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As retailers enter the 2020 holiday season, questions remain about how shoppers will approach Black Friday, Small Business Saturday, and Cyber Monday.
While the National Retail Federation reports that "96% of surveyed retailers expect their online holiday sales to increase," it's unclear how consumers will divide their shopping among the popular days.
As in previous years, online shoppers search for top Cyber Monday deals and want a flawless shopping experience. Small businesses that optimize promotions and websites for virtual shopping have an advantage over less digital-savvy competitors. Ensure your holiday sales exceed expectations by using these tips.
In 2005, retailers created Cyber Monday to boost digital purchases and continue the blowout deals beyond Black Friday. The online shopping holiday earned $484 million in sales in 2005 then rapidly climbed to $9.4 billion in 2019.
Although 2020's year-over-year Cyber Monday growth may be less than previous years, the ongoing pandemic will bolster online sales in the days before and following November 30.
Regardless if you own an e-commerce site or brick-and-mortar storefront, optimizing your virtual marketing campaigns is critical to a successful Cyber Week.
Deliver the best deals and make a lasting impression by preparing your website, staff, and storefront for an influx of new online visitors. Prep your e-commerce platforms for digital sales using these tips.
Your website's performance is crucial to customer experience all year long. However, a surge of traffic can put a particular strain on your site. Take these steps to check your shopping channels:
This year, 89% of shoppers "are willing to give retailers extra time to deliver packages," according to Convey, a delivery experience management company. However, consumers expect free shipping and full transparency.
Furthermore, people who traditionally shop in-store may be wary of long shipping times or ask more questions than typical online shoppers. Ease their concerns by:
You already understand the importance of an easy checkout. But take the journey for yourself, and make sure it's easy to edit orders on all devices and consumers can buy your products as a guest.
Consider offering alternative payment methods such as PayPal and using a live chat service during Cyber Week.
Shoppers use search engines to find retailer promotions or product-specific sales. For example, consumers hunt for phrases like "gaming computer Cyber Monday," "Cyber Monday deals 2020," or "Apple watch Cyber Monday."
Increase your reach by performing search engine optimization (SEO) tactics on your website, product listings, and Cyber Monday landing pages.
Use these tips from Google to improve your site:
With huge traffic expected, problems may occur. Although you'll do everything possible to prevent issues, it's best to prepare for anything. And the best way to do this is by assigning an extra team member to stay on top of social media.
Use social listening tools like Hootsuite or Sprout Social to catch mentions or posts about your business, so your teams can step in and respond. Also, be prepared to answer any questions via Facebook Messenger or other social messaging services.
People may even try to send orders through Messenger so have a plan for this and make the process as smooth as possible.
As the pandemic continues, many people are trying to shop locally, even if that means shopping online and getting curbside pickup. Drive local shoppers to your online marketplace by:
People may need more help than in previous years as many shop for items online that they traditionally purchased at a brick-and-mortar store. Plus, consumers are decision fatigued, and honestly, they're just exhausted.
Give shoppers what they need to feel comfortable making online purchases while showcasing value and transparency.
Boost excitement using content such as:
Your gift guide is a great way to invite new people into your Cyber Monday sales funnel, and it's also attractive to previous customers.
Warm up your audience by creating a conversion funnel that will build interest early and add a sense of urgency while encouraging repeat purchases.
Use e-commerce marketing tactics such as taking your Cyber Monday promotions live on Facebook or Instagram to highlight low inventory items or limited-time deals.
People want to feel special, and they want a personalized experience. Reach out to existing customers with custom deals based on previous purchases. Use your loyalty program, email marketing, and text messaging campaigns to offer:
Selling online extends beyond your website. Take advantage of Instagram, Facebook, and Pinterest shopping options to make it easier for social media users to purchase right from the application.
Kick off the holiday season by giving your customers what they want and need for seamless online experiences. Start early, reach out often, and devise a Cyber Monday campaign that delivers value and shopping inspiration.
Our Small Business Expert
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