As the countdown to Black Friday begins, it’s the perfect opportunity for e-commerce websites to maximise their sales. According to Wunderman Thompson in their Black Friday 2023 UK report, a significant 76% of Black Friday shopping in 2023 is anticipated to be conducted online.
However, due to the current financial climate, people are more savvy about securing the best deals. The report identified only 37% of consumers believe they get the best deals of the year during Black Friday. Therefore, it’s important to make sure you are offering a genuine deal to your customers, with price comparison tools and tracking apps such as PriceRunner and Karma growing in popularity due to UK consumers being more selective when it comes to making purchases. Shopify’s Black Friday Cyber Monday 2023 report revealed 84% of them actively compare prices to ensure they are getting the best value for their money. Also, 68% of consumers consider cost as one of the top factors when deciding to switch to a different brand.
With Buy Now Pay Later (BNPL) services also offering price comparisons and automatic coupon applications at checkout, such as Klarna (currently the most downloaded BNPL app in the UK), it’s important to make sure you have optimised your deals. This should include both pricing and enhancing discoverability by these apps and trackers, as they will scrape your site to track the pricing history of your Black Friday deals.
of Black Friday shopping in 2023 is anticipated to be conducted online.
Prepare for the largest shopping day of the year on November 24th by following these valuable tips to enhance your online store:
Mobile optimisation – enhancing the mobile shopping experience:
Mobile shopping has increased, so optimising your website for mobile users is crucial. In their 2022 analysis of Black Friday and Cyber Monday, Salesforce discovered that a significant 76% of e-commerce traffic in this period was generated through mobile devices. Ensure your website is responsive, with well-designed mobile interfaces and fast loading times. Mobile users get impatient with slow sites, especially when they’re looking for deals. So, boost performance to ensure a seamless shopping experience on smaller screens.
Website speed – The need for lightning-fast loading:
Website speed is a non-negotiable factor when preparing for Black Friday. Slow-loading pages can lead to high bounce rates and cart abandonment. Compress images, employ browser caching, and minimise external scripts to enhance loading times. Additionally, consider utilising a content delivery network (CDN) to efficiently serve content to users from various locations.
Stock and inventory management – ensuring adequate supply:
To meet the high demand of Black Friday shoppers, meticulous inventory management is vital. Use real-time inventory tracking to provide accurate product counts on your website. Implement low-stock alerts and scarcity indicators to create a sense of urgency and encourage faster decision-making.
User experience – increasing conversation rates:
To meet the high demand of Black Friday shoppers, meticulous inventory management is vital. Use real-time inventory tracking to provide accurate product counts on your website. Implement low-stock alerts and scarcity indicators to create a sense of urgency and encourage faster decision-making.
Promotional campaigns – crafting enticing offers:
Create Black Friday promotions and discounts that capture your audience’s attention. Showcase these special offers prominently on your homepage and product pages. Experiment with time-limited deals or special discounts for early shoppers to create a sense of urgency and anticipation.
Email marketing – building anticipation and loyalty:
Email marketing campaigns are a powerful tool in your Black Friday strategy for your loyal customers. Email your subscribers early to keep them informed about your upcoming Black Friday deals. Include teaser content and exclusive offers to build excitement and entice them to visit your site.
Social media promotion – maximising visibility:
Use your social media presence to generate buzz around your Black Friday sale. Create visually appealing posts, include relevant hashtags, and engage with your audience to increase your online visibility. Encourage user-generated content through contests and giveaways, boosting your brand’s presence even further.
Security and trust – reassuring shoppers:
Customers need to feel secure when making online purchases. Secure your website with the latest security measures and encryption. Display trust signals, such as SSL certificates and customer reviews, to build trust with your audience and assure them of their safety whilst on your website.
Customer support – ready for the influx:
Prepare your customer support team to handle the increased enquiries and potential issues that may arise on Black Friday. Provide live chat or a responsive helpline for excellent customer service that distinguishes you from competitors and encourages repeat business.
Testing and monitoring – real-time optimisation:
Before Black Friday, thoroughly test your website’s performance under heavy traffic. Keep a close eye on your site during Black Friday to promptly resolve any issues and provide a smooth shopping experience for customers.
Black Friday presents ecommerce businesses with an unrivalled opportunity to boost sales and attract new customers. By focusing on mobile optimisation, website speed, stock management, user experience, marketing strategies, security, and customer support, you can ensure that your online store is ready to handle the Black Friday rush. If you implement these strategies early, you’ll be well-prepared to seize the enormous potential of this day. Have a chat with us to understand how we can elevate your Black Friday strategy.
