Preparing conversion reporting for Thailand festival selling weeks
How to set baselines before 11.11, Chinese New Year, and mid-year sales so post-event reporting stays honest.
Festival weeks compress months of traffic into a few days. Without a pre-event baseline, every conversion report looks like either a triumph or a collapse with no context.
Two weeks before a major sale, freeze a normal-week funnel snapshot for your shortlist. Capture view-to-cart and cart-to-order rates plus average order value. That becomes the yardstick after the event.
During the sale, log which vouchers and free-shipping thresholds were live. Post-event reporting should separate shopper response to discounts from lasting listing strength.
After the sale, wait until returns and cancellations settle—often three to five days—before declaring a conversion winner. Early order counts overstate success on fragile SKUs.
Use the festival report to decide which promotions deserve a quieter repeat and which listings need work before the next calendar spike.