How to Master eCommerce for Black Friday & Cyber Monday

With Black Friday and Cyber Monday fast approaching, eCommerce brands everywhere are gearing up for one of the highest revenue periods of the year! These two days alone can make or break your Q4 sales goals, and the competition is fierce. Standing out takes strategic planning, innovative marketing, and a deep understanding of your customers’ needs.

This guide will walk you through everything you need to know to capture clicks and convert them into sales this Black Friday and Cyber Monday (BFCM).

Start early with pre-sale buzz

Waiting until Black Friday to start your promotions means you’re already too late. To maximise BFCM success, start building buzz early by:

• Creating a Countdown: Adding a countdown to your website or social media channels builds excitement and urgency leading up to your BFCM promotion.
• Teasing Exclusive Deals: Share sneak peeks of your upcoming deals via mailouts, social media and on your website to give previous shoppers a taste of what’s coming.

Pro Tip: Segment your email list to send pre-sale announcements to loyal customers first. They’ll feel valued and may even make multiple purchases when the sale goes live.

Optimise your website for heavy traffic

A spike in website traffic should be expected during BFCM, so ensuring your website is optimised for speed and user experience (UX) is essential.

• Page Load Speed: Even a one-second delay can reduce conversion rate by up to 7%, so it’s imperative your website loads quickly.
• Mobile Optimisation: Customers are shopping on mobile devices now more than ever, so ensure every part of your site – especially the checkout process – is mobile-friendly.

Pro Tip: Stress-test your website in advance to handle traffic spikes. A website crash during peak sales can be devastating for revenue!

Craft compelling deals and discounts

During Black Friday and Cyber Monday, customers will expect big discounts. Structure your promotions to appeal to both new and returning customers.

• • Tiered Discounts: Offer incremental discounts based on order total. For example, “Spend £100, save 10%; spend £200, save 20%.” This approach is proven to increase average order value.
    • Bundle Deals: Create bundles that incentivise customers to buy more products at a lower price.

Pro Tip: Consider offering a few “doorbuster” deals – extraordinarily low prices on select items to drive traffic and increase overall sales.

Utilise retargeting to capture lost sales

Not everyone who visits your website will convert on the first visit, so retargeting campaigns are crucial for bringing those potential customers back.

• • • Social Media Retargeting: Use Facebook and Instagram ads to re-engage customers who visited your website but didn’t make a purchase.
    • Abandoned Cart Emails: Automate a series of emails to remind customers of their abandoned carts, ideally with a gentle discount or free shipping offer to encourage completion.
    • Dynamic Product Ads: Use retargeting ads that showcase products that a visitor previously viewed, reminding them of items they’re interested in.

Pro Tip: Implement an exit-intent pop-up that offers a discount or incentive to visitors who try to leave without completing their purchase.

Leverage social proof to boost credibility

Customers tend to trust brands that have good reviews and social proof. Incorporating this into your BFCM strategy can make a significant difference in conversions.

• • • Display Customer Reviews: Showcase product reviews on product pages and your homepage.
    • User-Generated Content (UGC): Encourage customers to share their purchases on social media and tag your brand. Repost their content to build a sense of community and credibility.

Pro Tip: Highlight best-selling products and customer favourites in your emails and on your website to guide shoppers to popular items.

Utilise email and SMS marketing for targeted messaging

Email and SMS marketing are both effective channels for reaching customers during BFCM, allowing you to send personalized and timely messages that drive conversions.

• • • Segmented Campaigns: Tailor your emails based on customer data. Send special promotions to loyal customers, exclusive early access for subscribers, or reminders to past purchasers.
    • Abandoned Cart Reminders: An abandoned cart SMS or email, especially with a limited-time offer, can bring customers back to complete their purchase.
    • Last-Minute Reminders: Send “last chance” emails to create urgency on the final day of your sale.

Pro Tip: Don’t overlook SMS—text message reminders have high open rates and can drive immediate action, making them perfect for flash sales.

Make use of AI-driven personalisation

AI tools can personalise the shopping experience at scale, tailoring everything from product recommendations to email content.

• • • Personalised Product Recommendations: Show relevant products based on each user’s browsing history to increase the likelihood of conversion.
    • Dynamic Email Content: Use AI to create emails that adapt based on user behaviour, such as showing recently viewed items or offering personalised discounts.
    • Chatbots for Instant Assistance: An AI-driven chatbot can answer customer questions in real time, helping them make informed purchasing decisions.

Pro Tip: AI personalisation tools can be especially valuable for returning customers, as they allow you to recommend products based on past purchases.

Track and analyse your Black Friday results in real time

To maximise your sales during BFCM, keep a close eye on performance metrics like traffic, conversion rate, and revenue per visitor.

• • • Use Real-Time Analytics: Platforms like Google Analytics, Facebook Ads Manager, and Shopify provide real-time data, so you can adjust strategies on the go.
    • A/B Test Campaigns: Test different messaging, ad creatives, and even discounts to see what resonates best with your audience.
    • Identify Top-Performing Products: Real-time analysis will show which products are most popular, allowing you to feature them more prominently or adjust stock accordingly.

Pro Tip: Have a post-mortem meeting with your team after BFCM to analyse what worked and what didn’t, preparing you for an even more successful campaign next year.

To wrap up

Mastering eCommerce for Black Friday and Cyber Monday involves a blend of preparation, strategic planning, and data-driven decision-making. From creating a pre-sale buzz to optimising your website, leveraging retargeting, and personalising the shopping experience, these steps will position your brand for a record-breaking BFCM season.