{"id":93219,"date":"2023-08-14T07:51:31","date_gmt":"2023-08-14T14:51:31","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=93219"},"modified":"2025-11-06T14:28:44","modified_gmt":"2025-11-06T22:28:44","slug":"black-friday-optimization-guide","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/black-friday-optimization-guide\/","title":{"rendered":"The Ecommerce Optimization Guide for Black Friday &#038; Cyber Monday"},"content":{"rendered":"\n<p>Once again, <a href=\"https:\/\/business.adobe.com\/resources\/holiday-shopping-report.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Analytics<\/a> forecasts that 2025 online retail spending is expected to reach a new high this holiday season. Consumers are anticipated to spend $253 billion online in November and December, marking an 5.3% increase from the previous holiday season.<\/p>\n\n\n\n<p>Looking at the trend, there could be <strong>a lot<\/strong> of money on the table for this upcoming Black Friday and Cyber Monday.<\/p>\n\n\n\n<p>If you want to win big this year, it\u2019s time to start optimizing your site (and this doesn\u2019t mean thinking of what discounts to offer!). We\u2019re updating our guide to help you do it.<\/p>\n\n\n\n<p>Keep reading to see the three-step optimization process to complete before the holiday traffic strikes.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Step 1: Conduct a Website Audit<\/li>\n\n\n\n<li>Step 2: Optimize Your User Experience<\/li>\n\n\n\n<li>Step 3: Re-evaluate Your Sales Strategy<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-1-conduct-a-website-audit\">Step 1: Conduct a Website Audit<\/h2>\n\n\n\n<p>Conducting a thorough review of your website prior to the shopping season will set your business up for success.<\/p>\n\n\n\n<p>You have just a few short weeks to identify holes in your conversion funnel before the holiday traffic surge arrives.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-technical-review\">Technical Review<\/h3>\n\n\n\n<p>Start with a technical audit of your website. Before you can dive into improving your website\u2019s customer journey, you need to ensure that it\u2019s technically functioning at its best.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-site-speed\">Site Speed<\/h4>\n\n\n\n<p>Having a fast ecommerce site is the difference between conversion and abandonment.<\/p>\n\n\n\n<p>According to <a href=\"https:\/\/blog.hubspot.com\/marketing\/page-load-time-conversion-rates\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a>, your conversion rates can drop by an average of 4.42% with each additional second of load time. Unfortunately, for a lot of ecommerce managers, optimizing a website\u2019s load speed is often overlooked and languishes at the bottom of the priority list.<\/p>\n\n\n\n<p>Many brands, content with the quickness of their homepage, forget that their product pages, category pages, and shopping carts\u2019 load speeds matter just as much. Having a homepage that loads in 2 seconds is great, but if your shopping cart takes 10 seconds to load (or worse, times out), you will lose a sale.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-server-load-capacity\">Server Load Capacity<\/h4>\n\n\n\n<p>There is a predictable surge in traffic during Black Friday and Cyber Monday. While everyone considers this a blessing, it can also be a curse. Even popular ecommerce sites can buckle under the unusual amount of visitors going to their sites.<\/p>\n\n\n\n<p>Part of conducting your website audit should be to check whether your server can handle the doubled or tripled amount of requests coming in. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-user-experience-review\">User-Experience Review<\/h3>\n\n\n\n<p>Analyzing the <a href=\"https:\/\/thegood.com\/insights\/quick-guide-getting-started-user-experience-design\/\" target=\"_blank\" rel=\"noreferrer noopener\">user experience<\/a> of your website is an essential step to consider before moving on to testing. Evaluating your website analytics helps you identify the specific pages on your site that may be causing problems for your customers.<\/p>\n\n\n\n<p>The three key components to conducting a successful user-experience review are\u2026<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Eye-tracking heatmaps<\/li>\n\n\n\n<li>Session recordings and user testing<\/li>\n\n\n\n<li>Talking to customers and customer service representatives<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-eye-tracking-heatmaps\">Eye-tracking heatmaps<\/h4>\n\n\n\n<p>First, let\u2019s focus on <strong>heatmaps<\/strong>\u2014a tool we use on a daily basis at The Good. Eye-tracking heatmaps provide a visual representation of typical user behavior by aggregating data showing where users click, move, and scroll on a webpage.<\/p>\n\n\n\n<p>Heatmaps may not provide the breadth and variety of data you\u2019ll receive from a website analytics tool, but they work very well for quickly diagnosing problems that could potentially be costing you sales.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/thegood.com\/insights\/hotjar\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hotjar<\/a><\/strong> is an excellent tool if you\u2019re serious about optimizing your website experience. It provides heatmap reports based on the clicks and movements of customers on your site.