Retailers must be “peak-proof” well-ahead of Black Friday and Cyber Monday

Retailers are being urged to start capacity testing their websites now in preparation for Black Friday and Cyber Monday in November.

Research from Qubit, which analysed more than 50 million visits from 120 UK and US retailers, found that compared to a normal Friday, Black Friday traffic was up 220%, while Cyber Monday saw an increase of 155%.

With the surge in website traffic figures seen during the peak trading period, it is critical to ensure websites are performing to the highest standard to capitalise on site visitors, according to specialist eCommerce systems integrator, Tryzens

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Companies that get their websites right for peak times can exhibit strong operational figures while those who fail to prioritise performance tuning will suffer as a result, said Tryzens.

Andy Burton, CEO of Tryzens explained: “It is fairly obvious that if customers aren’t able to access your site then you’re essentially at risk of reduced revenues as they may not come back later. Capacity planning is essential for all ecommerce operations, ensuring you can accurately gauge if your site will confidently cope with planned or market-led growth.  With more consumers buying from retailers online, it’s no longer sufficient planning a month before a peak period. Conducting performance reviews, load testing, and implementing small changes ahead of time can ensure the site is well designed to deal with peak traffic.”

This year’s Black Friday and Cyber Monday are set to be even bigger following the positive e-commerce figures seen last year.

According to research from Adobe, Black Friday 2016 was a record-breaking year for online sales in the UK and US. According to the report from Adobe, sales hit £908m on Black Friday in the UK.

Burton believes that Black Friday and Cyber Monday which is extraordinary, provide a healthy indicator of growth opportunity across the wider holiday peak period. He continued: “UK retailers will also see an increase in overseas consumers meaning global aspects of fulfilment. localisation and customer experience from an e-commerce site need to be considered.”

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