E-commerce firms are gearing up for cyber Monday deals this year. The day falls in December 1 after the Thanksgiving. However, most online traders usually start their Cyber Monday deals long before the actual period. Statistics have shown that about 75% of online shoppers usually start their shopping on the preceding day. In year 2013, Cyber Monday sales hit a whopping $2.29 billion. This was over 15.7% rise from sales in year 2012. In other interesting statistics, over 60% of online shoppers at this period will be under 40. Mobile spending was up 55%. There is thus little time to spare for e-commerce manager. It is crucial to work on the tasks below before opening the store. Due to the holiday rush, more problems may result.
Task# 1 Hosting configuration test and store speed optimization
The server needs to be tested before the cyber Monday shopping rush. This is crucial as it helps managers check if the site can hold a high influx of traffic. It is important to work closely with website hosting company in this phase. Prior to testing, it is important to undertake database optimization. In addition, you need to make logs cleanup from file system, database, apache and mysql configuration, optimization and site speed optimization. (More information at http://blog.x-cart.com/Need_for_speed.html)
- Test your store speed with a service like gtmetrix and fix the problems
- Moving your static content and images to a Content Distribution Network (CDN) will greatly reduce the server load during spikes in traffic – this is not a one day project but you may still have time left to set it up using X-cart AmazonCDN module
- If your hosting configuration supports an upgrade: up your setup by temporary increasing the server(s) size and adding more servers behind the load balancer (if your hosting does not offer such option – upgrade hosting or contact www.finestshops.com).
- Run a stress test to see if your setup will be able to handle expected spikes in traffic (professional stress testing services cost $2500-$5000 but for a quick test you can use a service like http://loadimpact.com//)
- Ran PCI scan before the holiday rush and fix the urgent problems reported on that test.
- Setup store performance monitoring to be notified as soon as your pages start loading slower than a set number of seconds or not loading at all or ask your hosting company to do this for you.
Task #2: Site Functionality
It is very crucial to ensure that the site features are up to date and all of them are functioning, as they should.
- Run several test orders with single and multiple items in the cart and delivered to different locations / states / countries. Check if taxes and shipping charges are correct. Check if customers are getting proper order notifications with correct “from” address (many store owners have their personal emails set as “from” address on order notifications which does not look too professional and they do not even know about it)
- Check if your SSL certificate is still valid and the expiration date. Nothing kills a sale faster than scary “Site is not secured. Not safe to proceed” message in a customer’s browser.
- If you accept PayPal, place an order via PayPal to make sure if that method is in a working order. Many merchants are reporting an increase in PayPal transactions and you do not want to lose those orders.
Task #3: Market, Market, Market
It is the right time to get the firm’s holiday marketing efforts out into cyberspace.
- There are numerous modules out there that come in handy when getting the word out about your online store’s deals. Among them are Don’t Miss Out!, Abandoned Cart Reminder, and Hot Products.
- Other methods of attracting attention are sending out press releases and posting sales information on Cyber Monday blogging sites.
- Participating in coupon code generating sites and apps may also help.
- Check if you have your store’s unique proposition at the bottom of each notification – those emails can be your automatic recurring sales and referrals generators. (Ex: “SuperGolfStore.com – huge selection of discount golf equipment – extra 15% discount and Free shipping until Dec 15!”
To your success!
Anton Pachkine – General Manager of FinestShops (follow me on Twitter or LinkedIn or call 1-800-675-0162 ex 704
FinestShops offers premium X-Cart managed hosting for companies without a large IT department and will manage your online store and servers like your own dedicated IT department so you and your staff can concentrate on growing your sales and serving your customers. Visit www.finestshops.com
