As we face the final stretch of the year, online and physical stores are gearing up for two of the most important dates of the year Christmas and Black Friday. The sales made during these dates, can account for up to 30% of the total, which means that it is important to prepare eCommerce to face these dates and increase sales.
Black Friday is one of the best dates to improve sales and increase the visibility of an electronic store.
-Plan: Planning is one of the pillars of success in any digital marketing action. In this case, it is advisable not to leave the planning to the last moment, on the contrary, the sooner we start planning, the better we can plan all actions.
-Guides and comparisons: Good content also attracts visits to online stores. Creating product guides, comparisons and all kinds of content that can be shared on social networks, is a good way to increase the visibility of a store and attract new customers. In this sense, the content should be adapted to the user’s search intention, so it will be easier for them to go ahead and buy a product.
-Gift lists: Sticking with the content theme, one type of article that is always liked are lists. It is a very easy to consume content, informative and offers ideas. In this sense, an excellent content for Black Friday, could be a list of gift ideas. Of course, each item on this list should contain a link to one of the products on offer in the sale.
-Website Speed: If a user is interested in buying a product, but when they get to the store, it starts to go slow, freezes or has performance problems, they will surely distrust and abandon the purchase. It is important to check the performance of the page and make sure it goes as fast as possible.
-Update the store image: The first impression is very important, if a customer comes to a website with an outdated look, texts full of errors and the like, he will surely leave the store and look for another one. It is very important that the website has a neat visual appearance, with high resolution images, a modern and light design, as well as texts that are attractive and that generate a connection with the user.
-Organize offers: Customers shopping during Black Friday or Cyber Monday are looking for attractive offers. They should be planned to be able to sell the stock in a strategic way, so that they allow us to create a balance between the objectives of the company and the needs of customers.
-Social media: An online store must have a strong presence on social networks. Above all, in those that can favor your sales, such as Instagram. On the other hand, in this type of dates, it is more important than ever to reach the right audience, since they will be the ones who buy our products. It is important to review this point, as well as the work you have been doing. Then, with this information, you should create an appropriate publication calendar for Black Friday.
-Customer Service: More traffic and more sales, often go hand in hand with more eventualities and problems. For this reason, it is important that the customer service of the store is prepared to deal with the increase in requests for help.
-Mailing list: The mailing list is one of the main pillars of any online store. Usually, these lists are composed of people who have already made a purchase in the store, so it is important to know how to take advantage of this tool. First of all, the list must be correctly segmented, either by product category or by type of buyer. In this sense, it is possible to take advantage of Black Friday to send a segmented email with personalized offers for each segment.
-Have a plan B: If we have learned anything from the COVID-19 pandemic, it is that we have to be prepared for the unexpected. In this sense, it is highly recommended to have a plan B in case one of the actions we have planned does not work or it is not possible to implement it for any reason. For example, if the auction prices for an ad skyrocket, it would be appropriate to have an alternative, such as an email marketing strategy.
-Abandoned carts: There are many reasons why a user might abandon a shopping cart halfway through. Maybe they were simply looking at the prices and found something better, or maybe the checkout process of the store doesn’t work well or is too complex. In any case, it’s important to know what happened. To do this, if you have the email address of these users, you can send a message asking for the reasons or simply reminding them that they have products in their shopping cart. Thanks to email management tools, this type of action can be automated, which saves a lot of time.
-Optimize checkout: One of the main barriers of any online store is the Checkout process. If it is complicated or malfunctioning, users will abandon their carts full of products and look for other, better configured pages. If a customer abandons their cart at this last point because of a problem with the checkout process, they will never return to the store. That’s why it’s especially important to thoroughly review the checkout and make sure that everything is working properly and that the checkout process is simple, doesn’t ask for too much data, and goes as quickly as possible.
