Black Friday 2024 promises to be one of the biggest in history. According to the Brazilian Association of Electronic Commerce (ABCComm), revenue this year should reach R$ 205.11 billion, an increase of approximately 10% compared to last year .
However, what appears today as an incredible opportunity for your business growth can end up becoming a major headache if your website isn't prepared for an increase in traffic demand.
Among the main mistakes that an e-commerce site should avoid, the technical aspects of a page should not be overlooked. A website with great content and irresistible offers will be a failure if the server cannot handle the demand or if the pages load slowly.
What are the main mistakes an e-commerce business should avoid during Black Friday?
Not only during Black Friday, but throughout the year, an e-commerce business should avoid the following mistakes to ensure a positive customer experience and increase sales.
1 – Lack of inventory preparation
One of the most serious mistakes is not having enough stock of the promoted products. This can lead to customer frustration when they discover that the products are out of stock or not available in the promised quantities.
2 – Website performance issues
Black Friday typically generates a significant increase in website traffic. If the e-commerce site isn't prepared to handle this surge in visitors, it can result in slow page loading times, long wait times, and even system crashes, driving away potential buyers. This is, in fact, one of the biggest mistakes you should never make when creating your e-commerce site .
3 – Misleading or confusing information
It is important that all promotional information is 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 websites via mobile devices during Black Friday. If the website is not optimized for these devices, the user experience can be compromised, resulting in lower sales conversion rates.
5 – Not planning marketing strategies
Black Friday is highly competitive, and failing to properly plan your marketing strategies can result in low visibility and less impact from your promotions. It's crucial to have well-planned campaigns in advance, including email marketing, social media, paid advertising, and strategic partnerships.
6 – Inadequate customer service
During peak demand periods like Black Friday, it's crucial to ensure customer service is prepared to handle a higher volume of inquiries, complaints, and requests. Failing to provide efficient and responsive support can lead to customer dissatisfaction and even lost sales.
7 – Failure to monitor and respond to criticism
It's common for customers to leave feedback and reviews about their shopping experiences. Failing to actively monitor these opinions on social media, review sites, and other platforms can be a serious mistake. It's important to identify problems quickly and respond appropriately.
8 – Do not conduct preliminary tests of promotions.
It's essential to test all promotions, discount codes, and website features before Black Friday begins. Technical errors or promotions that don't work correctly can frustrate customers and damage the brand's reputation.
9 - Ignoring data security
With the surge in online transactions during Black Friday, the security of customer data becomes even more important. Ignoring security practices such as data encryption and compliance with personal information protection regulations can result in security breaches and loss of customer trust.
10 – Not tracking performance metrics
Closely monitor your e-commerce performance metrics, such as conversion rates, number of visitors, average order value, and others. Failing to properly monitor these metrics can result in missed opportunities to adjust sales and marketing strategies in real time.
11 – Not having a post-Black Friday continuity plan:
Black Friday isn't just about the day of the event. It's important to have a continuity plan to capitalize on the sales boost, 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 business make the most of Black Friday, providing a positive customer experience and effectively increasing sales. 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 smoothly.
It's important to remember that leaving these details until the last minute is not an option. The sooner you get everything working properly, the better.
