Total online sales in the US during Black Friday and Cyber Monday hit a record $5.81bn in 2015. These are dates that, if done right, will leave your virtual cash register ringing. Get them wrong however, and you are practically watching your profit walk out the door… 

With that in mind we have created a blog series to help you get your shop in order and maximize on the upcoming sale season! Can’t wait for your weekly tip? Download the whole thing in whitepaper form now by clicking the image below…

We’ve already covered load testing and email use, so now on to…


The removal of in-store barriers to purchase!

Ok, so you’ve got people to your store but how do you make sure their journey, once they’re on it, is optimum to them reaching the check-out? As you already know competition is high and shoppers will be frantic- the key is to make it as clear and simple as possible.

  • Label your sale! We know this sounds obvious but when you still have non-discounted stock available there may be the temptation to let those, more profitable, items have precedence. But don’t make this mistake – shoppers that are active on these days are predominantly bargain hunters and you risk causing them to jump ship if you force them to wade through your website looking for what they want. Use visual cues such as color to make it clear what is and isn’t on sale and give your sales section temporary prominence in your navigation.

Cowshed give their Black Friday sale priority on their homepage, also using the space to highlight sale best sellers to allow for quicker navigation to popular items.

  • Highlight your returns policy! A poor returns policy is one of the biggest barriers to purchase, and on these sale days (if not always) you need to remove as many of these as possible. If you have a fantastic returns policy highlight it everywhere you can. During the Black Friday and Cyber monday people are buying in a hurry, the sales cycles are substantially shortened and they don’t have the time they usually do to research. Your job is to make them feel comfortable making a snap decision- and it is your returns policy that will do this. If there is transparency allowing a customer to fully understand the terms under which they buy a product, then there are more likely to proceed with the transaction. Consider not only the language you use in your policy (jargon is nobody’s friend) but also where on the page it is placed.


Nosto Client, Paul Evans are a good example of this done well
with a concise, fair returns policy, displayed clearly.


  • Optimize your checkout process! Making it easier for your customer to walk off into the virtual sunset will make your customers much more likely to do so. Hopefully you have done as much as possible to make the checkout process as easy as possible already (if not, that’s your first job post-sales madness) but consider going one step further and temporarily removing the registration process all together, or adding a “Proceed as guest” option.


Junique make sure their checkout process is as an easy one – outlining the steps in greyed out text so that the customer knows how many stages to expect, reassuring them of the security of the process with trust certificates and giving them the option to order as a guest.


Tune in next week to find out how to use pop-ups during the sale season! Or download the entire whitepaper now, by clicking the image below.

The guide include expert tips on:

  • Load testing your website
  • Getting your store mobile ready
  • Effectively using email in your marketing efforts
  • Removing in-store barriers to purchase
  • Enabling pop-ups to increase conversion and allow for data capture.