Creating a BOGO Offer in WooCommerce

Buy One Get One (BOGO) offers are a powerful marketing strategy that can help e-commerce businesses boost sales, attract new customers, and foster loyalty.

The psychological appeal of BOGO deals lies in the perception of providing more value for money, as well as creating a sense of urgency and encouraging purchases. These offers can also help with inventory management – clearing excess stock to make way for new products.

In this tutorial, we will explain the different BOGO offers you can add to your WooCommerce store, when you might need them, and some best practices for implementing this sales strategy effectively.

Variations of BOGO offers

Typically, a BOGO offer means that when customers buy one item (X), they receive a second identical item (X) for free. However, several variations of this offer can be just as effective in attracting customers and boosting sales.

Buy X, Get Y

Example of a “Buy X, Get Y” offer

One variation is the “Buy X, Get Y” offer, where Y is an item of lower value but still related and desirable to the customer. 

For example, if you sell high-end cameras, you could offer a deal where customers who buy a camera (X) get a free camera bag (Y). This variation can be particularly useful for cross-selling and introducing customers to other products in your store.

Buy One, Get One Half Price

Example of a “Buy One, Get One Half Price” offer

Another variation is the “Buy One, Get One Half Price” offer. Instead of giving away the second item for free, you offer it at a 50% discount. This can be a good option if your profit margins don’t allow for a full BOGO deal, but you still want to provide an attractive offer to your customers.

Buy Two, Get One Free

Example of “Buy Two, Get One Free” offer

Lastly, the “Buy Two, Get One Free” offer is another variation that encourages customers to purchase more items. By requiring customers to buy two items to receive the third for free, you can increase your average order value while still providing a compelling deal. 

The advantages of using BOGO offers in WooCommerce

Implementing BOGO offers in your WooCommerce store can provide a range of benefits:

  • Potential increase in sales. By offering customers a free or discounted product when they buy another item, you create a strong incentive for them to make a purchase. This can lead to a surge in sales during the promotion period.
  • The ability to help manage inventory effectively. A BOGO deal can be an excellent way to move products quickly if you have older or excess stock that needs to be cleared out. By bundling the slower-moving items with more popular ones, you can encourage customers to purchase the excess stock, freeing up valuable storage space and reducing the risk of having outdated products.
  • An increased Average Order Value (AOV). When customers see the opportunity to get a free or discounted product, they may be more likely to add additional items to their cart to take advantage of the deal. This can lead to higher overall order values, significantly boosting your store’s revenue.
  • Attracting new customers and retaining existing ones. The appeal of getting a great deal can draw in new customers who may not have previously considered purchasing from your store. Once they experience the quality of your products and the value of your offers, they may be more likely to return for future purchases. For existing customers, BOGO deals can serve as a reward for their loyalty and encourage them to continue shopping with your brand.
  • Increasing the perceived value of your products. When shoppers feel like they are getting a great deal, they are more likely to view your brand positively and develop a sense of loyalty. This increased perceived value can lead to higher customer satisfaction, positive word-of-mouth recommendations, and ultimately, a stronger, more successful e-commerce business.

When to offer Buy One Get One free deals

It’s important to be strategic with your sales tactics, so here are the most suitable times and situations for a BOGO deal. These include: 

  1. When you need to make quick sales, a BOGO offer can be an excellent tactic for a boost to your revenue. By offering customers an attractive deal, you can encourage them to buy the items on offer, helping you raise capital for new products.
  2. When you launch new products, it helps hesitant customers try something new. By offering a BOGO deal, you can incentivize visitors to take a chance on your new product, even if they’re unfamiliar with the brand. This increases the likelihood of them making a purchase and potentially becoming loyal customers.
  3. BOGO offers can also benefit seasonal promotions. If you have products linked to a particular season, such as summer clothing or holiday decorations, running a BOGO deal can help boost sales during the relevant time period. Additionally, if your products could be bought as gifts for others, offering a BOGO deal ahead of major holidays can encourage customers to purchase as they feel they are getting better value for money.

Finally, BOGO offers don’t always need to be available to everyone. You can strategically use these pricing strategies to reward specific customer segments, such as first-time buyers or loyal customers. By targeting these groups with exclusive BOGO offers, you can foster a sense of appreciation and encourage them to continue engaging with your brand. 

Best practices for implementing BOGO offers

When implementing BOGO offers in your WooCommerce store, several best practices should be followed to ensure the success of your campaign.