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-session-recordings\">Session Recordings<\/h4>\n\n\n\n<p>Next, let\u2019s talk about <strong>session recordings<\/strong>. Session recordings (also referred to as session replays) are one of the essential tools you\u2019ll need to conduct a comprehensive website audit.<\/p>\n\n\n\n<p>As the name implies, these recordings capture the mouse movements, clicks, and scrolls that a visitor executes while browsing your website. Session recordings provide an unbiased look at how real customers behave on your site and play a key role in helping you uncover potential usability challenges.<\/p>\n\n\n\n<p>At The Good, session recordings are an essential part of our UX research process. Having the opportunity to observe how real customers navigate a website is invaluable knowledge that will make your optimization efforts all the more impactful.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-user-testing\">User testing<\/h4>\n\n\n\n<p><strong>User testing<\/strong> is another method of research that works in tandem with session recordings. This research technique involves asking \u201cuser testers\u201d in your target audience to complete specific tasks on your site.<\/p>\n\n\n\n<p>While the tester is completing the assigned tasks, their screen is recorded, and they\u2019re usually asked to narrate their thoughts on the browsing experience.<\/p>\n\n\n\n<p>The knowledge you\u2019ll take away from even just a handful of user-testing sessions will be invaluable to the optimization process later on.<\/p>\n\n\n\n<p>Recommended tools for session recordings and user testing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/www.userinput.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">UserInput.io<\/a><\/strong> &#8211; With a range of user-testing options, you can get quick and in-depth user feedback on your site. Real people will record their live impressions of your site, so you can make sure their experience is exactly as you want it to be.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.usertesting.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">UserTesting<\/a><\/strong> \u2013 This is another tool for conducting remote, unmonitored user testing. After you input the specific demographic information of your target audience, this service will hand-pick a group of user testers who meet your criteria to participate in tests.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-talking-to-customers-and-customer-service-representatives\">Talking to customers and customer service representatives<\/h4>\n\n\n\n<p>The last (and arguably most important) task you should take into consideration when conducting a website audit is <strong>speaking directly with your customers<\/strong>. You\u2019d be surprised by how many ecommerce managers we talk to who have never invested in focus groups or in-depth customer surveys.<\/p>\n\n\n\n<p>There\u2019s no better way to understand how your customers perceive your website than talking with them directly. Investing in just one focus group session will provide more than enough insight to fuel your next round of A\/B tests.<\/p>\n\n\n\n<p>In addition to focus groups and in-depth interviews, you might consider opening a direct line of communication between your UX designer(s) and your customer support team.<\/p>\n\n\n\n<p>It\u2019s not uncommon for there to be a disconnect between these two teams, especially for larger ecommerce companies or if customer service is outsourced to a third party. Creating a feedback loop between these teams may unearth latent problems that can then be addressed quickly by your ecommerce manager or UX designer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-2-optimize-your-user-experience\">Step 2: Optimize Your User Experience<\/h2>\n\n\n\n<p>After identifying the specific challenges and conversion blockers that are hindering sales on your site, the next step is <strong><em>optimizing<\/em><\/strong> your user experience.<\/p>\n\n\n\n<p>The three key areas of we recommend focusing your attention on are your:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Homepage<\/li>\n\n\n\n<li>Product Pages<\/li>\n\n\n\n<li>Checkout Page<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-homepage\">Homepage<\/h3>\n\n\n\n<p>A critical mistake we see ecommerce managers make is insisting that their homepage is the most important place on their site. They\u2019ll invest the majority of their time (or their developer\u2019s time) trying to make it the most beautifully designed page of the site with complete disregard for the rest of the customer experience.<\/p>\n\n\n\n<p>Here\u2019s the problem with this approach: Putting most of your resources into designing an aesthetically appealing homepage is like investing all of your automotive budget into a new paint job, then not having funds left over to buy gas or repair the engine. It\u2019ll look good, but it won\u2019t get you far.<\/p>\n\n\n\n<p>That said, the homepage does play an important role in your customer\u2019s journey. Your homepage should accomplish something in a major way that every subsequent page on your site should echo: let visitors know exactly where they are, what they can do there, and how to take the next step forward.<\/p>\n\n\n\n<p>Unfortunately, many brands misuse the homepage as a dumping ground for all things marketing, neglecting the wayfinding purpose of the page.