BFCM Online Store Optimization Checklist: Boost Your Sales and Profits
Black Friday Cyber Monday Sales
Black Friday Cyber Monday (BFCM) is one of the biggest selling seasons of the year, no matter where on the globe you stand! It presents a tremendous opportunity for businesses, both physical and online, to boost sales and attract new customers. However, with the intense competition during this period, it's essential to optimize your online store to stand out from the crowd and maximize your results. In this comprehensive guide, we will provide you with a step-by-step checklist to help you optimize your online store for BFCM.
Understanding the Origin of Black Friday and Cyber Monday
Craft Your BFCM Promotional Strategies
- Offer Discounts
- Plan to Boost Sales with Upselling or Cross-selling
- Expand Your Touchpoints, Sell on Multiple Channels
- Adopt a Buy Now, Pay Later (BNPL) Service
Prepare Your BFCM Flash Sale Landing Page
Segment Receivers and Prepare Email Content
Double-Check Your Website Performance
- Try to Replicate Common Problems
- Optimise Website Loading Speed for Mobile
- Simplify the Checkout and Payment Process
Start Sending Out Your Email, SMS, and Activate Promotion Campaigns
Beware of the Unexpected During BFCM
The Rush for BFCM is Over. What's Next?
- Send Review Request Emails for Customer Retention
- Analyse Your BFCM Campaign Performance
- Turn One-Time Buyers into Loyal Customers
Understanding the Origin of Black Friday and Cyber Monday
To acknowledge the significance of BFCM, it's important to understand the origins of Black Friday and Cyber Monday. Black Friday, the day after American Thanksgiving, marks the unofficial beginning of the holiday shopping season. It originated in the late 19th century when President Lincoln designated the final Thursday of November as the Thanksgiving holiday. However, there was confusion surrounding the date until 1941 when Congress established a law that Thanksgiving always falls on the fourth Thursday of November. On Black Friday, both physical and online stores offer significant discounts to attract shoppers.
Following Black Friday, Cyber Monday takes place, focusing on online-only sales. It was introduced by online retailers in 2005 to capitalize on the growing popularity of eCommerce. Retailers extend their Black Friday sales to Cyber Monday, offering additional discounts and deals to entice customers to shop online.
Craft Your BFCM Promotional Strategies
With a few weeks remaining until BFCM, it's time to craft your promotional strategies to ensure a successful campaign. Here are some essential steps to consider:
Offer Discounts
Offering discounts is the cornerstone of a successful BFCM campaign. Customers are actively seeking the best deals during this period, so providing attractive discounts can significantly boost your sales. Consider different types of discounts, such as:
- Discount on cart amount: Apply discounts based on the total value of items in a customer's shopping cart. This can include tier-based discounts or adding free shipping to incentivize purchases.
- Volume/Bulk discounts: Offer discounts based on a specific minimum quantity or volume of products purchased. This strategy helps clear inventory and increase sales simultaneously.
- Buy one, get one free: Encourage customers to purchase by offering a free or heavily discounted second unit of the same product.
- Gift with purchase: Provide a gift to customers who make a specific purchase or reach a certain spending threshold. This enhances customer satisfaction and encourages repeat purchases.
Remember, during BFCM, customers expect significant discounts, so be sure to offer compelling deals to capture their attention.
Plan to Boost Sales with Upselling or Cross-selling
Upselling and cross-selling are effective tactics to increase the average order value (AOV) and generate more sales. Consider the following strategies:
- Create product bundles: Bundle complementary products together to provide customers with added value and increase their AOV. You can also offer mystery bundles at a discounted price to entice customers to purchase more.
- Facilitate gift-giving: Help customers find suitable gifts for their friends and family by creating a gift guide that showcases your products as ideal presents.
By implementing these strategies, you can encourage customers to spend more and increase your overall sales.
Expand Your Touchpoints, Sell on Multiple Channels
To reach a wider audience and maximize your sales potential, consider selling your products on multiple channels. This multichannel approach allows you to connect with customers at various stages of their buying journey. Explore platforms like Google Shopping, Facebook Shops, or TikTok Shop to expand your reach.
