How UK SME's Are Changing Black Friday

    By Amy Montague, Tuesday 26 November 2019

    Last year Black Friday shoppers spent an astonishing £1.49 billion online, and as Black Friday for 2019 approaches, who do shoppers expect to be the ecommerce winners and losers this Christmas period? 

    It's no secret that UK shoppers are partial to the seasonal heart-string-pulling ads released by loved brands, such as Cadbury and M&S every year. These adverts play a big role in the ecommerce world as they connect together the dots between a brand and its target audience. But as seasonal sales approach, huge ecommerce events such as Black Friday, can either make or break a brand. 

    But it's not big brands that will benefit the most from Black Friday anymore, in fact, UK SME's are expected to experience the greatest revenue and conversion increases.

    "With Black Friday being less about the high street, it’s smaller businesses that can benefit over retailers with large and costly high street stores full of stock, who will face more pressure."

    Small Coffee shop with woman using her ipad

    The big day

    This year, Black Friday takes place on the 29th of November and already e-commerce businesses such as Pretty Little Thing, Firebox and Argos have begun boosting sales through 50% off online deals. For these brands, ensuring the sales hungry users experience a perfect and seamless customer journey is paramount, as any single bug could reduce revenue.

    The average cost of a live critical bug on a retail site is £67,000

    Conversion blocking, revenue reducing bugs are a pain. To put it simply - they reduce customer loyalty, lead to bad publicity, decrease revenue and block conversions. And at no other time in the year does this affect sales more than during Black Friday and the Christmas period. Black Friday is no longer a one-day event, it can last for weeks before the Christmas sales hit. For internal teams, this means they are only given a small window in which they can review, fix and update the site.

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    Why is this happening?

    Why do bugs or digital issues happen? Changes in the code, new releases, peak traffic periods and smoke testing all contribute to a backlog and identification of bugs. For ecommerce businesses, the 'push and pray' method is a frequent occurrence, as retailers simply want to get products out there, while internal teams work hard on developing the ever-growing site. 

    But for sites that want to eliminate crashes, decrease bounce rates and  increase revenue, the 'push and pray' method simply isn't good enough. The solution is simple, website testing. Website testing is quicker and cheaper than most businesses expect, and the cost of one bug could heavily outweigh the cost of website testing.

    "The cost of one bug on an Android app can cost £30,000 per week in revenue. Website testing, on the other hand, costs as little as £5,000." 

    But what about your internal teams? Internal testing and QA teams are a great asset to your business. But unless you have thousands of different device and browser combinations, and enough time to test on all these combinations, it can feel like an endless battle. Especially as Black Friday and Christmas draw near. 

    Partnering with an external company that can provide the 360 degrees website testing exploration your website needs quickly eases the pressure on your internal teams, meaning they can do what they do best - develop your website. 

    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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