Ecommerce tips for Black Friday and Cyber Monday - Alexanders Digital Marketing

Ecommerce tips for Black Friday and Cyber Monday

Written by Samantha Mythen

Two of the biggest shopping days of the year are soon to hit New Zealand!

As the end of the year holiday season quickly nears, your customers are beginning to think about Christmas and what they need to buy in preparation for the festive celebrations. The big sales during Black Friday and Cyber Monday mark the beginning of this holiday shopping season. These days provide you with the perfect opportunity to enhance your ecommerce sites in order to increase your online sales. We’ve shared 6 ecommerce tips to get you ready.

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What is Black Friday and Cyber Monday?

During Black Friday, stores host huge sales online and instore for their customers to get massive deals in the lead up to Christmas. Discounts are offered on popular brands and big deals are offered throughout the store. Cyber Monday offers similar bargains, but it is exclusively offered online. These days mark a peak period for many ecommerce retailers. Any store can make the most of this sale time opportunity. It is perfect time to attract the organised shoppers who want to avoid any last minute Christmas panic, or who are bargain hunters and addicted to sale shopping.

When are the sales?

Black Friday begins on Friday, 27 November 2020 in New Zealand. It traditionally follows Thanksgiving Day in the United States of America. Cyber Monday is at the end of that weekend held on Monday, 30 November 2020.

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Ecommerce tips to make the most of Black Friday and Cyber Monday

1. Create your landing page early

Create your landing page highlighting your Black Friday or Cyber Monday deals at the beginning of November, well before the actual sale day. This means Google will be able to discover and index the page. It is important to make sure Google is not blocked from discovering the URL for the page.  You need to leave enough time for Google to crawl this page (most websites are crawled every two weeks).

2. Optimise your landing page for Black Friday and Cyber Monday product deals

Make sure your landing page incorporates SEO relevant to the Black Friday and Cyber Monday deals you are wanting to advertise for your products.  Rachel can guide you on this if you need some help.

 3. Link to the landing pages from your home page

By hosting links to your Black Friday or Cyber Monday landing pages from your home pages, you are increasing their distinction. This helps customers, alongside Google, to find the specific landing page quicker and more efficiently.

 4. Use a recurring URL

As Black Friday and Cyber Monday are yearly recurring events, you will want to give the landing page a relevant URL that reflects the event rather than the year. For example, use /sale/cyber-monday rather than 2020/sale/cyber-monday. That way you can save yourself some duplicate effort next year.

 5. Include a relevant, high quality image

On your landing page, place a still image that accurately represents your sale. This image should be of high quality and be visually interesting and engaging.  Brodie is great at coming up with ideas for these kinds of images.

 6. Get your page recrawled

After you have tested your structured data to ensure it is valid, get in touch with Google and ask them to recrawl your page. This will get your content updated more quickly.

Then post and promote via Facebook, Instagram, your e-newsletter and don’t forget a Google Ads group.  You may also want to invest in a Display advertising campaign for a week leading up to it.

If you have any questions on how you can craft your online presence to make the most of Black Friday and Cyber Monday, please reach out to Kristin or Rachel at Alexander’s Digital Marketing today.  Samantha is our social media content Queen and between Sam, Brodie and Kristin, they can easily create a set of visuals and posts for your social media, email newsletter and landing page.  Kristin is ready to help set up your Google Ads campaign.

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