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Top 10 Things eCommerce Marketers Need for Black Friday & Cyber Monday

Don’t hit the sack just yet, there’s so much to do before Black Friday on November 24th!

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Black Friday is important because this is the shopping day on which many retailers have traditionally made enough sales to put them in the “black” for the year.

Black Friday and Cyber Monday are now two of the biggest shopping days worldwide, and there is a lot at stake.

For those in eCommerce, it’s the perfect time to attract shoppers to your door. It’s also an amazing way to grease the wheels for the all important Christmas rush. We’ll explore the top 10 things eCommerce marketers must do to take advantage of the soaring conversion rates and demand.

1) Take a closer look at your stock levels weeks before Black Friday. If you don’t have inventory to sell, your business will have zero chance of leveraging the benefits of even the most cutting-edge Black Friday eCommerce trends. Dropshipping is great, but there are sometimes no guarantees that your suppliers won’t sell out of key products during Black Friday, leaving you with no option but an embarrassing refund.

2) What will be your pricing strategy? eCommerce shoppers are extremely price driven.

Although each individual store varies, it’s not uncommon to see the following discounts

Travel: 60%.
Office supplies: 50%.
Electronics: 47%.
Clothing: 32%.
Gifts: 31%.

It’s likely that some of your suppliers and distributors themselves have thought about pricing. Ask them what they are discounting, and special bundles and promotions, and reflect it when the time is right.

3) Use Black Friday and Cyber Monday related keywords in your paid search campaigns. For e.g: Electronics Black Friday, Shoes Cyber Monday etc. Look for “interests” and “topics” related to Black Friday or generic gifting periods in your Paid Social and Display Network campaigns.

4) Create the Landing Pages that mention Black Friday and Cyber Monday. This could be as simple as including a site wide banner. Other options including a home page banner, or creating which lists all discounted products. Don’t be afraid to put this live early and gather interest by asking for email subscribers as BigW did very early below.

5) Send out Black Friday & Cyber Monday email campaigns leading up to the event. Timing emails for Black Friday requires some prep work, but they are definitely sent earlier and earlier every year. Google Trends now shows that interest in Black Friday starts about 5 weeks before the event. A well crafted email showcasing what will be discounted and driving back to your website will be an important component in activating your existing customers.

6) Coupon codes like BLACKFRIDAY are an amazing way to communicate savings to consumers. Decide if you will create a store wide coupon code, or if it will apply to certain products only. If you are using deal sites like Ozbargain, ensure you have all offers drafted and ready to submit. If you are using affiliate networks like Commission Factory or Rakuten, communication will be key as BF/CM banners and offers can really help with CTR during this period. Finally, don’t forget offline marketing like pamphlets, catalogues and flyers. For advertisers who have both online and brick and mortar channels, handing out flyers describing your offer can help drive people into store to redeem your coupon code.

7) Test your websites ability to scale with users and check your site speed. A slow page speed kills your chances at a sale: 46% of shoppers have said they’ll never return to a slow website. No point in all this planning if you can’t convert on game day.

8) As well as being one of the largest Sale days of the year, you may find that Black Friday and Cyber Monday also deliver records for daily unique visitors. Keep some retargeting strategies in place so you can follow up with people who never checked out online. Also, collecting email addresses or other soft conversion points like downloading of pdfs or joining your socials is valuable.

9) Focus on the Customer Experience – Staff Appropriately: As traffic increases during Black Friday & Cyber Monday so too does the need for customer support, developers committed to problem-solving, and salespeople ready to answer phone calls. Automated ChatBots can help here.

10) Review last years analytics and lessons learned. Jump into your site side analytics tool and investigate last years numbers, especially traffic sources and product skews purchased. The most important part of this is a forecasting exercise around advertising budgets needed for the day. Be prepared to spend up to 5 times more than your usual daily spend caps on important channels like Google Search Ads and Facebook Ads.

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