Black Friday Is Not Just About Discounts: What Online Store Owners Often Get Wrong

The concept of Black Friday has always been interesting to me. While it seems like a great opportunity for shoppers to get items cheaper, it is also one of the busiest times of the year for an online store. But, whilst focusing on the online shopping aspect of Black Friday I have realised that having a discount is not enough to make your customers happy.

You can put up banners all over your homepage, advertise 50% off and send your customers dozens of marketing emails. However, when they go onto your site and the discount isn’t showing, the code doesn’t work or the item isn’t in stock then

they can be put off.

Black Friday should be used as an opportunity to build trust within your customers so that they will return later.

Things to Consider:

1. A Larger Discount Doesn’t Mean a Better Deal

Whilst doing some research into online deals I have realised that sometimes the percentage discount shown on items are not the best deals available.

The product may be advertised as 40% off but there could be another store offering a lower price. The percentage discount may not show as a large discount but the final price will be much lower.

I recommend online retailers try to focus on the true savings.

Be clear with the original and discounted prices.

Ensure the original price is correct.

Don’t try to be misleading with the discount.

Ensure there are no extra costs at checkout.

Ensure your customers can easily see how much they are saving.

Customers are becoming more cautious with their spending so being transparent with your prices can actually be more beneficial.

2. Website Speed is Key

Imagine you have found exactly the right item for you during your Black Friday shopping. However, every page takes ages to load.

Will you be put off?

I would probably get quite annoyed. Especially if I am comparing multiple stores.

Website owners can spend a lot of time designing their promotional content but should also ensure their website is running smoothly.

Before Black Friday I would suggest:

Checking how quickly your website loads on mobile and desktop.

Optimize your product images.

Check your server capacity.

Check your checkout is working.

Remove any extra scripts and elements.

Ensure you are prepared for any unexpected traffic.

Your website should be easy to use when customers need it most. Having a beautifully designed promotional homepage won’t help if customers can’t complete their purchase.

3. Ensure Coupons Work.

This is something I feel is very important.

Many online shoppers will look for extra savings. They may look for a discount code, go onto a coupon site or see if there are any special offers for Black Friday.

Nothing is more annoying than finding a great looking coupon but finding out it has expired or isn’t applicable for the products you have chosen.

I feel coupons should be accurate.

I would recommend online stores:

Remove any expired promotional codes.

Be clear with the coupons.

State if there is a minimum order.

Show which products and categories are applicable.

Test your promotional codes.

Ensure the discount information is accurate.

If you are offering a coupon your customers should understand how and when they can use it.

4. Don’t Forget About Mobile

Customers may not always be sitting down infront of their computers. They may be browsing products whilst on a break, travelling or relaxing at home.

I would personally ensure that your online store works well on a smartphone.

Are the products easy to find? Can you see the prices clearly? Is the checkout easy? Can you add your coupon?

Whilst these questions may seem simple they can make a huge difference.

Ensure your online store is easy to navigate on a mobile device, product descriptions are easy to read, buttons are the correct size and checkout is easy.

5. Don’t Make Customers Search

I don’t think customers should have to search through multiple pages to understand your promotion.

A great Black Friday offer should be clear.

If you are offering 25% off selected items then this should be easy to find. If there are any exclusions then these should be clear.

I would also recommend your delivery information, returns policy, payment options and customer support are easy to find.

As customers may be comparing multiple retailers during busy shopping periods it is important that the information is clear to avoid them leaving.

6. Customer Support is Key

During busy shopping periods more questions may arise.

Customers may want to know if an item is in stock, how long it will take to arrive or why their promotional code isn’t working.

I would recommend online businesses prepare their customer support staff.

Be prepared with answers to frequently asked questions.

Be realistic with your delivery times.

Be clear with your contact information.

Be clear with your order tracking.

Be honest with your customers if the item isn’t in stock.

If your order is going to be late I would prefer to be given an honest update rather than unrealistic delivery times.

Building trust with your customers isn’t just about everything going perfectly. It is about how you handle any issues.

7. Look Past Black Friday

Probably the most important thing I would tell online store owners is...

Whilst Black Friday can bring more attention to your store, what happens after?

A customer may come to your store for the first time because of the discount. If they have a smooth shopping experience, the item is as expected and the customer support is helpful they may come back even if there isn’t a big sale.

I believe businesses should use Black Friday as an opportunity to build long term relationships with their customers.

Ensuring your products are of a good quality, treating your customers with respect, providing reliable service and honest communication throughout the year.

Final Thoughts

I don’t think Black Friday needs more complex promotions or larger discount percentages. It needs a better shopping experience.

If I was getting my online store ready for Black Friday I would spend just as much time ensuring my website works, coupons work, product information is correct and checkout is easy as I would on creating promotional campaigns.

Customers may come to your store because of the discount but their overall experience will determine if they trust your store.

Overall I would recommend online stores don’t just get your discounts ready but get your entire shopping experience ready.

I would love to hear what other developers, e-commerce professionals and store owners think.

Do you think larger discounts, website performance or building trust with customers is most important during Black Friday?