Wix | Webinar: Turning Seasonality into an eCommerce Advantage

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, via nurture campaigns and things like that. And we are also joined by Cami Pham, who is from Think Renegade, who is a fantastic marketer with lots and lots of experience with lots of different clients that has a particular fantastic understanding of E commerce. 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 way, really good way to take in this information. You will be also be able to find the recording on the same place where you registered for the, for this webinar. So when you go wix SEO wix.com SEO learn webinars, you can find the webinar and you can go to the page that has 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 session at the back will be manning that for you, making sure that you've got all of those details. And then we are also going to be running Q and A. So one of the great things about being here live is that you can ask questions. So in our Q and A at the bottom of the screen you can enter your questions. And we have folks from our WIX team who work on our e commerce 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 discussing 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 webinars or if you want to see some of the ones that we ran before, please Visit the Wix SEO Learning Hub at Wix SEO or 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, 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 Cami Pham. She's going to share some fantastic insights on seasonality, great things that you can do to make your website and your campaigns really, really sing. We're also going to hear from Allie 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, better impact from your seasonal campaigns as we go into the selling season. Finally, Morty is going to be coordinating the Q and A session. So he will be making sure that we've got some high value questions and answers from, from our, from, from for you today and that 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 Cammie.

Hi everyone. Hello. Hello. I'm gonna chat quickly about Black Friday Cyber Monday and what we have learned from like last year, previous year and also year to date and what you should do. And yes, So 65% of US shoppers actually start shopping way before Thanksgiving. We have a client who sell holiday items and right now the best selling item is actually Christmas tree, like the top selling items. So it's so important right now every year Black Friday, Summer Monday getting early and earlier last year around last year, roughly around early October to compete with Amazon prime. Like one might target that all the big retailers they actually start selling releasing the Black Friday supplement deal in early October and by like mid October, second week of October, everyone started releasing the early Black Friday deal. Because you want to get the money before everyone spend their holiday shopping budget. Most likely by the end of early November, majority of people holiday shopping budget is already gone. So you want to start earlier than that. So the other day my project manager actually forward me this ad on Instagram and he asked me like, are you kidding me? It's like, are we, are we launching a Black Friday ad now? Yeah, this is not an ad from last year from Black Friday December Monday is an ad from like the 8th of September this year. People were launching their Black Friday Cyber Monday offer earlier and earlier. October is a new November and I have a feeling a lot of People are going to launch them Black Friday 7 Monday deal by the end of September. That's why for us, for our client what we do is that we actually try to get our Black Friday Cyber Monday asset done by mid or later third week of September. And we gotta adjusted it based on how the industry how everyone else is doing. Because 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 going to share with you some of the tips on how to optimize your email and advertising to prepare for Black Fridays. What is the biggest thing before Q4 hit? You want to build your audience before the rush. You want to do to get people to join your mailing list. Do any collaboration giveaway with other brands that non compete but share the same audience because you have vetted customer from other people. So that is a great way. Some. Some clients also do gift guide with other brands that not compete as well. That way they can cross promote each other the build that are in now that will allow you to retarget to them when Q4 hit. And everything going to cost more. Also try to collect the data from your customer. Anything from first name their gender. That going to help a lot when you try to figure out the gift gifting. Because like mom females they usually do a lot more gift gifting so you can push more of the type content towards them. Also like try to collect figure what type products they prefer, what what kind gifts they're going to give to people as well 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 email a day a lot more SMS closer to Black Friday we said a lot more so which means you need to segment them the audience more to without spamming people. You want to exclude anyone who purchased recently. You want to exclude people who are not inactive. Also now is a great time to just try to narrow your email list to people just super active subscribers because that will help increase your reach when when you need to open to the bigger audience more even going to end up in inbox instead of the spam folder. Here's an example of an early access campaign. It's an Instagram ad which lead to a Lead form which people subscribe to this? You have the email you can read, you can send them email later on and then they get access to an early sales. So how to start black Friday 2 months earlier make sure you have your support team 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 all the sales. So make sure you figure that out. Hire extra people to make sure you have people answer question or else your biggest campaign of the year could be the one that end 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 going to 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 gift to our client from an US brand and then we realized that half of our client are in Canada so we have to pay duty in taxes but they didn't have an option for prepaid UA taxes so we couldn't figure out how to do that because we cannot ask our client like we're going to send you this gift but you have to pay the taxes. So we actually end up going with a different brand that it was not even our first choice, not even our second choice or third choice but because it's a candidate brand that we could actually send to our client without that trouble. So you want to connect with like chat with brand like global year or any kind of third party company that allow you to add a prepay 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 clients ask us to launch a new website in October or like change 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're risking the chance that people are not going to recommend you and not going to purchase your products. Also make sure everything you do is automatically mobile. Majority of the sales are going to 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 it allows people like you want people to purchase on the spot instead of waiting until they get the paycheck and purchase it right in the Past year it's 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 checklist. September is the perfect time for you to do any split test. Figure out the best time for you to send out less about day because you're going to have a very high frequency anyways. But like the best