Dressing up your online shop window — 3 top tips for Black Friday

Woman looking at her phone with shopping bags in her hands.

#1. Test your website for traffic resilience

  • Compressing your images — basically, the larger the image, the longer it takes for your site to load. If you’re a Shopify merchant, your images will be compressed automatically which is handy. But if you’re using another platform, you’ll need to do it yourself. Something like the TinyPNG web app will be able to help though.
  • Installing a caching plugin — the likes of W3 Total Cache or WP Rocket works by generating and saving static HTML pages of your website. So each time a user tries to access your website, they’re served the lighter HTML page instead of the heftier PHP scripts. It’s a little thing that makes a big difference.
  • Consider a load balancer — lastly, if your business is rapidly growing and you’re worried about resilience, investing in a load balancer could be a good option. This “traffic cop” sits in front of your servers and distributes client requests evenly so they don’t get overworked. Handy.
  • But resilience is only one part of the puzzle…

#2. Ensure the shopping experience is mobile-ready

  • These days, page speed is a direct ranking factor. And if this isn’t up to scratch, Google’s algorithm will prioritise recommending content that offers a better user experience. Essentially, those keywords will only get you so far these days.
  • According to SEO guru Neil Patel, 40% of people abandon a website that takes more than 3 seconds to load. And, alarmingly, a 1-second delay in page response can result in a 7% reduction in conversions.

#3. Sort your SKUs & create an eye-catching display

3 more pointers for Black Friday (and beyond)



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Andy Baker

Andy Baker


Friendly neighbourhood copy chameleon. Whatever the tone, I’ve got you.