Any large-scale event requires sufficient preparation in advance, and Black Friday is no exception. On this occasion, the big brands and retailers put in place their strategy months before the date of the event …
In fact, to achieve big sales during this event, you will have to sell in large quantities. This is why consumers should be informed as much as possible about the products and services available on that date, but also about the reductions practiced.
Traders are fighting to position themselves by offering their products at the best prices or by practicing the biggest discounts. But how do you grab the attention of consumers and make a difference?
In this article, we share with you all the effective strategies to succeed in your web marketing strategy for Black Friday.
Why should you prepare your digital strategy months in advance?
You will benefit from setting up a sales strategy before the date of Black Friday and more generally of Black Week / Cyber Week which includes Black Friday and Cyber Monday (find out more about this 100% digital event). This will not only allow you to refine your sales methods, but also to attract the attention of target audiences to your offer.
During these days of great sales, thousands of merchants offer promotional offers to the attention of the same targets.
To face this tough competition, you must stand out by implementing a more effective strategy, or by showing originality. Black Friday has been taking place every year for decades and over time, its scale has become denser, and in particular since its arrival in England.
It is only normal in a context strongly marked by technological developments, strategies are more geared towards digital. You will therefore need to align yourself with these new standards and set up a well thought-out digital strategy.
To attract the attention of consumers and arouse their interest in your offers, it will be necessary in particular prepare convincing emails. Advertising your offers and discounts will also build buzz around your products.
Optimizing your site, practicing discounts on products in high demand, contacting potential customers individually, there are many steps to prepare for your Black Friday.
Depending on your field of activity and the type of offer you want to put in place, you will need to make a provisional schedule of the tasks to be accomplished to make your Black Week a success.
In 2021, with the explosion of online sales, which is not only faster, but also more accessible in view of the persistent health crisis, you will benefit from optimizing your website and preparing well in advance the reductions that will be practiced during this period.
1. Evaluate the response time of your website
During Black Friday, the traffic increases incredibly on the sales sites. Don’t be minimalist and plan for very heavy traffic on your own. Even if the response time of your site in normal times is satisfactory, this will not always be the case when tens of thousands of users will be logged in at the same time. This is a very important point in your marketing strategy in preparation for Black Friday.
In 2020, the Boulanger and Fnac / Darty sites were completely saturated during Black Friday, leaving a boulevard to Amazon and Cdiscount who had better prepared for the event
To optimize this performance, hire a hosting professional so that they can study the traffic limits on your site. It will be necessary to conduct an analysis taking into account the previous traffic of your site. And if necessary, the professional will do an upgrade so that your online store is able to support very high traffic. There are many tools available for measuring the speed of a web page, you can use them as part of this process. (ex: https://gtmetrix.com/)
2. Arouse curiosity and keep you waiting
If Black Friday arouses so much interest, it is because it is an event during which all the brands lend themselves to the game. In order to arouse curiosity around your offers, make propaganda on the web already a few weeks before.
“Tease” your promotions.
The fact that Internet users are already talking about you for weeks before the date of the event will generate high expectations..
To achieve this, you can use the emailing strategy or even push notifications. Social media is also a great way to implement this strategy.
3. Opt for personalized emails
There is a big difference between mass advertising and personalized advertising. By sending emails to each potential buyer, you gain credibility while retaining customer loyalty. This is done by targeting people who have already visited your site during Black Friday (previous years). In the message, you will have to offer products that might interest them by using their browsing history. These messages generally have a conversion rate of up to 20%.
To optimize this performance, the trick would be to highlight the most popular products in your store, taking into account the needs of the customer. Be careful to stay connected with the GDPR.
4. Set up retention pop-ups
If pop-ups are banned in many cases, when it comes to an online sales site, they make sense.
Warning : Internet users are increasingly demanding on the appearance of a website. All it takes is one page not welcoming or carrying the product they are looking for for them to go away.
To avoid having a high bounce rate, set up pop-ups with enticing messages. These tools make it possible to retain the Internet user when he is about to leave the page. You will be able to “save” potential customers who intended to leave your store without buying anything.
These pop-ups can convey messages on the promo code of the moment or on free delivery.
5. Highlight your reductions frankly on D-Day
Clearly displaying the conceded reductions allows customers to be won over to the extent that they will see the actual profit made.
You could just display the item and the price charged for Black Friday, but the user won’t know that you made a big discount.
On the other hand, an offer that displays two prices, one of which is crossed out clearly shows that it is a big discount.
The big day: only put forward the offers on which you have applied a significant reduction.
6. Create a mobile version of your site
A large number of users are now surfing through their phones and the best way to make yourself accessible is to set up a mobile version of your site.
Also, in recent years, Black Friday statistics show a significant increase in the use of smartphones and tablets for purchases.
In addition, Google algorithms penalize sites whose display is not ergonomic on a mobile device.. See development guidelines here.
If you want to be part of the best search results, you had better adapt your site in mobile version, see AMP version.
7. Optimize your return policy
The customer likes to know that they can return an item if they are not satisfied. In reality, when the return policy is unclear or seems restrictive, it will lead to the reluctance of potential buyers, especially when we know how easy it is now to return an item to Amazon..
Black Friday is the perfect opportunity to promote your return policy to attract new customers. The goal is to put them in confidence and to push them to easily decide on an article that they like.
If all of these essential webmarketing points are not yet “ready” on your online store, you know what you have to do to make it a hit for the next Black Friday!