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Black Friday: Preparing For £2.55 Billion Of Mobile Purchases

Black Friday

Stephanie Fenton

4th November 2016

Black Friday: Preparing For £2.55 Billion Of Mobile Purchases With just 3 weeks to go until the big day, many of our clients are asking if there are any last minute actions they can take to improve their Black Friday performance. Over the next few weeks we’ll be sharing a series of articles to give retailers some simple, quick-to-implement pointers and tips.
With just 3 weeks to go until the big day, many of our clients are asking if there are any last minute actions they can take to improve their Black Friday performance. Over the next few weeks we’ll be sharing a series of articles to give retailers some simple, quick-to-implement pointers and tips.

This Black Friday mobile sales are predicted to overtake desktop for the first time ever, with retail consultancy firm Salmon predicting £2.55 billion of mobile purchases from Thursday 24th to Monday 28th November. So this week we thought we’d start by talking about a few features that contribute to a great mobile shopping experience. 

F - Form entry: Checkout forms can be a big cause of frustration when shopping on mobile. Anything you can do to make it as quick and easy as possible for users to fill these out can help to reduce checkout abandonment and improve your site’s mobile shopping experience.  Simple updates you can make to assist users include:

  • Clearly label fields with placeholders and tool tips to prevent users from accidently entering the wrong information and having to go back and update it.
  • Use real-time field validation to prevent users from submitting incorrect forms. Use ticks and crosses to let users know if they’ve entered their information in the correct format.
  • Make sure that you’re displaying the correct input pad for the field. Display numbers on a credit card and telephone number fields.

If your technical resource and budget allows, integrating with Royal Mail’s UK address database, PAF (Postcode Address File®), prevents users from having to type out their whole address, which can be fiddly on a mobile.

R - Review last year’s most popular pages and categories: Use Google Analytics to review site searches and page visits from Thursday 26th to Monday 30th November 2015. Identify which brands and categories users were looking for and make sure that these are easy to access on a mobile. Include them in special offers and link to them from key landing pages. 

Put site search redirects in place to direct users to the most relevant pages for their queries. If you have a large site, guide users by providing better search results. For example if a user searches for a brand, ask them which category and/or gender they are looking for.

If you have enough development resource, look to enable smart search on your site. This will help to improve the search experience on a mobile by auto-completing partially typed words and correcting any misspellings. 

I - Image optimisation: Make sure that you are adding separate optimised images for mobile users. Any text included on these needs to be legible on a small screen. When adding new banners make sure you are reviewing them on a mobile device as you go along. 

Ideally your product page will have a tap-to-zoom feature so that users can view any key details and features of the product. If not, it’s a good idea to add some additional close-up shots – especially for the products you anticipate being popular this Black Friday.

Not optimising your images before uploading them can cause an increase in your page’s load time – this can be highly frustrating on a mobile especially when browsing on 4G. You can prevent this when saving your images by reducing your image’s file size as much as possible before losing any image quality.

D - Devices: Use Google Analytics to identify which devices your visitors are using. Do any of these have a particularly high bounce rate? Complete test purchases using the most popular devices to identify anything that could act as a barrier to conversion.  Although you may think formatting issues are insignificant they could make your site appear less professional / trustworthy to users.

A - Actions: Make sure it’s clear and obvious to users what their next action should be. Primary calls to action should be front and centre on a mobile. They should be the biggest button on the page and at least 48 CSS pixels tall/wide to comply with Google’s tap target guidelines.

Use a consistent colour on your CTA buttons that stands out from the rest of the site.  When choosing a CTA colour it’s a good idea to complete some A/B testing.  Use positive colours like green or orange and avoid red as it’s often associated with danger or error messages.

Create a sense of urgency to encourage impulse purchases by including the word “Now” on CTA buttons e.g. “Buy Now” instead of “Checkout”.

Depending on your industry it can often be best to take users straight to the basket after a product is added as this can help to encourage impulse purchases.

Y - Your contact details: Displaying your contact details prominently on your site can help to reassure users and encourage them to go ahead and make a purchase. When displaying your telephone number to mobile users provide a click to call feature so that it’s as simple as possible for them to get in touch. 

Provide users with an email address or contact form they can use if they need to get in touch with you. Make them aware of your physical store locations, if you offer a click and collect service and if they can return goods to your store.

Stephanie Fenton
Stephanie Fenton

4th November 2016