Black Friday and Cyber Monday, although originating in the US, have both slowly found their way down under matching a frenzy that is replicated to Boxing Day (because who can turn down another opportunity to shop).
New reports have stated that awareness of the holiday has grown with 83% of Australians knowing what Black Friday is. It’s been forecasted that over 57% of Australian plan on participating during the holiday. On average consumers are also projected to spend an average of AU $297 throughout the weekend.
Image from https://black-friday.global/en-au/
The term Black Friday is popularly known as the major shopping holiday in the US following Thanksgiving. Ironically after giving thanks for the all the blessings of the year, the following day is then spent in a hysteria buying material items at huge discounts.
The tradition of sales and discounts on Black Friday first began in the 1960’s when retailers would physically mark their profits and losses in black and red ink. Before the close of the year retailers would try and capitalise on the coming Christmas holiday to try to hit their quotas (turning the red marked losses into black marked profits).
Cyber Monday was coined in early 2005 by Shop.org as a way to extend the holiday weekend with more of a focus on online sales.
How Can Ecommerce Brands Prepare?
Assuming you already have your best deals and discounts ready to showcase during the weekend, here are a few things you can do to improve user experience and maximise your profit:
Check the speed of your website
Slow load times can absolutely affect your business’ conversion rates. When a user reaches your site (from an ad, social media post or organic listing) they are looking for instant gratification. Make sure you’re ahead of the curve and test the speed of your website at a page performance platform like Page Speed Insights.
Check your URLs
Doing a quick assessment of your landing pages will help to avoid leading users to a dead page during one of the hottest spending weekends of the year. Uptime Robot is a very handy tool that crawls your site every 5 minutes and notifies you of any errors or dead pages.
Test your tracking
Your website is about to handle a large increase in traffic volume. Have a look inside Google Ads, Google Analytics or simply the backend code of your website to make sure all tags are set up and running properly. Google Tag Assistant is a quick and easy tool to check what tags are present on any given page.
Create a solid Digital Marketing Strategy
Creating separate campaigns across your Paid Search and Social accounts will make it easier to manage this influx of traffic and analyse the data later. This would also be a fantastic time to introduce a Remarketing Campaign to further reap the benefits of this holiday by reminding users of your products after they have visited the site. BA Creative specialises in Google Ads and Shopping campaign management and optimisation. Check out our available Digital Marketing packages on the website here.
Create a Black Friday specific landing page
Creating a separate landing page for your specific Black Friday deals will help to funnel the traffic to the most relevant page, leading to higher conversion rates.
Have your CRM reporting ready to go
The leads you will capture during this weekend will be extremely valuable to your business. Creating a separate custom list for leads generated during the weekend will allow you to keep your messaging relevant as well as helping you to analyse the benefits of Black Friday marketing.
If you’re interested in learning more about how you can optimise your website and maximise its earning potential, do not hesitate to reach out to us here at BA Creative. Check out our different services here.