With many brick-and-mortar stores closed this Black Friday, businesses are gearing up for a digital shopping weekend unlike any in previous years.
Black Friday holds additional pressure—and opportunity—this year after the challenges many small businesses have experienced due to the pandemic. Traffic to the top 100 shopping sites increased by 137 percent on 2019 Black Friday and companies will be looking to capitalise on this surge in traffic and convert customers to make a sale.
by Jon MacDonald, an EO Portland member and president of The Good
If you’re in charge of managing your brand’s e-commerce site, improving online sales is always on top of mind. The best way to invest your digital budget is to focus on continually improving the site’s performance and content.
Align With Your Customers
Customers have no patience for, and pay very little attention to, anything that gets in the way of finding the right product for them. Potential obstacles are everywhere from your content to the time it takes for a page to load.
It’s easy to get distracted from helping customers complete their goals by focusing on the latest internal marketing campaign, or trying to keep the design looking fresh. As technology changes, your site may need to be rebuilt on a new platform, but for the most part improving the site that exists now should be your highest priority. Your first step is to evaluate the shopping experience across devices.
Customers have no patience for anything that gets in the way of finding the right product.