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How To Maximise Your Ecommerce Revenue Over Black Friday by Alexandra Coutts

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How consumer expectations and purchasing behaviours over the Christmas period have varied every year for the past 5 years and how to effectively utilise these insights.

Published in: Marketing
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How To Maximise Your Ecommerce Revenue Over Black Friday by Alexandra Coutts

  1. 1. BLACK FRIDAY SEO Where and when to start, quick wins and top tips Alexandra Coutts // ThoughtShift // @lottafizz
  2. 2. 2
  3. 3. 3
  4. 4. 4 Google Analysis
  5. 5. Google Trends Data 5 1009384757820 2011 2012 2013 2014 2015 2016 2017 2018
  6. 6. UK Search Volumes 6 black friday black friday deals 1,830,000 1,220,000 1,830,000 1,220,000 1,830,000 1,500,000 2,240,000 1,500,000 Nov-15 Nov-16 Nov-17 Nov-18
  7. 7. Black Friday is not going away
  8. 8. 8 Google UK Search Results “Black Friday Deals” 2016 2018 22.5x more search results!
  9. 9. 9 Google UK Search Results “Black Friday Deals” 2016 2018 Strangely equivalent advertisers
  10. 10. 10 2016 2018 Google Shopping results now being displayed and not all clearly have deals Google UK Search Results “Black Friday Deals”
  11. 11. 11 Google UK Search Results “Black Friday Deals” 2016 2018 News results above Organic Search results
  12. 12. 12 Google UK Search Results “Black Friday Deals” 2016 2018 Google is now prioritising publishers over retailers in the Organic Search results
  13. 13. 13 Google UK Search Results “Black Friday Fashion Deals” 2016 2018Google Shopping results now being displayed and not all clearly have deals
  14. 14. 14 Google UK Search Results “Black Friday Fashion Deals” 2016 2018 2 Google Text ads News results above Organic Search results
  15. 15. 15 Google UK Search Results “Black Friday Fashion Deals” 2016 2018 Publishers are prioritised in the Organic Search results
  16. 16. Retailers are not going to rank on Page 1 of Google for Black Friday terms on Black Friday
  17. 17. 17 Google UK Trending Searches 2016 2018
  18. 18. Consumers are now looking for the brands they want to buy from. Access to a deal is assumed
  19. 19. 19 Brand Behaviour Analysis
  20. 20. How Luxury Capitalised On Black Friday 2017 Discount Codes/ Sales Competition Giveaways Private/ Exclusive Sales Selected Sales
  21. 21. Luxury Tackles Offers & Discounting 2017 Free Personalisation Private Sales Free Delivery Gift With Purchase
  22. 22. UK Brands Black Friday Offers 2017 Up to 30% off selected items in selected categories 20% off selected styles 20% off site wide 50% off a curated selection of products25% off site wide
  23. 23. All brands can engage in Black Friday and they have the scope to decide how
  24. 24. 24 Consumer Behaviour Analysis
