Most of the eCommerce retailers are on a spree to rethink their strategies and things are no different with Black Friday. Recently, consumer behavior has gone through a paradigm shift as they are preparing for the potential dip in Black Friday sales.
Retailers are preparing hard for the holiday months and they have to follow a quick guide on marketing strategies. This would help them in strengthening many more things like average order value, conversion rate, and customer engagement. Let us just put some light on the strategy guide to increase the Black Friday sales.
Load testing the websites
A golden rule in business is that one must expect the unexpected. A successful marketing strategy in Black Friday should prepare for the upsurge in traffic. The traffic limitations of the store have to be discussed with the provider for web hosting. Many servers can sustain and handle increased traffic without any upgrading. The data from the previous years have to be analyzed while preparing for a grim scenario. One must upgrade and check the website and want it to be up and running. The page speed can also be checked
Preparing well for Pop-ups
One may win back the affections of the shoppers by using pop-ups. But there are a few challenges as the customers might leave without making any purchase. It also depends on the transient value the visitor has on that particular day on the site. But pop-ups can solve both the problems as the shoppers can check out with the help of pop-ups. The pop-ups are triggered when a customer is leaving the site. So, a gift can be offered to seal a deal. A pop-up can be leveraged in the eCommerce site in the following ways:
- Valuable emails are collected and new customers are greeted.
- A sense of urgency is generated to boost sales.
- Flash sales can be used to increase engagement.
- A discount is offered on the cart value for increasing the AOV.
- Complementary items are offered to increase the cart size.
- Increase the conversion by targeting likely buyers.
- Visitors are converted before leaving.
- Cart content is offered.
- PPC campaigns are used to the advantage.
Personalized Advertising Emails
An email marketing campaign is set up for people who are visiting the store on Black Friday. Relevant product recommendations are added for encouraging potential purchase and encourage engagement. A personalized advertising email will yield a conversion rate that is more than 20%. Only those items are promoted, those are very popular in the store. The popular products are promoted to drive incredible traffic for the products. The most popular products are showcased in the store and feature on the trending list.
Display the deals and discounts
A great deal is expected by the customers during the sales period without searching out for the discounts actively. Every part of the website is filled with discounted items but it is not the best way to display them. The marketing campaign for Black Friday can be beefed up so that one can drive the discounts home. The styling is also amended and the entire price is included and the exact percentage that is saved is shown. These potential discounts are emphasized to motivate the shoppers.
Increase conversion
Social proof and urgent messaging are used to increase the conversion. Nowadays, this is very common in the eCommerce industry. The buying decision of the consumers is trusted by the shoppers. This is a great motivator for all the hesitant shoppers as it can turn out to be a great purchase. The urgent messaging and social proof can be effectively leveraged as a marketing strategy in Black Friday. This is an effective strategy to bring in lots of customers.
Welcoming customers
Related recommendations are provided to returning customers to welcome them. Some Black Friday customers will return while shopping for Christmas and also in New Year. The guest is delighted with an amazing opportunity. Product suggestions are rolled out to create interest among the customers. The behavior of the last visit was analyzed that will match other behavioral patterns. The shoppers are impressed by automating the product recommendations strategy as this will turn them into customers who will stay for a lifetime.
Mobile ready stores
Over the years, there has been a steady increase in the mobile experience. This will show past statistics of Black Friday sales and it shows an increased affinity for purchases. Google penalizes sites that are not mobile-friendly. One must aim at the top of the search results and it could greatly during busy sales season. The difficult points are read quickly with a mobile-friendly test by Google and these are needed to be optimized. To check the details, one needs to insert the URL and the rest is analyzed by them.
Returns Policy
One of the biggest impediments to purchase is the poor return policy. A return policy can seal the deal as part of the marketing strategy during Black Friday. A great return policy has to be showcased everywhere to increase sales during Black Friday. The best job is to make the customers comfortable with a great return policy. A customer will proceed for the transactions that have great transparency and it is easy to understand the customer's needs.
Retarget
There is a very short attention time for shoppers on Black Friday. They are going to compare the deals on sites of price comparison and also across multiple vendors. Someone who is leaving the site will be provided with ample opportunity to end their purchase. This can be done through display advertising, Facebook, and emails. The retargeting cycles are adjusted in the lowest possible time-frame. One has to wait for some time for the cart owners that can be bought on Black Friday.
Advanced Marketing Strategies
One ahs dive in deep with advanced marketing strategies on black Friday that are available on the eCommerce store. A paradigm shift is observed in the consumer behaviors in the way they are interacting with brands in the first part of 2020. The world has made its transition to the new normal and this is the best time for online retailers. The performance can be maximized by exploring all possible strategies.
