With the busy holiday period approaching, online retailers can get business savvy with our Black Friday tips.
While we have mentioned how to prepare for Black Friday before, this year we have some Black Friday tips to help online retailers get in front of their customers.
Spread the word with advertising
Offering great deals is at the heart of Black Friday, but you need to spread the word, so people know they exist. Arrange the discounts you want to offer with plenty of time to spare so you can get any graphics ready for advertisements, such as banners, and even images for email campaigns, depending on how you wish to share the news.
Social media talk
Along with graphics, social media is a good place to start to let people know what you’re offering this Black Friday. First of all, you must determine the best platform for your target audience, that way you can regularly share your products and branded content with people who are more likely to purchase from you. You could even experiment with the ‘buy’ button on sites such as Twitter to make it even easier for consumers to purchase your products.
Try not to go overboard, start early and limit yourself to a few tweets/updates a day to avoid bombarding your followers. You could also go down the social media advertisement route; for a small fee, you can use one update to spread the word to your entire target audience.
Create a specific Black Friday page on your site so you can keep all of your deals in one place. This is so shoppers find the discounted products through easy navigation, without too much searching. Ensure it’s organised, so the most sought-after offers are visible as soon as consumers click on the page. Mix it up and change the order of products based on what’s popular and what isn’t selling.
Ensure all of your stock on the website is up-to-date because the last thing you need on a hectic Black Friday is complaints about trying to order products that are actually out of stock. Keep things simple, and make sure consumers can navigate around your site easily and efficiently. Customers want to find the best deals as quickly as possible.
Measure last year to predict this year
If you participated in Black Friday last year, make sure to measure your analytics to predict consumer buying behaviour this time around. Information such as what they bought, how much they spent and where they came from, will help you discover which discounts to offer and where to focus activities.
Go the extra mile
We have said it before, and we will repeat it: Consumers have come to expect free shipping as a standard rather than a perk. We understand it is not easy for every business to offer this, especially during Black Friday when products are discounted. However, if you can afford to offer free delivery, even after a certain price point, you’re very likely to see a higher conversion rate.
If free shipping is out of the question, you could try offering other incentives such as:
- A free gift
- Gift wrapping with every Black Friday purchase.
- 60-day return policy
Make sure your site is ready to go
Are all of your plugins up-to-date? If not, you face a high risk of your website crashing on one of the busiest days of the year. Ensure you update all of your website plugins and double check all internal links point to the correct pages and products, to avoid ‘404’ errors and miscommunication with customers.
Get a head start
Retailers like Amazon start sharing Black Friday offers almost two weeks early to get ahead of competitors. If you want to get your deals out there before other companies, it’s worth getting ahead of the rush to see if you can cash in.