How to increase Valentine’s Day product sales through data analysis?

On Valentine's Day , the heat from the previous wave of promotions has not yet died down, and the second wave of promotional carnival is about to begin. Valentine's Day is the highlight of every year's promotions, and there are many kinds of promotional activities. This is another very good marketing opportunity for businesses. The ultimate goal of marketing is to increase sales. So how can an e-commerce company or website do a good job in Valentine's Day marketing? In the era of big data, data analysis is undoubtedly the most reliable way to increase sales.

Generally speaking, a complete promotional activity includes three stages: pre-event warm-up, official event launch, and post-event summary. Data analysis is indispensable for each promotional stage.

1. Warm-up work before data analysis guidance activities

For e-commerce, preheating is required before the event starts, which usually takes one to two weeks. This is to pave the way for the formal event. It is also the most important stage in promotion activities. The warm-up time will also be adjusted according to the festive atmosphere and the size of the event. Pre-event warm-up includes promotional product selection, event plan formulation, event promotion, etc., all of which need to be achieved through data analysis. Next, we will take an e-commerce company X as an example to share with you how to guide promotional activities through data analysis.

1. Promotional product selection

The ultimate goal of promotional activities is to sell our products and achieve sales volume. Therefore, the selection of products for promotional activities is very important. This needs to be understood through product analysis. Through product analysis, we can understand the overall sales situation of the products on the website, select products with high user browsing, clicks, and conversions, and distinguish which are hot-selling products and which are bundled products. As shown in the following figure: (Product selection before an e-commerce X event)

Through product analysis, we can see that product A has the highest number of views and second clicks, which means that users are interested in this product. Furthermore, the conversion rate will be high, so this product can be considered a hot-selling product and participate in promotional activities.

Product C has a low pageview volume, but its second-bounce rate is higher than that of Product B. At this time, you should consider whether there is a problem with the product, such as the product content is not detailed enough. At this time, you can consider optimizing the product introduction and see the effect. If the second jump is improved after optimization, then product C is also one of the hot-selling products. Product B can be considered as a bundled product.

2. Activity plan formulation

After selecting products for promotion activities, e-commerce company X needs to make activity forecasts to ensure the effectiveness of the promotion activities. For example, whether products A and C participating in the event can achieve the expected sales, how to prepare inventory based on the predicted values, etc. As shown in the following figure:

(Blue is product A, red is product C)

This is the browsing data of two products of this e-commerce client that we captured over the past 90 days. By analyzing this data, we concluded that the overall browsing volume of Product A during this period was greater than that of Product C, which shows that Product A is popular.

Combining the results of the above analysis, we can make activity forecasts for the upcoming Valentine’s Day promotion, predict how much sales the promotion will have, how to reasonably allocate inventory for the two products, etc., and formulate a reasonable activity plan. It can be said that commodity forecasting analysis not only provides data basis for commodity stocking, but also ensures sufficient supply for promotional activities. It also reduces costs to a certain extent.

3. Event promotion

A good product is not as good as a good advertisement. The most important thing about Valentine's Day promotions is to spread your activities and attract more users to participate, which is the ultimate goal. Therefore, promotion work before the event is of utmost importance. We have already completed the preparatory work such as promotional product selection and event planning. The next step is to promote the event. Choosing a good publicity platform or channel is the key to event promotion.

Use ad management to find out which platform the users of e-commerce X enter the website through. As shown in the figure:

There are 4 media in the above picture. From the click volume and reach rate, we can see that Baidu has the highest data indicators. Therefore, e-commerce company X can use Baidu as a platform to promote its activities , and Baidu will be the main source of publicity.

In addition to choosing the right promotion channel, the choice of ad position is particularly important. We use 99click advertising effectiveness analysis to find the best ad position based on the click and double-jump rates of each position on the web page. As shown in the figure:

E-commerce X can see from the performance analysis that the data indicators of various regions are combined and compared to find that the "Homepage/First Screen Button (4 Carousel)" has the best effect. Therefore, it is best for E-commerce X to choose this position when placing advertisements.

2. Data analysis ensures the smooth progress of promotional activities

The preliminary warm-up work for the event has been prepared, and the next step is to officially launch the promotion. During the promotion stage, data analysis is more important than anything else. During the tense stage of the event, we must keep a close eye on the data at all times and adjust our event rules or event products in a timely manner based on the data.

While the promotion is in progress, pay close attention to the promotion through special effect analysis. The special page analysis directly reflects the overall effect of the promotion activities, and analyzes the browsing, click and conversion data of the website's special activity pages. Based on these data, promotional activities can be optimized and adjusted to increase product sales. As shown in the following figure:

Figure 1: E-commerce X’s effect during the event

To determine whether a campaign is effective, we first look at indicators such as page views, clicks, second-bounce rate, and conversion details. Through the analysis of the topic page we can see that:

1. During the event, e-commerce company X held 6 special events, and in the conversion project "Order Success Page", all 6 special events achieved conversion.
2. Among the six special activities, the conversion details of " Activity A, Activity B, and Activity D " ranked in the top three, indicating that the effects of these three activities are good.

But at the same time, we also found some problems, such as: comprehensively comparing the data indicators such as clicks, views and second jumps of each activity, we found that among the top three activities, " Activity A " has the highest views and clicks, but the lowest second jump rate; " Activity B " has low views and clicks, but a high second jump rate; "Activity D" has very low views and clicks, but a very high second jump rate.

Why is there such a problem? Through data analysis, we find out the reasons:

1. Activity A has the highest number of views and clicks, but the lowest second-jump rate, which means that this activity may have been promoted before it started, or the activity page was placed in a prominent position as the main promoted activity. It attracted many people to click and browse, but some people found that it was not what they liked, so they gave up the next step.
2. The views and clicks of "Activity B" are not high, but the second jump is very high, and the number of details that have achieved conversion is also the largest, which reflects that this activity has not been promoted, but the products are wanted by everyone, which may have affected the attention because of its placement.
3. The views and clicks of "Activity D" are very low, but the second jump is very high, which shows that this activity has attracted everyone's attention. It may be that the products are popular, but the problem of placement has affected everyone's attention.

Through analysis, we found out the reasons for the existence of the activity, and then we can adjust the page to make its layout reasonable. For example, list "Activity B" as the main activity and place it in a prominent position on the website, replacing the position of "Activity A". In addition, adjustments are made to the special event "Activity D", and consideration is given to placing it in a prominent area on the website homepage to increase the exposure of the event.

At the same time, we will increase promotional efforts for these activities, such as increasing promotional discounts, extending promotional time, etc. In addition to adjusting the position of the activity page, you should also consider optimizing the advertising materials, such as the color, size, and text of the activity page.

Thematic effect analysis ensures the smooth progress of promotional activities.

3. Data analysis provides guarantee for next promotional activities

Does data analysis end after the promotion ends? No! After the event is over, we need to sort out the data of the entire promotion, such as analyzing the actual sales volume of the goods in the entire event, which time periods are the peak purchasing periods, whether the promotion duration is reasonable, etc., so as to guide the smooth progress of the next promotion.

It can be said that data analysis runs through the entire promotion process, and every stage is inseparable from the support of data. If you want to come out on top in the upcoming Valentine's Day battle, making good use of this method will definitely bring you great benefits. The sooner you see it, the sooner you get it. E-commerce companies must not miss it!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @99click compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!