As Black Friday approaches, it's expected to be bigger and better than 2018, which generated a record $6.22 billion in US online sales. But Black Friday isn't just for the US market – has seen sales surge in the UK, Europe and South America. Black Friday is a global holiday marked on the calendars of seasoned online shoppers. In-store deals have had an impact, but online platforms are still top shoppers' choices for deals and promotions. That being said, your website is the most important marketing tool for Black Friday sales. You'll need to get your website in shape before Black Friday to compete with over 1.8 billion websites, including your competitors. So you'll need a game plan to optimize your eCommerce store for Black Friday, and we've found five ways to do just that. Let's start. 1. Instantly offer discounts and offers Black Friday is all about discounts and deals, and you'll be dealing with seasoned shoppers looking to get the best deals and products for their money. As such, you need to see the big picture of your offering: as soon as people arrive on your site, add items to their cart, and even after they checkout. When people have to search for deals or codes, especially during a big rush like Black Friday, they may end up going to a competitor. So you will need to give people instant access to discount codes. This means using pop-ups, website banners, and even pop-up overlays. As soon as you land on the Hot Topic website, you are greeted with a 30% free discount offer. You want to start attracting buyers as soon as they land on your site. Your next step to show off the deals you have on your store is to place the items you have for sale on the front page of your website. Again, most people on such a big holiday don't like to search through the items on sale. So create a section on your blog where they can all be easily found and buyers can easily navigate. 2. Email Marketing Offers In 2017, Statista reported that there were over 3.7 million email users and that number is expected to reach 4.3 billion users by 2022 (Statista, 2019). That's half of the world's population. Emails aren't just about welcoming your new customers; they can also help drive customers to your website to participate in Black Friday deals.
Email marketing is now the norm, so much so that Oberlo's email marketing stats found that some subscribers want to receive email from their favorite brands, deals, and offers. Especially the Black Friday emails. black friday email marketing statistics But as good as the emails are, the problem is that you're not the only one sending Black Friday deals to your potential customers. On average, a person can receive up to 50 emails a day, and that number doubles when a high-stakes holiday approaches. So standing out in their inbox is important…and difficult. Black Friday Emailer Surfdome Example There are three things that make an email stand out from the crowd: your subject line, your design, and your CTAs. But the most important of the three is the subject line of the telemarketing list email. Your subject line is the first thing your customers see before they open the email. If it's not relevant or interesting, they won't make an effort to open it. Mailer Lite said it best: “Treat your subject like the movie trailer. Provide an overview so they know what to expect. A compelling subject line can entice your target audience to read your email and hopefully turn it into a lead. Think of your subject line as a title, because it is. Do you think, would this be a perfect title for a short article? If not, delete it and start over. You can use these title formulas to guide you:Be aware of the length of your subject. Shorter subject lines generate more clicks. Most people use mobile to read their emails on the go; if the subject line is too long, they won't see all the words and probably won't click to read. The perfect subject line should be no more than eight words. Use "power words" in your emails. When you use powerful words in your titles, they are able to pique your viewer's interest, which means they are more likely to click. Say no to clickbait. Avoid clickbait subject lines unless you want to be flagged as spam by your readers or their email providers.
This means that your unread emails will be sent directly to the trash. 3. Fix broken external links and errors Broken external links, just as the name suggests, are links that lead nowhere or give users an error. This can lead to a 404 error page. 404 error page The last thing you need on your website during a shopping rush is broken links. Maybe you are busy sharing other links from your site or there are old pages that you forgot that you deleted. Broken links without monitoring can cause you to lose sales and traffic if you forget to audit your site. You can easily find these broken external links using tools like Ahrefs or Google Tag Manager. Use this step-by-step guide to help you find and fix broken external links the right way so you can start promoting your website hassle-free during Black Friday. 4. Have a clear and easy return policy Black Friday may be about sales, but also about returns. An estimated 52% of people bought something on sale that they later regretted. 30% of shoppers deliberately buy too many items and then return unwanted items, and 19% admitted to ordering multiple versions of the same item so they could make up their minds after the purchase was delivered. You can expect customer returns during and after the holiday rush. Before people complete an order or add items to their cart, buyers review your return policy. The only thing worse than a bad return policy is a non-existent one, which can turn buyers off as quickly as they came. ReadyCloud reports that 66% of buyers say the better the return policy, the more they are willing to buy
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