In 2016, Black Friday sales increased 220% compared to a typical Friday (Qubit), whilst Cyber Monday saw traffic increase by 155% compared to a normal sales day. With visitors virtually bursting through the digital doors of your online store, it’s important to make sure all your ducks are aligned on the website itself to assist conversion.
We believe a quick website review would be a great start to prepare for Cyber Weekend. Note: As an initial audit, ask an outsider to do this (e.g. owner’s wife, silent business partner, investor, a close friend) and make sure you watch them carry this out.
One of our resident CRO experts, Heather Barmby, highlights the various factors that need to be considered when carrying out a website review. If you’re on a mission to increase conversions over the coming Cyber Weekend, this is the post for you…
So without further ado, the top 10 CRO tips for maximising site conversions over Cyber Weekend 2017:
Ensure countdown timers are in line with end of sale and exist on site
Countdown timers are a great way to increase sense of urgency and encourage customers to make a purchase. If your sale ends on Friday, the countdown timer should coincide with this (the shorter the better!).
Don’t forget about those shopping on mobile devices – are you fully responsive?
(If anything, forget tablet and desktop to start with). For the majority of online retailers, mobile drives the highest amount of traffic, so it makes sense to try and capitalise on this as much as possible by having a fully responsive mobile site that performs seamlessly.
All promo banners should be current with the right messages, don’t miss any
Visual displays typically work better than text alone, so promo banners are a great way to capture attention and engage the customer. Think of promo banners as billboards, they’re a great piece of real estate to push key information. Ensure your promos are high quality and eye catching.
Create a sense of urgency
Highlight quantity for low stock sale items, e.g. ‘Only x left in stock’. As mentioned above, creating a sense of urgency can encourage a customer to make a purchase. The psychological impact of knowing that stock is limited could be the difference between the customer purchasing or not.
Check homepage and landing page images are properly optimised to reduce page load times
There’s going to be a lot of traffic on its way! Consider using one main image on your homepage during sale times to to advertise the fact you’re running a sale. Also, by compressing your images, you can significantly reduce load time. The longer a website takes to load, the more likely a customer is to leave.
We recommend running your images through an image compression site before uploading/re-uploading them to your website, this may be time consuming but will improve your website’s performance so very worthwhile!
Make the customer’s journey as simple as possible
Ensure homepage promos link directly to your most important categories or brands, which is particularly important on mobile. Unnecessary clicks are detrimental to the customer experience, so put yourself in the customer’s shoes when looking at your website and make sure your website is streamlined.
Ensure products are properly merchandised
Especially on top categories and best selling brands. Common sense applies here, don’t stick your best selling products at the bottom of the page. Analyse your sales data to determine your best performing products and push these to the top of the page.
Ensure that the search is setup to include misspells and redirect users correctly to the best pages possible
Note: A search for a brand name should be redirected to the actual merchandised brand page. Generally, users who opt to use the search function are far more likely to make a purchase, so it’s imperative that the search is performing to its fullest potential. You can see your top search terms from your analytical data, so this is a good place to start. Invest some time in this area and you’ll reap the rewards.
Make sure all products have images, correct titles and are correctly categorised
Basically, leave no stone unturned. Some housekeeping to ensure your best images are being used on the category page and that your titles are optimised will pay dividends to the customer shopping experience. If you’ve been meaning to spend the time updating your images, product descriptions, titles and categorisation – now is the time!
If you are offering free shipping, make sure delivery messages are prominent across the site
Note: If you are not offering free shipping, consider up-selling at the checkout e.g. ‘spend x more for free shipping’. Our research shows that free shipping is a huge plus for customers (and not offering free shipping is sometimes a deal-breaker!). If free shipping is something you’re able to do, you should shout it from the rooftops (or perhaps via a slither banner since we’re talking online). Try to carry this message across the whole site so the customer is always reminded that there will be no hidden costs at the checkout.
Throughout this process, you are ultimately making sure your website is clear, instils a sense of urgency, and conveys the correct messaging. Think of it as you would a physical store: you will be making sure all promotional activity is in order, your products are displayed neatly and effectively, and everything is in place before opening your doors to the stampede of customers eager to bag themselves a bargain.
At Visualsoft, we can help optimise your website so you can achieve the best possible conversion rates over the biggest sales periods of the year, including Cyber Weekend. For more information on how we can help you, get in touch today or call us on 01642 633 604.