Black Friday is Coming, Happy Christmas!
Black Friday, another American tradition we Brits have inherited and embraced over the past 3 years, yay! Whether you want to be part of it or not, it is something that none us can really ignore.
As a business it is an opportune time for you to maximise sales and get that extra margin through your website. Whether you are participating in Black Friday or not here are a few things for you to tweak on your website, to help increase your sales during the jolly season.
1) Website Layout
Remove carousel banners on your homepage and have a static image, making it obvious where the sale or offers are with links.
Simplify your navigation during this time and create one clear page of Black Friday products, if the sale is not across all your collections. Make it easy for customers to find and reduce the clicks to get to the sale items.
2) Optimise Mobile Web Platform
The domination of the smart phone being mans best friend, has increased the amount we are now purchasing on them than ever before. Make sure that your mobile website is optimised for Black Friday to increase conversion rates.
Make sure that your website is mobile friendly, which Google loves and it will improve your ranking and optimisation for this device. Things to review to support mobile conversion;
- Remove any obstructing pop ups – Google may penalise this;
- Make text readable without zooming;
- Avoid using software like flash on mobile – it will slow loading time down;
- Size content to the screen to reduce horizontal scrolling and zooming;
- Place links far enough apart, so that the correct one can be easily accessed;
- Ensure that your images are small sized to increase loading speed.
3) It’s All About Timing!
Online search interest for Christmas starts earlier every year. Black Friday research online begins a full three weeks before the big day.
Timing is critical, review your Google Analytics and see what customers are viewing on your site and find the best time to advertise them. For example, perfume and jewellery queries peak the week of Black Friday and decline after Cyber Monday.
Even the time of day is important: there were more apparel queries between 5am and 12pm on Black Friday compared with a normal Friday, as early birds sought to pounce on the best clothing deals.
4) Make Your Website Credible & Trustworthy
Customer want to know that whatever sites they are parting with their cash on, they feel safe in the knowledge that their personal data is safe and they will receive the good that they have ordered on time.
Have a clear delivery and returns policy that customers can access easily on your site. The product page description is a good place to add the delivery details to enable quicker purchasing decisions.
Customers can be put off by complicated returns processes. Try and simplify your process for this period if possible. Don’t bury this information in the deepest depths of your website that customer have to hunt for it. Be upfront and make it clear.
5) Eye Catching Headings For Mailouts
If you are doing direct mail outs, be creative about your heading. Make it stand out from all the other Black Friday emails. Customer inboxes will be bombarded with similar emails over the coming days.
Make it different, make it count!!
6) Spamming Your Customers – No, no, no!!
Try not to spam your customers too much before, during and after, unless you have something interesting to say. They got the email the first, second and third time and now they have unsubscribed from your mailing list. Mission unaccomplished. 😐
I appreciate that this maybe your last time for big sales before the end of the year, but you also want customers that stay with you beyond this period and purchase regardless. Try not to alienate them.
Set up an email campaign that you can track through an email marketing programme or Google Analytics. If customers have not opened your emails or clicked through to your website, then leave them be. They will come back to you when they are ready and not because you are on sale.
Try and encourage brand loyalty, rather than discount junkies.
7) Just Don’t Do It
Black Friday is not for everyone, there is no law that says that you must be part of the crazy selling season. It may not fit with your brand values or alienate your customers. If discounting and mass sales is not your scene, there are other ways for you to be part of Black Friday, but still increasing sales.
Take note of Everlane, who sent out a message to their customers, saying they would not be taking part in Black Friday. Any profits from sales they made on that day would go towards a charitable cause.
8) Avoid the 404 Page!
You’ve invested all this time in gearing up for your online promotion, to find on the day of execution customers click through to find the 404 or land on the wrong page. Customers are fickle and flaky at this time of the year. You have one shot of capturing their attention or they’ll be off to the next site to part with their cash.
Check you links and fix them before the big day. http://www.brokenlinkcheck.com/
9) Simplify Your Shipping Information
A high percentage of customers are put off by shipping costs, be up front about this. If you are giving free shipping, say loud and clear and where to in the world. Don’t make it complicated and vague which make customers think if they want that purchase from your site.
10) Increase Your Conversion Rate
The shopping cart abandonment rate for online retailers in 2016 was around 67% (Baymard Institute). Reasons for cart abandonment are:
- Site wanted me to create an account;
- Complicated check out process;
- Couldn’t see the total cost of order upfront.
Simplify your processes for conversion as much as possible, by cutting out unnecessary steps. It’s Black Friday, you want their cash not their life story, so
- Limit the amount of information you ask for;
- Provide a way for people to purchase without signing in;
- Set up guest check out for this period;
- Make sure that the text for each step is properly formatted on all devices;
- Your instructions are clear;
- Copy is compelling and each step works perfectly.
There we have it. A few tips to help you on your way to improve your black Friday or Christmas selling period on your site.
To find out more on how I can assist you further with improving your online business, check out the digital service page.
Have a successful Black Friday!!
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