time because you may want to send an email during the day another reminder later on great time to do like resend of like email to perform well in the past in order to increase the frequency you want to test plain text vs HTML the short form or long form. Make sure all your custom flow pop up this call but a banner reflects the sales and especially for campaign I would try to do like a custom template campaign that a little bit different than your regular so people know this if You're Black Friday 7 Monday campaign and so there's a lot of like in order to like research try to figure out what people did last year I would like check out the following website really good emails. It's great. You will try to find inspo what you want to do this year. They have a lot of like very very good email design 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. When did they launch it? Black Friday, December Monday. What is the offer and what did they do with the design? Because that going to help you map out your entire calendar figure out to launch roughly before then. My prediction is everyone going to launch at least a week or two weeks earlier compared to last year. Keep that in mind. And for SMS attentive have a library of a lot of templates. So if you want to start out check out the template that's really really good. You can actually get all the templates for your Black Friday summer Monday. So be one of the first brands to start your sales and also capture your shopper early. 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 sales no one 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 four sales friend and family, a pre Black Friday early Black Friday a Black Friday preview. A single day which is November 11 had been a very successful holiday for our client 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 seven Monday after the sales if they especially on the outside if they have a good cost to acquire. There's a lot of time you want to type email to drive more sales so you can do like teasers early access make sure you give your VIP an early access treatment. Especially if you easily sell our product out early. You want to make sure your favorite customer, the people who actually bring in all the money actually have access to the inventory before everyone else. You can run daily deals free gift this is great to do post Black Friday Cyber Monday as a deal. Also free shipping. It's very good after the sales is over of course last chance and an extension email as well. In the past 12 months this is the type of email that worked extremely well for all clients for sales or non sales us versus them. I would list our everyone who you compete in the market and have an email for that compare why you better price point Great for holiday gifting because everyone have a budget make it easy for them to shop within their budget. Gift guy anything like a bestseller round up. 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 press review influencers they do extremely well. This is very similar for ad as well so just keep that nearby. So you also want to have ad around on this topic and of course unique selling position and anything have to do with science back research. Yeah that is one of the best performing email for us in the past year. Interval 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 campaign run very well increase your budget by 10%. If they're good, if very good 20% and it is amazing 30%. Make sure you get that budget approval approved way in advance so you can increase without waiting in previous year. Meta at Google easily crashed a lot during the week prior to Black Friday December Monday. That's why you 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 ad. So here's some of the tip of what have worked in the past for us. Overall video have been working very well. Overall the best video length between 23 and 48 seconds long the best video overall I focus on the sales, the holiday of gifting and the more social proof the better. Same thing on email site we try to feature like a review on every header image in every single email. If you can include social proof anywhere on the website email app include that in typographic anything that was more straightforward the spell out everything make sure like you have the code under your ad. Make sure that you spell out what your offer how everything work. But it's easy for people to understand because they get a lot of noise. So you make you want to make everything easy make sure that like your coupon code is also not automatically applied at checkout so they don't have to remember it because I always forget the code by the time I finish shopping. So interesting part fact that last year prospecting ad actually performed better than retargeting ads. So think about that. Don't just I understand that retargeting ad is so much cheaper but just don't focusing on that make sure you have a budget to actually run your post tracking app. And what we like to do is if you cannot launch your Black Friday Cyber Monday ad only make like high reward your top of funnel offer your welcome offer in a way that it feels more holiday or more like this is special position. It's a special fall offer special only Black Friday offer that usually help a lot with the performance of the ad itself. And prepare multiple ad creatives so you can actually swap in and out if you something is not doing well. So do not launch everything out the gate because you would need a lot of creative like people get tired up very fast now so you want to run let you have a lot of different options in case something is not working. Like try to prepare everything like we try to have everything done in by the time by the end of September the thing gonna move very very fast. So here's a few trending type ad in the last year again us versus them extremely well on that as well. Like also if you your price point is lower you want to point out that your price point versus other people in the industry UGC influencer testimonial review and anything that have to do with social proof problems solution the product focus before and after as well. People love me so if you have do any meme that's great anything like Tik Tok sty like we do have like the reply overlay the point of view Tik Tok or like anything like take what is trending on Tik Tok and bring that over to beta Work extremely well. Press header is kind of like look look similar like if you screenshot like a press P anything shock or client is doing like a lot of fun stuff. Just feel like entertaining to try to get people attention. Asmr funny fact ugly thing works very well. So maybe try a very raw shaky video something that ugly. Same thing with email. It plaintake works extremely, extremely well. So you also want to test the type of email. This is what have been working very well up to date. And lastly lead form. We pushing our lead form even this year. We are doing that right now heavily right now to try to collectively before everything starts. So make sure that you are. Let's start collecting collecting all the leads right now. So overall, yes, make sure that like even I get stressed with like Friday Summer Monday. Doesn't matter how many. I have been doing this for 10 years. So calm down. Focus on like try to get as much as you can. There will be a lot of things unexpected pop up left and right and use the need to play like go with the flow. Yeah. Let's start your Black Friday Black Friday step on Monday plan land now because already a little bit late. If you have any questions, feel free to send me an email@camiquerenagate.com or just send me like a tweet on Twitter slash or a DM on Instagram. I'm more than happy to answer any of your questions as well. Thank you.

