Summer Plans: Get Ready for Black Friday / Cyber Monday

The Black Friday weekend will drive maximum impact if you take steps now to lay the groundwork: build your contact list, build your contacts’ trust, and optimize your website for conversion and sales.

August 9, 2022
by
Get Ready for Black Friday / Cyber Monday

Blast From the Future

Imagine yourself four months from now, as your eyes open early on a Friday morning after a tryptophan-induced slumber. It’s the day after Thanksgiving, and you’d usually be joining bleary-eyed Black Friday shoppers lining up at 5am to get amazing door-busters, but you’re up early for a different reason. You’ve set up your Shopify store and you’re ready to witness your web traffic explode!

As exciting as it will be to watch that live map light up, a greater volume of site traffic will just be greater—unless you take steps now to prepare your store for high conversions. Take those steps, and Black Friday weekend will compound your efforts and you’ll achieve the promise of the holiday: doubled sales (or higher)!

A Changing Landscape

Black Friday used to be a one-day phenomenon. Shoppers used to force themselves out of bed early and spend the day sprinting from store to store to get limited time deals. 

Today, many deals are offered online, and extend from Friday through Cyber Monday. All five of these days, including Thanksgiving, see a tremendous increase of traffic to both physical and online stores. To capitalize on this surge of traffic and customer drive to spend money, your actions as a business owner need to start long before the holiday so your store is prepared to reap the benefits of those days of heavy traffic.

Why Start in the Summer?

To make the Black Friday weekend explosive, there are a few actions you’ll need to take in the weeks leading up to it, and on the day itself. Lay the groundwork now.

For example, you’ll want to establish a sale, and share details with your customers and visitors. This step will only be easy if you’ve already built a list of contacts.

Furthermore, if you only have ten or fifteen names in your contact list, any promotions you run on Black Friday won’t have the impact you’re looking for. The sooner you commit time and resources to building your list, the bigger and better the list will be by the time you’ll most want to use it.

Your contact list will also be of greater quality if you focus on building trust early. Getting contacts to trust you is not a quick process. We’ll talk about specific actions you can take to build that trust a little later.

Another reason to start early? In the early days your efforts have lower stakes, so you can feel free to experiment and test. Figure out what content resonates with your audience so you can be sure to use that approach when the stakes are higher. You can do this with A/B testing!

How to Prepare

If your store is currently producing great results, excellent! Stick with them and build on your processes now through October, so that you’re ready for rapid growth in November. If your store isn’t getting the results you want, work on optimizing the processes below. 

List Building

First, you want to build a list, not buy one. Why? The email addresses in the list might not be current or even active. The people won’t be expecting your messages, so they’ll likely mark you as spam. This will lead to your address being flagged for other users, even ones who have opted in to your communications. The emails may have been unethically collected, and it may be illegal for you to send them an unsolicited message.

Build, Don’t Buy

You definitely want to build your own list of contacts who have given you explicit consent to send them marketing emails (which is essentially how all your emails will be classified, even if you’re using them to just build a relationship). 

Relationship Building

It takes some level of trust for a lead to give out their email address. Your task in the first several mailings is to build and deepen your relationship.

Welcome to Your List

Start off with a welcome series that thanks new subscribers for the opportunity to send them updates and offers. Let them know you’ll be sending emails over the next several days introducing your company and asking them for suggestions to make your company even better. Then do it! Follow these suggestions from Omnisend on how to use a welcome series to engage your audience

Ask for Help

After the welcome series has ended, aim to stay top-of-mind by engaging with your contacts through other relationship-building messages. Lisa Foster at Groove points out that one of the best ways to do this is by asking your contacts to help you create content for your site.

Our team at SeaMonster Studios, recommends that you use reviews as integrated site content. In a one-time or periodic email you could let your contacts know how much you benefit from this and ask for their help. Asking for help is a powerful way to deepen a relationship. It’s probably not wise to ask for help in every email, but it’s definitely a good strategy to put this tool in your relationship-building belt.

A/B test

After tackling active interactions with your audience through the emails you send directly, it’s time to tackle the passive interactions you’ll have with them through your website. 

Your Subtle Influence

Your site visitors control how much of your content they want to engage with—but this doesn’t mean you’re powerless to influence their choices. The decisions you make about copy and images, CTA placement and color, etc, have a clear influence on your audience.

That influence is divined after hundreds or thousands of interactions that can be A/B tested to show which elements drive better results. In an A/B test, you will provide two different options for a component in your store—button text, button color, paragraph text, particular image used, layout, etc. Then the A/B test provider will serve up one permutation to half of your visitors at random, the second permutation to the other half, and it’ll record which way gets more results.

Withhold Judgment

An A/B test performed on just a few visitors has a high degree of chance for anomalies so that it won’t represent the wider audience very well. Knowing this, you should give the A/B test enough time to run until the interactions it has measured are enough that you can draw fairly accurate conclusions.

