black friday frenzy

are you prepared for black friday?

Black Friday is a great opportunity to boost your e-commerce business, but how can you prepare your website for increased traffic?black friday 2015While customers might love the deals they find on Black Friday and Cyber Monday, the biggest shopping weekend of the year can bring a certain dread to e-commerce business owners. The activity is more than welcome, but concerns arise when you start to question if your website can stand up to a deluge of customers who are ready and willing to spend their money.

£810m was spent online during Black Friday last year, which equates to £9,375 every second. This year is expected to be even bigger with an estimated spend of £1.07bn; a 32% increase compared to last year! With figures like that, you need to ensure that your website is able to cope with increased levels of traffic. With this in mind, we’ve put together a few last-minute tips to help you prepare.

Traffic management

One of the biggest issues of last year was the sheer amount of traffic. Many companies found themselves experiencing several months worth of traffic in just one day, which left their websites unable to cope with the influx of visitors. However, you needn’t see your customers as a horde of zombies in this impending website apocalypse. If you use a Content Delivery Network (CDN), you can reach out to them and plan for the increased traffic.

Website speed

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The average time for a website to display is 3.9 seconds. E-commerce customers have money burning in their pockets on Black Friday, so they won’t wait around much longer than this. A quick way to speed up your website is to make sure all images within your site are sized appropriately. The bigger the images the longer they will take to load so it’s important that you reduce the resolution using tools such as Photoshop.

Trust and security

Since the recent data breach on Talk Talk, the issue of website security and trust within an e-commerce site have become more important than ever. Consumers want to ensure that their personal information will stay safe. You can alleviate their concerns by displaying a safe shopping badge on your website. It’s also worth ensuring that your return policy is clear and easy to find on your website. Bargain shoppers like to trust that they can return their unwanted purchases after the Black Friday frenzy is over!

The most popular way of displaying trust and security is through an SSL certificate (Secure Sockets Layer). This technology encrypts the connection between your visitor’s browser and your website, hence displaying your website as https:// … rather than http://.

Search Engine Optimisation (SEO)

Organic search can help generate additional sales from visitors looking for a specific item. Of course, SEO strategies take time and effort to implement, so it might be a bit late to consider a whole SEO overhaul now. However, it’s still worth optimising your homepage and key product pages for the time being. You can do this by adding keywords into page titles, descriptions, headings, body content, and alt text. SEO is an exact science though so don’t stuff your website with keywords as this could do more damage than good in the long run.


If you’re looking for a more long term solution to dealing with website traffic and securing your e-commerce site then give us a call to see how we can help.

Categories: Digital Marketing, Technology

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