Last year, Cyber Monday sales increased by 8.5% with the total number of transactions up and more purchases on average per transaction. Since 2009, the day has seen a steady sales growth:
While many retailers feature online and store-centric deals on the Friday and Saturday after Thanksgiving, on Cyber Monday, the focus is all online, all the time. This removes some stress from from brick and mortar storefronts, but puts a lot of pressure on web developers, servers, ecommerce sites, and more.
We’re highlighting a few of the must-have components any successful Cyber Monday retailer must have when it comes to website functionality and usability.
Cyber Monday & Your Website: The Must-Haves
The whole idea of Cyber Monday is that people can buy Christmas gifts without braving the crowded stores, so it only makes sense that you would optimize your website for
mobile browsing in order to most fully capitalize on the occasion. Considering that last year, mobile traffic made up 41.2% of all online traffic on Cyber Monday and mobile sales increased 27.6% year-over-year, mobile friendliness is a must. Soon, we may be calling it Mobile Monday!
What exactly does mobile friendliness entail? First, you need to make sure that all content is viewable and loads well, even on slower connections. Since video increases retail conversions, any video content that’s on your main site should be accessible for mobile viewers too. In addition, your checkout process should be streamlined to also encourage conversions.
Want to proactively check your site and correct any hurdles you’ve placed in front of your mobile consumers? Set up a funnel in Google Analytics to see where mobile users abandon your site. You can track exactly how far they get in the checkout process, helping you identify areas to streamline and improve.
Ease of navigation is also required for Cyber Monday especially (though we think it’s a must yearround as well). You want consumers to be able to quickly view and purchase the products they’re most interested in. This means having a clean and usable menu structure, smart product categorization, robust search functionality, and slider images that highlight specials and point consumers to the right areas of your website.
The Uncommon Goods website exemplifies all of the above, with a full-width slider collaging some of the most noteworthy products, a clean and streamlined menu, an easy-to-find search bar, and categories to the left that direct shoppers to the right areas. It’s easy to find the exact products desired, or if shoppers aren’t sure what they want, they’re able to browse the site’s extensive offerings thanks to the categories.
Their mobile site is also a great example of easy navigation, with Top Categories and Customer Favorites highlighted:
Amazon performed very well on Cyber Monday 2014, netting a 30.76% increase in sales year-over-year. Perhaps part of the success is due to the streamlined, easy-to-use app which makes it quite easy for users to find the deals in the lefthand navigation:
Thanks to the zippy purple font and icons, the Cyber Monday category draws the consumer’s eye.
If your website doesn’t load quickly enough, you are literally losing customers. 47% of all consumers expect a website to load in 2 seconds or less; 40% of people will abandon a site if it takes 3+ seconds to load; and just a 1 second delay can cause a conversion reduction of 7%, per Kissmetrics.
Your site needs to load quickly and maintain responsiveness throughout the consumer’s transaction.
Robust Sites for More Conversions
The web development team at Turn The Page can rebuild or revamp your existing site or build you an entire site from scratch. To learn more about our capabilities, call TTP today at (816) 527-8371 or (844) 889-5001 or contact us today!