The Black Friday of 2024 promises to be one of the biggest in history. According to the Brazilian Electronic Commerce Association (ABCComm), revenue this year should reach R$ 205.11 billion, an index about 10% higher compared to last year.
However, what is revealed today as an incredible opportunity for your business growth can end up becoming a major headache if your website is not prepared for an increase in traffic demand.
Among the main mistakes that an e-commerce should avoid, the technical aspects of a page should not be overlooked. A site with great content and unbeatable offers will be a failure if the server cannot handle the demand or the pages load slowly.
What are the main mistakes that an e-commerce should avoid during Black Friday?
Not only during Black Friday, but throughout the year, an e-commerce should avoid the following errors to ensure a positive experience for customers and increase sales.
1 – Lack of stock preparation
One of the most serious mistakes is not having sufficient stock of promoted products. This can lead to customer frustration when they find out that the products are sold out or not available in the promised quantities.
2 – Website performance issues
Black Friday usually generates a significant increase in website traffic. If the e-commerce is not prepared to handle this influx of visitors, it can result in slow page loading, long wait times, and even system crashes, which drives away potential buyers. This is, in fact, one of the major points of attention among the mistakes you should never make when creating your e-commerce.
3 – Misleading or confusing information
It is important that all promotional information be clear and accurate. This includes prices, discounts, delivery conditions, and return policies. Any misleading information can lead to trust issues with customers and complaints.
4 – Not optimizing for mobile devices
Many consumers access e-commerce sites through mobile devices during Black Friday. If the site is not optimized for these devices, the user experience may be compromised, resulting in lower sales conversion.
5 – Not planning marketing strategies
Black Friday is highly competitive, and not properly planning your marketing strategies can lead to low visibility and less impact of promotions. It is essential to have well-planned campaigns in advance, including email marketing, social media, paid advertising, and strategic partnerships.
6 – Inadequate customer service
During high-demand periods like Black Friday, it’s important to ensure that customer service is prepared to handle a higher volume of queries, complaints, and requests. Failing to provide efficient and prompt support can lead to customer dissatisfaction and even loss of sales.
7 – Not monitoring and responding to reviews
Customers often leave feedback and reviews about their purchasing experiences. Failing to actively monitor these opinions on social media, review websites, and other platforms can be a serious mistake. It’s important to quickly identify issues and respond appropriately.
8 – Not conducting pre-promotion testing
It is essential to test all promotions, discount codes, and website features before the start of Black Friday. Technical errors or promotions that do not work properly can frustrate customers and harm the brand’s reputation.
9 – Ignoring data security
With the increase in online transactions during Black Friday, customer data security becomes even more important. Ignoring security practices like data encryption and compliance with personal information protection standards can result in security breaches and loss of customer trust.
10 – Not tracking performance metrics
Closely monitor e-commerce performance metrics such as conversion rates, number of visitors, average order value, among others. Failing to monitor these metrics properly can lead to missed opportunities to adjust sales and marketing strategies in real-time.
11 – Not having a post-Black Friday continuity plan:
Black Friday is not just about the event day. It is important to have a continuity plan to take advantage of the sales momentum, maintain customer engagement, and continue promoting offers after the event. Ignoring this planning can result in a significant drop in sales after Black Friday.
Avoiding these mistakes can help an e-commerce make the most of Black Friday, providing a positive experience to customers and increasing sales effectively. It’s not enough to have good deals and quality products, you need to offer a platform that is technically capable of handling the increased demand without surprises.
It is important to remember that leaving these details to the last minute is not an option. The sooner you get everything working correctly, the better.
