It’s the most wonderful time of the year… for online retailers, as Black Friday and Cyber Monday (the full five-day period is known as the Cyber Five) are fast approaching. Shoppers are gearing up for the biggest e-commerce event in their calendars, which means that brands need to be bringing their online A-game this November.
Whilst Black Friday and Cyber Monday can be seen as huge challenges for e-commerce technical teams, with good preparation and insight, it can be a smooth and successful event.
Top 4 recommendations for online retailers to ensure Black Friday and Cyber Monday run without a hitch:
Being able to scale your infrastructure automatically to cope with demand is essential for Black Friday’s and Cyber Monday’s high traffic. Scalable hosting solutions, such as AWS, offer elastic solutions which mean you don’t need to pay for huge amounts of bandwidth all year round, and can instead use these resources only when needed. UK cosmetics retailer Lush migrated it’s entire platform over to the cloud in 2018 after it’s site crashed during the Boxing Day sales two years running. This has not only prevented outages but also reduced infrastructure costs by 40%.
Content Delivery Network (CDN)
A CDN is a geographically distributed group of servers which work together to provide speedy delivery of digital content. CDN’s allocate digital content based on the locality of the user, which can improve performance during spikes in traffic. Today, the world’s biggest sites including Netflix, Facebook and Amazon use a CDN to offer a fast service to customers and users.
We’re big fans of stress testing here at Just After Midnight, because we believe it’s an essential step to ensure you don’t get any nasty surprises in the eleventh hour. It involves adding load to your website until it fails, or until the performance drops below an acceptable level. This is important so that you not only can confirm that your site will be able to handle the expected peak traffic load, but also know how it will react when it fails.
Service Level Agreement (SLA)
This is the key time to review the SLA you have with your hosting provider. This is the maximum amount of time the host has to respond and resolve an issue with your website, meaning if the worst happens, it’s a good indicator of how long your website could be affected. It might be worth having a chat with your provider to see if you can improve your SLA over busy periods like the Cyber Five. Click here to see our SLA packages.
Whilst its no doubt that Black Friday and Cyber Monday mean huge business for brands, if not prepared for properly it can spell disaster.
Brands hit hard by website crashes on Black Friday and Cyber Monday
The major UK retailer and department store was overwhelmed by demand during Black Friday 2018, displaying the message “Sorry about the wait, please try again soon.” It was suspected that testing had not been carried out properly by the technical team behind the website, and shoppers took to social media to vent their disappointment.
Shoppers on global fashion merchandiser J. Crew’s website were left angry by the degraded performance on the website which left them unable to purchase anything on the site. They experienced several errors whilst shopping, including virtual baskets emptying themselves after selecting items as well as being unable to check out. Business Insider estimates these errors cost J. Crew $775,000 in sales during a five hour period on Black Friday.
This issue carried on into Cyber Monday, with J. Crew reaching a wince-inducing 84.75% availability.
Walmart is one of the biggest US e-commerce giants selling everything from televisions to toothpaste. Technical issues affected an estimated 3.6 million shoppers according to an analysis by LovetheSales.com, and whilst lasting only 2.5 hours cost the retailer $9 million in lost sales.
In Asia, Singles Day on the 11th November is even bigger than Black Friday. Originating in China, the day is marked as a celebration of being single, and the biggest online shopping day in the world. However, high traffic causes high traffic issues: Taiwanese e-commerce site PChome saw it’s site crash after a record 1.5 billion transactions on the site.
Saks Fifth Avenue
In 2019, Saks Fifth Avenue’s site issues were so bad on Cyber Monday that they extended their deals to Tuesday. One way to recoup potential losses – but a clear 2nd to taking the required steps before hand.
How we can help 2020
Black Friday is a critical time for many e-commerce sites which requires a sophisticated plan from your technical team or partner agency to ensure everything runs smoothly. However, our four essential steps provide a great starting point.
To find out how we might be able to prepare you for the Cyber Five – even with only a few days to spare – just get in touch.