Black Friday Marketing: E-Commerce

  • Author: Ana Watts

On Black Friday, e-commerce websites typically experience large peaks in interest from shoppers searching the internet for bargains. This presents retailers with a huge opportunity to take advantage of increased search traffic and maximise their conversion.

1. Optimise Your Website

Without optimising your website for conversion, it’s likely that you’ll notice a high bounce rate and a significant cart abandonment rate. When online shopping, users expect the site to load quickly, especially during an event like Black Friday. 

To improve the website’s loading speed, try optimising your images by reducing their files size and serving your site’s images in next-gen formats (i.e. WebP, JPEG 2000, JPEG XR). This will help to improve page speed, offering a better user experience and reducing bounce rates across your website’s pages, which means higher conversion rates!

By using an online website speed tester, you can not only measure the loading time, but the tool will also suggest which areas you need to optimise.

2. Build Anticipation

To make the most out of your Black Friday offers, it’s important to build some momentum and anticipation. In order to maximise reach, start your campaign approximately a month in advance. Utilise your social media accounts to notify your organic followers about your upcoming offers/sale, then increase awareness with paid social ads (typically, Facebook and Instagram are the best for online retailers). 

Another effective way to build anticipation is to create an email campaign. We’d recommend creating a series of e-shots, each acting as a separate nudge point, to be sent out to current customers and those who have subscribed to receive updates.

3. Encourage Immediate Action 

By creating a sense of urgency, shoppers are more likely to buy there and then, opposed to leaving the site, thinking about it and then potentially coming back.

A lot of online retailers fall into the trap of having constant sales and offering prolonged discounts. Not only does this cheapen your overall brand, but as shoppers start to notice your discounting practices, they start to expect that level of discount and will refuse to purchase at full price – resulting in lower profit margins. 

Instead, focus on:

  • Limited time offers – emphasise the fact that it is time sensitive, include a live countdown to promote urgency and use language such as ‘don’t miss out’, ‘offer ending soon’ and ‘limited time only’.
  • Clearance sales – when launching a clearance sale, it creates the impression that there is low stock, which won’t be restocked again. Shoppers are therefore more likely to purchase immediately, rather than waiting. Use language such as ‘whilst stocks last’, ‘when it’s gone, it’s gone’ and ‘limited stock available’.
  • Exclusive discounts – by offering exclusive discounts to your email list, previous customers or members, you can achieve a much higher engagement level, as it comes across as more personal. 

4. Up-sell/Cross-sell

Make the most out of your Black Friday campaign, by cross-selling and/or up-selling your products. A lot of large online retailers, such as Amazon and ASOS, are pretty savvy when it comes to this, using techniques such as:

  • Having a ‘Frequently bought together’ section on individual products pages.
  • Prompting users with a ‘You May Also Like’ section, based on the products they’re looking at.
  • Offering free shipping or additional discount when a shopper meets a minimum order threshold.
  • Putting together discounted bundles.
  • Offering a free gift when users buy specific products.

5. Rescue Abandoned Carts

Cart abandonment rates shoot up during the Black Friday period, due to people shopping around to try and get the best deal. It’s therefore important to give shoppers a gentle nudge, and remind/convince them to complete their purchase.

One of the easiest and simplest ways to reduce cart abandonment is to implement and exit intent popup – this detects when the cursor moves up and out of the browser, and prompts the user to complete their purchase. At this stage, you may wish to offer an additional discount or create a sense of urgency, in order to get the sale over the line.

If the shopper goes through the checkout process, then bounces off at the last minute, follow up with an e-shot to give them a final nudge. Again, consider offering an additional incentive, to persuade people to revisit your online store.

 

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