Is your website ready for BFCM? Important steps for DTC brands
We're delighted to continue our Expert Partnership Series, where we’ll tap into the wisdom and insights of industry experts.
Our second guest contributor is Rajeev Nar, Founder and CEO at RVS Media - a London-based Digital transformation company focused on delivering affordable and sustainable solutions to DTC brands.
“Remember, it's not just about making sales; it's about building relationships and leaving a lasting impression.”
During this time in the run-up to peak season, I know you're wondering how to tackle some of our biggest hardships. Whether you're a seasoned pro or just starting, these common challenges can make or break your BFCM sales.
But fear not; over the years working closely with DTC brand owners, I’ve gained unique insights into the challenges they face during the high-stakes Black Friday and Cyber Monday period in the e-commerce world.
Wondering how we tackle it? Here are the two biggest steps we advise our clients to complete before the crucial BFCM sales weeks.
Make sure your Website is working effectively
You've got fantastic products, killer deals, and a well-thought-out marketing plan. But when customers visit your website, it takes ages to load. Your customers are not going to wait around for that spinning wheel of doom, they will switch to other websites and buy from them instead!
During this period, we recommend to our clients the below:
Optimise your website for excelling performance by compressing images, leveraging browser caching, and using Content Delivery Networks (CDNs) to reduce server load.
Check your website speed using easy online tools such as Google Page Speed Insights, GTmetrix, Load Impact and Uptrends.
Ensure your website is optimised for Mobile and works as quickly on mobile as it does on desktop.
Seamless transactions are vital for user experience, particularly during peak. We suggest testing your payment gateway regularly to ensure smooth transactions, and check for any issues with payment processing and refunds.
Implement a robust backup and disaster recovery plan to protect your website and data in case of unexpected issues.
Improve your user experience
Switch your focus towards User Experience enhancement during this time - a seamless user experience is crucial! Work on optimising the website's user interface, simplifying the buying process, and ensuring smooth navigation.
Consider the below steps:
Double-check that all promotions and discounts are correctly applied on the website.
Test coupon codes and ensure they work as expected.
Prepare your customer support team for increased inquiries during BFCM. Ensure they are well-trained and ready to assist customers.
Conduct thorough website testing, including functionality, links, and forms, to catch and resolve any issues before BFCM.
Verify your product inventory is accurate and up to date. Ensure that all key products are in stock and that product descriptions, prices, and images are correct.
Audit your website's security measures, including SSL certificates and encryption protocols. Make sure customer data is secure.
In a nutshell, the BFCM season can be a goldmine for DTC businesses, and you can help ensure a successful and trouble-free BFCM by following these tips and conducting a comprehensive e-commerce store audit.
Remember, it's not just about making sales; it's about building relationships and leaving a lasting impression.
RVS Media is a London-based Digital transformation company focused on delivering affordable and Sustainable Digital transformation solutions. They specialise in creating engaging, conversion-optimised, secure, and scalable websites tailored to their clients across various industries.