26 Oct 2016 12:36 by Katerina Nikolova, Copywriter at StoreGecko
Black Friday is an approaching yearly madness for the commerce world. Every year on this day thousands of brick-and-mortar shops are attacked by possessed shoppers, who have their expectations set on huge discounts.
And even though physical shops are the ones stealing the attention on Black Friday, online retailers have an increasing number of shoppers, too. Statistics even show that last year E-commerce sales were up.
According to Apparel News, in 2015 online spending on Black Friday was $1.66 billion in desktop online sales, which was up 10% over 2014.
So, if you are an E-commerce store owner and the craze of Black Friday has you wondering how to do great, there are a few things you need to take under consideration for your web store this holiday season.
You will need to increase your presence in social media during the holiday season. Pay for online ads and banners and make them go live as soon as possible. Be sure to include your discounted items so you attract more attention. After all, this is what this holiday is all about.
Send a special e-mail to your list that is all about sales. Grab their attention with an engaging heading that will make them click and include teasers about what you’ll have discounted in your store during the holiday. You don’t have to go our of your style of design just for this campaign. You can match it to how you usually make your newsletters, just make it a bit more engaging this time.
Promote coupons of discount in social media like Twitter and Facebook. You can make a game to gain more attention to your E-commerce store. A proper one is “whoever shares they get a discount coupon”. And be sure to post your items on sale on social media, as well.
The most important thing you need to take care of is your Black Friday Landing Page. It’s the first thing your customers see and exactly on this day they care about one thing - discounts. They don’t waste time to search for your items on sale through your web store, so what you have to do is point everything you want to point at the very beginning.
You can make a grabbing-the-attention image with sales and perhaps a good idea is to include a countdown clock. This will call customers to action. Create arrows (or something of this kind) on your web store that points to items on sale. If you are using Magento, there are a lot of extensions to help you with this in Magento Connect.
If you have the option for a discount code, make sure to put it on your landing page, as well. And remember - most of what you sell on this day depends on your landing page. Make it a good one and make sure to include everything above. We chose one of Dell’s Black Friday landing pages for a good example.
Product information management systems are your best friend during this time of year. They will save you a lot of time when it comes to managing your products. We know managing your data is a pain and we tried to create a painkiller in the face of StoreGecko.
For Black Friday it’s good to show both prices to your products - the original price and the discount price. When you provide shoppers with the option to compare, you have a better chance of them purchasing your goods. In Magento, there is the option to set a “Special Price” for specific time/days, which we also created in StoreGecko.
Update your products’ descriptions specifically for the holiday and consider updating your SEO optimization to match what people will most probably look for during the holiday season. Your main keywords should be free shipping, limited time offer, holiday sale, seasonal savings, etc.
The product management system you choose will help you quickly notice any out-of-stock products, which are best to be removed during Black Friday because of improving site performance. StoreGecko’s spreadsheet-like environment is good for hunting down bad data, as well.
Our advice is to maximize the cross-sell, up-sell and related potential and make sure they’re up to date. Many product management systems will save you a lot of time doing it. We think we’ve got the right tool for this - Linked Products- Cross-sell, Up-sell, Related Products.
There is no doubt that if you follow these advices, your E-commerce store will endure a lot of traffic. You have to make sure that you are prepared for this unless you want your site going down at the most valuable shopping time of the year.
Make sure all your plugins are up to date and also an important thing is to backup your information somewhere in case of your store crashing down.
Clean up your cache - this will improve the speed of your E-commerce store and thus it will improve the user experience of your customers. If they have to wait a lot for a discount page to load, they’ll be out of there on the third second.
We don’t advise you to use a low-cost server during Black Friday. Take note of this and search for a better one.
And one of the most important things - improve the mobile performance of your E-commerce store. In times when most people shop online on their mobile devices, you can’t risk with a slow or mobile unfriendly website.
Don’t panic! The most important thing on Black Friday is discounts. All you have to do is lead your customers to them and watch those shopping carts ship themselves.
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