Black Friday 2024 promises to be one of the biggest in history. According to the Brazilian Electronic Commerce Association (ABCComm), revenue this year is expected to reach R$ 205,11 billion, index, about 10% higher compared to last year.
Meanwhile, what is revealed today as an incredible opportunity for the growth of your business may end up becoming a big headache if your website is not prepared for an increase in traffic demand
Among the main mistakes that an e-commerce should avoid, the technical aspects of a page should not be overlooked. A site with great content and unmissable offers will be a failure if the server cannot handle the demand or the pages load slowly
What are the main mistakes that an e-commerce should avoid during Black Friday
Not only during Black Friday, but throughout the year, an e-commerce should avoid the following mistakes to ensure a positive experience for customers and increase sales
1 – Lack of stock preparation
One of the most serious mistakes is not having enough stock of the promoted products. This can lead to customer frustration when they find out that the products are out of stock or not available in the promised quantities
2 – Website performance issues
Black Friday usually generates a significant increase in website traffic. If the e-commerce is not prepared to handle this increase in visitors, it can result in slow page loading, long wait times and even system crashes, what drives away potential buyers. This, inclusive, it is one of the biggest points of attention among themistakes you should never make when creating your e-commerce.
3 – Misleading or confusing information
It is important that all promotional information is clear and accurate. This includes prices, discounts, delivery conditions and return policies. Any misleading information can lead to trust issues with customers and complaints
4 – Do not optimize for mobile devices
Many consumers access e-commerce sites through mobile devices during Black Friday. If the site is not optimized for these devices, the user experience can be harmed, what results in lower sales conversion
5 – Not planning marketing strategies
Black Friday is highly competitive, and not properly planning your marketing strategies can result in low visibility and less impact of promotions. It is essential to have well-planned campaigns in advance, including email marketing, social media, paid ads and strategic partnerships
6 – Inadequate customer service
During high demand periods like Black Friday, it is necessary to ensure that customer service is prepared to handle a higher volume of inquiries, complaints and requests. Failing to provide efficient and agile support can result in customer dissatisfaction and even loss of sales
7 – Not monitoring and responding to criticism
It is common for customers to leave feedback and criticism about their shopping experiences. Do not actively monitor these opinions on social media, on review sites and other platforms it can be a serious mistake. It is important to identify problems quickly and respond appropriately
8 – Do not conduct prior promotion tests
It is essential to test all promotions, discount codes and website features before the start of Black Friday. Technical errors or promotions that do not work correctly can frustrate customers and harm the brand's reputation
9 – Ignore data security
With the increase in online transactions during Black Friday, the security of customer data becomes even more important. Ignoring security practices such as data encryption and compliance with personal information protection standards can result in security breaches and loss of customer trust
10 – Not tracking performance metrics
Closely monitor the performance metrics of the e-commerce, like conversion rates, number of visitors, average order value, among others. Not monitoring these metrics properly can result in missed opportunities to adjust sales and marketing strategies in real time
11 – Not having a post-Black Friday continuity plan
Black Friday is not just about the day of the event. It is important to have a continuity plan to take advantage of the sales momentum, maintain customer engagement and continue promoting offers after the event. Ignoring this planning can result in a significant drop in sales after Black Friday
Avoiding these mistakes can help an e-commerce make the most of Black Friday, providing a positive experience to customers and effectively increasing sales. It is not enough to have good offers and quality products, it is necessary to provide a platform that is technically capable of meeting the increase in demand without surprises
It is important to remember that leaving these details until the last minute is not an option. The sooner you get everything working properly, better
