Run your sale too long, and shoppers hesitate. Make it too complicated, and they leave. In Part 2, Brooks and Corey Reid, on/Sight’s Chief Growth Officer, explain how to plan a Black Friday and Cyber Monday sale that’s short, simple, and urgent.

In this episode:

• When to start: why the strongest window runs from the Monday of Thanksgiving week through Cyber Monday, and why extending a sale past that can look desperate
• Change the offer each day: feature a different product or collection every day so you have something new to email about and shoppers keep coming back
• Keep the offer simple: if it takes two paragraphs to explain, shoppers won’t understand it, and complicated tiered discounts are hard to set up
• No midnight launches: schedule your sale ahead of time instead of having your team switch it on at midnight on Thanksgiving
• Don’t advertise a discount almost nothing qualifies for: an “up to 70% off” email with one item at 70% off costs you shoppers’ trust
• Set a revenue goal and work backward: use your conversion rate and average order value to see what you need to hit it
• Choosing a discount: start with your gross margin, don’t count on holiday buyers coming back next year, and test percent-off against dollars-off in your emails now

If you missed Part 1, start there. It covers the product page, simplicity tests and compare-at pricing.

Questions or a topic you’d like us to cover? Email hello@on-sight.co.

Repeat Purchase is a podcast by on/Sight about growing ecommerce brands, with practical episodes for Shopify merchants.

In this episode, Brooks is joined by Corey Reid, Chief Growth Officer at on/Sight, for his first episode as co-host. Corey has scaled DTC brands like East Fork Pottery, Hedley & Bennett, and Counter Culture Coffee before on/Sight. Together they cover how to set up your Shopify store to turn more of your Q4 traffic into sales.

In this episode:

• Two kinds of holiday shoppers: people treating themselves to deals, and people buying gifts, and how to sell to both
• Why you shouldn’t rebuild your site for the holidays: change too much at once, and you can’t tell what’s working
• Optimizing the buy panel: clear offers in the announcement bar, navigation that points people to gifts, and strike-through pricing so shoppers can see the deal
• Simplicity tests: why showing fewer variants can help shoppers coming from ads decide faster, and how to test it with landing pages in October
• Discount codes vs. compare-at pricing: why Corey is “100% team change your prices,” and tools that make sitewide price changes easier

Part 2 covers when to run your sale, which discount types to offer, how to create urgency, and when to stop making changes to your site.

Repeat Purchase is a podcast by onSight about growing ecommerce brands, with practical episodes for Shopify merchants.