Don’t let your digital platform go dark on Black Friday

Black Friday is one of the biggest shopping days in the UK. According to Statista, the total retail spending during Black Friday in 2019 was forecast to reach 8.57 billion British pounds.

On 27 November, Black Friday hits us again. With COVID-19 restrictions in mind, there is a huge opportunity to boost your online sales more than ever this year. So, how can you make sure that your e-commerce site is ready for record-breaking traffic?

If you haven't thought about this yet, you need to now! The clock is ticking, but don't worry – here are some actionable and easy wins you still have time to do to improve your website's performance. 

Speed is key

The performance of your e-commerce site is everything when it comes to conversions. If your performance is poor, your sales will be too. Customers require fast load times, especially on Black Friday when competition is intense. Your pages need to load quickly to prevent user frustration and, consequently, shopping cart abandonment and site bounces.

According to insights from Enterspeed, Zalando, one of the biggest European e-commerce companies, found that for each second that load time was reduced, they saw a 7% uplift in revenue.

There are a lot of low hanging fruits for you to grab to quickly speed up your load time, leading to higher CTR (click-through rate), a better SEO score, Google ranking and increased sales.

Check your site's performance

One way of getting immediate feedback on your site's performance is by running an audit via Google Lighthouse. It’s a free tool that gives you an instant, high-level picture of the site's overall performance, along with notes on what you need to fix.

The tool executes five audits for Accessibility, Performance, SEO, Progressive Web Apps and an extended list of Best Practices, ranking them all on a scale of 0 to 100.

We have been running an audit of Hamley’s website, which clearly shows that optimisation within Performance and Accessibility is very much needed before the upcoming shopping days. 

Turn your audit into actionable results

You can run the audit yourself via Google Chrome’s DevTools all free of charge, or you can reach out to us if you want help mapping out your current performance and turning your audit into actionable results. It will help make sure your website is fast and competitive during Black Friday, Cyber Monday and Christmas shopping.

Want to know more about how we can improve your website's performance?

Get in touch today