  25. 25. 25 1stOctober 3rdOctober 5thOctober 7thOctober 9thOctober 11thOctober 13thOctober 15thOctober 17thOctober 19thOctober 21stOctober 23rdOctober 25thOctober 27thOctober 29thOctober 31stOctober 2ndNovember 4thNovember 6thNovember 8thNovember 10thNovember 12thNovember 14thNovember 16thNovember 18thNovember 20thNovember 22ndNovember 24thNovember 26thNovember 28thNovember 30thNovember 2ndDecember 4thDecember 6thDecember 8thDecember 10thDecember 12thDecember 14thDecember 16thDecember 18thDecember 20thDecember 22ndDecember 24thDecember 26thDecember 28thDecember 30thDecember 1stJanuary 3rdJanuary 5thJanuary 7thJanuary 9thJanuary 11thJanuary 13thJanuary 15thJanuary 17thJanuary 19thJanuary 21stJanuary 23rdJanuary 25thJanuary 27thJanuary 29thJanuary 31stJanuary Luxury Accessories Brand Sessions Sessions 2016/17 Sessions 2017/18 Sessions 2018/19
  26. 26. 26 1stOctober 3rdOctober 5thOctober 7thOctober 9thOctober 11thOctober 13thOctober 15thOctober 17thOctober 19thOctober 21stOctober 23rdOctober 25thOctober 27thOctober 29thOctober 31stOctober 2ndNovember 4thNovember 6thNovember 8thNovember 10thNovember 12thNovember 14thNovember 16thNovember 18thNovember 20thNovember 22ndNovember 24thNovember 26thNovember 28thNovember 30thNovember 2ndDecember 4thDecember 6thDecember 8thDecember 10thDecember 12thDecember 14thDecember 16thDecember 18thDecember 20thDecember 22ndDecember 24thDecember 26thDecember 28thDecember 30thDecember 1stJanuary 3rdJanuary 5thJanuary 7thJanuary 9thJanuary 11thJanuary 13thJanuary 15thJanuary 17thJanuary 19thJanuary 21stJanuary 23rdJanuary 25thJanuary 27thJanuary 29thJanuary 31stJanuary Luxury Accessories Brand Transactions Transactions 2016/17 Transactions 2017/18 Transactions 2018/19
  27. 27. 27 1stOctober 3rdOctober 5thOctober 7thOctober 9thOctober 11thOctober 13thOctober 15thOctober 17thOctober 19thOctober 21stOctober 23rdOctober 25thOctober 27thOctober 29thOctober 31stOctober 2ndNovember 4thNovember 6thNovember 8thNovember 10thNovember 12thNovember 14thNovember 16thNovember 18thNovember 20thNovember 22ndNovember 24thNovember 26thNovember 28thNovember 30thNovember 2ndDecember 4thDecember 6thDecember 8thDecember 10thDecember 12thDecember 14thDecember 16thDecember 18thDecember 20thDecember 22ndDecember 24thDecember 26thDecember 28thDecember 30thDecember 1stJanuary 3rdJanuary 5thJanuary 7thJanuary 9thJanuary 11thJanuary 13thJanuary 15thJanuary 17thJanuary 19thJanuary 21stJanuary 23rdJanuary 25thJanuary 27thJanuary 29thJanuary 31stJanuary Luxury Accessories Brand Revenue Revenue 2016/17 Revenue 2017/18 Revenue 2018/19
  28. 28. 28 1stOctober 3rdOctober 5thOctober 7thOctober 9thOctober 11thOctober 13thOctober 15thOctober 17thOctober 19thOctober 21stOctober 23rdOctober 25thOctober 27thOctober 29thOctober 31stOctober 2ndNovember 4thNovember 6thNovember 8thNovember 10thNovember 12thNovember 14thNovember 16thNovember 18thNovember 20thNovember 22ndNovember 24thNovember 26thNovember 28thNovember 30thNovember 2ndDecember 4thDecember 6thDecember 8thDecember 10thDecember 12thDecember 14thDecember 16thDecember 18thDecember 20thDecember 22ndDecember 24thDecember 26thDecember 28thDecember 30thDecember 1stJanuary 3rdJanuary 5thJanuary 7thJanuary 9thJanuary 11thJanuary 13thJanuary 15thJanuary 17thJanuary 19thJanuary 21stJanuary 23rdJanuary 25thJanuary 27thJanuary 29thJanuary 31stJanuary Gifting Brand Sessions Sessions 2013/14 Sessions 2014/15 Sessions 2015/16 Sessions 2016/17 Sessions 2017/18 Sessions 2018/19
