also opportunity for the lowest season is a time for you to kind of build up your list and your customer base, especially in social media, like really create a community around your audience, and then when it's the right time you can actually target them with ads, with email. We do have a lot of clients on my ecommerce site with us this season. A seasonal product for sure. And like in the slow season, we do a lot of collaboration things with other brands, because that is a great way for us to tap into their customer base. Also engage with their community as well. Like giveaways, any kind of collaboration, packaging, bundle products with other brands as well because they keep selling the products. But now you can sell like a gift certificate or gift pack something like that with their product as well. Leverage other people's customers.


Mordy Oberstein 53:17

Yeah, and you know, I did use a soccer example. My kid, one of my kids, actually goes to soccer classes from September through June. And what they actually do is the coach while he's doing this big group thing in the fall and whatever it is in the winter, I live in the desert so it's hot here all the time. So we can run through the winter. In the offseason, they do like special clinics, they run private lessons. So you know, it definitely pays to get a little bit creative. It's very similar in SEO by the way to link building. How do I build links? If I'm a gas station, how am I supposed to build links? Well look at traffic patterns, and you can you know, put data about traffic patterns and get links that way. It's very similar to my mind, the way you would deal with seasonality. If you're that kind of service business, you get a little bit creative in what you offer and how you offer it. There's often more opportunities than you might particularly think.


Crystal Carter 54:11

Agreed. I think things like ebooks, things like special open days or free taster sessions, things like that can really drive similar results that you would from a standard ecommerce offering.


Mordy Oberstein 54:24

This one is about the RFM method. So, I know the RFM method, but how could this be implemented? It does require tracking even digital data to some extent to further segment into RF. What are the steps to put this into motion on an ecommerce website?


Ali Flowers 54:46

Yeah, I can speak to that so I would say, all the segmentation that I was referring to you can do a lot of that segmentation inside the Klaviyo app. So certainly trial, check out Klaviyo if you've not used it before. Anybody from the Wix team might be able to provide some more context on how you can do that directly in Wix. But yeah, I would say check it out. And even if you're using other marketing automation tools, most marketing automation tools have some segmentation features and functionality that should allow you to build the segments through the RFM model.


Mordy Oberstein 55:14

Awesome. Okay. Here's another follow up question. Do you have any suggestions on learning more about your customer base aside from surveys, which can become tedious for clients, and by the way, some brands don't let you do surveys if you're a bigger brand, which is a complication. That's been a topic we've been discussing, a small business that isn't at the size of a discussion group.


Cammi Pham 55:41

I think one of the things is like, actually pick up the phone and call some of your best customers. In klaviyo you can kind of segment that top 1% customer. And even a 15 minute call with them, I'll even send them an email asking them because you usually get very, very good feedback about your brand. And I recommend that to all my clients at least in the beginning, like, every year, I do that with like your top 10, top 15 customers, because they usually give you the insight that you're probably going to spend a lot of money to learn, that's gonna save you a tonne of time. For sure. I think social is also like, a casual way for you guys to do a survey without actually doing a survey. So if you have a social following, like me, try to do a poll and also within Klaviyo, what you could do is that you could have multiple CTAs and also you can create a split test to see where people click on and collect this data. So it's kind of an informal survey that allows you to collect data and tag those people with all the information that you collect.


Ali Flowers 56:57

I would also say if you can't run a quiz if you know your brand, it doesn't accommodate like, you know, running like a haircare quiz or something on your homepage, where you can learn more about your audiences. Consider the questions that you're putting in your review requests. A lot of different review tools will allow you to ask custom questions. And if you have somebody who's willing to give you feedback on a product, it's a great opportunity to learn more about them. And so consider what you're asking in those review requests and see if there's not a creative way that you can learn more through that engagement as well.


Cammi Pham 57:29

Also you can get all your reviews from Amazon or your website and run it through an AI to collect information, but based on the keywords as well.


Crystal Carter 57:42

Absolutely, I was gonna say but things like things like Amazon reviews, your Google business profile reviews, as well as something called People Also Ask what shows on the SERP. And Google will give you the kinds of questions that people are asking about your brand or even about a specific topic. So if it was a shampoo, then you would enter the shop, then the brand of the shampoo and it would give you the list of questions that people have about that shampoo and the different answers and things like that.


Mordy Oberstein 58:07

Yeah, and there's a great freemium tool around that called alsoask.com. And you can plug in your keyword and it'll give you all the questions people are asking on Google related to that. So definitely check that out. And I think we're actually out of time, which is amazing.


Crystal Carter 58:22

We covered so much and as CAMI was saying at the beginning, there's still so much to cover. I didn't even get like scratched the surface on the things you can do on Wix. And Ali, I'm sure you didn't get to all of the amazing things that are involved with those processes. But thank you both so much. And yeah, thank you for sharing so much knowledge.


Ali Flowers 58:43

Thanks for having us.


Mordy Oberstein 58:48

See you next month at our next webinar.


Crystal Carter 58:51

Thank you very much, everyone. Bye.




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