Home Retail Top five ways e-commerce retailers can maximise sales this Black Friday

Top five ways e-commerce retailers can maximise sales this Black Friday

by Ozva Admin

In recent years, Black Friday has transformed from a single day to a nearly week-long event of retail sales and promotions. Consumers now expect physical and online stores to participate and the buildup can be almost as big as the event itself.

As part of the latest Bdaily feature, retail weekWe heard from Alex Borg, Technical Operations Manager at London-based fulfillment provider Zendbox, who shares five ways eCommerce stores can prepare for Black Friday sales and how getting organized is the key to success. Keep reading to know more…

5. Sweep your website:

“With billions spent every year around Black Friday, you don’t want to lose sales due to a technically poor website. Audit your entire site to check for any potential issues that the Black Friday traffic surge may cause.

“Start with the speed of your site; a slow website can turn people away right away. Things like cleaning up your media library and optimizing images can help, but you may also need to consider a fast host to really make your site reliable.”

“Check each page to make sure there are no broken pages or expired links; Nobody likes to see a 404 error message when looking for Black Friday deals. Finally, go through the payment process.

“It’s transparent? Could you add more payment methods? Is there a guest checkout and more importantly is it mobile friendly? Cart abandonment for Black Friday sits at around 77% (Source: salecycle.com), so do everything you can to improve this final step for the user.”

4. Optimize your content:

“It’s no use having great products at bargain prices if customers can’t find them. Read your current category copy and see if it can be enhanced to include more keywords around the specific product, or if it can be shortened and clarified for a better user experience.

“Update any product with clear title tags and descriptions. Use bullet points if possible. This will make your content informative for your customer, but also easier for search engines to crawl.”

“Do this ahead of time. Many people will research what they want to buy on Black Friday and possibly come back for a discount during the event. You want people to get into the funnel early on so they will remember you when the time comes.”

3. Inventory analysis:

“It goes without saying that having enough stock is the number one rule for Black Friday. Complete a comprehensive analysis of everything you have in stock and analyze sales from the previous Black Friday to forecast this year’s sales. Using an automated system will eliminate the margin for error, so now might be a good time to look into an inventory analysis tool if you don’t already have one.”

“You may have decided to run your trading using a loss leader or break-even product. In which case, use the sales predictions to decide which products would be best fit for your purpose, and then check to see if you have enough in stock; if not, you can re-order before the Black Friday deadline.”

2. Customer service:

“Black Friday can be a very hectic time for e-commerce stores, but also for customers. Many consumers stock up before Christmas or have multiple orders from multiple retailers. Providing excellent customer service could help with initial sales but more importantly with repeat business and loyalty.

“Fix any potential issues such as out of stock, defective items, or late deliveries and update staff training in these areas. Please consider adding a chat feature to your website, if possible, to provide an initial response to any queries.”

“Delivery is a critical area for all e-commerce companies. In fact, 63 percent of consumers cite speed of delivery as an important factor when shopping online (Source: salecycle.com).

“Find out how you’ll cope with increasing shipping demands so customers don’t have to wait too long. You may need to use temporary staff or outsource your fulfillment operations to keep buyers happy.”

1. Marketing:

“Now is not the time to cut back on marketing. It can be easy to focus on the logistics of Black Friday, but marketing is just as important. Plan ahead for people who are browsing now and waiting for Black Friday discounts by installing a popup box on your site.

“Suggest that by leaving an email address, they will be the first to know when an item is on sale for Black Friday. Look at the items that people are searching for the most, or what sold in high volume last year, and build email marketing around this.”

“Finally, don’t forget about social media. Increase your marketing efforts in this area and even consider social selling. TikTok has seen exponential growth of sellers on the platform. Black Friday might be the right time to get your teeth into a TikTok Shop or Instagram Shop.”


By matthew neville – Correspondent, Bdaily

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