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Black friday - prepare your e-commerce for the hottest season

30 November 2020by Krzysztof Abram

Black Friday has already established itself permanently in the calendars of salesmen and customers. We all associate it with mile-long queues and the fight for the last pieces at a discount price. In the era of coronavirus pandemic and the requirements of social distance this situation will look different. So how to prepare your business for this year’s sales season?

The year 2020 has accelerated the trend of moving shopping to the Internet, which has been present for years. Customers more and more often resign from visiting the mall in order to find products and order them online. This year’s report “E-commerce in Poland 2020” prepared by Gemius together with the Chamber of Electronic Economy shows that already 73% of customers declare buying online. For comparison, in 2017, this figure was barely 54%.

Magento store

Magento is a great solution both for those who just want to start selling online and those who are already doing so. Compared to other e-commerce platforms, it is distinguished by its simplicity of use and great flexibility. We are provided with a tool that allows us to adjust the shop exactly to the existing needs. You don’t have to look far to find examples – we can expand the shop without any limitations, using any number of product, currency and language files. It is also possible to integrate with various external systems responsible for payments, accounting or auctions. Despite such a large number of options, they are easily managed – everything can be found in one panel.

Online store optimization

How to use the tools offered by Magento? First of all, we should focus on optimizing our shop. Especially in the peak of sales season, it is necessary to make shopping as easy as possible. After all, during the sale, seconds count, and a poorly improved website with a complicated purchase path is even more frustrating and has a negative impact on conversion.

The high loading time causes anger and distraction for customers. Recent research indicates that if the website is loaded for more than 3 seconds, a large group of users gives up the purchase completely. We should also remember about appropriate optimization for various devices.

Improvement of sales process

The next step in improving the operation of our platform is to simplify the ordering process. The shorter time required to place an order results in a smaller number of abandoned shopping carts. Relatively trivial things such as automatic postal code fullfilment or the possibility of purchase without setting up an account have a huge impact on conversion.

We can’t also forget to provide various ways of paying for the order. The key here is to automate this process as much as possible. Similarily to the case with the ordering process, a more difficult procedure leads to an increase in the percentage of abandoned orders. Studies suggest that as many as 80% of customers become attached to the shop because of the easy use of their website.

Product listing

A great advantage of the Magento system is the information management system (PIM), which gathers all technical and marketing information about our product in one place. Thanks to this system, we can easily edit each description and manage the product on different sales channels.

Below are our tips on what to pay attention to when building a product card:

  • price – especially on Black Friday, this is often a determining factor, which is why we must ensure that it is always visible.
  • thumbnails – they must show the product presented in a clear way.
  • name – if our product has several  versions, this information should be placed, preferably near the thumbnail
  • user reviews – product reviews mainly attract new users, for whom this part is a source of valuable information

Ready for Black Friday?

This year, Black Friday falls on 27 November. Using the advice and Magento platform presented above, you will be fully ready for this hottest sales time. Thanks to the appropriate optimization of the website, customers will make trouble-free purchases of their dream products and, most importantly, they will be happy to return to it in the future.

If you need help in preparing your store for Black Friday, please contact us.



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Gate-Software is a team of Magento e-commerce experts. We secure the continuity of online sales in e-commerce through effective technical care and maximize the potential of online stores through modern technological solutions.