  29. 29. 29 1stOctober 3rdOctober 5thOctober 7thOctober 9thOctober 11thOctober 13thOctober 15thOctober 17thOctober 19thOctober 21stOctober 23rdOctober 25thOctober 27thOctober 29thOctober 31stOctober 2ndNovember 4thNovember 6thNovember 8thNovember 10thNovember 12thNovember 14thNovember 16thNovember 18thNovember 20thNovember 22ndNovember 24thNovember 26thNovember 28thNovember 30thNovember 2ndDecember 4thDecember 6thDecember 8thDecember 10thDecember 12thDecember 14thDecember 16thDecember 18thDecember 20thDecember 22ndDecember 24thDecember 26thDecember 28thDecember 30thDecember 1stJanuary 3rdJanuary 5thJanuary 7thJanuary 9thJanuary 11thJanuary 13thJanuary 15thJanuary 17thJanuary 19thJanuary 21stJanuary 23rdJanuary 25thJanuary 27thJanuary 29thJanuary 31stJanuary Gifting Brand Transactions Transactions 2013/14 Transactions 2014/15 Transactions 2015/16 Transactions 2016/17 Transactions 2017/18 Transactions 2018/19
  30. 30. 30 1stOctober 3rdOctober 5thOctober 7thOctober 9thOctober 11thOctober 13thOctober 15thOctober 17thOctober 19thOctober 21stOctober 23rdOctober 25thOctober 27thOctober 29thOctober 31stOctober 2ndNovember 4thNovember 6thNovember 8thNovember 10thNovember 12thNovember 14thNovember 16thNovember 18thNovember 20thNovember 22ndNovember 24thNovember 26thNovember 28thNovember 30thNovember 2ndDecember 4thDecember 6thDecember 8thDecember 10thDecember 12thDecember 14thDecember 16thDecember 18thDecember 20thDecember 22ndDecember 24thDecember 26thDecember 28thDecember 30thDecember 1stJanuary 3rdJanuary 5thJanuary 7thJanuary 9thJanuary 11thJanuary 13thJanuary 15thJanuary 17thJanuary 19thJanuary 21stJanuary 23rdJanuary 25thJanuary 27thJanuary 29thJanuary 31stJanuary Gifting Brand Revenue Revenue 2013/14 Revenue 2014/15 Revenue 2015/16 Revenue 2016/17 Revenue 2017/18 Revenue 2018/19
  31. 31. Consumers are researching and browsing in advance of buying
  32. 32. 32 When and Where to Start
  33. 33. Start NOW
  34. 34. 34 Pages Photoby AnastasiaZheninaonUnsplash
  35. 35. 35 One page to rule them all
  36. 36. 36 Photoby Dyaa EldinonUnsplash
  37. 37. 37
  38. 38. 38
  39. 39. 39 Photoby freestocks.orgonUnsplash
  40. 40. 40 Product Photoby eddie howell onUnsplash
  41. 41. 41 Be in the know…
  42. 42. 42
  43. 43. 43
  44. 44. 44 WHY?
  45. 45. 45
  46. 46. 46 Planning Photoby JeffreyFLin on Unsplash
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. 50 Quick Wins and Top Tips
  51. 51. SEO Housekeeping 51 • Server load capabilities • Payment gateway stability • Category merchandising • User journeys and internal linking • Product page content –Delivery and stock info • Tracking setup Source:GlobalWebIndexCommerce Bi-annual report2018 • Site Speed / Mobile first
  52. 52. Do Your Homework 52
  53. 53. 53 Wait It Out Don’t false start. Stick to your plan and generate the sales at the time that people are looking to buy. Photoby Matt Lee on Unsplash
  54. 54. 54 A Starting Point • Run offer Fri - Mon (inclusive) • Have a site wide offer –Free delivery –10% off everything –Gift with purchase • Have some heavily discounted hero products –40% to 70% off –At least 6 products Photoby Startaê Team on Unsplash
  55. 55. Black Friday 2019 29th November
  56. 56. Handy Resources 56 • https://www.thoughtshift.co.uk/tag/black-friday/ • https://www.thoughtshift.co.uk/tag/ecommerce/ • https://www.globalwebindex.com/reports/commerce

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