Tuesday, December 11, 2012

Click Frenzy - how we made it work

Michael wrote about Click Frenzy a little while ago and it generated some good discussion, reflecting the differing opinions and strong passions of people. It is therefore with a little trepidation that I've chosen to share a little more about how we made it work for Sneaking Duck.

We chose to participate after a discussion with Grant and are delighted that we did. As Michael noted, we had our record traffic day, and we had our record sales revenue that week - both significant achievements for a 1 year old company. We were fortunate not to have any technical glitches.

However, due to the issues faced by the Click Frenzy site we did need to react quickly to ensure that we made the best of the event - especially important given the very short time scales.

We had discussed internally contingencies and made sure our infrastructure was ready. But we hadn't planned for the situation where the Click Frenzy site was not available. This presented us with a significant immediate issue - we had a landing page telling people how to access the deal, however the only way to get to it was form a site that was overloaded! This meant we had lots of visitors to our site, none of whom knew what was our deal or how to claim it.

We therefore immediately let people know via our social media channels the information about our deal and the landing page. We also rushed together a banner for our homepage providing people the information and link. To be able to rush through technical changes to our website is a a huge advantage in times like these - having the expertise in-house meant we had things up and running in just a few minutes. These actions meant that customers who knew we were participating and who had come direct to our site were able to see how our offer worked.

Despite all this, we noticed that a few people had purchased without using our Click Frenzy discount. Given our desire to always try to do the best by the customer we decided to refund them the difference to what they would have purchased at had they know about the deal.

Perhaps we could have got more out of the event if the technical issues hadn't happened. However we are very happy with the result and it has taught me a good lesson about planning for every contingency, and being ready with a back up!


  1. Like Ellis Ashmead-Bartlett reporting from Gallipoli.

  2. the fact that the clickfrenzy website went down is a huge screw up on their part to not forsee these infrastructure issues. My friend Dave wrote a good blog post about it http://lostpr.es/ecommerce/clickfrenzy-fails/

  3. Hey Mark,
    Thanks for your post. The sales obviously peaked to a knew high on the click frenzy day but I would like to know if sales after that date remained slightly elevated or returned quickly to normal sales volumes? Thanks keep up the good work!

  4. Costa the silence is your answer!

  5. Anonymous #1 (confession - I had to look up Ellis Ashmead-Bartlett on wikipedia http://en.wikipedia.org/wiki/Ellis_Ashmead-Bartlett) - You're right about me being British (although I'm Australian too) and given the chance to drink a battleship dry of champagne I'll take it, but I'm not sure I'm out to be inaccurately positive, or bring down governments. I'm just sharing our experiences.

    Inspiredworlds - I agree it would have been better had their technology not had issues. This has taught me to ensure we have a plan for such situations in future!

    Costa y - After the event our sales were slightly lower for a few days and then have returned to their previous levels. My suspicious is that we 'pulled forward' a few sales, however the increase from the event far outweighed the slight decrease afterwards so it was positive for us overall.

    Anonymous #2 - I apologies for my tardy reply. I have a 4-week baby and am currently a little less diligent on replying to many things!