Cyber weekend this year kickstarts with Black Friday on 25th November and closes with Cyber Monday on 28th November. These are important dates to remember for any eCommerce business as they are typically when consumers look to bag a bargain online.
Seen as a B2C event, The Black Friday and Cyber Monday weekend has become highly important to B2B too. We are fast seeing B2B companies offer their trade users great deals and use highly effective marketing strategies to increase their audience base during this time.
We’ve detailed top tips to get you started with a profitable Cyber Weekend.
If you’re taking part in Cyber Weekend, make sure your deals/promotions are clear on your website. Start with your homepage and work your way through the entire user journey, all the way to checkout. Your homepage should be full of doorways to lead customers to your deals, and ideally the higher up the page, the better. At the same time, please do not overload your homepage, users are unlikely to stay on the homepage for long, so there is no need to waste time and slow down a page with a carousel banner. Simply make your deals heard through clear Calls to Action and ensure your navigation has a specific Black Friday/Cyber Monday section.
This is a great tactic to help increase your online revenue. By increasing visibility of other products across your website, you are effectively opening the door for consumers to browse and purchase more from your site, both uplifting your average order rate and delivering a better user experience for your customers. You may want to consider creating specific Black Friday or Cyber Monday pages where all related products can be easily accessed.
This is the perfect time to look at how you can increase your customer base. By creating an introductory offer during this time, you can look to attract new first time customers who may have not had you on their radar before. The key is in your marketing strategy. If you haven’t already, create personas of your ideal customer base and create advanced marketing material that matches their profile. For example, think about where you can attract your audience, do they spend time on certain social media channels. If so, create targeted campaigns that will reach them via this avenue.
Introducing countdown timers are a great way to create a sense of urgency and help encourage users to make a purchase immediately before they have a chance to move onto a competitor’s site. When used correctly countdown timers can be a useful tool to increase sales while reducing basket abandonment rates which is key for any successful online business.
Make sure your checkout pages are simple and quick to avoid cart abandonment. Avoid having long forms to complete by only asking for essential information. Guest checkout is a great way to ask for more information at a later date by seeing if a user would like to create an account once the final purchase has been made. The checkout process can be further sped up by offering multiple payment options, such as ApplePay, Paypal and Klarna.
This is a great time for retailers to look to increase sales by clearing their inventory of any overstocked or seasonal items. If carried out effectively this can be a great way of releasing cash from surplus stock.
We hope you’ve found these Cyber Weekend tips helpful. With only a few weeks left to go, it’s time to put a strategy in place to make the promotional weekend a lucrative one. If you need any support to get your eCommerce store set up for success, reach out to our team.