<\/p>\n\n\n\n<p>Here\u2019s what we recommend you do to get your homepage optimized before the BFCM traffic starts pouring in:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-revisit-your-value-proposition\">1. Revisit your value proposition<\/h4>\n\n\n\n<p>Visitors direct their attention to your value proposition when deciding if they need what you\u2019re selling. If they don\u2019t fully understand the value that you can provide for them, they\u2019ll leave your site.<\/p>\n\n\n\n<p>Consider looking at your <a href=\"https:\/\/youtu.be\/Mo6pZTcLd3E\" target=\"_blank\" rel=\"noreferrer noopener\">unique selling proposition (USP)<\/a> to aid in developing a value propostion. If you can clearly describe what makes your company unique, you\u2019ll be better equipped to explain to your customers why they should choose you over the competition.<\/p>\n\n\n\n<p>This template is a good place to start:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Target audience:<\/strong> Be as specific as possible so you attract the interest of the prospects who matter. If you\u2019re targeting digital marketers, be specific about that.<\/li>\n\n\n\n<li><strong>Target objective: <\/strong>The objective is revealed when you\u2019re determining your customers\u2019 immediate needs. If your target audience\u2019s goal is to improve their search engine optimization strategy, speak to that need.<\/li>\n\n\n\n<li><strong>Unique selling proposition: <\/strong>Explain what value you can provide through your products\/services. This is the unique solution that you\u2019re selling to your audience.<\/li>\n<\/ul>\n\n\n\n<p>One way to make sure your homepage is delivering on all of the above is to have an acquaintance perform a 5-second test (usually, friends and family are too close to give real, raw feedback).<\/p>\n\n\n\n<p>Go to a local coffee shop and offer to buy someone a coffee for a few minutes of their time. Show them your website and ask them to tell you about the first things they notice.<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9{max-width:1500px !important;margin-top:30px !important;margin-bottom:30px !important}.stk-c842da9-column{max-width:941px !important}@media screen and (max-width:767px){.stk-c842da9{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important}.stk-8993c44{margin-top:0px !important}.stk-8993c44-container:before{background-color:#c3ddf0 !important}@media screen and (max-width:1023px){.stk-8993c44-container{padding-bottom:60px !important}}@media screen and (max-width:767px){.stk-8993c44-container{padding-bottom:60px !important}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3{margin-bottom:12px !important}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important}}@media screen and (max-width:767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae{margin-bottom:20px !important}.stk-30f99ae .stk-block-text__text{color:#ffffff !important}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox every week.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768316721000-6199575464\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768316721000-6199575464\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-optimize-your-navigation-menu\">2. Optimize your navigation menu<\/h4>\n\n\n\n<p><a href=\"https:\/\/thegood.com\/insights\/website-navigation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Website navigation<\/a> can make or break your visitors\u2019 experience. Attempting to navigate a website that doesn\u2019t have a logical, well-defined structure is like being dropped in the middle of a complex maze with no map and no frame of reference.<\/p>\n\n\n\n<p>It\u2019s overwhelming, frustrating, and all-around unpleasant \u2014 not exactly the user experience you\u2019re hoping for.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimize your mobile website\u2019s navigation.<\/strong> Having a navigation menu appropriate for a mobile device is essential to any ecommerce website. Consumers expect the mobile experience of a website to be as good, if not better, than the desktop experience. Provide your visitors with a responsive, optimized navigation bar, and you\u2019re guaranteed to see an improvement in your mobile conversion rate.<\/li>\n\n\n\n<li><strong>Make site search frictionless.<\/strong> Visitors who use search typically have the intent to buy or act. Plus, they\u2019re much more likely to find what they\u2019re looking for. People who run a site search convert buyers approximately two times more often than people who don\u2019t.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-remove-any-unnecessary-distractions\">3. Remove any unnecessary distractions<\/h4>\n\n\n\n<p>First, if you\u2019re currently using a nonrotating carousel on your homepage, we strongly recommend removing it.<\/p>\n\n\n\n<p><a href=\"https:\/\/erikrunyon.com\/2013\/01\/carousel-interaction-stats\/\" target=\"_blank\" rel=\"noreferrer noopener\">Research<\/a> has shown that a staggeringly low 1% of site visitors click nonrotating image carousels (carousels that don\u2019t change automatically). Additionally, 84% of those clicks are on the first slide, meaning all the remaining slides combined receive a dismal 16% of the clicks.<\/p>\n\n\n\n<p>The numbers aren\u2019t much better for carousels that rotate automatically. Auto-rotating carousels receive a bit more attention, but again, the first slide dominates, receiving <a href=\"https:\/\/www.nngroup.com\/articles\/auto-forwarding\/\" target=\"_blank\" rel=\"noreferrer noopener\">40% of all clicks<\/a>. The second and third positions receive 18% and 11% fewer clicks.