With this year’s Black Friday and Cyber Monday expected to be the biggest traffic peak of the year, this can be a pivotal time for e-commerce retailers. While it might be a little too late for any major site changes, there’s still a lot you can do to make the most of the busy season.
We’ve put together some last-minute fixes and top industry tips to increase sales and improve performance throughout Q4.
Stress test your site
With this years Black Friday falling closer to Christmas than the previous 5 years, it’s safe to say you can expect an increase in demand this November. Before the 29th it’s essential to ensure that your site is prepared to handle the traffic increase of bargain shoppers, an effective method being to perform load tests on your website to ensure you can withstand large surges of traffic.
Another factor to keep track of in the build up to Black Friday is your sites speed, slower load times will usually deter shoppers through poor usability. With not long left to prepare, a quick and effective method for speeding up your site is to enable compression in your sites backend – the smaller your files, the faster your page will load.
Refine your checkout process
Any unnecessary friction or distractions at the checkout process can seriously take a toll on your sales during the busy period, so it’s vital to identify any areas for improvement before the traffic influx. Take a look at your analytics and your sites heat map to determine at which point in the transaction you are losing your customers. And whilst analysing your sites functionality for the big weekend, be sure not to overlook your most valuable source of information – customer feedback.
Launch cart abandonment emails
Black Friday and Cyber Monday are all about the deals so, it’s likely consumers will visit multiple sites hunting around for the best deals before purchasing, meaning you are likely to see an increase in cart abandonment rates as potential customers leave their baskets to shop around. This is the perfect opportunity to run abandoned cart campaigns through your email marketing.
Abandoned cart emails are a way to remind customers of items they might have forgotten about during their Black Friday spree, enticing them to come back and finish the purchase.
Achieve high search visibility with PPC
Black Friday PPC is different. You have 24 hours to make the absolute most out of your campaigns with the wrong ad, wrong bid and wrong settings having a big effect on your holiday revenue. Kelkoo Group has 20 years’ experience in ecommerce, digital advertising and consumer analytics. We can support your entire campaign, from set up through to tracking sales and conversion data to help you get the results your online store needs to succeed. Feel free to get in touch to find out more about how our product portfolio can drive quality traffic to your online store and improve your online presence.