How to Prepare Website for Black Friday

During Black Friday, there is a sharp increase in internet traffic and sales. Last year, global online sales on Black Friday reached $9.12 billion (according to Adobe Analytics), and the numbers continue to grow. People actively look for good deals on planned purchases. This is a great opportunity for website and online store owners to attract new customers and increase revenue.

However, to participate successfully, you need to prepare in advance for high demand and traffic load. We have prepared a checklist to help you be ready for all aspects of the sale.

Technical Aspects

1. Ensuring Website StabilityDuring Black Friday, websites are exposed to sharp increases in traffic. Use the tool Loader to test how your site will handle a sudden surge in traffic.
2. High Page Load SpeedShoppers won’t wait for pages to load. Studies show that a 1-second delay in load time can reduce conversions by 7%. Ensure that:Your site is optimized, and all images are compressed;Static files are cached. Test your load speed with PageSpeed
3. Protection from Cyber Threats and BackupsSite security is essential not only for data protection but also for ensuring uninterrupted operation.Make sure SSL certificates are configured to protect customer data.Regularly create backups and test their recovery.
4. Are Resources Sufficient?On sale day, your site may face peak loads. If your current hosting plan lacks resources, consider upgrading temporarily or permanently. If your site is very popular and struggles to handle traffic during sales, the best solution is to move the site to a virtual or dedicated server.
5. Disable Unnecessary PluginsCheck if all your CMS plugins are actually used, and disable the unnecessary ones. Fewer plugins mean less load on the server and higher performance.
6. 24/7 Technical SupportAccording to Zendesk, 42% of customers expect a support response within an hour. Therefore, 24/7 support availability is critically important, especially if issues arise. Ensure you have access to qualified specialists who can resolve technical problems anytime.

Marketing Strategies

1. Attractive Banners and AdsCreate eye-catching banners and ads to grab attention. In 2023, Facebook and Instagram became primary traffic sources for small and medium-sized businesses on Black Friday. Use social media to increase reach.
2. Creating AnticipationLaunch an email campaign two weeks before the event with "Subscribers Only" offers. Promote upcoming discounts in advance to build interest.
3. Collaboration with Bloggers and PartnersCollaborate with popular bloggers, influencers, and niche platforms to expand reach and attract new customers.
4. Door-buster DealsUse door-buster deals — unique discounts available only in the first hours of the sale. This strategy helps create urgency and drive customer traffic.
5. Countdown Timer on the SiteIt’s proven that countdown timers can increase conversions by 9% to 28%. Add a timer on the homepage to remind customers of the sale duration.
6. Effective Email MarketingCreate a series of 4 emails highlighting key offers. Send the first email 10 days before the sale, the second and third as reminders about upcoming discounts, and the fourth email right before the sale starts.
7. Abandoned CartsUse reminders and offer an additional discount to encourage customers to complete their purchases.

Organizational Tasks

1. Detailed Sale PlanningClear planning will help you avoid chaos and increase efficiency. Prepare:A discount calendar with exact start and end dates;A list of products and services to include in the sale.
2. Readiness for High Order VolumesIf you sell physical products, ensure you have enough stock and arrangements with suppliers for quick replenishment.
3. Online Chat for Customer SupportAn online chat will help you quickly respond to customer questions, increasing trust and the likelihood of completing a purchase.

SEO and Analytics

1. Mobile OptimizationOver 50% of Black Friday purchases are made on mobile devices. Use responsive design and accelerated mobile pages (AMP).
2. Tracking PixelsUse Facebook and Google pixels to collect data on customer behavior. This data will help you adjust ads and improve campaign results.
3. RetargetingBring back customers who showed interest but didn’t complete a purchase. For instance, AdRoll data shows that retargeting increases the likelihood of completing a purchase by 70%.

After Black Friday

1. Documenting ResultsDon’t forget to document results and analyze the campaign. This will help you understand which strategies were most effective and how to improve them in the future.
2. Long-term BenefitsEven if this is your first Black Friday, it will be a valuable experience. Use the insights gained to improve future promotions not only during the holiday season but throughout the year.

Black Friday isn’t just a sale; it’s an excellent opportunity for your business to demonstrate its effectiveness and appeal to customers. Preparation, attention to detail, and use of all available tools will help make this day a real success for your business.