The question on the minds of everyone running an Ecommerce business at this time of year is ‘Am I ready for Black Friday?’. With Black Friday, Cyber Monday, Halloween, and the Festive Season looming you need to be absolutely sure you can cope with the influx of sales without compromising on the quality of your customer service. You also need to have all your marketing ducks in a row to capitalise on this phenomenal opportunity to boost your online sales.
On Cyber Monday in 2018, US shoppers spent $7.9 billion online, on that day alone. Shopify, which has never gone down on Black Friday or Cyber Monday, processed over $1.5 billion in sales over the four days of BFCM.
There is no better time than now to look at all your processes and start doing some upgrades and housekeeping. The size of your business will affect the scale of the undertaking but there are a few things we can point out for you that you should be taking into consideration in making the most of the craziness that is to come. The good news is that all the fruits of your efforts don’t just stop there, this will also put your Ecommerce business in good stead for the rest of the year too.
Take a moment to get back to the basics - starting with your product. Make sure that it is these 5 things:
- In demand
- Of high quality
- Well explained on your website
- Well presented
- Correctly priced
If even one of these are questionable then consider not pushing that product to the front lines, or spend some resources tightening up your product strategy.
Consider your current man-power, will you be able to cope with the influx of sales if business, say, doubles? If your projections for the rise in sales at the end of the year are solid (perhaps based on last years numbers - still accounting for growth during this year) then it should be quite easy to figure out whether you’re going to cope with fulfillment and customer support. If you need to hire some staff but don’t need a bigger team full-time, consider hiring seasonal staff or freelancers until things go back to normal.
Make sure everyone is on board with the possibility of a bit of overtime during the 4-day bonanza that is Black Friday/Cyber Monday, and ensure they’re all on the same page about rotas and support. Things will very likely get hectic during this period with the influx of orders and the pressure to keep up with fulfillment, without also having to deal with housekeeping issues.
Will you be able to keep up without compromising on something? Be smart about keeping track of your stock, perhaps look into Shopify apps like Stock2Shop to monitor stock levels to ensure you don’t sell products you don’t have stock of. This helps you to avoid customer frustration and to keep shipping deadlines. If the turnover for shipping is going to be longer, due to greater demand, make your customers aware of changes to expected delivery times or find a way to optimise your fulfillment processes. Try as much as possible to keep your fulfillment fast and efficient, while keeping your customers in the loop as much as possible.
Given the likelihood of significantly more orders than usual over this period, consider putting a little something extra in your packages this year. A hand written note, a voucher for another purchase, a small free gift or anything else that you can budget for that will endear you to your customers and ensure a fruitful Q1 of 2020 as well as increased customer retention.
Often most overlooked is the value of marketing, however it forms a firm pillar in the model for successful Ecommerce. It is indeed a broad term and covers everything that represents your brand online, as well as processes that go into generating new business opportunities. These are our top seven marketing initiatives to channel your energies into:
- Organic - includes word-of-mouth, viral marketing, PR, social media, network marketing, direct sales, and anything else where customers come to you naturally over time.Content - these include blogs or articles, creating education media (about your product or the need thereof), useful pieces of content like free guides or infographics.
- Paid - online affords many places to pay for advertising including Google Ads and Facebook/Instagram Ads (this includes boosted or sponsored content).
- Social - all the social platforms that your market frequent, often includes Facebook, Instagram, LinkedIn, Pinterest and Twitter.
- Email - keep in touch with your potential customers via email through newsletters and other email campaigns. Optimise your transactional emails to boost repeat sales using tools like Spently to automate it.
- Automation - automated marketing campaigns can be ‘always-on’ lead generating channels. They can be setup once and run automatically, warming up leads and bringing in sales. Look into implementing an automation flow tool like Klaviyo to take full advantage.
- Reviews - customer reviews are new age, ‘word-of-mouth’ gold. Incorporate customer reviews into your completed sales follow up and your automated processes.
A lot of brands use this as a great time to implement incentives such as discounts, buy-one-get-one-free deals, store points, or free shipping. These are great ways to try and win over customers from competitors who may be offering a similar product range. They also encourage repeat business and customer loyalty, especially if the reward system accumulates benefits with every purchase (for example).
Warm up your customers in the weeks building up to the big event; hint at deals and discounts, encourage customers to build wish lists and share your content. You can even offer pre-ordering for limited stock items.
Your Ecommerce store is the most important thing alongside your product, so use every metric at your disposal to iron out any UX issues or faults before the big day - you don’t want to miss out on sales or have your site go down. You can use Google Analytics metrics for user data, but also Shopify apps like Hotjar (a heat mapping tool) to find out where your users are getting stuck and make some tweaks. Just as a general rule, we’ve added some tips below to help prepare your website for this busy time:
- Don’t launch anything too bold - now is not the time to test out something big and fancy, focus on making sure that what you have works perfectly.
- Keep UX simple - make sure your path to purchase is clear and unhindered.
- Conduct user testing - if you have the time, conduct some testing with your users to further fine tune your website to optimise its user-friendliness.
Everything before this is going to set you up in good stead for everything BFCM can throw at you, but what about after the dust settles? There’s still plenty of work to do as the ripples of BFCM aftermath still offer a lot of potential for conversions:
Follow up with any of your customers who abandoned their carts by sending them an email to encourage them to complete the purchase. They may need help or you can offer a discount if they make the purchase within a tight timeframe (eg. in the next 24hrs or by 5pm, etc.).
Stock clearance sale
Throw a Black Friday clearance sale in the immediate weeks following to get rid of any extra stock, your customers will love it especially if they missed out on BFCM.
Grow your mailing list
You may have had a lot of first time buyers on your site; send them a mail to tempt them to sign up for your mailing list for more amazing specials (this is a great time to expand your customer database!).
Repeat purchases, cross-selling, and gathering customer reviews should be on your radar now. Using your transactional emails and follow up emails to cleverly place related products in front of them is a great way to boost your repeat and cross-sell purchases. Encourage your customers to make further purchases with the incentive of time-sensitive discount coupons, or extend your free shipping deals.
Planning for Black Friday 2020
It’s a bit late now to be looking at conversion optimisation for 2019 BFCM, but you should be aiming to get ahead of things for next year and next year’s gifting season. For this, we now offer a stand-alone CRO service called ConversionBoost. It’s designed for established stores that already have a baseline of performance. Stores with a certain level of traffic and sales will see the best results. If you are just getting started, though, and want to know how you can best optimise your sales for your growing store, we can help too. Ready to take your Shopify store to the next level? Apply now.