The Black Friday and Cyber Monday weekend is one of the largest shopping events of the year. In 2015 over 7.5 billion dollars was spent online during this shopping weekend, while those online retailers saw an average of a 15 percent increase in their sales over the year before. Many expect this trend to continue and for these numbers for online shopping to grow further his year, while sales in traditional brick and mortar stores are beginning to decline. Last year saw a slight decrease in overall physical store sales, proving that people would rather shop online during the holiday.
Preparing to take advantage of the exciting shopping weekend is crucial for any online business looking to increase their profits and spread their brand. These last minute tips will help you make sure your business is ready to make the most of Black Friday and Cyber Monday this year.
Use Positive Customer Reviews
Guarantees and company statements are good for establishing a basic level of trust with a shopper, but they can’t compare to what a real customer has to say about a product or service they’ve used. In fact, over 80% of people say they trust an online review as much as a personal recommendation. If possible, you want browsing shoppers to see positive reviews before anything else when looking at a specific product or service.
Check Your Keywords
Google Suggest and Google Trends are simple yet powerful tools to discover which keywords are currently trending and have trended in years past. Add a search for both “Black Friday” and “Cyber Monday and use the Related Searches feature to see different keywords or phrases that you could add into your campaign. Don’t forget to include the word “best” in your search phrase as well since many customers are looking for the best deals and the best purchase options.
Create and Share Buying & “Best Of” Lists
You’ve seen them on the web and probably looked at a few yourself, and for good reason. According to Google’s 2016 trend report, almost three-quarters of consumers start shopping without knowing what they’re going to buy. This is your opportunity to put the idea in their head and show them that perfect sale that is too good and limited to pass up. However, for those shoppers who do know what they plan to buy, make sure your biggest and most promising deals are easy to find.
Use Strong (and optimized) Images
Optimizing your images and alt tags is simple best-practice advice for SEO marketers, but focusing on holiday-specific keywords around Thanksgiving weekend will help more customers discover your sales. Make sure the text you use properly identifies each image, but also add your Black Friday/Cyber Monday related primary keyword phrase at the end of it.
Make Sure Your Site is Mobile-Ready
More people are shopping from a smartphone than ever before. In 2015, smartphones accounted for 44 percent of all online traffic and were responsible for almost 20 percent of online sales according to the IBM Watson Trend. That was a 65 percent increase in the number of sales driven by smartphones over the year before, and many experts are expecting for that percentage to be even higher this year. This means it’s a good time to check your website from your phone or tablet and make sure things are appearing and working correctly on all devices.
Make Sure Your Site (and Servers) Can Handle It
Traffic is big all over during Black Friday, the web being no different. For every second it takes to load a web page, the shopper’s customer satisfaction rating decreases by 16%, their conversion rate by 7%, and after 3 seconds, and a majority of shoppers abandon the website completely. Before the big shopping days are here take the time to check your website using Google Analytics and make sure your site is loading properly and quickly.
Plan for After the Sale
Black Friday traditionally marks the start of the heavy holiday shopping season with a bang, always predicting another month of increased sales. Don’t forget to take advantage of the increased traffic and hype during this rush to make sure your customers hear about your upcoming holiday sales.
While any kind of increase in sales and conversions is great, the best kind of customer is always one that keeps coming back. Find ways to take advantage of the larger numbers of shoppers and turn those once or twice year buyers into year-around customers. Remarketing lists are one way to use Google AdWords to target specific shoppers, like those who spent a certain amount of time viewing your store during the weekend.
Whether SEO Services are a priority or Paid, these tactics will make sure that you are ready for what is to come. Contact us today for a consultation to discuss your marketing plan and how to best take advantage of the crunch time!