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 like different, different tools for, for researching other, other folks's campaigns. I think that's a great, a great way to do that. I've seen a few other ones. That was a new one for, for me that you mentioned there and some, 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, Cammie, 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?

I am, if everyone can just bear with me while I get these slides pulled up and we'll get started hopefully. All right, can everyone see in presentation mode now?

Yeah.

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 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 Kami who are doing strategy and execution on behalf of e commerce 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 Kami 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 arguably 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 in E commerce keeps getting larger and larger, which means for us at E Comm, 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 do 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 going to 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, 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 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 acquire during this busy season. First up is we need to try to segment out those people who came to our 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 too. 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 realty programs because it's just not product that I am interested in. So if we are, 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 custom 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 like 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 from their shipping address. Again, we would want to pair this with other purchase history. So we're not making this decision in the 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, we don't throw them away, but we segment them out and we set different expectations and we don't necessarily build towards same journeys for them. So I'm going to breathe for a second. So that's, that's slice number one. Slice number one in the new customer cohort is that we're going to, we're going to try to pull out those 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 like cohort, you might be thinking, okay, cool Allie, 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, but one is just a little 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 like kind of a branching tree of like 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 is anybody you guys 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 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 touch points that we're looking at. The first is an interaction. An interaction for all intents and purposes is just a, 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, our brand. And so within interactions, some 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, we'll use that same kind of cut on the other side of this branching tree. 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 of that monetary value. So how much did they spend? And these prints, these kind of data points are what allow us to build these kind of four segments here. Then we'll talk about what each segment is. There are a lot more segments than four 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, you may have even known before bfcm or maybe they became a high roller during bfcm. You can kind of set up your segmentation strategy either in 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 Cammie mentioned, all the way from September all the way through the end of the year, right? So like that, that's kind of the, the range that we're looking in. And what we'll want to define is who are, who are our first and foremost our high rollers, who spent the most with us, who purchased like the most frequently, and who is someone who, like, who is kind of continuing to shop. So they're coming back to your website, they're showing high intent. We're going to 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 that 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 the segment around these high rollers. And when we're building journeys for these high rollers, the biggest, 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 jobs. 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, if you are leveraging a loyalty program, that's awesome. But we want to make sure that your high rollers are engaging with it, right? Because your loyalty program 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 their loyalty program, we really want to start to better incorporate those prompts because in theory we've done our research when we're standing up our loyalty program and it should be indicative of what segment that they fall into. So that's segment number one. We'll build journeys for high rollers because 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 that average order value, which is interesting. Right? So these are people who they 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 some. 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 like 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 you 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 preferences? 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 program to spend more with us? So your loyalty program can be a great avenue to, to do that through the other thing Here is like, as we learn more about them through that zero and first party data collection, we need to start to become hyper personalized. So and this is something too where social proof and product recommendations can become really helpful because this particular audience, if they'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, higher spending segment. Okay, the next one here that we're going to focus and build journeys around brand enthusiasts. 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 they're the other difference between like brand enthusiasts and I would say your potential high rollers is, excuse me, I think I just actually miscommunicated here. Our potential high rollers are, are someone who has, they have spent a large amount of money, but they haven't necessarily done so at the same rate as your 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 we maybe even consider some volume discounts for this audience. And finally waiting for wows. 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 are good tactics for this audience. And the other kind of tactic consider here is that we may want to leverage some social proof to again kind of communicate the value that others see in our brand that they just haven't had the chance to realize yet. And so what for each one of those audiences we're going to create an omnichannel 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 for 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 touchpoint will obviously be different based off of 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 a lot of, 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 wix 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 that like this happens across a variety of tools. So there, there is some element of like 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 omnichannel strategies, one of the biggest things that you have to kind of decide on as a, 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 like 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, whether that's, you know, maybe you have a, like 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 touch point one here. Customer sees an ad. So if we have, 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 with a marketing automation solution. So if you're using Klaviyo, we do integrate with Meta Critio and, 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, they'll click through hopefully on your ad because your creative was super smart and ready. They end up on your website and maybe they land on a project 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. Because 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 to 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 capitalized on that 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 of. If you're like a 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 going to get an email from the brand. And if we are doing again, we're powering our 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 Klaviyo, customers who use email and SMS together actually see a five and a half times higher click rate on SMS than they do in email. But you only get that click rate if you're delivering this journey in 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 from some of these, some of these acquisition strategies that we run during bfcm. We need to continue to build relationships and emails. 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 5. They click through on that website and they add something to cart. We're assuming here. So they add some product to a cart. Unfortunately they either browse abandoned or they 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 a 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 letting it like as a 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, we've, you know, we've curated our creative for the segment. We've hit them with that same creative throughout each touch point in this journey. It's super smart and it's, 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 the crescendo of the journey, which is the sms. And this is something that could, should create urgency, letting them know that there's limited stock available, letting them know that a particular deal is going to expire and trying to get them back into that checkout experience so that you can actually can 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 delivering a really smart or 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 to your single, your segmentation, single source of truth. All right, that was a lot of talking. You're fantastic. You hit all of, all of the talking points.

