Optimise your store for mobile-first viewing
Black Friday ecommerce trend reports from Bloomreach
found that 71% of UK shoppers did their cyber-weekend shopping from mobile shopping using mobile, with more than 7.5 million searches in the UK on Black Friday day alone. With how trends have been shifting, these figures are predicted to be even larger than this in 2021. It therefore makes sense to optimise your Shopify store for an optimised mobile buying experience, with improved site navigation, website speed and one-click purchase functionality for these users.
Boost SEO of your website
It’s no surprise that the volume of Google searches for products and deals skyrocket during the Black Friday and Cyber Monday period. Websites which are optimised for search engine visibility and are positioned higher for targeted search terms are the ones which reap the benefits of this increased amount of traffic. To prepare for cyber weekend, it is suggested to research niche event product keywords and terms and choose a select few to target. Some key terms might be seasonal and bring in larger volumes of users during different periods of the year. Once keywords are identified, they can be targeted in your online store by including them in comprehensive product descriptions, page titles, meta descriptions and so on to give your website a better chance of ranking higher. Latent Semantic Indexing keywords should also be considered. These are keywords which are closely related to your product. For example, a merchant selling jackets can be improved by also including terms such as revisable, winter, warm, padded, puffer and so on throughout the website’s content.
During the cyber weekend, many users will visit new websites that they’ve never purchased from before in an attempt to find the best bargains. Often if a consumer is new to a website, they will seek information to verify whether the store is trustworthy, the quality of the products are up to standard and customer service is adequate. It is therefore paramount to include social proofing in your website. Platforms such as Yotpo
offer features such as reviews & ratings, as well as user generated content which can increase customer confidence in making their first purchase. In addition to this, having content which shows return policies, contact details and company history can help improve trust further.
Promote post-Black Friday loyalty
After newly acquired customers make their first purchase, loyalty programs can be used for retention and to create lifetime value to encourage repeat purchases in the future. Platforms such as Loyalty Lion
can be installed for Shopify stores to entice long term loyalty and increased revenue by awarding customer points that can be redeemed for rewards at your store. The brand has integrations with email service providers such as Klaviyo to enhance customer emails with personalised loyalty information such as point totals and product recommendations to encourage customers to come back in the weeks and months after Black Friday and Cyber Monday to purchase again.
So there you have it. Hopefully this Black Friday guide has helped you prepare your online store for the busiest and most competitive ecommerce event of the year. From implementing on-site and backend optimisations, leveraging specialised marketing methods, and encouraging customer trust and impulsivity. There are tips and tricks to give any store a competitive advantage for 2021's hot cyber weekend.