<\/p>\n\n\n\n<p>While it may <strong><em>seem<\/em><\/strong> like a good idea to use a carousel, the numbers simply don\u2019t back it up. The click-through rate (CTR) on carousels is abysmally low, with the lion\u2019s share of clicks being gobbled up by the first slide.<\/p>\n\n\n\n<p>Another distraction you\u2019ll often find on an ecommerce homepage is the \u201cSign-up for our email list!\u201d pop-up. In general, we recommend that you stay away from pop-ups that detract from the browsing experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-product-page\">Product Page<\/h3>\n\n\n\n<p>If you plan on investing in paid traffic this holiday season, it\u2019s important you\u2019re making sure your product pages are properly optimized to get the most out of that traffic.<\/p>\n\n\n\n<p>To optimize your product pages for a better conversion rate, we recommend you focus on:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-product-naming-conventions\">1. Product naming conventions<\/h4>\n\n\n\n<p>When it comes to product naming conventions for your products and product categories, the more descriptive, the better. The reason for this is that each word is a potential keyword for organic search.<\/p>\n\n\n\n<p>Google favors product pages that have descriptive titles because they allow users to find exactly what they\u2019re looking for. Long names also implicitly indicate more value and stand a better chance of attracting the visitor\u2019s attention.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-product-descriptions\">2. Product descriptions<\/h4>\n\n\n\n<p>Great copy begins with an understanding of the audience \u2013 their needs, their desires, their problems, and the words they use to describe them.<\/p>\n\n\n\n<p>The copy should be presented in a scannable, jargon-free format, with benefits highlighted to spell out exactly what the product will do for the potential customer. Use white space to help keep your product page layout clean and easily readable.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/thegood.com\/insights\/product-descriptions\/\" target=\"_blank\" rel=\"noreferrer noopener\">product description<\/a> should provide critical product information, short-circuit objections, and provide answers to the visitor\u2019s most pressing questions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-product-photography-video\">3. Product photography\/video<\/h4>\n\n\n\n<p>This is where your writers and designers join forces. High-quality images or illustrations lend credence to the copywriter\u2019s product description.<\/p>\n\n\n\n<p>Show people wearing and using your products to give the prospect a glimpse of ownership.<\/p>\n\n\n\n<p>Your headlines and product images should work together to establish the product\u2019s value and illustrate why the prospect would be wise to select it.<\/p>\n\n\n\n<p>The practice of including video elements in the digital assets strategy has risen so dramatically that many ecommerce sites now consider videos essential. Do people worry your product is difficult to use? Video can disprove that concern by demonstrating that the owner only needs to follow a few simple directions.<\/p>\n\n\n\n<p>Do customers want to know more about the difference between certain features? Video can describe those differences quickly and accurately.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-back-in-stock-notifications\">4. Back-in-stock notifications<\/h4>\n\n\n\n<p>If you\u2019re prone to running out of stock on certain items during the holiday shopping season, you need to have a solid back-in-stock notification option to recapture those sales when your stock is replenished.<\/p>\n\n\n\n<p>There are a few things you can do to ensure you don\u2019t miss out on sales when a product goes out of stock:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use back-in-stock emails.<\/strong> Work on your back-in-stock emails themselves. There are a few details to note here. Include the brand, the product, and its best price in the email subject line. In the body of the email, we recommend including an image and mentioning the brand, product name, and price again. You can also include a reminder of why they are receiving the email, clearly explain that it\u2019s back-in-stock, and include a very clear call-to-action that brings them to the exact product in the store.<\/li>\n\n\n\n<li><strong>Use SMS and push alerts.<\/strong> SMS text is quickly becoming one of the most effective ways to reach customers. Providing customers with the option to input their mobile number instead of an email address may be an even more impactful way to notify customers that an item is back in stock.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-checkout\">Checkout<\/h3>\n\n\n\n<p>According to Statista, over <a href=\"https:\/\/www.statista.com\/statistics\/477804\/online-shopping-cart-abandonment-rate-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener\">69% of visitors<\/a> who load items into an ecommerce shopping cart end up not finishing the transaction. For one reason or another, they abandon the cart.<\/p>\n\n\n\n<p>The money online retailers invested in advertising, social media, content development \u2013 every sales and marketing expense you can name \u2013 has contributed to getting someone right to the brink of the purchase. But that person decides to walk away.