{"id":20380,"date":"2014-12-04T11:14:18","date_gmt":"2014-12-04T10:14:18","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=20380"},"modified":"2023-02-27T14:31:34","modified_gmt":"2023-02-27T14:31:34","slug":"guida-ecommerce-natale-creare-promozioni-efficaci-5","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/ecommerce\/guida-ecommerce-natale-creare-promozioni-efficaci-5\/","title":{"rendered":"Guida Ecommerce Natale: creare promozioni efficaci (5)"},"content":{"rendered":"<p>Abbiamo gi\u00e0 visto nel corso della <a href=\"https:\/\/www.artera.net\/it\/blog\/ecommerce\/ecommerce-come-prepararsi-al-meglio-per-natale\" title=\"Ecommerce: come prepararsi al meglio per Natale?\">nostra guida<\/a> come sia fondamentale preparare le <strong>promozioni di Natale sull&#8217;ecommerce<\/strong> diverso tempo prima per evitare di arrivare impreparati nel momento clou. Ora per\u00f2 vogliamo concentrarci su 4 strategie che possano effettivamente portare risultati in termini di conversioni e che riescano a dare un grande slancio alla vostra campagna di vendita invernale.<\/p>\n<h2>Cross-selling e up-selling<\/h2>\n<p>Cross-selling e up-selling sono due strategie di marketing largamente utilizzate sui portali ecommerce dato che <strong>incrementano il valore del carrello<\/strong> di un utente notevolmente. Bisogna per\u00f2 definire in modo chiaro le differenze tra queste due metodologie:<\/p>\n<ul>\n<li><strong>cross-selling<\/strong>: spingere l&#8217;utente verso l&#8217;acquisto di un numero maggiore di prodotti proponendogli <strong>oggetti con funzioni complementari<\/strong> rispetto a ci\u00f2 che sta acquistando. Ad esempio se l&#8217;utente vuole acquistare uno smartphone si potrebbe suggerire l&#8217;acquisto di cover protettive, carica-batterie da viaggio, eccetera. Spesso le proposte complementari vengono presentate in una sezione dedicata dal\u00a0titolo &#8220;Altri utenti hanno cercato&#8230;&#8221;<\/li>\n<li><strong>up-selling<\/strong>: proporre all&#8217;utente lo <strong>stesso prodotto con caratteristiche migliori<\/strong> ad un prezzo superiore. Rimanendo sull&#8217;esempio dello smartphone se l&#8217;utente sta visualizzando la versione con 16GB di memoria interna, una strategia di up-selling consisterebbe nel proporre di acquistare invece la versione da 32GB o 64GB.<\/li>\n<\/ul>\n<h2>Prodotti bundle<\/h2>\n<p>Il periodo natalizio \u00e8 l&#8217;occasione perfetta per preparare <strong>set di prodotti<\/strong> da vendere, come si suol dire in inglese, in &#8220;bundle&#8221; (ovvero in gruppo). Si scelgono prodotti complementari (l&#8217;esempio pi\u00f9 classico \u00e8 quello dei prodotti da bagno) oppure due prodotti uguali, si prepara un <strong>cesto natalizio<\/strong> con all&#8217;interno i prodotti e si propone all&#8217;utente un prezzo competitivo. L&#8217;utilizzo di prodotti bundle ridurr\u00e0 il margine di guadagno sul singolo prodotto, ma incrementer\u00e0 il valore medio del carrello dell&#8217;utente.<br \/>\nUn&#8217;ottima idea potrebbe essere promuovere i prodotti bundle con landing page dedicate come &#8220;Il regalo perfetto per&#8230;&#8221; oppure proporre le soluzioni bundle come up-selling rispetto al singolo prodotto.<\/p>\n<h2>Vendite lampo<\/h2>\n<p>Le vendite flash sono state introdotte all&#8217;inizio degli anni 2000 ed hanno avuto sempre un grande successo. Proporre prodotti a <strong>prezzi scontati per un periodo limitato<\/strong> genera nell&#8217;utente un incredibile &#8220;bisogno di acquisto&#8221; e questo comporta un numero maggiore di conversioni per il portale ecommerce. Al contrario i prodotti rimarrebbero per diverso tempo nel carrello e, con grande probabilit\u00e0, non verrebbero acquistati.<\/p>\n<h2>Hot deals<\/h2>\n<p>Le promozioni in formato &#8220;hot deals&#8221; sono simili alle vendite lampo, ma perseguono un obiettivo differente. Infatti <strong>gli sconti sono proposti in determinate fasce orarie<\/strong> o per un numero limitato di ore. Ad esempio si potrebbe proporre agli utenti uno sconto del 30% sul carrello per acquisti effettuati prima delle 8:00, del 20% tra le 8:00 e le 10:00 e del 10% tra le 10:00 e le 12:00. In questo modo gli utenti sarebbero invogliati a navigare ed acquistare sul portale online prima di cercare alternative su ecommerce concorrenti.<\/p>\n<h2>Promozione<\/h2>\n<p>Di fondamentale importanza \u00e8 <strong>pubblicizzare le proprie offerte<\/strong> online. Bisogna sfruttare tutti i canali disponibili come social media, email marketing, banner dedicati in home page, landing page e tutte le strategie di cui abbiamo parlato nei post precedenti\u00a0di questa guida.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&Egrave; fondamentale preparare le <strong>promozioni di Natale sull&#8217;ecommerce<\/strong> diverso tempo prima per evitare di arrivare impreparati nel momento clou. Oggi ci concentriamo su 4 strategie per portare risultati in termini di conversioni.<\/p>\n","protected":false},"author":4,"featured_media":20426,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[83],"tags":[154,390,72,351,391],"class_list":["post-20380","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-conversioni","tag-cross-selling","tag-e-commerce","tag-guida-ecommerce-natale","tag-upselling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guida Ecommerce Natale: creare promo efficaci (5) - blog.artera.net<\/title>\n<meta name=\"description\" content=\"\u00c8 fondamentale preparare le promozioni di Natale sull&#039;ecommerce diverso tempo prima per evitare di arrivare impreparati al...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/ecommerce\/guida-ecommerce-natale-creare-promozioni-efficaci-5\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guida Ecommerce Natale: creare promo efficaci (5) - 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