As Black Friday and Cyber Monday (BFCM) 2024 swiftly approach, it’s critical for eCommerce websites to set themselves apart in a competitive landscape. With millions of shoppers expected to flock to online platforms, it’s vital to ensure that your site not only attracts potential customers but also converts them into buyers. A targeted audit can significantly impact your performance during these pivotal shopping days. Here are seven essential areas to focus on for a successful BFCM 2024.

1. Mobile Optimization: Prioritize the Mobile Experience

Based on recent data, retail m-commerce sales in the United States surpassed $491 billion in 2023 and are projected to account for 53% of online sales in 2024. This trend signifies that mobile users are a high-priority audience for your online store. To ensure your website caters effectively to these users, optimize your site’s loading speed, navigation, and overall user interface for mobile devices. Consider implementing responsive design features that enhance user experience across various screen sizes.

2. Server Infrastructure: Prepare for Traffic Surges

High traffic campaigns via email marketing, social media, and paid ads can create a sudden influx of visitors. Preparing your website’s infrastructure to handle these surges is crucial. Cloud hosting solutions can provide reliable support, minimizing downtime and ensuring users can always access your content. For instance, platforms such as Wix Studio leverage a network with 99.98% uptime facilitated by robust cloud technology, ensuring your website remains operational during peak shopping periods.

3. Data-Driven Testing: Utilize A/B Testing for Optimization

Assumptions can be detrimental during the BFCM season. Instead, rely on data to make informed decisions about your content and campaigns. Conduct A/B testing on various elements of your website, from landing pages to meta tags. Tools like Microsoft Clarity can help you analyze user behavior effectively. Small adjustments guided by previous campaign results could determine success. For instance, changing a single call-to-action button or altering a headline may lead to improved conversion rates.

4. Expanding Your Market Reach: Improve Global Accessibility

Cross-border eCommerce is booming, with estimates indicating that B2C online sales reached $785 billion globally in 2021. To tap into this lucrative market, reevaluate your landing pages, payment methods, and distribution strategies. Ensure that global audiences are aware of your worldwide shipping options, which can significantly increase conversion rates. Displaying messages like “We ship internationally” prominently can attract new customers from diverse regions.

5. Ensure Quality Content with AI: Maintain Integrity in Generated Copy

Artificial intelligence plays a pivotal role in content generation today. While tools like built-in AI product descriptions from Wix Studio can enhance efficiency, it’s essential to audit AI-generated content to maintain quality. Ensure that product descriptions are unique and provide clear and helpful information. The balance between scalability and quality will be vital in ensuring customer satisfaction and trust during high-volume shopping days.

6. Optimize Your Product Feed: Stay Aligned with Google’s Standards

Google prioritizes shopping results in its Search Engine Results Pages (SERPs), making it essential to optimize your product feed. Recent updates to Google Merchant Center have emphasized quality control over product attributes and identifiers. Taking time to review and refine your product listings now could significantly enhance your search visibility. Ensure your product feed is organized, accurate, and includes key information that resonates with potential buyers.

7. Audit Third-Party Listings: Maintain Trust with Quality Consistency

As more retailers adopt the marketplace model, customers expect a diverse array of products, including those from third-party sellers. If your platform includes listings from external vendors, conduct thorough audits on this content for accuracy and quality. Maintain consistency in product descriptions and imagery across all listings to build trust with your audience. This consistency is crucial for enhancing user confidence and improving overall conversion rates.

In essence, the BFCM sales period presents an incredible opportunity for eCommerce businesses. By focusing on these seven areas—mobile optimization, server infrastructure, data-driven testing, market expansion, quality control in AI content, product feed optimization, and the consistency of third-party listings—you can set your online store up for success. Don’t wait until the last minute; take these steps now to make a significant impact during this critical sales season.