The official kickoff of the holiday selling season is just a week away. Use this daily checklist to help organize and make the most of your ecommerce site for Black Friday.
Get ready, folks. The holy grail of holiday sales, Black Friday, is a week away.
Last year, ecommerce sales on Black Friday hit a whopping $595 million, an 11% increase from 2008 (Comscore). This year, Black Friday sales are projected to climb even higher, thanks to more and more shoppers skipping the hassle and long lines to find deals online.
So make the most of your ecommerce site on Black Friday, here’s a daily checklist leading up to the big event.
Weekend Before Black Friday (busy, busy!)
Check inventory levels to ensure adequate stock levels for the promotional rush.
If you can’t receive a new shipment on low stock items on time, you might consider offering discounts on products with a higher stock status.
Build overall Black Friday plan.
Set a calendar for your email sends (two recommended), PPC changes, design adjustments and social media announcements. Set benchmarks on each day to ensure your projects are completed on time.
Finalize creative pieces.
You won’t have much time throughout the week to finish up the content and design for your emails, graphics, landing pages, etc., so knock these out over the weekend. The sooner you can get these done, the less frantic your days leading up to Black Friday will be.
Decide on promotions.
Everyone and their dog will be running discounts that are specific to Black Friday, so you might as well join the fun. But before you get started, perform a discount analysis. Once you’re done, create your coupon codes in your ecommerce software.
Update your homepage graphic or slideshow with a call out to Black Friday deals, highlighting featured or new products.
Add other holiday design changes, such as new buttons or holiday themed logos.
Test your email send for tomorrow.
This email should alert customers that you’ll be running discounts and promotions on Black Friday. You can frame it as a “Black Friday teaser,” or even offer some gift ideas or discounts in this email – remember, people have already started their shopping!
Send teaser email and track results.
Update social channels with Black Friday announcements.
Send tweets and Facebook updates with special promotions and Black Friday teasers.
Write a dedicated blog post regarding Black Friday and your online store..
Finalize new homepage and category graphics with Black Friday and discount-specific call outs.
Update PPC ads with Black Friday copy and keywords, launch to search engines.
Create clearance and gift idea categories.
Test all Black Friday coupons.
Test Black Friday email.
Launch Black Friday design updates (late evening).
Send Black Friday email.
This email should provide very clear CTAs to use your discounts, complete with coupon code. The messaging should create a sense of urgency to help customers get to your site directly from the email. Also, make sure your subject line directly addresses Black Friday and entices customers to open the email.
Stay by the phone and work your LiveChat.
More traffic means more customer questions, so be readily available to help customers make their purchase.
Sell, sell, sell!
Use this checklist as a starting point for your Black Friday ecommerce preparations. Make as many changes as you need, but whatever you do, don’t let these precious moments before Black Friday pass you by. This is going to be one epic ecommerce event!
-Matt Winn, Volusion