It may appear straightforward, yet it is often underestimated. A top landing page is essential for maximising success during Black Friday sales. If you have dedicated time to organic optimisation but your landing page falls short somehow, then it could have a negative effect on your sales and conversions.
Building the perfect Black Friday Landing Page
Creating a strong foundation for your Black Friday campaign is crucial. By developing an optimised Black Friday landing page that prioritises user experience and generates excitement, you can set yourself up for success.
Take the consumer into consideration from the very beginning. While directing consumers to your landing page is a key strategy, the page itself can significantly impact conversion rates. Here are some expert tips on how to create the perfect page and boost your conversion rate.
Use clear messaging
Make sure your message is crystal clear and highlight the promotions you have on offer - this will help users understand exactly what they can expect during this sales event. Consistency across your page will maintain this clarity. Additionally, emphasising the savings users can make will further emphasise the value of your offerings.
Create a sense of urgency
Generating a sense of urgency for the campaign can significantly boost conversions. Incorporating countdown timers or banners that highlight the limited-time nature of the offers can create excitement and drive users towards making a purchase before the sales event concludes.
Create a clean user experience
Ensure your landing page is easy to navigate. This is crucial for driving Black Friday conversions. Simplifying the layout helps users find what they need, while clear engagement points guide them through the conversion process.
Engage consumers above the fold
'Above the fold' refers to the content visible to users when they first land on a website, before they start scrolling. This section is crucial for engaging users right away, as it's the prime real estate on your page. Research indicates that users decide whether to stay or leave a page within the first five seconds, underscoring the importance of showcasing your offers here.
Use the most relevant calls to action
Ensure that your calls to action are easily understood. Avoid linking to areas of the website that are not part of the main Black Friday campaign funnel to keep customers focused on making a purchase. Make sure your call to action text is relevant and highlights the benefits for the user, such as savings percentages.
Simplify consumer decision making
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Use comparisons and descriptions when highlighting multiple products or categories.
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Provide clear, clickable options to funnel users to the most applicable area of the site.
Simplify the decision-making process for potential customers by providing comparisons or descriptions when showcasing multiple products or categories. Make it easier for users to choose the best product for their needs. Ensure that your Black Friday landing page includes clear, clickable options to guide users to the most relevant section of the website.
Showcase what sets you apart
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Highlight what you can give over competitors, such as free delivery or finance options.
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Persuade users to choose your service by showcasing this early in the funnel.
Illustrate the unique value you provide and showcase what sets you apart from your competitors. In a competitive Black Friday market, it's crucial to emphasise the benefits you offer over others, whether that is through free delivery, buy now and pay later, or finance options. This plays a vital role in convincing customers to choose your brand over others.
Increase consumer trust with your brand
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Showcase testimonials, awards, reviews and accreditations that set you apart.
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Influence the decision to convert by showcasing how trustworthy you are.
As consumers evaluate your brand against competitors during the Black Friday period, showcasing testimonials, awards, accreditations, and reviews can help build trust and influence their decision to make a purchase. Even something as simple as displaying TrustPilot's star ratings can have a significant impact.
Ensure your Black Friday landing page is responsive
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Mobile is huge for the research process, so ensure your mobile experience is a priority.
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Test different ways to encourage users to scroll to products ahead of Black Friday.
Make sure that your Black Friday landing page is fully responsive and optimised for mobile. Black Friday trends show that 54% of online sales during the holiday last year were made via a mobile device, and even then, mobile is huge for the research process pre-purchase. By ensuring your page is responsive, you improve the overall user experience. Make use of calls to action for mobile which anchor users down the page and encourage them to scroll to products.
Landing Page Tests To Try For Black Friday
Leveraging testing to increase conversions, across things like copy and design, can help you to figure out what is more likely to convert ahead of the big day.
By conducting user testing, you can gather valuable feedback from targeted demographics before launching your campaign. This allows you to debut an optimised page that truly resonates with your intended audience.
A/B testing can assist in evaluating potential performance enhancements with design variations and help in identifying the optimal version of the landing page.
Testing provides concrete data to help us understand what truly impacts results, what drives conversions, and how we can mitigate risks.
Building A Successful Black Friday Landing Page
Now you've built your Black Friday landing page, thinking about improving organic traffic to get eyes on your conversion-optimised design is the next step.
A well-thought-out Content and SEO strategy can make a monumental difference when it comes to conversions. This, and integrating with paid channels, can truly take your Black Friday strategy to the next level.
Interested in learning more about creating Black Friday landing pages? Get in touch with us today. Alternatively, sign up for our webinar on Mastering Organic and Paid Integration Ahead of Black Friday.
