In short: be ready WAY before Black Friday and Cyber Monday. Have a plan and focus on (eCommerce) basics
Your Cyber November Strategy is ready by now, right? With the right strategy, Cyber November will not only increase sales, but also draw in new consumers and foster long-term relationships.
Many of our clients experience record sales with their Cyber November campaigns. Typically, they go beyond “Black Friday” and run promotional and marketing activities throughout the holiday season, establishing a foundation of growth for the year to come.
These successful retailers have one thing in common: none of them go into this hectic period without preparation, which includes covering the basics.
Here is our Cyber November cheat sheet:
Your site should be peak-proof.
Is your site ready for Black Friday traffic? Conduct tests to determine the site’s maximum bandwidth capacity, number of users/sessions, and any other element with a limit that could potentially crack.
Pages must load quickly. Like, super fast.
A site’s loading speed has a definitive influence on conversion rates – Google estimates that every extra second delay can hurt conversions by 20% (!!!). Consumers are impatient and a slow loading speed is a turn off. Make sure that your pages are loading quickly.
From A to Z: eliminate unnecessary clicks.
How many clicks does it take to reach the final checkout? Too many steps or clicks lead to abandoned carts.
Forget about mystery offers. Clearly state the promotion to facilitate conversion. Also, don’t bury the promotion. Make it quickly apparent.
Intuitive UX and search
Easy and efficient search, functional filters and quality images should be the norm throughout the year. These elements directly impact conversion and are crucial during Cyber November.
The day after: post-sale interactions
Are you ready to expedite the items that have been ordered, to respond to questions from consumers and to handle returns? A poor post-sale service hurts your reputation.
Establish a “code freeze”
Determine the date at which everything should be in place. After that time nothing, seriously nothing, should change before the holiday season. Forget about new functionality or technology. Many of our clients choose a date in September, providing them with enough time to conduct trials and make any necessary corrections.
Coordinate your plan with your eCommerce team and agency
It’s all about execution. Communicate with all of the relevant stakeholders to make sure your vision is aligned.
Keep in mind: before investing in ads and publicity, the basic elements listed above need to be in place.
Think beyond Black Friday sales. Ensure that the customer’s experience is enjoyable and easy. A promotion is good but at the end of the day, what matters is reliability and predictability. Those features encourage customers to purchase.
Cyber November provides the opportunity to create, maintain and renew relationships with customers. Those relationships should serve you through the coming year.
Crazy promotions, clever ads and flashy landing pages are only useful if the infrastructure is up to snuff. If you neglect the basics, you are putting your sales and your reputation on the line.