This is a great way to tweak your site into a better form, before the stakes get higher and your traffic goes exponentially up for the Black Friday weekend. Statistically, you can expect traffic to more than double, and in some cases, it’ll more than double

Wrap Up

There are many things you can do to prepare your store for the Black Friday weekend, and we’ve only gone over a few of them. But every action you take now will pay huge dividends, so you should jump in and start making the changes today. You won’t regret it!

*This is a guest post from the team at SeaMonster Studios

Report Cards

Free

Report Cards is a customized glimpse into your business, delivered to your inbox for free.

Report Cards consolidates all your key metrics across platforms for an at-a-glance pulse of your business.

Discover metrics for every team member so they can stay updated with the right data on a daily, weekly and monthly basis.

It's free because we believe everyone should have access to the basics.

Learn more
Base for feature illustration

Portfolio

Portfolio is a hub for analytics across multiple Shopify stores. The perfect tool for agencies.

See an aggregate view of all your data for all your stores in one place.

Make real time assessments on marketing initiatives across every storefront you manage.

Analyze the performance of one store versus another in seconds.

Learn more
Screen 1
Base for feature illustration

Noah Wunsch

Founder & CEO,
Ruby
BOOK PICK
Ramping Your Brand
James F. Richardson, PhD
0:00
2:00
Show transcript
Hide transcript

Paul Voge

Founder & CEO,
Aura Bora
BOOK PICK
High-Hanging Fruit: Build Something Great by Going Where No One Else Will
Mark Rampolla
0:00
2:00
Show transcript
Hide transcript

Andrew Benin

CEO & Cofounder,
Graza
BOOK PICK
Salt Sugar Fat
Michael Moss
0:00
2:00
Show transcript
Hide transcript

Becca Millstein

Cofounder & CEO,
Fish Wife
BOOK PICK
The Secret Life of Groceries Benjamin Lorr
0:00
2:00
Show transcript
Hide transcript

Allie Dempster

Cofounder,
Lupii
BOOK PICK
How to Change Your Mind Michael Pollan
0:00
2:00
Show transcript
Hide transcript

Michael Sharon

Cofounder & CEO,
Taika
BOOK PICK
The Beginning of Infinity
David Deutsch
0:00
2:00
Show transcript
Hide transcript

Michael Wieder

Cofounder, President, & CMO,
LALO
BOOK PICK
The Checklist Manifesto
Atul Gawande
0:00
2:00
Show transcript
Hide transcript

Stefany Nieto

Cofounder,
Mojo Microdose
BOOK PICK
The Immortality Key
Brian Muraresku
0:00
2:00
Show transcript
Hide transcript

Cattie Khoury

BOOK PICK
Extreme Ownership
Jocko Willink and Leif Babin
0:00
2:00
Show transcript
Hide transcript

Alex Onsager

Cofounder & CEO,
Character
BOOK PICK
Competing Against Luck Clayton Christensen
0:00
2:00
Show transcript
Hide transcript

Steph Hon

Founder & CEO,
Cadence
BOOK PICK
Open
Andre Agassi
0:00
2:00
Show transcript
Hide transcript

Katina Mountanos

Founder & CEO,
Kosterina
BOOK PICK
Pour Your Heart Into It
Howard Schultz
0:00
2:00
Show transcript
Hide transcript

Dee Charlemagne

Cofounder,
AVEC
BOOK PICK
Shoe Dog
Phil Knight
0:00
2:00
Show transcript
Hide transcript

Cristina Ros Blankfein

Cofounder,
Swoon
BOOK PICK
Shoe Dog
Phil Knight
0:00
2:00
Show transcript
Hide transcript

Peiman Raf

Cofounder & CEO,
Madhappy
BOOK PICK
Shoe Dog
Phil Knight
0:00
2:00
Show transcript
Hide transcript

Libie Motchan

Cofounder,
Fulton
BOOK PICK
Burn Rate
Andy Dunn
0:00
2:00
Show transcript
Hide transcript

Chris Meade

Cofounder,
Crossnet
BOOK PICK
Double Your Profits
Bob Fifer
0:00
2:00
Show transcript
Hide transcript

Maggy Nyamumbo

Founder,
Kahawa 1893
BOOK PICK
The Big Brand Lie
Eddie Yoon, Nicolas Cole, Christopher Lochhead
0:00
2:00
Show transcript
Hide transcript

David Phan

Founder,
Huppy
BOOK PICK
The Slight Edge
Jeff Olson
0:00
2:00
Show transcript
Hide transcript

Cole Pearsall

Cofounder & Chief Sales Officer,
Acid League
BOOK PICK
Business Stripped Bare Richard Branson
0:00
2:00
Show transcript
Hide transcript

David Fudge

Cofounder & CEO,
Aplos
BOOK PICK
The Big Leap
Gay Hendricks
0:00
2:00
Show transcript
Hide transcript

More about the project

Here at Tydo, we try to highlight DTC founders who run their business in various ways. And, that's because there's no "right" way to run a DTC brand.

This project illustrates exactly that. Whether it's how a founder supports their team or how they talk about mental health in the workplace, every founder has a different approach. How do they discover these different approaches? One way: reading. Discover the greatest books that have changed the way 15+ founders think about or operate their business.

You can also listen to these book picks on Spotify or Anchor.fm.