Black Friday is just around the corner — bringing with it a healthy slice of the e-retail market up for grabs. What began as an American tradition has officially made its way over to a good majority of European markets and, of course, the Internet.
By tradition, Black Friday falls the day after Thanksgiving in the US, which means that this year Black Friday will take place on the 23rd of November, so be sure to pencil it in your calendar.
Having been introduced to the UK in 2010 by online retail behemoth Amazon, Black Friday has become something of a big deal in the UK with about 92% of the UK population familiar with the shopping event. In fact, some might even say Black Friday has created a certain expectation amongst Britons about the upcoming holiday season that previously had not existed.
According to IMRG, online sales made up £1.39bn last year on Black Friday in the UK, with 39% of these sales made via mobile. With UK’s increasing participation in this post-Thanksgiving day of shopping discounts, it wouldn’t be much of a stretch to say that this number is only going to inflate in 2018. But, without a good conversion strategy, stores planning to take part in Black Friday will probably miss out.
With more and more brick-and-mortars boldly venturing into the online retail space, meaning increasing competition for sales, brands must ensure that their customer experience both online and offline during Black Friday is impeccable. A delay of even one second, for instance, can reduce a website’s conversion rate by 7%. Hence why testing your website design beforehand is paramount in ensuring the success of your Black Friday campaign.
Now that you are acquainted with the general gist of Black Friday, Market Inspector has designed an infographic to help you build your e-commerce strategy this Black Friday, touching on key aspects that you should be considering leading up to the year’s big shopping event. From addressing general website issues, to sending personalized cart reminder emails, to doubling down on mobile, here are our twelve tips for staying in the game this festive season.
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