Strategies for Evading Infrastructure Issues During Black Friday 2015

In the digital age, eCommerce sites play a crucial role in retail success, and none more so than during the bustling shopping event known as Black Friday. Here's a look at some key strategies that online retailers should consider to ensure a smooth and successful shopping experience for their customers.

First and foremost, a streamlined checkout process is essential. Aesthetically dynamic eCommerce sites should prioritise this aspect to ensure customers complete their purchases without encountering any obstacles.

Load-testing and stress-testing are two crucial techniques that help assess a website's behaviour under ordinary conditions and during high traffic. These tests can determine if a site can withstand the surge of traffic during events like Black Friday, helping retailers avoid potential website issues due to high demand.

The importance of site performance during peak times is highlighted by the head of eCommerce at Cogeco Peer 1. Retailers must optimise their websites for mobile use, as 59.8% of all UK online traffic on Black Friday 2014 was from mobile devices. Mobile shoppers, who are generally on the move, expect user-friendly, easy-to-navigate, and intuitive websites.

Online retailers must also ensure their eCommerce infrastructure can handle extreme peaks in demand during Black Friday. Last year, Black Friday saw 404,835 orders placed, and this year, Black Friday 2015 is expected to be the first time that UK shoppers will spend £1bn in one day.

Stress-testing should be performed all year round to ensure optimal performance during peak times. Retailers should not rely on their hosting provider to handle extreme peaks in demand during critical times like Black Friday. Sites that perform well during these times have usually been thoroughly tested prior.

The search facility on mobile websites should be user-friendly and allow customers to find exactly what they need without having to trail through a lot of content. This is particularly important as 55% of shoppers purchased online during Black Friday last year.

Moreover, online retailers can use a customer's IP address to gain insights about them before they arrive on the site, providing an advantage over brick-and-mortar retailers. This data can be used to create targeted marketing campaigns and improve the overall shopping experience.

Finally, Black Friday provides an opportunity for businesses to obtain data and create analytics to ensure success is continued throughout the year. By learning from these insights, retailers can refine their strategies and continue to provide a seamless shopping experience for their customers.

Despite the potential for high sales, several high-profile retailers experienced website issues due to high demand on Black Friday last year. While specific names of these retailers are not provided in the available search results, it serves as a reminder for all online retailers to be prepared and test their sites thoroughly to avoid any potential issues during critical times.

Mobile shoppers expect the same level of service as desktop users and are likely to move on if they encounter a substandard service. By following these strategies, online retailers can ensure they provide a top-notch shopping experience, attract and retain customers, and make the most of the Black Friday shopping frenzy.