10 Things You Forgot To Do To Get Ready for Black Friday Cyber Monday

As Black Friday and Cyber Monday (BFCM) approach, you’ve probably got your discounts planned and your marketing emails ready to go. But are you truly prepared for the biggest shopping event of the year? Here are some things e-commerce businesses often overlook that could make or break your BFCM success:

1. Optimize Your Website’s Loading Speed

Slow websites lose customers, especially during high-traffic events like BFCM. Make sure your site can handle the extra load by optimizing images, reducing plugins, and upgrading your hosting if necessary. A delay of just a few seconds could mean a loss of potential customers!

Start by compressing your images using tools like TinyPNG or ImageOptim, which can significantly reduce image sizes without compromising quality. Evaluate your current hosting plan and consider upgrading if you expect a massive surge in traffic. Look at Content Delivery Networks (CDNs) like Cloudflare to distribute content and reduce load times globally. Reduce the number of HTTP requests by minimizing scripts and using a more efficient website structure.

Moreover, tools like Google PageSpeed Insights and GTmetrix can help identify potential bottlenecks and suggest further improvements. Prioritize fixing issues that impact loading speed and make sure that every page—especially high-value pages like product listings and checkout—loads swiftly to retain customer attention.

2. Check Your Mobile Experience

Most customers are shopping on their phones. Ensure that your e-commerce store is mobile-friendly by testing your site on different devices. Make sure pages are responsive, buttons are clickable, and the checkout process is as smooth as possible.

Use tools like Google’s Mobile-Friendly Test to evaluate how well your site functions on mobile devices. Pay special attention to font sizes, button placements, and touch-friendly navigation. The last thing you want is for users to struggle to click the ‘Buy Now’ button or accidentally click on something else because the elements are too close together.

Don’t forget to optimize images for mobile devices as well, reducing load times and ensuring the user interface (UI) remains intuitive. Pop-ups can be particularly annoying on mobile, so if you use them, make sure they are easy to close and not obstructive. You should also consider setting up mobile-specific promotions, like SMS offers, to enhance engagement and drive conversions from mobile users.

3. Prepare Your Customer Service Team

Your customer service team needs to be ready for a surge in inquiries. Have you ensured they have the right tools and training to handle common questions quickly? Consider adding an FAQ section or a chatbot to cover repetitive queries and ease the load on your team.

Make sure your customer service representatives are trained to handle the specific challenges that arise during BFCM. This could include questions about order tracking, delayed shipping, or issues with applying promotional codes. Have a list of prepared responses to common issues to help speed up communication.

Adding a chatbot can drastically reduce the number of inquiries reaching your human agents. Chatbots can answer common questions, provide order updates, and even guide customers through the purchasing process. Ensure your FAQ section is up to date, including information on shipping times, returns, and product availability. A detailed FAQ can deflect a lot of inquiries and give your team more time to handle complex issues.

Consider extending your customer service hours to handle increased demand during BFCM. The quicker you can answer questions, the more likely you are to convert interested shoppers into buyers.

4. Test Your Checkout Process

A smooth checkout is crucial to converting those high-value BFCM shoppers. Do a thorough walkthrough of the entire process to ensure there are no glitches. Test payment methods, discount codes, and shipping options to avoid any unpleasant surprises.

Go through the checkout process yourself, step by step, using multiple devices and browsers. Test every payment method you accept—credit cards, PayPal, Buy Now Pay Later (BNPL) options, Apple Pay, etc. Ensure that discount codes apply correctly and that customers are informed of any restrictions upfront.

Make sure your checkout process is as streamlined as possible. Remove any unnecessary fields that could cause frustration. Consider offering a guest checkout option, as forcing users to create an account can be a major turn-off. You can also include trust signals like security badges and testimonials to reassure customers as they make their purchases.

Abandoned carts are common during BFCM, so set up automated email reminders to bring those customers back. Offer an incentive, like a small discount or free shipping, to encourage them to complete the purchase.

5. Have a Contingency Plan for Inventory Issues

Running out of stock can be both good and bad. While it shows demand, it can also leave potential customers frustrated. Make sure you have a contingency plan—either by providing similar product recommendations or offering back-in-stock notifications.

Implement a robust inventory management system to keep track of stock levels in real-time. Set up alerts for low stock so that you can take action before items run out. For popular products, consider limiting the number of units a customer can purchase to prevent stockpiling.

For items that do run out of stock, set up a back-in-stock notification option. Allow customers to sign up for email or SMS alerts when the item becomes available again. This not only helps with future sales but also keeps customers engaged with your brand.

