Stress-test websites and prepare for technical malfunctions in Sales day prep

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 17, 2021, 10:37 AM UTC

Brands must include marketing and pricing teams to prepare for Sales day mishaps like website crashes.

With retailers making 20% to 30% of their annual sales during end-of-year sales, brands should ensure errors caused by website malfunctions and overloaded ecommerce systems do not bite into their revenue pie. According to Forbes, an hour of a website being down can cost an apparel company $4.5m in sales. Moreover, 91% of customers who have a terrible experience with a brand tend never to shop with them again.

Businesses must ensure they have scalable hosting solutions like AWS or Google Cloud Platform to handle increased traffic and sales effectively. Similarly, connect with the hosting provider to check how long it will take the provider to respond should the brand’s website crash or malfunction.

When facing a fast-approaching Sales day, brands must stress-test their website and pay attention to load time. Be prepared. Create a well-defined plan of action to mitigate any brand damage in case of website malfunctions. Marketers must be ready to respond to error page banners, apologetic email campaigns and angry tweet reply drafts.

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