<\/p>\n\n\n\n<p>Improving your shopping cart conversion rate is the spot where your ecommerce optimization dollars will pay off best. It\u2019s the ideal place to begin.<\/p>\n\n\n\n<p>Here are several items to consider when optimizing your checkout process:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-evaluate-your-post-purchase-follow-up\">1. Evaluate your post-purchase follow-up<\/h4>\n\n\n\n<p>Reevaluate your post-purchase follow-up procedure to ensure customers are receiving the best possible service even after they complete a purchase.<\/p>\n\n\n\n<p>Despite the statistics, most marketers give little time or thought to their post-purchase email sequences. They send a receipt and little else. This is missing out on a significant opportunity to convert new customers into recurring customers. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-6-post-purchase-emails-that-convert-and-retain\" style=\"font-size:24px\">6 Post-Purchase Emails That Convert and Retain<\/h4>\n\n\n\n<p>Here are the <a href=\"https:\/\/thegood.com\/insights\/5-post-purchase-emails\/\" target=\"_blank\" rel=\"noreferrer noopener\">post-purchase emails<\/a> we recommend you include in your post-purchase follow-up sequence:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The order confirmation.<\/strong> The first email should always be the confirmation of purchase. When people click Buy, they want to know that everything worked, . Assure them they didn\u2019t just send money into the ether of the internet, never to hear from you again. <a href=\"https:\/\/thegood.com\/insights\/confirmation-email-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">Confirm<\/a> that their order was received and that someone on the other end is doing something about it.<\/li>\n\n\n\n<li><strong>The shipping confirmation.<\/strong> The shipping confirmation email allows you to update the customer on the status of their order, continue to build trust with them and nurture your relationship with them.<\/li>\n\n\n\n<li><strong>The shipment update. <\/strong>Approximately one week after their shipment should have arrived, you want to check in to make sure everything arrived in good condition. This is also an excellent opportunity to entice the customer with complimentary products or sign them up for a recurring purchase plan.<\/li>\n\n\n\n<li><strong>The review request.<\/strong> After the customer has had time to use the product, make sure to politely ask them to submit a review and let you know what they thought of the product.<\/li>\n\n\n\n<li><strong>The post-purchase offer or replenishment reminder<\/strong>. Now that your customer has purchased a product and hopefully left a positive review, it\u2019s the best opportunity to encourage them to re-order the product or something similar. If the item they brought was food, health supplements, or necessities, you could also send an email reminder for them to replenish their stock to get them to re-order.<\/li>\n\n\n\n<li><strong>The loyalty program. <\/strong>Your final email should contain information about a loyalty or rewards program that your customers can join to entice them to buy again and transform from one-time buyers into loyal customers.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-hide-the-discount-code-field\">2. Hide the discount code field<\/h4>\n\n\n\n<p>With the rising popularity of discount-finder apps like Rakuten and Honey, consumers have grown to expect a discount on every purchase made while online shopping. Unless your business is relying on discounts to draw in new customers, showing this form field to users is only going to encourage them to leave your site in search of a discount or promo code. After they leave your site, it\u2019s very unlikely they\u2019ll return empty-handed to complete the purchase at full price.<\/p>\n\n\n\n<p>We always recommend hiding the discount code field (even completely removing it) so visitors aren\u2019t tempted to go searching for coupon codes somewhere on the internet.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-offer-free-shipping\">3. Offer free shipping<\/h4>\n\n\n\n<p>For retailers, it\u2019s important to consider both the short-term and long-term benefits of offering free shipping. In the short term, offering free shipping will likely lead to an increase in orders and a higher average order value (AOV), especially if you set a minimum order threshold that your customers need to reach before they \u201cunlock\u201d free shipping.<\/p>\n\n\n\n<p><a href=\"https:\/\/knowledge.wharton.upenn.edu\/article\/how-the-offer-of-free-shipping-affects-on-line-shopping\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sixty percent<\/a> of ecommerce businesses report that \u201cfree shipping with conditions\u201d is their most successful marketing tool. If adding one more item to the shopping cart results in getting free two-day shipping, most consumers will do it.<\/p>\n\n\n\n<p>In the long term, offering free shipping will benefit your business by increasing customer lifetime value and helping you build a group of loyal repeat purchasers. Additionally, it can be a great way to maintain your competitive edge in the marketplace, especially if you\u2019re operating in an industry that sells commonly available products or even commodity products that compete heavily on price.