How to Update Your Website for BFCM Success

Simple Updates to Maximize Sales, Boost AOV, and Get Customers Excited

Black Friday and Cyber Monday (BFCM) are almost here, and your website needs to be more than ready—it needs to shine. From navigation tweaks to fun, seasonal touches, preparing your site for the biggest shopping season can make a huge difference in conversions and customer engagement.

I’ve used these strategies across my brands, and they work year after year.

Here's a breakdown of what you can do to make your site irresistible this BFCM.

1. Add BFCM-Specific Navigation

Your site navigation is prime real estate, so make it count. During BFCM, customers are looking for quick and easy access to the best deals and gift options.

What to Add:

• Gift Bundles: Feature bundles designed to increase your Average Order Value (AOV).

• Gift Guide: Curate collections to make shopping easier for different recipients (e.g., “Gifts for Her” or “Stocking Stuffers”).

• Gifting Section: Include the word "Gift" to grab attention.

  
  

Pro Tip: Don’t hide these in a dropdown menu—place them front and center in your main navigation bar.

2. Update Your Hello Bar

The Hello Bar is a small but powerful tool to communicate essential information during BFCM.

What to Include:

• Gifting Promotions: Announce limited-time offers or featured bundles.

• Shipping Deadlines: Let customers know the last day for guaranteed holiday delivery.

• Turnaround Time (TAT): Be transparent about order processing times, especially during busy periods.

Example:“🎁 Order by Dec. 15 for Holiday Delivery! Free Shipping on Orders Over $50!”

3. Add Fun, Seasonal Touches to Build Excitement

Getting customers into the holiday spirit is key to boosting engagement and sales. I make it a point to turn on the snow effect on my home page every year—it’s playful, festive, and helps create excitement.

Here’s How I Do It:

• Announce the Update: I post on social media and send an email to my list announcing that “The Snow Is Here!” It may seem small, but these touches set the tone and get people in the mood to shop.

• Timing: I activate this on November 1, but if you haven’t done it yet, now’s the perfect time.

Pro Tip: If you’re worried about it being distracting, limit effects like snow to your home page only.

4. Highlight Gift Options in Your Marketing

Gift-giving drives a huge percentage of holiday purchases, so make sure it’s front and center.

Where to Promote Gifts:

• Homepage: Feature banners showcasing gift bundles and guides.

• Email Campaigns: Send dedicated emails highlighting your gift collections and shipping deadlines.

• Social Media: Create posts and stories focused on your top giftable items.

Pro Tip: Use terms like “Shop the Perfect Gift” or “Holiday Must-Haves” to draw attention.

5. Make It Easy to Shop Early

Encouraging early shopping not only helps you manage the holiday rush but also ensures customers receive their gifts on time.

How I Do It:

• Create a Sense of Urgency: Use countdown timers for early bird discounts or limited-time offers.

• Announce the Start of Holiday Shopping: I make a big deal out of turning on seasonal updates like snow and gifting sections, which gets customers excited to start shopping.

• Send Early-Bird Emails: Let your list know why shopping early is the best way to snag deals and ensure delivery.

  
  

6. The Classics Still Matter: Optimize Navigation, ATC Button, and Checkout

Don’t forget the foundational updates that can significantly impact conversions:

• Add-to-Cart Button: Use a bold, contrasting color to make it pop. For tips on optimizing your ATC button, check out our blog post here.

• Simplify Checkout: Enable guest checkout and offer multiple payment options like PayPal or ShopPay.

• Test Site Speed: A fast-loading site is essential for keeping customers engaged.

  
  

7. Brands That Stand Out

Some brands have mastered BFCM website updates, making it easier for their customers to shop and boosting their sales in the process. Draw inspiration from how they highlight gifting, streamline navigation, and build excitement through visuals and announcements. Inn Beauty Project has a BFCM trifecta going on; and I'm here for it! They have Holiday Shop listed first in navigation (do not make your customers search for it), the announcement bar announces Black Friday is Here (even though it's only mid-Novemenr) and they have their Black Friday offer, a stacked deal, the more you buy, the more you save highlighted on a banner. Well done.

It’s Not Too Late

Even if you’re starting late, small updates can make a big difference in your BFCM success. Focus on navigation, highlight gifts, and add a touch of festive fun to get customers shopping early and often.

Remember: These updates don’t just drive sales—they create a memorable shopping experience that keeps customers coming back.

Let’s make this your best BFCM yet!