Whether you’re offering hundreds of discounts for Black Friday or you’re refusing to jump on the hype, there’s one thing you need in order to make sure your customers will still make a purchase – a brilliant user experience.
Only 10% of shoppers are actively avoiding shopping on Black Friday, meaning the majority of shoppers will at least be open to shopping during the peak period. Whether you are embracing BFCM this year or not, you need to make sure there are no barriers to purchase on your site.
There are some simple, fundamental UX elements you can embrace this BFCM period that no retailer should overlook. When implemented, you will ensure you have a seamless user experience that is sure to boost conversions.
What are some quick takeaways you can work on today to maximise your on-site performance ahead of November 23rd?
1. Product Photography
Make sure your customers have full confidence that they know what their purchase is going to look like.
Over 75% of ecommerce shoppers say product photography is “very influential” when they are deciding to make a purchase online. This will be even more essential when customers have multiple offers from retailers to consider.
New customers specifically are more likely to have many questions about the colour, the size, the weight, the fit, the material etc. and they should be able to get a rough idea from fantastic product photography.
Invest in high-quality product photography, zoom functionalities and if possible, even video.
On BFCM, customers will have a wide range of products to consider buying and they may struggle to narrow down what they want to buy through choice paralysis! If they have any reservations of what a product will look or feel like when they receive it, it will likely be removed from their consideration and it will result in lost revenue for your business.
2. Easy to Find Delivery and Returns Info
If your customers can’t find clear information on when they will receive their order, they won’t make the purchase. This will also be the case if they can’t find reassuring information on your returns policy.
Delivery and returns policies should be easily accessible within product information or in the site’s footer.
There are many reasons why, as customers, we expect to easily find this information during BFCM. We may need to know if an order will arrive in time for Christmas.
We may assume that if the delivery information is hard to find, it may mean that delivery is unnecessarily expensive. Or we could even start to believe that the site is from a fake or untrustworthy company.
3. Transparent Pricing
Hidden prices for delivery can be immensely frustrating for customers. If your customers believe they will be paying £X, and then see a surprising hidden delivery charge at the final stage of the checkout, you will not only annoy them but you will risk losing your customers.
Customers expect to find delivery information on product pages or at least in the very early stages of the checkout.
Customers on BFCM are likely to be price sensitive. And if they’re not at least driven by low price, they are clearly making a purchase with the intention of finding a deal and will be more aware of the cost of their order.
4. Focus on Site Speed
On a more technical note, customers won’t accept slow site speeds. If a site is taking too long to load either because of large images, videos or plug-ins, they will leave and take their money elsewhere.
More and more purchases will be made on mobile this BFCM (with mobile accounting for 21% of revenue in Cyber Monday 2017) and this is where customers are arguably more sensitive to site speed. It is important you rectify this as soon as possible by compressing images and removing unnecessary plugins that may be slowing down site speed so that you don’t lose out on valuable mobile traffic.
5. Clear Promotions
Is your Black Friday promotion easy to understand? Simple X% discounts work well, but when you try and experiment with complicated ‘buy X (on limited products), get X (limited products) with X% off’ offers, it can be hard to follow.
Keep it simple. Again, if customers find surprising additional costs because they didn’t understand the offer, or if they are disappointed because the offer they wanted isn’t available on the products they initially thought, you are likely to lose out on their order.
Communicate your offer clearly and give your visitors as much information as possible to avoid frustrating them.
Are You Prepared?
Whilst we are seeing more and more retailers refusing to offer BFCM promotions, we are also seeing an increase in more retailers offering bigger and better promotions. Regardless of if you are participating in BFCM or not, many customers will be scoping out retailers to find a deal so you are likely to see an increase in natural traffic – it’s important that a simple and easy user experience is not overlooked.