1. Ne pas se préparer suffisamment tôt
- Mistake: Waiting until the last minute to plan promotions, update your site, or organize inventory.
- Avoid It: Start planning 6 weeks in advance. Early preparation helps you secure inventory, optimize your site, and fine-tune your marketing strategy.
2. Ignorer la vitesse et les performances du site web
- Mistake: Neglecting to optimize your website, leading to slow load times or even crashes due to traffic surges.
- Avoid It: Test your site’s speed and load capacity before the big day. Use content delivery networks (CDNs) and reduce large image sizes to improve performance.
3. Manque de stock
- Mistake: Running out of popular products early in the sale, resulting in missed opportunities and frustrated customers.
- Avoid It: Forecast demand based on past years and current trends. Over-prepare by having extra stock or backup suppliers ready.
4. Proposer des réductions confuses ou peu attrayantes
- Mistake: Creating complicated offers, like “buy 3, get 2 half off,” or weak discounts that don’t entice shoppers.
- Avoid It: Offer straightforward, eye-catching deals like “20% off everything” or simple BOGO offers. Keep it clear and competitive.
5. Mauvaise optimisation mobile
- Mistake: Overlooking the mobile shopping experience. Most customers use mobile devices to shop on Black Friday and Cyber Monday.
- Avoid It: Ensure your website is mobile-friendly with a fast, responsive design, easy navigation, and simple checkout on small screens.
6. Négliger la récupération des paniers abandonnés
- Mistake: Failing to follow up with customers who leave items in their carts.
- Avoid It: Use automated abandoned cart emails to remind customers of their potential purchases. Consider offering a small additional discount to encourage conversion.
7. Ignorer le marketing par courrier électronique
- Mistake: Not leveraging email marketing to build excitement or recover potential sales.
- Avoid It: Start early with teaser emails. Segment your list to target loyal customers, offer early access, and send timely reminders as Black Friday/Cyber Monday approaches.
8. Pas d’incitation réelle à la fidélisation des clients
- Mistake: Focusing solely on new customers and neglecting your existing base.
- Avoid It: Reward loyalty with exclusive deals or early access for VIP customers. Offer post-sale incentives, like discounts on future purchases, to keep them coming back.
9. Ne pas optimiser le paiement
- Mistake: Complicated checkout processes can lead to high cart abandonment rates.
- Avoid It: Simplify the checkout process by removing unnecessary steps, offering guest checkout, and accepting multiple payment options, including digital wallets and Buy Now, Pay Later options.
10. Sauter les annonces de reciblage
- Mistake: Missing out on potential sales by not using retargeting ads for visitors who browsed but didn’t buy.
- Avoid It: Set up Facebook and Google retargeting ads to remind visitors of the products they viewed. A simple reminder can boost your sales significantly.
11. Oublier de proposer la livraison gratuite
- Mistake: Charging high shipping fees, which is one of the top reasons for cart abandonment.
- Avoid It: Offer free shipping with a minimum spend threshold. It can significantly increase conversions and average order values.
12. Négliger l’assistance à la clientèle
- Mistake: Not providing real-time customer support, leaving customers with unanswered questions or issues.
- Avoid It: Have live chat, email, and social media support readily available. Ensure response times are fast, especially during peak traffic hours.
13. Absence de plan d’engagement après la vente
- Mistake: Treating Black Friday and Cyber Monday as a one-time event with no follow-up strategy.
- Avoid It: Use the influx of new customers to build relationships. Send follow-up emails thanking them for their purchase and offering future discounts or invites to loyalty programs.
14. Ignorer les analyses et les données
- Mistake: Not tracking sales, traffic, or customer behavior during the event, leaving you blind to performance insights.
- Avoid It: Use analytics tools (Google Analytics, Facebook Pixel, eCommerce dashboards) to monitor traffic, conversion rates, and sales. Use this data to refine your approach for future sales.
15. Absence de politique de retour claire
- Mistake: Confusing or hidden return policies can deter buyers and lead to trust issues.
- Avoid It: Be transparent and clear about return policies. Offer straightforward returns to encourage hesitant shoppers to complete their purchases.
16. Oublier le Cyber Monday
- Mistake: Putting all your focus on Black Friday and not giving Cyber Monday the attention it deserves.
- Avoid It: Extend promotions through Cyber Monday or offer exclusive deals for that day to keep momentum going and capture late shoppers.
17. Manque d’avis positifs de la part des clients
- Mistake: Lack of social proof from verified customer reviews, which can undermine shopper confidence and impact sales.
- Avoid It: Proactively gather and showcase positive reviews. Offer incentives for leaving reviews or follow up with customers post-purchase to encourage feedback. Shoppers are more likely to buy from stores with glowing reviews, especially during sale seasons when trust is crucial.
