Cyber Monday is a kind of big deal for ecommerce, right? Total sales are lower than during Black Friday ($50bn v $2bn in 2014 [source]), but online sales are higher ($2bn v $1.5bn in 2014). People rush to buy cheaper electronic devices or games so you can expect a spike in traffic and sales if you offer such goods. Sounds interesting, doesn’t it? It sure does, but remember to prepare your shop well for this event. In this article, I will show you how to squeeze as much business as possible from Cyber Monday hype.
Cross-sell. In doubt, cross-sell even more
Increasing the volume of sales in not difficult when you offer 80% discounts. Just keep in mind that you should be focused the value of sales and profit, not only volume. Offering 5% instead of 80% discount will increase your profit from a single unit but let’s be honest – you won’t attract anyone on Cyber Monday with a 5% discount. So what can you do?
Cross-sell as much as you can. Try to sell related products that might be interesting but are not as heavily discounted. Great deals will bring people to your shop, but it’s cross-selling what will provide you profits. A person added a tablet (e.g. 40% off regular price) to a cart? Hey, they need a keyboard. Here’s the perfect one with 15% discount. Many people will buy it as well and your average profit margin will grow.
Tools you can use: depending on a platform you use. If you’re on Shopify you can use Cross-Sell (https://apps.shopify.com/cross-sell). Pricing: from $7/month.
Many people who visit your shop on Cyber Monday looking for discounts will leave and forget about your website. They are in a hurry and might be looking for the biggest discount on a specific product. If you’re not the one who offers it, they are likely to never come back. Probably many of them won’t even remember the name of your shop after a few days or even hours. How can you solve this problem?
Use retargeting (or, how Google calls it, remarketing). Show ads to people who visited your shop to remind them about your website. A good idea is to start a campaign after at least a few days or even over a month. Why? Probably many people bought all they needed and they won’t come to your store two days after Cyber Monday. You can consider starting a campaign 1 or 2 weeks before Christmas. People will be looking for gifts and I’m pretty sure they didn’t buy all the gifts on Cyber Monday or Black Friday.
Tools you can use: AdWords and Facebook advertising platforms. You’ll be charged only for impressions of your ads or clicks.
Pro tip: start building retargeting lists before Cyber Monday and run a campaign on this one day to attract even more people to your website by promoting great deals.
Make sure your website is ready for a peak
As I already mentioned, on Cyber Monday people are in a hurry. That’s why you must make sure that your website works as it should, people can easily find what they are looking for and the purchase path is seamless. If they can’t easily find products they want to buy or even dislike the design of your website, they’ll leave without buying. And that’s something you want to avoid.
That’s why you should conduct a short usability test and collect some opinions of people who visit your website. The most interesting feature is recording sessions. You will see what pages visitors browse, where they click and where they move the cursor. After watching 10-15 recordings, you will discover most of the problems that users face and elements that should be improved.
Tools you can use: UsabilityTools (http://usabilitytools.com/), $19/month; Inspectlet (https://www.inspectlet.com/) – a free plan available (recordings of 100 sessions), advanced plans from $39/month.
Recordings of sessions are undeniably helpful, but you need something more to be sure your website works as expected by visitors. Why? Example: recording of sessions reveal that people leave your website after visiting product pages. Good to know, but why is that so? Feedback tools will help you find out. Place feedback widgets on your website to ask visitors questions and collect their answers. In this example, you could ask visitors why they decide to leave the website or what prevents them from adding the product to a cart. You might learn that people can’t find information about shipping cost or they expect a more detailed description of the product.
Tools you can use: Survicate (http://survicate.com/) – a free plan available (collect up to 50 answers/month), Business plan with 1000 responses limit is $50/month.
Extra tip: make sure your website loads quickly. Visit Pingdom (http://tools.pingdom.com/fpt/) and type in the address of your website. You’ll get a free performance report in a few seconds. If you want to know more about improving performance of the website, take a look at this article: https://blog.kissmetrics.com/speed-is-a-killer/
First – you shouldn’t sacrifice profits for the volume of sales. Implementing cross-selling will help you combine high volume of sales with profitability.
Second – retargeting allows you to benefit from a spike in traffic in the future. Reach people who visited your website and convert them into customers.
Third – prepare your website for increased traffic. Watch 10-15 recordings of sessions to find elements that cause problems and improve them. On the top of that, collect feedback from visitors to understand their behavior and implement changes based on their opinions and ideas.
As you can see, preparing your shop for Cyber Monday is not difficult nor expensive. What’s the most important for the success of your business, following tips given here will help you increase sales not only on this one day but all year long.