For online retailers, BF/CM Week—the days from Black Friday through the following Cyber Monday - is one of the year’s most important sales events. Black Friday, held on the last weekend in November, marks the kickoff to the high-revenue holiday shopping season. Given the high transaction volume and large number of visitors on this day, both strategic campaign preparation and a stable, resilient platform are essential for a successful BF/CM experience.
To ensure the BF/CM weekend is a success for you and a positive experience for your customers, we’ve compiled exciting statistics from recent studies, quick actionable recommendations, and a checklist.
Prevent Revenue Loss from System Downtime
The number of customers shopping online on Black Friday is extremely high—visitor numbers typically multiply several times over. According to a PwC survey, 83 percent of Germans plan to hunt for bargains during Black Week this year. The study also reveals that customers are especially impatient on these promotional days: if a page loads too slowly or there are technical issues, they are quicker to switch to a competitor offering discounts—competition is particularly fierce on these days.
A system failure on Black Friday can lead to substantial financial losses. When customers suddenly lose access to an online shop, transactions are interrupted, and revenue potential is left untapped—downtime during Black Friday can cost companies millions. These losses stem not only from direct revenue decline but also from potential negative impacts on brand image and customer trust.
Important: Customers tend to make more emotional purchases on these days—a positive and smooth shopping experience can not only increase conversion rates on Black Friday but also foster long-term customer loyalty. Learn more in our whitepaper Innovative Strategies for Long-Term Customer Loyalty.
High-performance servers, fast load times, and a scalable infrastructure are therefore crucial for a successful BFCM event.
Tip: To ensure stable performance, check your website’s Core Web Vitals in advance—a deep dive into all relevant components can be found here.
Best Practice: Read our success story to learn how Versandhaus Walz significantly improved Black Friday performance and revenue in 2023 following a system migration with diva-e.
Ensuring a Seamless User Experience
On Black Friday, customers often have specific purchase intentions and are actively searching for discounts and special offers. A user-friendly journey helps ensure that customers can quickly and easily find what they’re looking for and complete their purchases without obstacles. Optimized search functions, intuitive navigation, and smooth checkout processes are key factors in maximizing conversion rates.
Customer service also plays a critical role, especially when things go wrong or stock shortages arise on these high-stakes days. Prepare your support teams to deliver optimal customer service during peak times.
AI can also be a valuable tool here - for instance, a chatbot can generate quick, personalized responses across various channels, an efficient solution when an unusually high volume of support inquiries is expected. According to Salesforce, AI influenced online sales worth $51 billion globally during Cyber Week 2023, primarily through targeted offers, product recommendations, and AI-driven chat services.
We’re here to advise you on your individual options and the use of AI solutions in customer support.
Real-Time Data Analytics for Quick Adjustments
A Customer Data Platform (CDP) enables real-time monitoring of visitor flows and purchasing behavior by processing customer data from various sources and channels. Based on this data, unified customer profiles can be created, providing a 360-degree view of the target audience.
Since CDP data is processed in real time, companies can particularly benefit during the BF/CM period, allowing for rapid adjustments to pricing strategies or responses to technical issues. Real-time analytics also make it possible to adjust campaigns on the fly and implement targeted advertising efforts.
Learn more here about how to reach your customers at the right time, in the right place, and with the right message using a CDP.
Black Friday Checklist
✓ Technical Preparation
Scalable Infrastructure: Ensure your server infrastructure is prepared for high traffic.
Performance Testing: Test your platform’s load capacity for unusually high visitor numbers.
Checkout Optimization: Test payment and shipping methods to ensure smooth processes.
✓ Strategic Planning
Plan Campaigns in Advance: Define budgets, offers, marketing strategies, and target audiences early.
AI-Based Personalization: Consider using AI for personalized product recommendations, targeted promotions, or customer support.
Customer Support: Prepare your customer service teams and allocate resources to handle increased inquiry volume.
✓ Onsite Optimization
Enhance User Experience: Ensure fast load times, clear navigation, and intuitive checkout processes.
Mobile Optimization: Make sure your website runs smoothly on mobile devices, as a large share of customers shop on mobile.
Search and Filter Functions: Optimize search and filter features to make product discovery easier.
✓ Marketing & Communication
Omnichannel Communication: Use email, social media, and push notifications to promote your BF/CM offers.
Personalized Offers: Use targeted discounts and individualized product recommendations to boost conversions.
✓ Logistics and Returns Management
Stock Check: Ensure popular products are sufficiently stocked in advance.
Shipping Optimization: Coordinate with logistics partners and prepare them for increased order volumes.
Returns Processes: Communicate clear return policies and define the associated processes.
Conclusion
A successful Black Friday business relies not only on great deals but, above all, on robust technical infrastructure and strategic preparation. Companies that invest in the stability and performance of their e-commerce systems lay the foundation for satisfied customers, high sales figures, and long-term success. The demands on e-commerce platforms are constantly increasing, making effective planning and regular optimization essential to ensure a smooth and profitable Black Friday every year.
Our diva-e experts are happy to help you find and successfully implement the ideal setup for your brand.
Dorothee Haensch