Managing multiple stores and product listings can be challenging. However, with the help of tools like FeedHub, you can seamlessly sync and optimize your product listings across various platforms. Once you leverage these channels effectively, it shall surely increase your visibility and attract more customers.
Adopt a Buy Now, Pay Later (BNPL) Service
In addition to offering discounts, providing flexible payment options can significantly impact your sales during BFCM. Consider partnering with a buy now, pay later (BNPL) service to empower customers with more payment choices. This allows them to purchase products immediately and pay for them in installments over time. From Klarna in the US to Simpl & Lazypay in India, there are a plethora of options available in this regard.
BNPL can increase conversion rates, boost average order value, and enhance customer satisfaction.
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Prepare Your BFCM Flash Sale Landing Page
With just a few weeks remaining before the big day, it's time to prepare your flash sale landing page. This page serves as the central hub for your BFCM promotions and should create a sense of excitement and anticipation among your customers. Here's what you need to do:
- Set your landing page to "coming soon" status with a countdown timer to build anticipation.
- Ensure your landing page is visually appealing, user-friendly, and optimized for mobile devices.
- Communicate your shipping and payment policies to provide a seamless checkout experience for customers.
With the creation of an engaging landing page, one can capture your customers' attention and motivate them to explore your BFCM deals.
Segment Receivers and Prepare Email Content
Now it's time to segment your email recipients and create compelling email content. Email marketing is a powerful tool for generating sales, and personalization is key to success. Follow these steps:
Segment Your Email Recipients
Segmenting your email list allows you to tailor your messages to specific customer groups. Consider the following segments:
- Seasonal shoppers: Target customers who typically shop during the holiday season.
- Recent openers: Reach out to customers who have recently engaged with your emails.
- VIP customers: Show appreciation to your loyal customers with exclusive offers.
- Product browsers: Send personalized recommendations to customers who have shown interest in specific products.
- Product category buyers: Highlight relevant products based on customers' previous purchases.
Segmenting your email list is your key to delivering targeted offers and increasing the likelihood of conversions.
Create Email Content
Craft compelling email content to engage your recipients and drive them to make a purchase. Each email should include:
- A catchy subject line to capture attention
- A clear message that communicates the purpose of the email
- A comprehensive description of your products or services
- High-quality product photos to showcase your offerings
- Urgency-inducing elements such as countdown timers or call-to-action phrases
Consider teasing your biggest deals to create anticipation and motivate customers to take advantage of your offers.
Double-Check Your Website Performance
With three weeks remaining until BFCM, it's crucial to ensure your website is fully optimized and performs flawlessly. Follow these steps:
Try to Replicate Common Problems
Put yourself in your customers' shoes and try to replicate any issues they may encounter on your website. Identify the device, browser, and version they are using, and collect screenshots to assist in troubleshooting. By understanding potential problems, you can proactively address them and provide a seamless shopping experience.
Optimise Website Loading Speed for Mobile
Mobile shopping is on the rise, and BFCM sees a significant number of purchases made on mobile devices. Optimize your website's loading speed for mobile to ensure a smooth browsing and checkout experience. Choose mobile-specific responsive themes and plugins, personalize pop-ups and banners for mobile devices, and offer one-click purchases to streamline the mobile buying process.
Simplify the Checkout and Payment Process
Simplify your checkout and payment process to minimize friction and increase conversions. You can utilize autofill checkout address tools to shorten the time customers spend entering their information. Additionally, consider incorporating dynamic checkout buttons to promote quick and convenient mobile transactions.
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Start Sending Out Your Email, SMS, and Activate Promotion Campaigns
With two weeks remaining until BFCM, it's time to launch your email, SMS, and other promotional campaigns. Leverage the power of email marketing to communicate your BFCM deals and drive traffic to your website. Additionally, consider running advertisements on social media platforms to reach a wider audience. Here's what you need to do:
- Send promotional emails to your segmented email lists, ensuring your messaging aligns with the specific needs and interests of each group.
