Boost your e-commerce for Black Friday!
Black Friday has become a key event for online retailers, and many are focused on the promotions they’ll be offering. While it’s important to know how to attract customers, focusing solely on discounts could mean missing out on greater opportunities—not just during the weekend but in the long run.
Our experts are here to offer 5 tips on the best practices and strategies to boost your success this Black Friday.
#1 – Analyze last year’s results
A detailed analysis of last year’s performance can help shape and optimize your strategy for Black Friday 2024.
Rather than just looking at sales figures, it’s essential to identify which products performed particularly well, which ones saw a higher number of orders than usual, and which, on the contrary, didn’t meet expectations.
Ask yourself: What did I learn from last year’s Black Friday? How can I improve my communication, offers, and website this year to achieve even better results?
A thorough analysis of previous campaigns will help you pinpoint your competitive edge during this period.
Be sure to also review the user journey and cart abandonment rates. Identifying any friction points could prevent potential customers from completing their purchases.
Need help with UX analysis? That’s what our experts are here for!
#2 – Communicate early!
Don’t wait until the last minute to start communicating!
Did you know that 71%* of French consumers planned to take advantage of Black Friday in 2023? Their average budget was around €400**.
This presents a golden opportunity for online retailers, especially since many French shoppers use Black Friday as an occasion to start their Christmas shopping.
“Missing out on Black Friday can have a significant impact on year-end results.”
With communication channels becoming increasingly saturated, it’s essential to fine-tune your content to ensure visibility.
First, manage your marketing calendar effectively. Start communicating early enough to avoid being drowned out during the Black Friday weekend—or even during “Black Week,” as many e-commerce sites now extend their promotions to cover the entire week.
However, timing is crucial. Communicating too early can backfire, as shoppers may postpone their purchases and end up buying from a competitor who launches their deals at the perfect time.
Once again, it’s all about finding the right balance.
Our digital marketing experts are here to help you manage your communications.
#3 – Which channels should you activate?
There are several easy-to-use channels you can activate to promote your Black Friday deals, many of which are likely part of your existing media plan.
Some of the key channels include:
– Email marketing
This tends to generate high engagement during promotional periods.
– Search Engine Advertising (SEA) on Google Ads
In addition to the main ad copy promoting your sales, you can customize headlines for different product categories. You can even include a countdown timer in your pinned headline, which has proven highly effective in creating urgency.
Images and Videos: These are just as important as the text. For those running Demand Gen campaigns, you can use these assets to promote your sales or even share a video. Consistency is key—make sure your messaging is aligned across all channels (Google, your website, social media, etc.).
However, ensure that your content stands out. Bland content will struggle to get noticed during such a competitive period. Be creative! (And if you need, we’ve got some great creative talent available.)
– On-site personalization
It is also a powerful tool to boost conversions! With a surge in website traffic during Black Friday, it’s crucial to leverage this influx to maximize sales. Personalization on your site can display relevant content at the right time, tailored to different segments, and help convert anonymous visitors into customers—or at least collect their contact details.
Need assistance? Our experts can guide you to the best solutions and support you in implementing them.
#4 – Optimize your CRO (Conversion Rate Optimization)
When a user arrives on your site through one of your acquisition channels, they are likely there to take advantage of your promotions. If they can’t quickly find what they’re looking for, they’ll head to a competitor’s site.
The larger your product range, the more important it is to “welcome” your visitors properly—especially those coming from channels like SEA or social media, who may be visiting your site for the first time.
Ensure that every step of the customer journey is clear and user-friendly.
To guide visitors effectively, consider setting up dedicated landing pages based on the variety of products you offer, with promotions clearly listed. For SEO benefits, use a generic Black Friday URL that can be reactivated each year—adding the year offers no significant advantage.
Be cautious not to overload your landing pages with visuals that might hinder smooth navigation. Instead, opt for simple carousels of promotional products that allow users to easily click through to product pages. Simplicity wins here.
#5 – Elevate your strategy with Marketing Automation
A must-have that’s often overlooked: marketing automation. While your usual workflows may be effective, adapting them to Black Friday can bring substantial value and help you gather valuable new data.
The key is balance: avoid overwhelming visitors with too many pop-ups (e.g., for newsletter sign-ups or promotions). During high-competition periods, even minor irritants can push potential customers to abandon your site in favor of another.
Rather than offering a newsletter subscription in exchange for a discount code during an already promotion-heavy period, set up an alert system. If you’re announcing your promotions ahead of time, offer users the option to sign up for alerts when deals go live. This helps grow your CRM and ensures interested customers will be there when the sale starts.
You can also update product highlight workflows to prioritize the best deals. If you use AI-based tools to recommend complementary products, adjust these recommendations to highlight promotional items. Additionally, refine your abandoned cart email sequences by adding the promotion end date for extra urgency.
A successful Black Friday is all about balance
For e-tailers, a successful Black Friday comes down to striking the right balance: communicating at the right time, clearly presenting offers, and guiding visitors through the buying journey.
Many of the optimizations you implement for Black Friday can be applied year-round, particularly those related to improving the user journey.
If you need help with any of these aspects, our experts are ready to assist!