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-implement-a-one-page-checkout-process\">4. Implement a one-page checkout process<\/h4>\n\n\n\n<p>The <a href=\"https:\/\/thegood.com\/insights\/checkout-page-designs\/\" target=\"_blank\" rel=\"noreferrer noopener\">checkout page<\/a> is easily one of the most crucial yet often overlooked elements of an ecommerce website. If your checkout process is too lengthy or complicated, you\u2019re seriously hindering sales for your business. We always recommend implementing a one-page checkout.<\/p>\n\n\n\n<p>A single-page checkout simplifies the checkout procedure and eliminates any additional steps in the customer journey that could potentially contribute to cart abandonment. The one-page checkout template comes standard with most major ecommerce platforms (Shopify, BigCommerce, Magento), so there\u2019s really no reason not to have it on your site.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-integrate-social-proof-throughout-the-customer-journey\">Integrate social proof throughout the customer journey<\/h3>\n\n\n\n<p>Implementing social proof on your site can be one of the most effective methods for increasing your overall conversion rate. <a href=\"https:\/\/econsultancy.com\/ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sixty-one percent<\/a> of customers read online reviews before choosing to buy a product or service.<\/p>\n\n\n\n<p>If everyone is buzzing about a newly-released movie, and I\u2019m hearing nothing but recommendations to go see it, I\u2019m quite likely to go. On the other hand, if the reviews are sour and my friends tell me the movie was a waste of time and money, I\u2019ll skip it.<\/p>\n\n\n\n<p>Human beings are social creatures. We want to fit in. Our tendency is to do what others are doing, even if we pride ourselves on individuality.<\/p>\n\n\n\n<p>Social proof is evidence that something is popular \u2013 that others have endorsed it. By creatively and soundly displaying social proof, ecommerce website managers can stack the deck in their favor and generate more sales. Here are some ideas to get you started:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Product reviews from purchasers \u2013<\/strong> Product reviews are regarded as one of the most effective forms of social proof to use on ecommerce sites. Nearly 95% of shoppers read online reviews before making a purchase, and the purchase probability for a product with five reviews is <em>270% greater<\/em> than the purchase probability of a product without them. If your website doesn\u2019t include product reviews somewhere on the product page, you\u2019re losing a substantial amount of business.<\/li>\n\n\n\n<li><strong>Customer testimonials \u2013<\/strong> Requesting testimonials from prior customers can be a great way to build credibility and trust with your audience. These differ from product reviews in the way they are presented. Testimonials are concise recommendations that are placed in a call-out format. If product reviews are the backbone of social proof, testimonials are the face. Including video testimonials with your written testimonials is a particularly powerful tactic.<\/li>\n\n\n\n<li><strong>Earned media and press \u2013<\/strong> If recognizable media brands have endorsed your company, you should definitely be leveraging this earned media on your homepage.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-3-reevaluate-your-black-friday-amp-cyber-monday-sales-strategy\">Step 3: Reevaluate Your Black Friday &amp; Cyber Monday Sales Strategy<\/h2>\n\n\n\n<p>After conducting a thorough review of your website and optimizing your user experience to meet your customer\u2019s needs, it\u2019s time to review your selling strategy for the BFCM season. How are you going to drive the highest return on investment from your promotions?<\/p>\n\n\n\n<p>What promotions will you offer?<\/p>\n\n\n\n<p>If your current strategy is to rely on discounting to bring in new customers, it might be time to start thinking outside the box. Here are three ways you can optimize the impact of your planned BFCM campaigns to compete with big brands like Amazon, Walmart, Best Buy, and Apple.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-offer-free-shipping\">1. Offer free shipping<\/h3>\n\n\n\n<p>Local retailers often counter the \u201cI can get it cheaper online\u201d objection with \u201cNot after you add on the cost of shipping.\u201d And while the reality is that free shipping plans often fail to provide significant cost savings to consumers (the expense must be covered somehow), conversion rates typically take a healthy leap forward when free shipping is featured. Just use Amazon Prime as an example.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-free-shipping-options\" style=\"font-size:24px\">Free Shipping Options<\/h4>\n\n\n\n<p>Here are several recommendations for how to offer free shipping without destroying your margins:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Free shipping threshold. <\/strong>A popular way to offer free shipping is having a certain cart threshold visitors need to reach before they unlock free shipping. Customers who are close to reaching the order amount for free shipping will very likely tack on additional products to reach the required threshold. That, in turn, can push your average order value up considerably and help make up for the absorbed shipping cost.