Black Friday 2024: Optimization, performance and security are the strategies to maximize sales

Black Friday is one of the biggest sales opportunities of the year, but it also poses a major challenge for companies that need to deal with high volumes of traffic, data processing and increased demand for products and services.  

Last year, there was a 15.1% drop in sales compared to 2022, according to the survey conducted by Neotrust and ClearSale, with the final result reaching the R$ mark 5.23 billion sales in e-commerce. “Expectations for 2024 are high and companies are increasingly preparing in advance, with the aim of ensuring good results with security, stability and credibility to customers, always promoting a satisfactory experience, which is part of the buying and loyalty process”, punctua Stenio Viveiros, Keeggo's Quality Consultant.

The event, which officially takes place on November 29, already has a good perspective, whereby 39% of consumers have demonstrated that they intend to buy on the date, according to a survey made by PiniOn for Globo. In addition, the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC Brazil) say that the number of interested should grow until November, since in 2023, 87% of Brazilians only showed interest from October.

Anticipating market demands in order to avoid possible future problems, Stenio presents strategies to help companies optimize processes, improve performance and make the most of the promotions season.

Performance testing and process automation: an essential step to success

Before Black Friday it is essential to perform performance tests to assess the responsiveness of systems under a giant volume and ensure that e-commerce platforms do not suffer drops or failures. “It is important to offer robust testing solutions, identifying bottlenecks and optimizations that ensure a fluid shopping experience for the end consumer, avoiding abandonments in the” cart, Stenius.

Automating processes is an efficient way to ensure that internal operations flow seamlessly. Operation success lies in working with the implementation of tools that optimize the process completely: from customer service to inventory management, enabling teams to focus on what really matters: driving sales.

By integrating data analytics technologies such as artificial intelligence and machine learning, companies are able to offer personalized promotions and more assertive predictions of” buying behavior, Stenio points out that more targeted campaigns and smart strategies increase the chances of conversion and more customer retention time in e-commerce. 

Security & scalability

With traffic increasing during Black Friday, data security and platform scalability are priorities, especially for consumers who need to feel safe. “The recommendation is that security audits should be carried out, offering solutions that guarantee the integrity of information, as well as supporting the growth of access without compromising the user experience”, concludes Jonathan Arend, Keeggo's Chief Cybersecurity Consultant. 

A cryptography it is highlighted as a resource to protect the privacy of data on the internet, both from companies and consumers. If there is any attempt to invade, the system protects the personal data of users, maintaining the confidentiality of information and ensuring that no data is accessed by an unauthorized third party. 

“Technology is critical to protecting sensitive data from e-commerce transactions, ensuring that it remains confidential and inaccessible to unauthorized third parties.This involves end-to-end encryption, both in transit and at rest, with robust algorithms and secure encryption keys.In addition, the use of digital certificates and security protocols such as TLS (Transport Layer Security) ensures the integrity and authenticity of communications between the client and the”erver, explains the executive.

Generate one site backup it also brings peace of mind for the discount season. A backup is like an INSTANT” “copy of all the main elements of your platform, such as files and codes, database, images, videos, among others. The security mechanism stores the information and facilitates the recovery of data in case of fraud. 

“Finally, it is strongly recommended to maintain a well-trained incident response team with well-defined security protocols to effectively respond to potential threats during Black Friday.This involves assigning clear roles and responsibilities, creating detailed contingency plans, and conducting regular incident simulation exercises to ensure that staff are prepared to deal with any security scenario. Collaboration with cybersecurity vendors can also be beneficial for staying up-to-date on emerging threats and the best security practices”, says the expert.