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5 Last Minute Black Friday Optimization Tips

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It happened…it wasn’t supposed to. You told yourself you wouldn’t procrastinate, but Black Friday is upon us, and if you haven’t done anything to prepare, this is the blog post for you.

While it might seem hopeless now, all is not lost. Below are five tips for optimizing your store and getting into shape for the big weekend.

1. Use sitewide banners for deadlines and shipping offers

We’ve said it before, we’re saying it now, and we’ll say it again…free shipping works. Consumers have grown accustomed to free (and fast) shipping options which means you’ll need to make this offer prominent on your site. If you can’t swing this on every order, then use free shipping thresholds to boost the average order value and offset your shipping costs. Banners are great for sitewide offers like free shipping, or to show customers how much they have left to spend before reaching an offer minimum.

Another great use for sitewide banners is to clearly display order and shipping deadlines, making customers aware of the timeline for placing and receiving their orders. Since the holiday season is centered around several specific dates, it’s critical to make sure shoppers know when their packages will arrive. Use these website messaging promotions to encourage shoppers to purchase their gifts in time and manage expectations from the start.

Justuno Message Bar Product

2. Use holiday themed promotions

This is an easy way to make it look like you’re more prepared for the holidays than you really were. Justuno users have access to pre-built pop-up templates created by our graphic designers. Set them live in just minutes, or tweak the designs to reflect your own branding–it’s your choice!

Lean in to the reason for the season with these pop-ups. They adds flair and fun to your website which goes a long way with consumers this time of year. Check out a few of this years designs below, and log in to your Justuno account to add these to your site in minutes.

3. Create gift guide sections

Curate your most popular products and build temporary product collections grouped by gift giving suggestions. You can create pages for your most popular products, gifts for certain buyer personas, or structure by price point. Depending on your target audience and store inventory these collections will look slightly different, but the idea works across them all! 

Most consumers are shopping for others and already overwhelmed by the holiday season, so any website tweaks you can do that make navigating your site easier or reduces the overall effort will result in more conversions. 

4. Use offsite channels to boost visibility

If you’ve been promoting your holiday sales heavily through email marketing, it may be worth exploring other channels such as Social Media, SMS, Messenger, or Push Notifications. Most consumers inboxes have been inundated by now with sale email after sale email, and trying to cut through the noise this late likely won’t work.

But, that’s where newer channels can save the day. Use your social media platforms to appeal to your followers by featuring highly visual content that clearly displays the value and sale. Beyond that, if you’re using an SMS marketing or Facebook Messenger Chat-Bot provider, you can start engaging subscribers via those channels as well. Both of these are highly personal channels, so be sure to properly segment, target, and tailor the messages so they provide real value and don’t annoy.

Finally, if you’re a Justuno user, you can use our Push Notifications product to connect with subscribers even when they’re not on your site. This is a great way to move your strategy beyond your onsite promotions and connect with subscribers even more.

5. Have foundational promotions set up

Here at Justuno we have three promotions that we consider to be the foundation of an onsite conversion strategy. These are something that we suggest every retailer has at a minimum, (and keep live all year long) but are more important than ever during the holiday season.

The three foundation promotions are: a new visitor offer, an abandoned cart promotion, and an exit offer.

New Visitor Offer

Holiday season traffic levels surge, making your new visitor offer a critical promotion to have live. With more traffic comes increased bounce rates, decreased time on page and an overall drag to your website’s overall SEO performance. Counteract this flightiness of first-timers with a new visitor offer that engages them and increases their time spent on your site. Want to learn more about these? Check out this webinar where our CEO, Erik Christiansen, chats with SEMrush and Tinuiti about combating this post-holiday ranking problem.

Abandoned Cart Offer

Cart abandoners are a retailer’s best friend all year long, and during the holidays can prove to be a promotion where ROI is through the roof. If shoppers have added items to their cart and then try to leave your site, they’re liking going to price match you vs the competition. Stop them before they can leave by closing the sale with a cart abandonment promotion.

Exit Offer

Finally, exit offers are a great way to give departing visitors an offer they can’t refuse that encourages them to browse further and convert. Exit offers are different from abandoned cart promotions because these will fire when someone displays an intention to leave your site, regardless of cart contents. A last-minute appeal with a slightly better offer than they’ve seen before can make the difference between another bounced visitor and a completed sale.

Shipping Deadline Promotion

Final thoughts

Even if you only have the time and resources to implement a one or two of these suggestions, they’ll help you make the most of these busy shopping days. If your 2019 BFCM sales aren’t what you hoped, don’t lose hope yet. There’s still an entire month left in 2019 to make some sales, reach your Q4 goals, and close the year out strong.

Want more holiday content? Check out the Justuno holiday corner filled with content created to help you build and optimize your holiday marketing. Check out the webinar series, download the guide, or just check out other blog posts for strategy ideas.

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