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The Cyber 5 period is undoubtedly the most anticipated time of the year for those in the eCommerce industry. Besides being the hottest five days of the autumn season, Black Friday and Cyber Monday are interesting indicators to predict the trends that will characterize the holiday shopping season. That's why it's important to be prepared to officially kick off the shopping frenzy with targeted strategies that offer consumers the most personalized shopping experience possible.

Enrico Quaroni, VP of Global Sales at Fanplayr, explains

The Black Friday period represents a challenge for those operating in the world of eCommerce. It's not just about increasing conversions but understanding the right strategy to achieve that result. For years, Fanplayr has been proactive in establishing a well-defined game plan, trying to predict trends and the continuous evolution of the market. This year more than ever, I believe the best investment for those working in eCommerce is to focus on customer experience and make the most of first-party data. Last year in November, Fanplayr recorded an average conversion rate of 22% with a 17% increase (16.94%) in net revenue and a +21.4% net revenue per visit. These data demonstrate that users are engaged and the strategies implemented the previous year were effective. We are curious to see what will happen this year.

Therefore, Fanplayr offers a list of tips for brands to be prepared for the event of the year, focusing on personalization, timely messaging, strategic use of incentives, and creativity.

The keyword, even more so this year, is customer experience. The collection and analysis of data are increasingly transforming the art and science of the online user experience, improving CX systems that will progressively become more predictive, precise, and directly linked to business results. In the face of a progressive increase in traffic year after year, prioritizing customer experience proves to be a strategic and effective incentive to improve future business outcomes.

Engaging users by providing indications of limited product availability through personalized on-site messages such as "other users are interested in this item" is a useful measure. It is crucial to align the style of the widgets used for communications on your website with the Black Friday theme. Many sites play on the rapid updating of ongoing offers, emphasizing the urgency to complete the purchase due to limited product availability or time-limited offers. For example, a strategy implemented by Fanplayr for a fashion sector client during Black Friday 2020 generated an average click rate of 19.1%, a 53% increase compared to the Q2/Q3 average of the same year.

Another effective strategy is creating specific offers through upselling and cross-selling strategies, tailoring the approach based on the traffic source. Free shipping or the gift of an additional product related to those already purchased can all contribute to conversion.

In the case of an abandoned purchase, sending a reminder to the user related to the product category viewed can be effective in bringing the consumer back to the previously visited site. Push notifications are also useful for capturing shopping addicts. These two aspects demonstrate that being "ontime" and timely can yield excellent conversion results.

From an aesthetic point of view, a website can enhance its layout by highlighting ongoing offers and making everything more catchy. The page header can be graphically modified to emphasize promotions and be more effective in terms of communication.