During Black Friday weekend in 2015 over £3 billion was spent, with the day itself being the biggest day of the year for the online retail sector. Traditionally, Black Friday is an American retail event, but the £3 billion figure alone reveals the increasing popularity of Black Friday online! Not only are the e-commerce giants (such as Argos and Amazon) getting involved, but small ecommerce businesses are also taking advantage of this festive period.

Online retailers from across the e-commerce spectrum will be getting involved in the pre-christmas event. From BB gun retailers to kids posters, Black Friday is an opportunity for all kinds e-commerce retailers to benefit from.

Avoiding down time

Downtime is when a website crashes and becomes unavailable to users. There are many different reasons why this might happen, but the main reason for this to happens on Black Friday will be due to the increase in traffic. If webmasters have not verified if their server’s have the capacity to deal with the rush of traffic, then the server’s can potentially crash and the website will become unavailable - not what you want on the day that is predicted to be the biggest sales event of the year.

This adds extra pressure for webmasters to make sure that they’re website can handle an inevitable surge in traffic. With no one knowing exactly how big Black Friday will be this year, it is important that e-commerce stores avoid any downtime and prepare their site for traffic growth. Unfortunately, this phenomenon has already occurred this year, with Argos suffering downtime issues with their website on the launch day of their Black Friday campaign.

There are steps that webmasters & developers can take to make sure that they avoid downtime this Black Friday in preparation for the increase in traffic. Aaron Dicks, web developer and co-founder of Impression offers the following three tips for web developers this Black Friday:

  1. Don’t spend time building new solutions, speed up what you already have
  2. Separating your concerns into different servers
  3. Improving your hosting set up through well-priced pay-per-use solutions

You can read more about these tips amongst others in Aaron’s white paper, which offers advice on how to prepare your website for Black Friday traffic.

Preparing your on-site content

It is crucial for your on-site content to be Black Friday ready. A great place to begin is by creating a designated Black Friday landing page. Creating a dedicated landing page means that you can internally link your Black Friday page throughout your site. This gives customers ease of accessibility and an improved user experience when trying to find competitive offerings on the day.

For example, if you are a fashion brand like WearAll, it is likely that user’s will search for your brand name + “Black Friday”. By creating a landing page or writing a Black Friday blog around your unmissable offers, users will know that you are participating in Black Friday and will be less inclined to check out competitors!

With Christmas fast approaching, it’s important to make sure that you know exactly what deals are already out there within your market niche. This will and will give you an indication as to how to execute competitive offerings - if users are comparing offers, you’ll stand a great chance in converting savvy shoppers.

Read more about how to optimise your site and prepare your on-site content this Black Friday.

Creating a good Black Friday deal

There are lots of ways that you can make a good Black Friday deal by making your discounts seem exceptional to users. This includes understanding how to use numbers, percentages, and currency in your pricing strategy. Yoast’s ‘The Psychology of discounts’ addresses pricing variables such as the differences in displaying percentages over exact match reductions as part of your discounted offerings.

Another way of making sure that your deals shine is by targeting customers through remarketing and tailored email campaigns that are appealing to their shopping interests. You can do this by creating email campaigns that use data from abandoned carts - this allows you to send visitors emails, reminding them of the products that they once considered buying, but never followed through. You could even throw some exclusive discount in the emails too!