Black FridayExperience Optimisation
SYSTEM BUILD
SYSTEM DESIGN
PROJECT DELIVERANCE ANDAPPLICATION SUPPORT
CONSULTING
ENTERPRISE ARCHITECTURE
UX DESIGN
• Technical delivery• Quality assurance• Deployment management
• Functional Specifications• Detailed Design Documents• Object lifecycles
• Platform selection & Strategy• Feature roadmap review• Process improvement• Digital transformation
• Complex system integration• Systems roles & responsibilities• NFRs
• Governance• Project management• Methodology & tracking• 24/7 Severity 1
• Design brief creation• Persona testing• Asset creation• UX assessment
SOCIAL
ECOMMERCE
PAID MEDIA
CONVERSION RATE OPTIMISATION
WEB DEVELOPMENT
SEO
CASE STUDIES
Kevin Murray, eCommerce & Technology Director, Greenlight Digital
Experience: Director of development & delivery at award winning eCommerce specialist
• Recognised as a market leading professional by client and platform providers
• Involved on & led over 30+ eCommerce projects for 20+ brands / organisations.
• Provides assurance on all projects.• Expert in Demandware and hybris
TUI Monsoon BunzlO2
Phones4u Long Tall Sally Glasses DirectOffice
LK Bennett Iceland 3 MobileCostco
Kevin leads Greenlight’s Ecommerce growth, develops the resources and oversees project scope, design and delivery
Liberty Thomas Pink Pret A MangerMaplin
So what do we know already?
•We are going to get a lot more traffic!
•We need more infrastructure capacity on the site!
•We need to be prepared and as early as possible!
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What else do we know?Are our regular
shoppers coming?
What is the journey profile on Black Friday?
Do we offer an “expected” Black Friday experience?
Who is your target market on Black Friday?
Loyal Customer Bargain Hunter
Should Retailers strive for “less is more” on Black Friday?
Reduce
• Range• Categories• Products
Reduce
• Time spent browsing• Site Search Optimisation (SSO)• Alternative Navigation
Reduce
• Time spent checking-out• Single click checkout• Reduce complexity and options
Increase site throughput
More focused Customer Journey
CRO focused at the event instead of customer
Why less range?• 65% of Retailers Planning
Promotions while 47% Shoppers Planning to Purchase
• Focus merchandising and enrichment effort on what MOST people are coming to buy
• Curating for Black Friday• Gift guides• Guided selling
Why reduce browsing time?
• Maximise your system resources on what is important for that period
• Look at Site Search Optimisation – use of site search goes up 50% during Black Friday
• Alternative Navigation such as Gift Finder
Why reduce checkout time?• Usually a standard goal of any
retail site – yet still a common pitfall.• Between midnight Thursday and
midnight Monday only 24.95% of people who started buying something online completed the purchasing process. Reasons shoppers don’t complete online purchases include slow, faulty or complicated checkouts.• Single click for that day based on
some business rules? (Fraud, C&C, Velocity, Value)
Other considerations
• Personalisation – maybe turn it off for that day?
• Don’t forget the mobile experience
• Easy reverting back to normal
• It’s not just about 1 day – how about a 5 day event!
Your Black Friday Architecture
• It’s not just hosting and site capacity!
• Take a holistic view• Focused merchandising• Site feature relevance review• Optimised experience for the event• Hosting and capacity still has a place
Platform should make doing these things easy – but if not…
thanksTHANK YOU