<\/li>\n\n\n\n<li><strong>Free shipping to members. <\/strong>This is a great way to improve customer retention while also growing your mailing list. You can charge for membership or not, but helping people feel like they\u2019re a part of your business and giving them a good reason for shopping with you are good ideas.<\/li>\n\n\n\n<li><strong>Free shipping to limited locations.<\/strong> Given the often exorbitant cost of shipping abroad, many ecommerce stores will offer free shipping only to those in their own country. Another possibility here is to offer free shipping from the distribution center to a local retail outlet. Be sure to spell out which locations qualify for free shipping.<\/li>\n\n\n\n<li><strong>Flat rate shipping.<\/strong> This isn\u2019t a free shipping offer, but it does alleviate much of the shopper\u2019s anxiety. Those who know what the shipping cost will be before loading up the cart are more likely to follow through and place the order than those who don\u2019t know how much shipping costs will be until they\u2019re ready to pay. This tactic is especially effective when higher-priced items are ordered. A $5 flat rate shipping on a $150 order is far more attractive than $5 shipping on a $12 order.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-leverage-fomo\">2. Leverage FOMO<\/h3>\n\n\n\n<p>Remember to create a sense of urgency around your campaigns. The fear of missing out (FOMO) can draw sales from people who might otherwise abandon a shopping cart and not return to complete the sale.<\/p>\n\n\n\n<p>Here are a few ideas to help get you started:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Displaying \u201climited quantities available\u201d on popular products<\/li>\n\n\n\n<li>Offer exclusive offers or priority buying privileges to loyalty program members<\/li>\n\n\n\n<li>Display sold-out items to encourage users to sign-up for a back-in-stock notification<\/li>\n\n\n\n<li>Implement a free shipping countdown timer<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-don-t-lean-on-discounting\">3. Don\u2019t lean on discounting<\/h3>\n\n\n\n<p>Shoppers love sales. Any reason you can come up with to hold one \u2013 be it Black Friday, Memorial Day, or your ecommerce birthday \u2013 is sure to boost revenue. There\u2019s just one problem with the idea. \u201cOn Sale\u201d means a discounted price, and a discounted price means less profit.<\/p>\n\n\n\n<p>Yes, a properly orchestrated sales strategy can make up for the slimmer margin by pumping up the volume. The problem is you end up sacrificing profits for the reputation of your brand.<\/p>\n\n\n\n<p>Discounting leads customers to think that you\u2019re a discount brand. Instead of being known for quality products or outstanding service, customers associate your company with the lowest price.<\/p>\n\n\n\n<p>You become the ecommerce version of Dollar General, attracting those searching for bargains. When a customer receives a discount on their first purchase, you can be pretty confident that they\u2019re going to try to get the same discount with every subsequent purchase.<\/p>\n\n\n\n<p>Do you really want to join other discount brands in a race to the bottom? Instead, focus on Black Friday Deals that add value for your customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-segment-amp-grow-your-customer-base\">Segment &amp; Grow Your Customer Base<\/h2>\n\n\n\n<p>Segmentation delivers results. Ecommerce managers who take the time to identify customer segments and tailor messages specific to each segment consistently see ROI boosts that justify those efforts. People like to feel like you\u2019re speaking directly to them, not just blasting out generic sales pitches to the masses. The more you know about your prospects, the better you\u2019ll be at influencing their buying decisions.<\/p>\n\n\n\n<p>There are two levels that should be considered in market segmentation: product fit and customer fit. Some would see this as the difference between business-to-business or business-to-consumer sales.<\/p>\n\n\n\n<p>Remember, though, that buying decisions are made by people. Whether you\u2019re selling to a corporation or a homemaker, you still need to be concerned about individual preferences.<\/p>\n\n\n\n<p>At The Good, we tend to look at segmentation as either bottom-up or top-down.<\/p>\n\n\n\n<p><strong>Top-down segmentation<\/strong> begins with the product or service and seeks to fit the offer to the most lucrative segments of the available markets.<\/p>\n\n\n\n<p><strong>Bottom-up segmentation<\/strong> focuses on the buyer\u2019s preferences and style, then works to get the best messaging to the right customers. An offshoot of bottom-up segmentation is the preparation of customer personas.<\/p>\n\n\n\n<p>Neither approach is best. Insight from both is needed to develop the most effective marketing plan. The aim of market segmentation is to know <strong><em>what<\/em><\/strong> matters, <strong><em>where<\/em><\/strong> it matters, and <strong><em>when<\/em><\/strong> it matters. The end result of market segmentation is the division of your viable market into clusters of buyers with similar needs and desires.<\/p>\n\n\n\n<p>Market segmentation research is the basis of determining your most effective marketing mix.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-it-s-never-too-late-to-start-optimizing\">It\u2019s Never Too Late to Start Optimizing<\/h2>\n\n\n\n<p>Be prepared to adjust your strategy to meet changing needs and demands. If a certain offer or campaign isn\u2019t working for you, make the necessary adjustments to ensure that the rest of the season goes smoothly.