If an item is sold out, offer recommendations for similar products. You can also provide special offers on related items to prevent customers from leaving your site empty-handed.

6. Fine-Tune Your Email Automations

Your email sequences should be more than just “buy now” messages. Use abandoned cart reminders, post-purchase “thank you” emails, and even follow-ups to create a cohesive experience. Make sure these automations are tested and properly personalized to encourage conversions.

Abandoned cart emails are one of the most effective tools for recovering lost sales. Make sure your email includes a clear image of the product, a strong call to action, and perhaps even a small discount as an incentive to complete the purchase. Timing is key—send the first reminder within a few hours, then follow up a day later if necessary.

Post-purchase emails are equally important. Thank customers for their purchases and provide them with relevant information, such as shipping updates or product care tips. Use follow-up emails to encourage reviews, promote related products, or offer loyalty rewards.

Consider segmenting your email list based on customer behavior. For example, send VIP customers exclusive discounts or early access to sales. By personalizing your emails, you increase the chances of engagement and conversions.

7. Audit Your Promotional Codes

There’s nothing worse than a discount code that doesn’t work. Double-check all your promo codes to ensure they apply correctly and test them across different devices. This can save both your customers and your support team a lot of headaches.

Create a spreadsheet to keep track of all promotional codes, including expiration dates, eligible products, and usage limits. Test each code manually to ensure it works as expected. This is especially important if you have multiple promotions running simultaneously.

Clearly communicate the terms and conditions of each promo code. Let customers know if there are any exclusions or minimum purchase requirements. Display this information on product pages, in emails, and at checkout to prevent confusion and frustration.

If a code doesn’t work, have a backup plan. For example, offer a customer service contact for immediate assistance or provide an alternative discount to maintain customer satisfaction.

8. Set Up Tracking for Key Metrics

Tracking key metrics like conversion rates, cart abandonment, and bounce rates is essential to understand how your BFCM campaigns are performing. Make sure Google Analytics (or your preferred analytics tool) is properly configured so you can easily identify what worked and what needs improvement for next year.

Set up specific goals in Google Analytics to track BFCM conversions, average order value, and customer acquisition channels. Use UTM parameters in your marketing campaigns to understand which channels are driving the most traffic and conversions. This will help you make data-driven decisions for future campaigns.

Pay attention to your cart abandonment rate and use tools like Hotjar to understand where customers drop off during the checkout process. Heatmaps and session recordings can provide insights into problematic areas of your website that need optimization.

9. Integrate with Google Merchant Center

Google Merchant Center integration can help ensure your products appear in Google Shopping results, giving you more visibility during BFCM. Make sure your product feed is up to date, with accurate pricing and availability, to capture more potential customers searching for deals.

Keep your product feed optimized by regularly updating prices, descriptions, and availability. Use high-quality images and ensure all product data aligns with your e-commerce site. Google Merchant Center allows you to reach customers who are actively searching for products, so having a well-maintained feed can significantly boost traffic and conversions.

Consider running Google Shopping ads alongside your organic shopping listings for greater visibility. Use Merchant Center promotions to highlight your BFCM deals directly in Google Shopping, making them stand out to potential buyers.

10. Prepare for Returns and Post-Sale Engagement

Returns spike during BFCM, so be ready. Simplify your returns policy and make it easy for customers to find. Additionally, keep the relationship going post-sale—send satisfaction surveys or product usage tips to foster customer loyalty beyond BFCM.

Make sure your returns policy is easy to understand, with no hidden terms that could frustrate customers. Provide a simple process for initiating returns, and include a prepaid return label if possible. A hassle-free returns process will make customers more confident in purchasing from you.

Post-sale engagement is crucial for building customer loyalty. After purchase, send personalized thank-you emails and provide relevant information, such as care instructions for the product. Use follow-up emails to encourage reviews or promote related products. Offering a loyalty program or exclusive discounts for future purchases can also help retain customers.

Consider using social media to keep customers engaged after BFCM. Share user-generated content, promote product tips, and create a community around your brand to encourage repeat purchases.

These often-overlooked tasks can make a huge difference during BFCM, helping you avoid customer frustration and missed opportunities. By covering these bases, you’ll be setting your e-commerce site up for smoother operations and, hopefully, higher profits this holiday season.

Ready to take your e-commerce game to the next level this BFCM? Don’t wait until it’s too late—implement these strategies now and set yourself up for success. If you need expert assistance in optimizing your e-commerce store or creating a winning BFCM strategy, contact Fidelitas today! With a thorough approach and careful attention to detail, your BFCM campaign can be your most successful yet.