For most businesses, Black Friday is the busiest time of the year. One of the most important things that can help you stand out in this hectic season (and the one that, surprisingly, not everyone pays attention to) is a convenient eCommerce website that works smoothly.
Imagine, with so many potential clients and transactions, there are tons of things that can go wrong. Still, with a few preparations, you can make the website work for you, and not against you. Just follow these few tips before launching your campaign and you will be getting that all-important edge over your competitors in no time!
If you are looking for tips to improve your eCommerce website as a whole, check out this article instead.
Tip 1. A fast eCommerce website is a website that sells.
It’s no rocket science: the longer a page takes to load, the higher the chance is that visitors are going to leave. Especially if they are browsing from a smartphone. In fact, according to Google, if a page takes more than 3 seconds to load, 53% of visitors from mobile will leave. Furthermore, over 46% of shoppers have said they will never return to a slow website.
Not to worry though, as this is actually a blessing in disguise. If you make your eCommerce website just a tad bit faster than your competitors, your chance of attracting (and maintaining) customers rises dramatically.
Speed testing is your friend.
Start with performing a speed test. There are many speed test tools that you can use, however, we recommend Google’s PageSpeed. It analyzes the speed of your site and even gives you tips on how you can improve it. Quite convenient, isn’t it?
Also, make sure that your checkout process runs smoothly. With such stiff competition, time will be of the essence. However, if your clients can check out quickly and without any problems – they are sure to come back!
Magento 2 can do magic!
Keep in mind that speed also greatly depends on the platform that you used to develop your website. Many popular eCommerce platforms, surprisingly, have quite limited capabilities in this regard.
This, however, cannot be said about Magento 2 – one of the most popular and widely used eCommerce platforms in the world. The latest version has been released not so long ago and it can (literally) do magic for your page load speed. In fact, it has scored an impressive 97/100 on a recent performance optimization test. With results like this, just imagine what it can do for your business.
Even if you have already chosen a different eCommerce platform, it’s never too late to switch and take full advantage of Magento 2 benefits. And Forbytes can help you out!
Tip 2. Make sure that everything works correctly on your website.
Can my website handle lots of traffic? Are the URLs leading where they are supposed to? Do they work?
If the answer to any of those questions is “No” – you will run into a risk of losing clients. Therefore, check (and double-check) everything before you launch your Black Friday campaign and you won’t have any problems.
No stress with high traffic tests.
First of all, stress test your site by checking how it will behave under high traffic. No need to do it every day, of course. Still, a test or two before launching your Black Friday campaign can be a game-changer.
Think about it. You want to have lots of visitors on your eCommerce website, right? And, if you did your marketing campaign properly, you will. What you don’t want is to have it crash or become unresponsive at busy times. So, prepare in advance – stress test your website.
Check them links!
Another thing that you should keep in mind is your URLs. If the “Cart” button instead leads your clients to a catalog – they will assume (correctly) that your website is broken. To avoid this, simply run a few tests, and go through a checkout process a couple of times. This will be enough to ensure that you make a good impression on your clients.
Tip 3. An eCommerce website that looks good on mobile = more transactions.
Mobile internet traffic has officially surpassed desktop traffic all the way back in 2016. Nowadays, more and more users visit your store from smartphones and tablets. For example, Yelp has recently reached a new high in unique visitors from mobile, with over 75 million in the 2nd quarter of 2019!
This means that having a website that is convenient and easy-to-use on a smartphone puts you in a great advantage. Especially in the time of increased sales and competition such as Black Friday.
Spend more to earn more.
So, invest heavily in a fast and user-friendly mobile version. If you already have a mobile version – spend a considerable amount of time testing and improving it. There are many tools that can help you make your website as mobile-friendly as possible.
Besides improving user experience and bringing more visitors, a well-optimized mobile version does other things too. It increases the average time spent on your pages, makes load speed a lot faster and, even more importantly, improves your SEO. This leads us to…
Tip 4. Invest in SEO and be the first who shows up in a search.
Let’s face it – even if you have the most user-friendly and well-optimized website, nobody is going to buy anything from it if they can’t find it. And how can they find it? Using Google or any other search engine, of course!
Everyone is fighting for those top spots on the search page. However, only those who spent lots of time and resources on SEO (search engine optimization) win.
Some fancy SEO terms.
If you want more people to find your eCommerce store, there’s a lot you need to consider. Many things can rank up your website and draw new visitors to it: extensive keyword research and optimization, properly formed URLs, compelling content that answers user queries. And this is just the tip of the iceberg.
So, first of all, use an analytics tool to test your SEO. Thankfully, there are tons of them online, so you can pick whichever is best for you. Most of them will give you a solid idea of where you’re at, and how to get better. However, what you should really do is…
Have someone else do the work for you!
There are tons of people who dedicate their entire careers to SEO (that’s why they are called SEO specialists). Hiring an expert will drastically improve your chances of drawing more customers to your store. And the best thing is – you don’t necessarily have to have a dedicated employee in your company (though you may need one at some point). There are many freelance experts or even entire agencies that you can hire for such things.
Tip 5. Protect and secure your customers’ data.
Finally, if your eCommerce store collects any sort of sensitive data (email address, password, credit card information, etc.) – it must be secured.
Black Friday is a busy season for hackers. With so many transactions being completed every minute, it becomes a lot easier to steal someone’s personal information.
HTTPS is the way to go.
The best way to go about this is by setting up HTTPS on your website, also known as Secure Socket Layers (SSL). This will protect your visitors by automatically encrypting any data transferred from or to your server.
You can use this handy guide to help you set everything up in no time!
Bonus tip. Analyze, analyze, analyze!
Always keep the future of your eCommerce business in mind. Unless you are planning to go to Mars in the near future, you will have other Black Friday campaigns. So, gather all the data about this year’s campaign, analyze and save it. Then, use what you have learned next year. Your own experience makes the best teacher!
Creating a successful Black Friday campaign in today’s market is hard work while getting an edge over others is even harder. However, if you follow these 5 tips, gaining an advantage will only be difficult for your competitors. Always keep in mind what you have learned and your business will blossom! If you need further assistance, do not hesitate to contact us. We are happy to help.