Black Friday and Cyber Monday is fast approaching, and chances are you have already begun setting up your discounts, teasing them to your existing subscriber base, and making last-minute adjustments to perfect your shopper experience for the big day(s).
Black Friday and Cyber Monday weekend (we’ll shorten that to BFCM) is a relentlessly competitive time, as brick and mortar and ecommerce storefronts alike compete for inbox space, shopper attention, and ultimately wallet share. Therefore it's also a perfect opportunity to refresh your on-site strategy to take advantage of increased site traffic and convert more shoppers than ever before.
We’ve already discussed a few different ways to stand-out this Black Friday Cyber Monday weekend, but beyond trying different promotions and timing, we’ve found that there are more personalized approaches you can take to make your shoppers’ experience seamless, and ultimately more rewarding for your ecommerce in the end.
[Don't miss it: Prepare Your eCommerce Marketing for Black Friday and Cyber Monday - Webinar]
Welcome the Black Friday + Cyber Monday Traffic
If a customer is on your site during one of the most competitive online shopping periods of the year - first of all, congrats! Second of all, let’s move! You don’t want to waste this opportunity.
Welcome shoppers immediately with messaging about your BFCM promotions so they know exactly where to go next. Use a tailored popup or banner to highlight deals or lead to specific landing pages. An announcement campaign makes it easy for customers to find your promotions without having to dig.
A festive hero image centered around your BFCM offers is another way for shoppers to see deals immediately when landing on the site and not get lost or distracted. Add a call-to-action on the image so shoppers know where to click to head directly to a sale category, or browse your best selling products.
There are a million sales going on, so your potential customer needs to be able to easily navigate your site and get to what they want, or else they’ll take their shopping elsewhere.
Personalize the BFCM Shopping Experience
Tailoring your on-site strategy based on a few different variables can really bring your BFCM experience to the next level.
For example, splitting the traffic based on two types of visitors, such as first-time visitors and repeat visitors, will allow you to personalize the welcome message discussed above. This can further simplify the navigation process for shoppers, and save browsing time so they can get straight to adding-to-cart.
- Target a first-time visitor with a welcome message popup or banner. Since this is their first time exploring your site, you could focus on highlighting your most popular products, or products that most new customers purchase from you. Don’t forget to them about a promotion on that product, in the spirit of Cyber Monday.
- Someone who has been to your site several times has already seen and hopefully purchased your most popular product, so you could try directing them to other products to expand their awareness of what you offer – and then of course supplement it with the BFCM sale that you’re running.
Beyond identifying the number of times a visitor has been to your site, there are other variables you could easily use to personalize your on-site shopping experience for BFCM shoppers.
- Device type: A desktop shopper has plenty of screen space to browse catalog pages, while a mobile user will need a slimmer version of the site to shop on. Serving a different homepage or welcome popup optimized for mobile can nudge traffic in the right direction.
- Popups based on geographic location: If you have shoppers all over the world, you may want to offer different BFCM discounts in your popups based on a visitors’ location
- Popups based on referral path: If a customer clicked your Cyber Monday coupon on a Facebook ad, and another found you via Google search results, you can communicate different messages to them. Clicking your ‘25% Off’ ad on Facebook means a customer is headed straight for your 25% off deals, so you don’t have to waste a communication telling them about anything else when they land on your site just yet.
- Messaging based on whether a visitor is logged in as a customer or not: The perfect time to give your best customers an extra-special VIP Cyber Monday deal!
Identify which of these ideas will suit your customers best. By choosing just one or two visitor stories you want to take advantage of, you can focus on converting your most likely customers with a tailored shopping experience.
Use Cart Abandonment to Convert or Capture Leads
Hopefully once your visitors have been directed to discover your promotions or product picks, they continue along to purchase. But if they don’t, there is one last solution to try – an abandoned cart popup.
If a shopper has added a product to their cart and they are going to leave your website before completing their purchase, you’ve got an opportunity to serve a popup or banner that is super targeted to that visitor and the contents of their cart.
By crafting messaging around the remaining time left in the sale (think countdown…), or highlighting the limited stock available of the product they are shopping for, you can create a sense of urgency that may push the shopper to check out then. Additionally, you could serve the customer an extra discount on this notification to further incentivize completing the purchase.
You can include an email address field in that popup so you can follow up with them via email if they still don’t complete the purchase, but ideally this popup discount is going to be the extra nudge they need to reduce the likelihood of them leaving without purchasing.
Make the Most of BFCM Traffic by Following Up
After all this, don’t forget to follow up! For traffic that didn’t convert or for any emails you collected during BFCM, you now have an open line to communicate with these potential customers during the next few weeks of the holiday season. A welcome series of emails detailing a little background about your brand, or showcasing a few select products can help educate these subscribers and turn them into customers down the line.
So which visitor path will you use to personalize your site before the holiday traffic begins?
Choosing just one or two of these quick updates to your site can help you make the most of your hard-earned traffic on Black Friday and Cyber Monday weekend, and in the holiday shopping weeks to come.