Ecommerce
11/20/2020

10 Actionable eCommerce Strategies to Outperform Competitors on Cyber Monday

Written by
Heather Scurti

When it comes to the top online selling days, Cyber Monday is easily one of the first to come to mind. As consumers scour the web for the latest and greatest products and best sales of the season, this event offers a huge opportunity for businesses to put their name on the map and compete with the best. Here are 10 eCommerce strategies to help you outperform your competitors on Cyber Monday:

  1. Create A Sense of Urgency on Social Media (Utilise Countdowns)
  2. Mobile Optimisation to Increase Conversion Rates
  3. Use Personalised Email Marketing
  4. Checkout Page Optimisation to Reduce Abandoned Carts
  5. Target Existing Customers on Social Media through List Uploads
  6. Incorporate Cross-Selling to Increase Revenue
  7. Digital Community Engagement to Increase Brand Awareness
  8. Partner With Influencers
  9. Offer Customer Loyalty Incentives
  10. Promote Transparent Pricing & Policies 


  1. Create A Sense of Urgency on Social Media (Utilise Countdowns)

Featuring Cyber Monday countdowns across your social channels can create a sense of urgency and excitement for customers to access exclusive promotions, discounted products, and limited-time items. They also allow eCommerce stores to inform audiences about seasonal sales time frames, collections, pricing, policies, and more. 

Adding a countdown to your social accounts is now easier than ever, with Facebook tools like POWR and Instagram’s in-app countdown sticker.

  1. Mobile Optimisation to Increase Conversion Rates

As many consumers transition their shopping onto mobile devices, we recommend businesses optimise their eCommerce sites to be mobile-friendly which can also have a positive impact on Cyber Monday conversions. Some ways to optimise your site for mobile include:


To optimise your store for mobile and improve your overall business, this comprehensive Cyber Monday eCommerce Guide is a great resource to reference. 


  1. Use Personalised Email Marketing

Personalised email marketing can make a huge difference in whether a recipient opens or unsubscribes from your audience list. The goal is to understand your subscribers well enough to know what tone, format, and holiday promotion will attract them. Many think of personalisation as simply including a recipient’s name in the subject or headline, but eCommerce businesses can also benefit from tailoring emails to specific demographics:


  1. Checkout Page Optimisation to Reduce Abandoned Carts

Your eCommerce site’s checkout page is crucial to retaining sales and reducing abandoned carts. Desktop and mobile optimization will look different for each — mobile checkout will be more condensed since there’s limited screen space. For the first optimisation steps, we recommend transitioning the process onto one page and including:

There are many other checkout optimisation strategies you can implement to improve this too. 

  1. Target Existing Customers on Social Media through List Uploads

Social media can help your eCommerce business run successful ad campaigns to target existing customers. By uploading your customer lists and/or email lists into social ad managers, you can target these audiences and encourage them to return. You can also tailor ads to lookalike audiences based on current customer demographics to target new customers and increase Cyber Monday sales.

To successfully upload lists, check out resources like Google Ads and Facebook for Developers. 

  1. Incorporate Cross-Selling to Increase Revenue

Cross-selling is the process of pitching additional products to customers based on their interests (items in their cart). Typically, this is shown at the cart or checkout phase of a transaction. Cross-selling can be a great tool to push exclusive Cyber Monday promotional items to increase ROI. There are several areas on your eCommerce site where you can incorporate this:

Shopify is a great resource to find many great cross-selling apps for your eCommerce business.

  1. Digital Community Engagement to Increase Brand Awareness

Building an online community through engagement is key to increase brand awareness, trust and revenue. There are several ways your eCommerce business can increase engagement during Cyber Monday — exclusive social groups, incentivising social proofs, and encouraging user-generated content. Community engagement allows eCommerce businesses to encourage customer reviews, brand posts, and product ratings by offering holiday freebies, additional discounts and store gift cards. For optimal engagement, make sure you’re active and responsive on all pages. 

Social media platforms have become the mecca for building organic relationships with customers but there are also review sites like Yelp for Business, Angie’s List, and other online engagement tools that can help. 

  1. Partner With Influencers

With the rise in social media, influencer marketing has become a huge resource for eCommerce businesses worldwide. Industry-relevant social influencers (with thousands or even millions of followers) can promote your products or services to their audiences to increase brand awareness, trust, site traffic, profit, and the urgency to capitalise on Cyber Monday deals. 

Influencer content you can schedule for Cyber Monday:

Your eCommerce business can find and improve influencer partnerships using platforms like InfluSoft and AspireIQ. 


  1. Offer Customer Loyalty Incentives

Customer loyalty is crucial to meeting revenue goals and increasing profit beyond the holidays. Cyber Monday will undoubtedly bring many first-time customers to your eCommerce site, but you can use incentives to drive traffic from return audiences too. To do this, we recommend offering incentives like:

.

  1. Promote Transparent Pricing & Policies 

Pricing and policies directly influence good or bad reviews during Cyber Monday and the holiday season. Since eCommerce sites run specific holiday sales, some rules, guidelines or fees may change — it’s important to be transparent with customers about these changes. 

We recommend analysing competitor guidelines to gauge how your eCommerce business should tailor seasonal policies. Some brands will offer free returns/exchanges of sale items, extensions on returns, free or reduced shipping, etc. If you feature any of these seasonal perks or have changes in fees (i.e. shipping, return), make sure to include them in your policies.

Businesses can use a policy generator to create or adjust their rules accordingly. 



Conclusion

Cyber Monday is bound to be a hectic day for eCommerce stores worldwide but with the proper strategy, your business can tackle the day with ease. Implementing these 10 tips can put your brand on track to outperform key competitors, retain more customers, build brand awareness, and increase your profits from years past.

About the author: Heather Scurti is a Creative Content Associate for Century Business Solutions. She loves using her writing expertise to produce informative content about the world of credit card processing and B2B relations. In her free time, Heather enjoys staying active outdoors and spending time with her four-legged best friend.

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