Cyber Monday: 7 common mistakes you should avoid

Success during special events like Cyber Monday depends on many factors, as we saw in the last post about some keys to having a successful strategy. However, in this article, we want to share with you some common operational mistakes we have seen with various clients throughout our experience as a digital agency.

Many times, the worst enemies turn out to be the eCommerce sites themselves, either due to lack of foresight or ignorance, putting themselves at risk and even ending up being harmed by these massive events. But don’t worry, because at Known Online, we share certain practices to consider to anticipate and be prepared for the next Cyber Monday!

Cyber Monday: 7 common mistakes you should avoid

1) Not having a functional website during Cyber Monday

It’s important to consider that sales flow and website traffic multiply by ten during massive events. Therefore, we must be very confident in the system we have to prevent it from crashing due to the high volume of traffic. Additionally, it’s necessary to optimize loading speed beforehand, as it will not only help your servers but also enhance the user experience when they visit your site.

TIP: Conduct tests on your sites during off-peak seasons. With the help of a qualified technical team, you can simulate different scenarios to test your website’s resistance to heavy traffic, code errors, inefficient infrastructure design, etc.

2) Not having ERP integrations prepared

In this point, it happens similarly to the previous one. If you normally have 5,000 transactions per day, you may have 50,000 on a massive day, so your integration has to withstand this drastic change in the quantity of movements and operations. If an integration fails and the ERP does not record the order, it will not deduct the stock within your platform, so you could have a huge stock break that would ruin the event completely, and worse, it could end up harming you.

3) Not having the stock prepared

It’s important to have enough stock prepared for your products, especially for your “flagship” items that are most sought after by the public, during these events. Remember, if you’re going to showcase a product and apply a promotion and investment (whether in advertising, influencers, etc.), you need to have the stock of that product secured so that it’s truly worthwhile and you can finalize those sales.

4) Not conducting a general review of the promotion load.

It’s very important to check the promotions that are part of the event and those that are not, to prevent them from accumulating. This can lead to a major problem if customers discover that promotions can be stacked.

Additionally, it’s important to note that most international eCommerce platforms do not synchronize prices instantly; they have caching and storage systems, especially during peak times and high volumes.

While platforms like VTEX, Magento, or Adobe have more robust infrastructures for these events, they can still experience crashes. If you’re loading prices and promotions just ten minutes before the event, it’s likely that they won’t be active at the start time.

TIP: A good practice is to make changes earlier, for example, at 10 pm. It doesn’t affect much to sell a bit cheaper in the last two hours of the previous day if that guarantees you have everything perfect at midnight.

Another point to highlight is that in all platforms, the pricing module is separate from the promotions module. Therefore, what ends up happening is that the discount is applied in the pricing module, lowering the price of the product. However, if there are already active promotions, those promotions will apply to the price you just discounted, which can create a major issue.

5) Not reviewing operational conditions during Cyber Monday

When the volume of operations increases during events like Cyber Monday, the need for internal operational staff also increases to organize all the logistics of picking, packaging, shipping, etc.

From our experience, we’ve seen stores that normally deliver within 3 or 4 days, but during Cyber Monday, they deliver within 30 days. This delay often results in cancellations, which significantly reduces the impact of the event. Therefore, it’s crucial to be well-prepared in logistics, both in order preparation and shipping. Everything must be aligned to handle the change in the volume of operations.

While it depends on the industry (as Food is not the same as Fashion), in general, packing and picking can be solved by adding personnel for these days to prepare the orders as quickly as possible. Regarding deliveries, it’s recommended to speak with suppliers beforehand so they are aware that the volume is likely to increase. Logistic providers also need to gear up for an intense week to avoid delivery issues.

On the other hand, if your store is in a vertical that has a significant presence in reverse logistics, such as Fashion, it’s crucial to consider logistics for processing the many returns. In the Fashion area, we suggest trying to customize the site to make it clear how sizes should be chosen because most returns are due to size errors. Or, make it clear in the site’s user experience how to choose sizes to minimize errors in reverse logistics.

TIP: In many cases, there is a physical limit and delays will occur, but it’s important to make this clear on the site, communicate it clearly and visibly.

6) Not tracking orders and reviewing payment methods

Having a good courier partner that guarantees packages will be sent without problems and with a balance of speed and accessible costs is a basic requirement that defends you against customer evaluations. Additionally, having a provider that gives you correct information on order confirmation and tracking number so that the customer can see where their product is in real-time significantly reduces the level of inquiries.

It’s also important to review payment methods. A common mistake is to have a deficient payment process. Simplifying the payment process is also crucial for the user experience. If a user has gone through a journey that leads to making a purchase, the payment should be so simple and secure that it reinforces the image that your eCommerce is not only efficient but also safe. Remember, during these massive events, with a higher volume of sales, it’s more difficult to detect fraud.

7) Promising something you can’t deliver

There are many retailers that promise, for example, same-day delivery of cell phones and then take 5 days. This is what is known by the saying “Bread for today, hunger for tomorrow,” meaning it’s a solution for the moment but creates a more serious problem in the future. It’s not recommended to promise something you can’t deliver, as the customer won’t return if we fail them. Additionally, when the seller doesn’t respect delivery times, the buyer can claim rights through the Consumer Protection agencies in each country and receive compensation if they don’t receive the agreed product. TIP: Establish very clear shipping and return policies and communicate them on the site. If clear policies regarding returns or exchanges are not established, there is a risk that the buyer will develop insecurity when making future purchases.

Do you have any questions or inquiries about the strategies to implement on Cyber Monday? Contact us!