Boost Your e‑commerce for Black Friday!

While Black Friday has become a must-attend event for e-commerce retailers, many focus solely on the promotions they’ll offer. While it’s important to make your offerings appealing, focusing exclusively on this aspect risks causing you to miss out on great opportunities—and not just during this weekend.

Our experts offer 5 tips on best practices and the right strategies to implement.

#1 – Analyze the results from the previous year

A detailed analysis of last year’s results will help you choose and optimize your strategy for Black Friday 2025.

It’s not so much about knowing the total revenue generated as it is about identifying which products performed particularly well— those that received more orders than usual—and, conversely, those that were “flops.”

Last Black Friday: What did I learn from it? How can I optimize my marketing, my offers, and my website this year to achieve even better results?

A thorough analysis of your previous editions will, in particular, allow you to identify your competitive advantage over that period.

Also, take the timeto analyze the user journey and shopping cart abandonment rates.

This will help you identify any potential sticking points that could slow down—or even discourage—your prospective buyers.

Would you like help analyzing your UX? Our experts are here to help!

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#2 – Communicate!

Don’t wait until the last minute to get in touch!

Did you know that on Black Friday 2024, more than one in three purchases were made online, compared to one in five during the rest of the year? The average cart value was 81 euros, compared to 57 euros in-store. (Source: Groupe BPCE)

A boon for e-commerce retailers, especially since many French people have gotten into the habit of taking advantage of this event to do their Christmas shopping.

“Missing out” on Black Friday can therefore have serious consequences for year-end results.

Communication about your offerings takes place on increasingly crowded platforms, so it’s essential torefine your content to ensure good visibility.

The first key is to manage your schedule effectively by communicating well in advance so you don’t get lost in the crowd during Black Friday weekend… or even Black Friday week, as more and more e-commerce sites are now offering a full week of promotions.

Communicate early on, certainly, but within reason. Communicating too early can be doubly counterproductive. When they see this ad, your website visitors are likely to delay a purchase and ultimately make it on another site that communicated at a more appropriate time.

Once again, it’s all about balance.

Our digital marketing experts help you manage your communications.

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#3 – So, what strategies should we implement?

Several simple strategies for promoting your Black Friday deals are likely already part of your overall media plan. Among those you shouldn’t overlook are:

– Email marketing

A strategy that typically generates a very high level of engagement during these promotional periods.

– SEA (Google Ads)

In addition to the headlines used to communicate during promotions, you can use different customized headlines depending on the product category. You can also set up a pinned title with a countdown—either before or during the event—to show how many days are left until the promotion ends. The effectiveness of this timer is well established!

The images associated with your Search or Performance Max ads are just as important. For those who have enabled Demand Gen campaigns, you can also run ads for your promotions—or even a video—on this channel.

Images and videos that you can also use on your social media platforms. The goal is to maintain consistency in your messaging across all channels (Google, website, social media, etc.).

Be sure, however, to refine your message and presentation: content that’s too bland will struggle to stand out in a highly competitive market. Be creative! (If you need them, we’ll lend you our awesome designs.)

– On-Site Customization

A unique opportunity to boost your conversions! Black Friday means a significant increase in traffic to your site. It would be a shame not to take advantage of this surge to boost your sales. On-site personalization serves two purposes: to display relevant content at the right time, based on detailed segmentation, and to convert your anonymous users into customers (or at least collect their contact information).

Our experts will advise you on the solution best suited to your needs and support you in implementing the strategy.

Contact our experts

#4 – Optimize Your CRO

The user arrived at your site—thanks to an acquisition strategy you implemented—to take advantage of your brand’s promotions.

If users can’t find what they’re looking for quickly, they’ll simply go to one of your competitors.

The wider the variety of products you offer, 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 very first time. Make sure that every step of the customer journey is clear and relevant.

To best guide your visitors, consider setting up one or more landing pages—depending on the variety of products you sell—that clearly and simply list your promotions. To gain an SEO advantage, consider reusing the same Black Friday page each year with a generic URL. Specifying the year offers no particular benefit.

Be careful not to overload your landing pages with visuals that could hinder the browsing experience. Opt for simple carousels featuring promotional products: with just one click, visitors are taken directly to the product page for what they came to buy. It doesn’t get much more effective than that.

I want to conduct a CRO audit

#5 – Take marketing automation to the next level

A must-have that’s all too often overlooked: marketing automation. Even if your usual workflows are working well, adapting them for Black Friday can provide significant added value and help you collect new user data.

First thing to keep in mind:make sure you’re not overwhelming visitors (with too many pop-ups urging them to sign up for the newsletter, showing them promotions, etc.) Once again, in a highly competitive environment, any annoyances can drive your visitors away from your site to another one… it’s all about striking the right balance.

Instead of offering a newsletter subscription that includes a discount code during this period—which is already full of promotions—set up an alert system. If you’ve chosen to announce your promotions in advance, you can offer your users the option to sign up for an alert to stay informed when the promotions go live. This way, you’ll expand your CRM database and ensure that interested customers will be ready when the time comes.

Also, be sure to update your product promotion workflows to prioritize products with the best deals. If you use a predictive AI-based tool that suggests complementary products to those added to the cart, apply the same strategy to highlight products that are on sale. Finally, refine your abandoned cart scenarios by including the promotion’s end date in the reminder email.

I would like to implement a marketing automation strategy

A Successful Black Friday: It’s All About Balance

For e-commerce businesses, a successful Black Friday will come down to striking the right balance. It’s about knowing when to communicate, being clear about your offers, and guiding visitors through the checkout process.

In addition, many of the optimizations implemented for Black Friday can be useful throughout the year, particularly the work on the user journey.

If you need help with any of these topics, our experts are here to assist you!

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