Best Ecommerce Practices for Black Friday
With all the hype surrounding Black Friday and its spin-offs, the competition of other online businesses can be tough. Nevertheless, there are some aspects of the ecommerce strategy that businesses can prioritize in order to attract as much traffic as possible.
According to an ADI report, the top priorities for consumers when visiting an e-commerce site for their Black Friday shopping are price, availability of free shipping, and convenience. Businesses who tailor their websites, checkout experience, and customer support to meet these three priorities should be well on their way to getting the benefits of Black Friday. If you want to learn more about how to optimize your checkout, feel free to read our recent checkout blog series.
A big pitfall to watch out for during these hectic days is the stability of both your website and your payment processing. If a customer is in the middle of a checkout and is suddenly met with a declined card, an error message, or even a crash, they are likely to leave your shop and look for an alternative. To prevent such issues, it is of utmost importance to have backups for everything. Leverage automated payment flows to avoid declined cards or overloaded payment acquirers and have a large variety of payment providers integrated in your system. This enables the possibility to simply use a different payment provider or acquirer in case of high traffic. Integrating express payment options, such as PayPal, is also highly recommended, as speed and convenience are both essential to a high conversion rate.
As mentioned above, ecommerce will experience a shift to mobile and being able to offer a well-designed mobile experience is crucial. For an ultimate mobile customer journey, it is a good idea to offer both an optimized mobile payment shop and the payment experience that is quick and convenient enough so that customer is just a few taps away from the purchase being made.