This year, ecommerce brands must brace themselves for a Black Friday like never before.
During the lockdown in mid-march, ecommerce sales were already reaching Black Friday levels. With more people staying at home and COVID-19, you can expect customers to continue doing their shopping online.
While 2020’s Black Friday might be the opportunity to make more sales than ever, you must start preparing yourself now. More than half of customers start their Black Friday research in early October.
In this blog post, let’s dive into what you can do to prepare yourself for the most unpredictable Black Friday event in decades.
To gain a headstart over the competition for Black Friday, you must start building a list of leads right away. Time is not on your side — the longer you wait, the more you’ll be left behind.
Here are some tactics you can start using to grow your list right before Black Friday even begins:
Social media (most particularly Instagram and Facebook) is a great tool to grow your list during Black Friday.
For example, you can run targeted ads with Facebook Custom Audiences to reach new potential subscribers. The ad should include engaging imagery that aligns with your Black Friday offer, alongside clear instructions on how customers can sign up.
You can also include links to your Black Friday offers in your social media bios to drive more traffic.
To promote your Black Friday list, you can add email pop-ups to collect the customer’s information so they can be up to date with future promotions. Make sure to create an offer that's exciting enough to get them to sign up and that your pop-up has an engaging design.
Another tactic to build your list is to ask the customer to opt-in to receive special Black Friday perks during checkout.
Since they’re already on the brink of making a purchase, they’re the perfect leads to target for promoting future desks. Just avoid being too pushy and help them understand that comes with signing up.
Lastly, running a special Black Friday giveaway is a great way to build anticipation around your upcoming promotions.
The key is to have easy-to-follow instructions and an exclusive offer that is going to make participants join. For example, you can ask them to sign up for your email to potentially win a 30% discount on their order for Black Friday.
Next, you need to think about how your brand wants to plan its offers on Black Friday. Here are different options at your disposal to help you do this:
To make your Black Offers feel unique, consider creating special discount codes for specific customers. For example, you can create special discount offers for veterans or students.
With Buy One, Get One offers, customers can get more value for their money. They can win another free gift on top of their original purchase, which gives them an extra incentive to make a purchase.
One way that you can simplify the buying process for your customers is to offer special deals on product bundles.
To do this, assemble 3 - 5 different products that go well with each other and offer them at a discounted rate. It helps grow your list by offering customers the opportunity to get more value out of their purchase.
A creative way to spice up your Black Friday offers is to run mystery campaigns. For example, if you’re a fitness brand, offer customers who spend more than $20 on their order the chance to win a mystery gift such as a free gym bag or sports sneakers.
Aside from building your list and designing your offers, you also need to focus on optimizing your Black Friday pages. It doesn’t matter if you’re running the best sales of the century — if your pages are not optimized for traffic, you’re shooting yourself in the foot.
Here are vital aspects to keep in mind as you work on your landing pages for Black Friday:
The copy on your Black Friday pages needs to be as simple and straightforward as possible. For example, if you’re introducing a new product line, your messaging should be focusing on this aspect alone and not on anything else.
Focus on feelings and the desired state of using a product. For example, people don’t buy clothing because of how it looks, but how it makes them feel when they’re wearing it.
Scarcity is a powerful trigger when it comes to conversion. To remind customers that time is running out, you can spice up your Black Friday landing page with countdown timers. The best tool that we recommend for setting this up on your store is Countdown Sales Timer by Pixel Union.
Visitors that land on your page should instantly know about your upcoming Black Friday sales.
A simple way to do this is to include an action bar on top with all the information about your future Black Friday sales. It needs to be short, with relevant information such as how customers can opt-in and the offer’s deadline.
Don’t be shy about your Black Friday promotions on your product pages. Make sure to display your discounts for Black Friday on your product pages to invite customers to make a purchase.
This tactic will be helpful on your checkout pages to avoid customers from abandoning their cart at the last minute.
Another way to leverage scarcity is to spice up your pages with low-stock alerts. Combined with countdown timers, low-stock alerts make it clear to the customer that they don’t have much time left if they want to take advantage of your offer.
Email marketing is key to maximizing your sales on Black Friday. However, sending more emails isn’t what will deliver the best results — it’s segmentation that’s going to make the difference.
Segmentation makes sure that you’re sending the right message to the right team. Different factors that determine how you should segment your email list include:
Key details about your customer such as age, gender, and income level are things you can’t overlook as you segment your list. For example, if your audience consists of mainly female buyers, you want your offer to be relevant to them.
To create better, personalized Black Friday offers for your customers, dive deep into their purchase history. By knowing in advance what type of products interest them, all you have to do is promote related times on sale for Black Friday.
Alongside purchase history, another vital factor to look for when segmenting your list is average order size. It will help determine which customers are more likely to buy higher or lower priced items.
Your subscribers’ engagement level probably varies from individual to individual. Some may frequently check out your latest sales, while some may not even have opened one of your emails in months. Keep this in mind as you’re organizing your email list.
Also, don’t be afraid to weed out subscribers that don’t engage with your brand. It will leave you room to focus on the customers that are most likely to convert.
Before you launch your Black Friday campaign, you must test your website to make sure it runs smoothly for customers. It’d be a shame to work so hard on your Black Friday promotions, only for the effort to go out of the window because of a faulty website.
Here’s how to test your website to make sure it’s ready for the big day:
Try to place an order on your website to verify that the checkout process goes smoothly. You want to make sure that no problems arise when a customer tries to make a purchase.
Website QA (quality assurance) tests your store to make sure that there are no bugs and that it runs seamlessly. You’ll be able to notice any mistakes that were left behind during development.
According to Google, 53% of visitors will ditch your site if it takes more than 3 seconds to load. It’s why you want to make sure that your website loads quickly to not lose out on any sales.
Running ads on Facebook is likely part of your strategy for Black Friday. You want to verify that your pixels are working correctly so that you can track your campaigns.
To do this, start by loading one of your web pages. In the “pixel” tab on the Facebook ads admin, you should be seeing a green that lets you know when your pixel was last active.
There you have it! By following these steps, you should have a solid roadmap to win major sales this upcoming Black Friday. Make sure to start building your list early, structure your discounts, and test your website so it's optimized for traffic.