03 / 07 / 18
12th November 2017
The landscape of Black Friday and Cyber Monday has changed dramatically over the last few years. It’s gone from Amazon dripping their post Thanksgiving offers to the UK to the mad riot of ASDA, and now everyone wants in on the sale action. It’s one of the biggest shopping weekends of the year and many UK consumers look to discounted items for Christmas presents.
Whilst Black Friday can seemingly be a curse for some (seeing a drop in sales on the lead up to the event) generally speaking, a lot of retailers see a spike in revenue on the weekend and can’t cope with the demand that comes with it. There has been plenty of occasions where consumers have received emails to announce delays in their deliveries, due to the sheer amount of orders received on Black Friday.
Each year, the hype for the discount weekend grows, and brands need to be better prepared digitally for not only driving traffic to their website but stopping consumers from bouncing, and not converting due to poorly optimised campaigns.
So the real question is, are your digital marketing campaigns optimised and as effective as they could be?
Exclusive promotions page
Unique pages built purely to promote Black Friday discounts build authority with Google and other popular search engines. Use a simple and clean URL that can be reused every year. This guarantees no backlink value will be lost for future years of promotions to come. We’d suggest something clear, such as www.weareabstrakt.com/black-fr... which would be easy for advocates of your brand to find themselves too.
Optimise your on-page SEO so anyone searching highly targeted Black Friday terms can easily find your website. Transactional keywords are key for ecommerce and ensure that your meta description has a clear call to action to drive traffic to the page with increased click-through. Are you offering something your competitor isn’t? Make sure you shout about it. The key is making sure your descriptions as appealing as possible to encourage clicks.
You should have a good few sentences of content on your promotions page too. It needs to be informative and relevant but also unique, so you’ll avoid Google’s algorithm for duplication. This will help rank you higher in search.
Plan for spikes in traffic
Don’t be caught out with a slow responding website when spikes of traffic hit your promotions page across the weekend. There’s nothing worse for a consumer than hitting a page that won’t load. It shouldn’t take more than a few seconds and if it’s taking more, consumers are likely to bounce from your site and go to another for their Black Friday offers. Black Friday weekend is very profitable and it’d be a shame to miss out due to a poorly optimised website.
When going to your hosting provider, make sure there are systems in place to cope for a heavy load in traffic, this will ensure load balancers to distribute the traffic evenly, if you’re expecting a large surge in traffic. Perform some benchmarking, using tools like YSlow and Google’s Page Speed tool. Your website should be utilising a Caching method, so the server can output static content instead of repeating the same requests for every user which makes the server had to work harder.
Don’t forget mobile optimisation either, as a huge percentage of consumers will make their purchases through their mobile phones or tablet devices. Ensure that your images are clear (and optimised), your text is easily deciphered and when it comes to checkout, input fields and payment is a breeze.
Now the promotions page is ready for traffic, how are you going to get them there?Organic traffic from search engines is only going to get you so far. Retail giants will have fully optimised their pages to see them rank highest on search, so we have to consider a digital marketing strategy to bring consumers to the site on click-through referral to.
Unsure if you’re fully prepared for Black Friday or need help with your digital marketing strategy on the lead up to a sales event? Get in touch and speak to us about optimising your campaigns or any last minute Black Friday checks.
Interesting? There’s plenty more where that came from…