3 ways to avoid being blacklisted on Black Friday

    By Amy Montague, Tuesday 30 October 2018

    As the holiday season begins, Black Friday signifies the start of the ecommerce spike. With more customers choosing to do their shopping online, website bugs and conversion issues can result in missed sales opportunities, and customers crossing out your brand on their holiday shopping list.

    According to a Worldwide 2015 Consumer Mobile Holiday Shopping Survey, a staggering 81% of millennial customers would abandon a mobile site when encountering bugs or slow loading times. Therefore, it’s important now more than ever to test all aspects of your brands ecommerce site before the Black Friday sales begin.

    How to test your website

    To help, we have highlighted 3 key tests you need to conduct to maximise sales and increase customer retention.

    • Stress Web Testing: How many users do you think will come to your site on Black Friday? Your site’s traffic could double or even triple within 24 hours, with peak times between 6am and 10am during Black Friday sales. Are you sure your site can cope with such large amounts of traffic? Testing your website or app until breaking point will help your brand understand the limitations and problems your site can expect to encounter and what to do to avoid such issues.
    • Evidence shows that 47% of customers expect a web page to load within 2 seconds or less with 40% of people abandoning a site if it takes more than 3 seconds to load. Google calculated that by slowing its search results by just 0.4 seconds they could lose 8 million searches per day.
    • Functional Web Testing With over 24,000 different devices and platforms, it is vital that your site is optimised across the board increasing conversion rates and sales. In fact, more than half of ecommerce browsing and 28% of purchases come from mobile devices. Testing the functionality of your site across a large proportion of devices will eradicate any foreboding errors and is a vital part of your marketing and QA development.
    • Usability Testing As an ecommerce site your focus should be on providing a quality user experience by reducing stress and avoiding any difficulties in performing conversions. This will also help your brand remain or become a significant competitor in your industry, as customers favour a smooth experience over some trusted brands.
    • In fact, Monetate proved that due to platform issues the cart abandonment rate was 70% on Black Friday 2016, up 14% year-on-year, with device-specific metrics ranging from 65% on desktop and tablet to 77% on smartphones.

    For companies without the resources or time to conduct such in-depth site tests, community sourced website testing companies such as BugFinders can conduct 24 days’ worth of testing within 24 hours. Helping your brand prevent significant financial loss and negative user experiences before the holiday season begins.

    Check out our previous Black Friday blog post "Here comes the Black Friday Frenzy, is your site ecommerce ready?" for more tips on how to maximise sales this Black Friday and Cyber Monday.

    Amy Montague

    Amy Montague

    As one of the Marketing Executives for Digivante, Amy provides and reviews most of the copy and visual content for Digivante. Amy has a natural flair for the creative and introduces aspect into her marketing role.

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