<\/p>\n\n\n\n<p>It\u2019s OK to change up your ecommerce strategy as long as you\u2019re making changes based on data, not assumptions.<\/p>\n\n\n\n<p>If you\u2019re still not sure what to start improving on your website or don\u2019t have time to manage optimization on your own, you might consider bringing in an optimization expert to lend a hand.<\/p>\n\n\n\n<p>For over a decade, The Good has successfully improved the digital experience for brands large and small, including Nike, Adobe, Xerox, <em>The Economist<\/em>, and many others.<\/p>\n\n\n\n<p>If you\u2019re interested in learning more about our approach to conversion optimization and how we can help improve your website experience, check out the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>.<\/p>\n\n\n\n<p>We believe in producing results that are based on data from our insight platforms as well as expert analysis by members of The Good\u2019s UX Strategy team.<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-ddjs2y7 reusable-block-2-column good-question-block\" data-block-id=\"ddjs2y7\"><style>.stk-ddjs2y7{max-width:1500px !important;margin-top:30px !important;margin-bottom:30px !important}.stk-ddjs2y7-column{max-width:941px !important}@media screen and (max-width:767px){.stk-ddjs2y7{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-ddjs2y7-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-xzlsk3n horizontal-form-container\" data-v=\"4\" data-block-id=\"xzlsk3n\"><style>.stk-xzlsk3n-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important}.stk-xzlsk3n{margin-top:0px !important}.stk-xzlsk3n-container:before{background-color:#c3ddf0 !important}@media screen and (max-width:1023px){.stk-xzlsk3n-container{padding-bottom:60px !important}}@media screen and (max-width:767px){.stk-xzlsk3n-container{padding-bottom:60px !important}}<\/style><style class=\"stk-custom-css\">.stk-xzlsk3n figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-xzlsk3n-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-xzlsk3n-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-ozc3xu8\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"ozc3xu8\"><style>.stk-ozc3xu8{margin-bottom:12px !important}.stk-ozc3xu8 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-ozc3xu8 .stk-block-heading__text{font-size:36px !important}}@media screen and (max-width:767px){.stk-ozc3xu8 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-vw25wen\" data-block-id=\"vw25wen\"><style>.stk-vw25wen{margin-bottom:20px !important}.stk-vw25wen .stk-block-text__text{color:#ffffff !important}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox every week.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768316721000-2134783451\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768316721000-2134783451\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":3,"featured_media":105391,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["The ultimate Cyber Monday and Black Friday guide for ecommerce businesses gearing up for holiday traffic."]},"insight-category":[10072],"insight-tag":[10116,80,10087,10080],"class_list":["post-93219","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-black-friday","insight-tag-conversion-rate-optimization","insight-tag-discounting","insight-tag-website-optimization"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4.png",2048,1365,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-300x200.png",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-768x512.png",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-1024x683.png",1024,683,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-1536x1024.png",1536,1024,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4.png",2048,1365,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-600x400.png",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-113x75.png",113,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4.png",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4.png",400,267,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4.png",600,400,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/Article-Feature-Image-4-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>Once again, Adobe Analytics forecasts that 2025 online retail spending is expected to reach a new high this holiday season. Consumers are anticipated to spend $253 billion online in November and December, marking an 5.3% increase from the previous holiday season. Looking at the trend, there could be a lot of money on the table for this upcoming Black Friday and Cyber Monday. If you want to win big this year, it\u2019s time to start optimizing your site (and this doesn\u2019t mean thinking of what discounts to offer!). We\u2019re updating our guide to help you do it. Keep reading to&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Jon MacDonald","url":"https:\/\/thegood.com\/author\/jonmacdonald\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ecommerce Optimization Guide for Black Friday &amp; Cyber Monday<\/title>\n<meta name=\"description\" content=\"Make sure everything runs smoothly this holiday season with this all-in-one Black Friday and Cyber Monday guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/black-friday-optimization-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ecommerce Optimization Guide for BFCM\" \/>\n<meta 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