With the busiest period of the year now – more or less – upon us, it’s important more than ever to ensure your strategy is solid.
IMRG’s latest webinar threw up some insightful stats pulled from their survey of over 100 retailers
With a focus on Black Friday strategies for 2024, we’ve condensed the most important recommendations for your brand to stay competitive this season (or give you some reassurance that you’re heading in the right direction)
Convenience is Non-Negotiable: 1-Click Payments Lead the Way
The report shows that 51% of global shoppers rank convenience as their top or second priority when choosing where to shop. Consumers value an efficient, seamless shopping experience, making features like “1-click payments” essential.
As eCommerce brands, it’s vital to invest in UX (user experience) improvements that reduce friction and simplify the purchase journey.
| Recommendation: Ensure your checkout process is optimised for ease of use, with clear navigation and fast, simple payment options. Integrating platforms such as Shop Pay, PayPal, or Apple Pay can enhance the experience. These features should be highlighted in ad copy and SEO content to align with customer expectations and improve conversion rates. |
Health & Beauty Sector Set for Black Friday Surge
Black Friday continues to be a significant event in the retail calendar, and the Health & Beauty sector is poised to see growth during this period. Consumers are increasingly looking for beauty deals, and this provides an opportunity for brands in the sector to capitalise on heightened demand.
In IMRG’s August 2024 roundup webinar, guest speaker Signifyd highlighted the effectiveness and importance of offering discount codes, with average basket values increasing. Read more below.
August 2024: eCommerce Insights & Trend Data To Inform Q4 Planning
| Recommendation: Brands in the Health & Beauty industry should focus on exclusive deals, fast shipping options, and user-generated content such as reviews to build trust and drive sales during the peak season. |
Payment Options Are Key: Diverse Solutions Drive Conversions
Consumers expect a variety of payment options, and the data shows that offering flexible choices is crucial to increasing conversions
Payment platforms such as Klarna, PayPal, and Apple Pay cater to a wide range of shoppers, especially those looking for flexibility through Buy Now, Pay Later (BNPL) schemes.
Additionally, 54% of shoppers prefer to create an account when shopping online, while 46% opt for guest checkout. If you’re not already making it easy for customers to check out as a guest, or make it super simple for them to create/sign into existing accounts, you could be losing out on potential sales.
| Recommendation: Brands should ensure they offer multiple payment methods and highlight these options prominently on product and checkout pages. This not only improves the shopping experience but can also reduce cart abandonment. Additionally, including BNPL options for higher-value purchases can encourage shoppers to complete their transactions. Make sure your payment gateways are optimised for security and ease of use. |
Post-Black Friday Slowdown: Prepare for a Strategic Shift
While Black Friday is a high-impact sales event, its effects on the market typically calm down eight working days after. Following the initial surge, retailers often see a lull in activity.
However, this period presents an opportunity to assess campaign performance and pivot towards Christmas and year-end strategies.
| Recommendation: Use the post-Black Friday period to analyse the success of your campaigns. Which products sold well, and where did your traffic come from? By examining this data, brands can optimise their remaining holiday campaigns for maximum effectiveness. Additionally, focus on customer retention by promoting loyalty programs or post-purchase emails encouraging repeat business in the lead-up to Christmas. |
Final Thoughts: Preparing Your eCommerce Strategy for Peak Season
As we approach the busiest time of year for eCommerce, it’s essential to stay agile and responsive to changing trends.
Whether it’s offering a streamlined checkout experience, optimising campaigns for Black Friday, or adjusting for weather-driven demand, the key is to remain customer-focused.
At Neural Edge Digital, we’re here to help you turn these insights into actionable strategies that drive growth. Reach out to our team to discuss how we can support your SEO and PPC needs this season.