- Make the right use of social media platforms to promote your BFCM deals. Post engaging content, update your profiles and cover photos, and utilize Instagram or Facebook Stories to create a sense of urgency.
- Leverage pop-ups or banners on your website to capture visitors' attention and promote your BFCM campaigns.
Last-Minute Checkup! It's BFCM Time!
With only one week remaining until BFCM, it's crucial to conduct a last-minute checkup to ensure everything is in order. Here's what you need to do:
- Send announcements and reminders to your customers, emphasizing the urgency and limited-time nature of your BFCM deals.
- Run Facebook and Google Ads to increase the visibility of your campaigns. Conduct keyword analysis to identify relevant search terms and optimize your advertising budget.
- Monitor your website's performance closely, and have a developer on standby to address any issues that may arise.
By conducting a thorough checkup, you can address any last-minute problems and ensure a smooth and successful BFCM campaign.
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Beware of the Unexpected During BFCM
While you may have prepared well for your BFCM campaign, unexpected challenges can still arise. Here are some potential issues to be aware of:
Lagged or Timed-Out Website
With increased traffic during BFCM, your website may experience slowdowns or even time out. This can frustrate customers and lead to lost sales. Ensure you have a developer available to address any technical issues promptly.
Payment Errors
Payment errors can occur due to customer mistakes or technical glitches. Ensure your checkout process is seamless and user-friendly to minimize potential payment errors. Offer multiple payment options to accommodate different customer preferences.
Out of Stock
Demand during BFCM can exceed your expectations, potentially leading to stockouts. To avoid this, accurately forecast demand based on previous years' sales and prepare sufficient stock. Consider doubling or tripling inventory for high-demand products. If selling SaaS, make sure your APIs and licenses are up for the task.
Ready to Act Fast!
Regardless of the challenges you may encounter, it's crucial to act swiftly and decisively to resolve issues and minimize the impact on your customers. Having backup plans in place and a dedicated support team can help you address any unexpected situations.
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The Rush for BFCM is Over. What's Next?
After the BFCM rush subsides, it's important to focus on customer retention and turning one-time buyers into loyal customers. Here are some strategies to consider:
Send Review Request Emails for Customer Retention
Send review request emails to customers who made purchases during BFCM. Request feedback on their experience and use this opportunity to showcase your commitment to customer satisfaction. By engaging with customers post-purchase, you can build stronger relationships and encourage repeat business.
Analyse Your BFCM Campaign Performance
Take the time to analyze the performance of your BFCM campaign. Gather data on customer behavior, sales, and overall campaign results. This analysis will provide valuable insights to refine your future BFCM strategies and improve your overall marketing efforts.
Turn One-Time Buyers into Loyal Customers
Use post-BFCM communication to incentivize one-time buyers to become loyal customers. Send personalized thank-you emails with exclusive offers or discounts to encourage repeat purchases. By nurturing these relationships, you can build a loyal customer base that supports your business beyond BFCM.
Ready, Set, and Prepare for BFCM!
Overall, it is up to you – what works best for you, your store, or your value proposition. With the right mindset, the right team, and a tested plan + checklist - one can grow exponentially and upscale their business to greater heights, all backed by quality inflows. However, as we said – it all zeroes down to YOU. So, make sure that you prepare well and prepare right. Happy Strategising! :)
FAQs
How does the Buy Now, Pay Later service help in BFCM sales?
The buy now, pay later (BNPL) service empowers customers with more payment choices. This allows them to purchase products immediately and pay for them in installments over time.
How one-time buyers can be converted into loyal customers?
Send personalized thank-you emails with exclusive offers or discounts to encourage repeat purchases to the one-time buyers. By nurturing these relationships, you can build a loyal customer base that supports your business beyond BFCM.
What are the various types of shoppers to be considered while emailing them the BFCM offers?
The various types of shoppers include seasonal shoppers, recent openers, VIP customers, product browsers, and product category buyers. Segmenting your email list allows you to tailor your messages to specific customer groups.
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