1. Selecting the right products

Choosing the right products for your BOGO deal is crucial. Consider the following:

  • Overstocked items: We’ve mentioned it already, but BOGO offers can help clear out excess inventory, making room for new products.
  • Complementary products: Pairing items that work well together can encourage customers to purchase both, increasing average order value.
  • Seasonal items: Offering BOGO deals on seasonal products can help boost sales during specific times of the year. 

2. Financial viability

Before implementing a BOGO offer, ensure it is financially viable for your business. Offering a free or discounted product will affect your profit margins. Conduct a thorough analysis of your costs and expected sales to determine if the offer is sustainable.

3. Frequency of offers

While BOGO deals can effectively drive sales, running them too frequently may lead customers to expect these offers and hesitate to purchase products at regular prices. Be strategic in the timing and frequency of your BOGO campaigns to maintain their effectiveness and avoid devaluing your products.

4. Terms and conditions

Clearly state the terms and conditions of your BOGO offer to avoid confusion and ensure a smooth customer experience. These should include:

  • Eligible products
  • Offer duration
  • Any restrictions or limitations

Make sure the terms and conditions are easily accessible and visible to customers throughout the purchasing process.

5. Targeting specific customer groups

Consider offering BOGO deals to specific customer segments, such as:

  • Loyal customers: Reward your most valuable customers with exclusive BOGO offers to foster loyalty and encourage repeat purchases.
  • Wholesalers: Offer BOGO deals to your wholesale customers to help them stock up on popular items and strengthen your business relationship.
  • Subscribers: Provide BOGO incentives to email or newsletter subscribers to encourage sign-ups and increase engagement.
  • First-time purchasers: Welcome new customers with a BOGO offer to encourage them to try your products and become repeat buyers.

6. Marketing your BOGO campaign

To ensure the success of your BOGO offer, plan your campaign in advance and market it effectively. Some strategies to consider:

  • Email marketing: Notify your email list about the upcoming BOGO offer and remind them throughout the campaign. This is an example of a marketing email by fashion brand Ecosusi about their BOGO offers.Ecosusi’s Halloween BOGO offer
  • Social media: Promote your BOGO deal on your social media channels, using eye-catching visuals and engaging copy like this example from Rocky Mountain Oils.Rocky Mountain Oil’s social media promotion
  • On-site banners: Place prominent banners on your WooCommerce store to inform visitors about the BOGO offer and drive them to participating products.

💡Tip: If you’re struggling with the design of your banners or social media posts, you can use an app like Canva, which has many customizable templates.

BOGO templates on Canva

7. Timing your BOGO offers

Strategically time your BOGO campaigns to align with shopping trends, holidays, or store anniversaries. For example:

  • Black Friday or Cyber Monday: Capitalize on these high-traffic shopping days by offering BOGO deals on popular items.
  • Store anniversary: Celebrate your store’s anniversary with a special BOGO offer to thank customers for their support.

8. Monitoring performance

Establish Key Performance Indicators (KPIs) to track the success of your BOGO campaign. This may include:

  • Sales revenue
  • Average order value
  • Conversion rate
  • Customer acquisition rate

By monitoring these metrics, you can assess the effectiveness of your BOGO offer and make data-driven decisions for future campaigns.

9. Creating urgency

To encourage customers to take advantage of your BOGO deal, create a sense of urgency by:

  • Setting a clear end date for the offer
  • Using limited-time messaging in your marketing materials
  • Displaying a countdown timer on your site
  • Sending “last chance” email reminders

10. A/B testing

Consider running A/B tests to optimize your BOGO offers. Test different aspects of your campaign, such as:

  • Product pairings
  • Offer duration
  • Marketing copy and visuals

Comparing the performance of different variations allows you to identify what resonates best with your customers and refine your future BOGO strategies.

Start your BOGO campaign today

Implementing a BOGO campaign in your WooCommerce store can drive sales, attract new customers, and foster loyalty among existing ones. By offering your customers the opportunity to receive a free or discounted product with their purchase, you can create a sense of value and urgency that encourages them to take action.

Before launching your BOGO offer, ensure that you have:

  • Confirmed the details of your BOGO offer, including which products are eligible
  • Configured the BOGO rules correctly in WooCommerce and made them clear to customers on your website
  • Ensured that the promotion will be clearly visible on your site
  • Thoroughly test your BOGO promotion to ensure it is working as intended before going live

At Studio Wombat, we understand the power of BOGO offers and are committed to helping e-commerce businesses succeed. We’re a company that specializes in building plugins for WooCommerce sites, and we are excited to announce that we are currently developing a new plugin that will provide BOGO functionality to online stores. Stay tuned!