Your Ecommerce Site Thriving During a Traffic Spike|林子超博客

Review Previous Sales

It’s difficult to chart the future of your online store if you don’t know where you’ve been. Analyzing past data (and patterns over time) helps you know what to expect.

Let’s say you’re launching an annual storewide clearance event to help move the remnants of last season’s inventory. Before it goes live, you should review year-over-year sales for said event, not to mention the effectiveness of your previous promotional campaigns. You can also determine whether the sale attracted mostly new or returning customers and how they entered your site. With this information in hand, you’ll know what to expect and how to maximize traffic and sales leading up to the big day in order to host your highest-earning event to date.

Focus on Scalable Servers

The most basic principle of handling a traffic spike is, well, a website that fundamentally works. If your server crashes ten minutes into what was supposed to be your biggest sale of the year, your revenue will take a major hit and your customers’ loyalty will erode. Conducting an enterprise ecommerce platform comparison well before your next big event can help you choose a flexible, cloud-based solution to handle the ups and downs of ecommerce.

In order to accommodate a traffic peak (and each subsequent one after that), consider the benefits of a cloud platform. Why? As one Forbes contributor writes, “Cloud platforms are sometimes called ‘elastic.’ In a nutshell, this means they’re designed for fast scaling. New servers can be deployed quickly, and available resources can be increased to accommodate almost any demand.”

Stock Up on Inventory

Even if shoppers can enter your site during a period of heavy traffic, can they fill their carts with their favorite products? As an eager customer, nothing is more of a letdown than seeing “Out of Stock” printed underneath the very item you wanted to buy. These visitors want to give your store money! In return, you must offer them a plentiful inventory full of products ready to be shipped—not backordered, not “coming soon.”

Just as it’s important to plan your back-end deployment, it’s important to engage in inventory planning before any high-traffic sales event. Beef up the numbers on bestsellers and make sure there’s a quick way to restock if numbers run low. You can even set up automatic reordering below a certain threshold to make sure your store never runs dry.

Run a Trial on Multiple Devices

The last step before you go live is testing your ecommerce site for yourself—on desktop computers, tablets and smartphones. It’s not about just making sure your site is responsive and viewable on all devices, its also about making sure your shopping cart and ordering process works correctly as well. Keep in mind, ordering through a desktop and mobile device are two completely different processes. You need to make sure this is set up to be completed as fast and easy as possible. After all, your shoppers will be accessing your online shop from all of these endpoints. Check for laggy graphics, poor user experience (UX) and accessibility issues. By looking at your site through your customers’ eyes, you’ll be able to optimize their shopping experience.

It’s never too early to start prepping your ecommerce site for a traffic spike. This is something many site owners and online busineses won’t find out until it’s too late… often referred to as one of the many pitfalls of running an ecommerce site. A successful online sales event means establishing your expectations, providing a great UX to shoppers, avoiding costly server downtime, carefully managing your inventory and learning from past mistakes.