Experts bet on the consumer journey and niche influencers to increase conversations on the main e-commerce date
With the hottest month in retail approaching, e-commerce continues to look for new ways to capture consumer attention. Digitization accelerated by the pandemic has made people more familiar with the habit of consuming without leaving home. Faced with buyers more attentive to offers and prices on the internet, brands’ fight for higher conversion levels has intensified in the strategic field.
In 2022, Rakuten Advertising, an internet services agency, recorded 88% growth in sales intermediated by online advertisements in Brazil, with 9 of the 10 biggest sales days last year occurring during the month of November. Analyzing conversion strategies, cashback affiliates stood out the most, concentrating most of the market share during peak sales periods.
Faced with a scenario of high purchase intention and online consumers who are more experienced and accustomed to e-commerce, Rakuten Advertising presents good practices so that the market reacts in the best possible way to this new way of purchasing for Brazilian consumers, aiming to generate conversions even more assertive on Black Friday 2023.
Evelin Amaral, client service director at Rakuten Advertising, advocates a diversification of investments that involves each stage of the purchasing journey, to increase the volume of conversions. In a simplified way, the main methodology guides the consumer through the funnel, drawing the customer’s attention, generating interest in the brand and the product, creating desire and, finally, generating action, which is the user’s purchasing decision, says the executive.
The diversification of strategies throughout the funnel contributes to more planned and assertive investments by advertisers, minimizing risks and varying traffic sources. The influencer figure also works as a fundamental piece of purchase validation. According to research from Google Insights, 70% of teenagers around the world trust niche influencers more than celebrities with national or global reach.
Shopping expectations and featured categories
A recent survey by Rakuten Advertising highlighted the strength of influencers in the beauty niche, being responsible for a 73% growth in this aspect from January to June 2023. Other categories such as health and well-being, department stores and travel also stand out by having sales boosted through influencer marketing.
Thinking about the influencer strategically, allocating content creators at the beginning of the funnel, for example, to educate your consumer, guarantees a more fluid journey for the customer, who reaches the last click without any doubt that they are getting a good deal, says Evelin.
Stimulations at the end of the sales funnel, such as cashback and points programs to build customer loyalty, are other tips from the executive. But, according to her, this practice also works in the middle of the funnel, as it can positively influence the consumer when they compare and analyze the product in relation to the competition. Therefore, the conversion is generated by the one that presents the greatest benefits, such as cashback or a push that reduces conversion time, says Evelin.
For 2023, a survey carried out by Mliuz showed a significant increase in purchasing intentions for Black Friday. According to the study, consumers intend to spend 62% more compared to the same period last year.
Another survey carried out by MField predicts an average ticket between R$151 and R$300 for 25% of Brazilian consumers during this year’s promotional period. And a study by Confi.Neotrust estimates a generous increase in consumption for the date, since 32% of respondents intend to spend more than 1,000 reais on purchases this year, which represents an increase of 62% compared to 2022.
