In the retail sphere, no two days are as relentlessly hyped as Black Friday and Cyber Monday. Everyone knows that these days are important days to put conversion boosting strategies into action. Some may wonder “Why all the fuss?” Let’s examine some of the data.
In 2017, ecommerce shoppers spent $7.9 billion on Black Friday weekend. That includes a robust $2+ billion dollars via mobile devices.
On average, the holiday season accounts for more than 30% of retailers’ total sales for the year. However, 85% of retail purchases during the 2017 holiday season were made in a brick and mortar store, in spite of the lines, waits, and trampling hazards.
To remain a contender in this highly competitive period, all the stops must be pulled out. Online retailers cannot rest, thinking that the convenience of online shopping is enough to draw in customers.
Online sites are directly competing for brick and mortar dollars. Which means ecommerce sites must bring something creative or enticing to the table.
Here are three tips to get you ready for the biggest shopping days of the year.
Prepare Your Site for the Rush
One obvious perk of online Black Friday shopping is not having to wait in long lines. However, the online equivalent of this problem is one that plagues retailers every year: crashed websites.
A recent example of this occurred on 2018’s “Prime Day,” a Black Friday II pioneered by Amazon. Despite being the most successful online company in the world, the website crashed and burned within minutes of the sale’s launch. Millions of angry customers were unable to complete their purchases.
The incident was widely lampooned in the media and proved that even a ecommerce giant like Amazon was capable of a massive blunder.
This problem frequently happens on smaller scale across the internet. When it does, it’s a big problem. In fact, research shows that each extra second of loading time on your site equates to a 7% decrease in conversions.
If your site is heavy on images, a tool like Compressor.io can help cut down your load time significantly. Quicker load time often equates to more sales.
Emphasize Urgency with Doorbusters
Urgency is an effective year-round sales tactic. However, it becomes even more effective during the Black Friday/Cyber Monday rush. Shoppers feel a sense of urgency during this time anyway. They know they’re up against other shoppers to secure excellent deals. Unlike in a physical store, camping out can’t help them claim their deal faster.
As a result, urgency tactics that focus on inventory or product availability are extremely helpful in giving customers that extra push.
A popular tactic is low stock alerts. Although certain popular items do occasionally sell out throughout the year, the chance of a popular item selling out during BFCM is quite high. Displaying low stock alerts when a particular item is selling quickly can be extremely effective for spurring sales.
One of the most popular urgency tactics is the use of a timer. Black Friday and Cyber Monday are both known for their time sensitive deals. Reminding consumers of the time remaining to secure certain items can easily be a conversion catalyst.
Invest in Your Email Strategy
Although the concept sounds outdated, two of the most popular ways that Black Friday ads are circulated is via snail mail and newspapers. Very few online companies take that approach since it’s considered old fashioned. However, sites cannot expect people to simply check their website on Black Friday to see what the deals are. This is where an email remarketing strategy comes in.
The best way to advertise your Black Friday sale is to build up suspense over time. Utilize your social media accounts to create buzz around hot items and organically build interest.
Just as film marketers release “teasers” for major motion pictures, it makes sense to start early and slowly build interest in the sale before the big reveal.
That being said, be careful not to send so many emails that people tune you out and unsubscribe. The key is to blend entertaining, engaging content with promotion of the sale, in turn increasing the likelihood that customers will make your sale a priority.
Another great way to encourage sales is the use of wishlists, promoted via your email strategy. Wishlists are a win for everyone involved. They’re extremely inexpensive to implement and reduce friction to conversion.
Meanwhile, holiday shoppers appreciate having a predetermined set of gift ideas for a particular person. Additionally, the creators of the list appreciate getting gifts that are relevant to them.
Plus, most wishlist strategies include links to the items themselves, so you can be sure that shoppers return to your site to buy the item as opposed to somewhere else.
Wishlists can also be used beyond holidays. If you’re not using a wishlist strategy, it’s time to implement one.
Black Friday and Cyber Monday are extremely important days for your bottom line. By implementing the proper engagement methods and strategies, you can ensure you’re maximizing the return you see from your campaigns. But don’t just take our word for it, try one of these on for size and let us know your results.
Looking for More Ways to Increase Your Conversions?
Check out UpSellit’s 27 Attributes of an Effective Email. This in-depth guide covers the ins-and-outs of crafting the perfect remarketing email. It’s a great resource and it’s totally free! Download it today and start writing awesome emails that convert.