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China just had its biggest shopping day of the year: Singles Day.
A little background about the holiday. Singles Day was invented in the early 90s by college students as an anti-Valentine’s Day celebration. It began as a way for the unattached to treat themselves Tom Haverford- and Donna Meagle-style, and has since blown up to be the world’s biggest online shopping day – outspending Cyber Monday.
This year, Singles Day sales reached $9.3 billion for Alibaba, China’s biggest e-commerce company. It blew US shopping holidays out of the water.
Due to its success, there are a few valuable lessons Singles Day can teach us about marketing for online sales closer to home. Here’s what you need to do to prepare for Cyber Monday next week.
The lesson you already know:
Optimize your native app and mobile site.
Techcrunch reported that 42.6 percent of sales for Alibaba were on mobile. This year, the forces-to-be predict that 30 percent of Cyber Monday sales will be on mobile. The moral: It’s more important than ever to optimize your business for a smaller screen.
You’ve heard this a thousand times before, but it’s worth saying again. Even if you have an iOS app, remember that Android users need a smooth mobile experience as well. If you don’t have native apps for each platform, create a responsive design for your mobile site to ensure you don’t lose consumers.
The lesson you may not know:
Brand ads will receive additional attention.
Cyber Monday ads see a 20 percent conversion increase, so make them count. Users are more likely to pay attention to and click ads than they are on an average Monday. If you’re resorting to unsuccessful ads with poor design or click-through-rates (CTRs), think about switching your strategy to mobile rewards.
When designing traditional ads, be sure to link directly to a page with a clear CTA, such as a product or checkout page. When designing rewards, see if you can set up the reward with a simplified payment service, so users can purchase directly from the reward with minimal clicks.
The lesson you need to know:
Smartphone shoppers use their devices to compare products while inside your store.
In fact, 84 percent of them reference their phones while shopping brick-and-mortar locations. Use this knowledge to capture consumers on mobile.
Some shoppers check out more expensive products in-store before making a purchasing decision. You can attract their attention and keep them engaged by listing upfront price comparisons, ongoing flash sales and reviews easily accessible on mobile. Users aren’t afraid to spend 15 minutes or more checking these tidbits on their phones. Helping them access the info they need faster will make them more likely to purchase on the spot.
Kiip redefines how brands connect with consumers through moment-based rewards. Rewards increase engagement and purchase intent, and 84 percent of mobile users say they prefer mobile rewards over ads.
Hundreds of brands already use Kiip. To learn more, visit kiip.me/brands.
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