So thank you so, so, so much. I'm gonna rattle through Morty, while you grab your questions, I'm going to rattle through a couple of these slides. We'll send you through, we'll send you through this deck as well. So don't worry if, don't worry if it's not making or if you're not grabbing everything. So I'm going to share this screen now. 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 know, are aware Ali mentioned it, but we have a Klaviyo app that allows you to do lots of things. She talked about smx, she talked about emails, texts, 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 programs and building and nurturing those customer loyalty programs. 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 programs with things like discount and free Free, free shipping or points or things like that. And we also have some elements for abandoned carts or sorry, we also have some elements for creating, creating custom codes so where people go to the page and they enter a code and they're able to apply that cart. 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 of thing as you're getting ready for your season. And you can manage those 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 updated there. From an SEO point of view, I highly recommend thinking about the copy that you have on your website during your seasonal 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 join, you know, find out more about our after or back to school section and then you could add links to that. You can also add keywords into that so that when people are searching for online for your product they're able to find that and and this will add in the section onto your product page but it will also add H1 or H2s onto your product page as well, which allows you to demonstrate 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 I'll send you this deck as well with all of the links to everything. And with that we will go to the Q and A and think thanks.

Welcome to the Q and A. Thank you everyone. First off, great job Kami and it was really wonderful to get an early, early head start on my thinking about holiday season and seasonality because I'm one of those people who doesn't think about it until way, way, way later. Thank you Ali as well. By the way, on what 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 ton in there with that. I want to have a conversation about service based businesses. There's been a lot of questions about them. 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 is only. I'm a football fan so I don't know when soccer season is but soccer season is only, you know, so long. What are some ways to curb seasonality around that? There was another question around the similar. The business was a professional development business and they 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. Over to the floor to anybody Ali you want to take it first.

I'll, I'll take a step with 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 sell the different types of. 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 for like if you're selling, if you're selling soccer lessons, there's probably like I would imagine during summer when parents are like 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 you're really selling. If your primary seller or ICP is like the, the mom and dad group, I would focus on you know promoting gifts throughout different the type different times of the year, giving lessons as gifts. I think the other thing to 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?

Amazing. Cammie, do you want to weigh in?

Yeah. I think it's also our opportunity for the lower season is a time for you to kind of building up your list and your customer base especially on social media. Like they really create a community around your audience and then when is the right time is you can actually targeting them with ads, with email. We, we do have a lot of clients on more e commerce site with a season, the seasonal product for sure. And like on the lower for the slower 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 like their community as well. Like give away any kind of collaboration like packaging, like bundle products with other brands as well because they've been selling the products but now you can sell like gift certificate.