Black Friday / Cyber Monday 2021 Ecomm Tips
- Encourage and collect as many customer reviews as possible. Shoppers that thoroughly research products before making a purchase will be less likely to buy your products if you lack truthful customer reviews.
- BF and CM (Black Friday and Cyber Monday) sales have increased consecutively over the last 7 years, and 2021 should be no different.
- BF and CM have become more and more of a mobile shopping experience over the years, accounting for 70% of site traffic for BF and 54% for CM. Make sure your website is optimized for mobile.
- BF is now a 2 week event. Rather than having one spike of traffic on BF, offer customers deals and promos the week leading up to and the week following BF. An estimated 15% increase in traffic is seen the week after BF. Offering deals early is a way to persuade customers to buy early.
- With purchases from the first week of BF, send post purchase emails to your new inflated customer base the following week.
- In 2020, CM drove ~$10.8B in sales. CM is turning into Cyber Week – offer deals on the days following CM.
- Experts believe CM will be the biggest shopping day of the year in 2021. Retailers like Walmart, Target, Best Buy, Kohl’s, and Bed Bath & Beyond have already announced that they’re once again closing their doors for in-person shopping on Thanksgiving this year. Thus, e-commerce will continue to be a crucial tool to reach shoppers.
- Better deals and lower prices are the most compelling reasons for customers to buy this season. Free or fast shipping, along with good return options, are what shoppers also want. Shoppers are willing to search around for deals, with 62% saying the best price influences them.
- Build a dedicated BF and CM landing page, to clearly show the shopper they are in the right place and to encourage the shopping experience. Include catchy copy, define a clear goal, and pick a compelling CTA.
- Add products to your FB/IG product catalog to encourage users to buy within the platform (and avoid the possibility that leaving the platform might discourage conversion rate.)
- Email is still one of the most effective marketing tools, generating on average $36 for every $1 spent, higher than any other channel. Make sure to segment your email campaign to your different audiences – this drives a 760% increase in revenue. Get in first before the crowd and send your BF and CM emails early.
- Create urgency with timers. You can do this by sending out daily emails counting down to the day, posting social media updates, or by adding a literal clock to your website or online store through a countdown clock plug-in.
