02/10/2025 • Andrew Lowdon
5 Conversion Blockers That Hurt Black Friday Sales
Black Friday Article
Introduction
Black Friday is the peak of e-commerce. Traffic surges, wallets open, and buying intent is at its highest. The challenge? Competition is tougher than ever, and even small points of friction on your website can send shoppers straight to a competitor.
That’s where conversion rates win the day. Getting clicks isn’t enough, your site needs to make buying easy, clear, and reassuring enough to convert.
Let’s break down the five biggest conversion blockers that affect Black Friday and Christmas sales and the practical changes you can make today.
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1. Too Much Information = Decision Paralysis
Shoppers are not in research mode. They’re in buying mode. As we shared in our webinar:
“When they come to your website, they’re not really looking to learn… If you flood them with detailed specs and complicated information, you create decision paralysis.”
Cart abandonment rates are already a huge challenge, hovering around 70%. Overwhelming shoppers with too much detail only pushes that number higher. The issue isn’t always your product, it’s the friction that creeps into the buying journey.
How to streamline the path to purchase:
- Swap walls of text for bullet-point benefits.
- Use collapsible content so details are available without crowding the page.
- Add a clear, standout CTA (“Add to Basket,” “Buy Now”).
People are already ready to buy, you just need to get out the way. Remove friction so the buying decision feels quick and natural.
2. Weak (or Overloaded) Trust Signals
Trust is everything in e-commerce. But brands often fall into two traps: not enough proof of credibility, or far too much. And the truth is simple:
“Too few trust signals and shoppers start to doubt you. Too many, and you look desperate. One perfectly placed review will outperform twenty plastered reviews because it feels genuine.”
A cluttered product page filled with badges, star ratings, and testimonial blocks can overwhelm visitors and make your site feel inauthentic. On the other hand, a page that lacks reviews, ratings, or any form of social proof leaves buyers wondering if your brand is credible enough to trust with their money.
Here’s how to strike the right balance:
- Place one or two authentic reviews near the CTA.
- Use badges sparingly (secure checkout, free shipping, returns guarantee).
- Add a money-back guarantee or delivery promise to reassure buyers.
The right trust signal in the right place moves shoppers from hesitation to purchase. CRO isn’t about pushing harder; it’s about making the customer feel safe enough to buy without second-guessing.
3. Urgency Misuse
Urgency is powerful, but only in the right context. On ads, it can stop the scroll. On your website, though, too much urgency kills buying confidence and creates regret. Countdown clocks, flashing banners, and “only 2 left!” messages don’t spark action, they spark doubt.
Urgency works because of a psychological principle called compliance. People often change their behaviour in response to prompts or requests. Online, that might mean clicking “Buy Now” because a timer is ticking down.
The danger is that urgency can push shoppers into acting in the moment without real confidence in their decision. They buy in the moment but second-guess themselves straight after.
The last thing you want is a shopper questioning their order because they felt pushed into it. Urgency should act as a helpful nudge, not a shove.
How to use urgency well:
- Remind them of cut-off dates (“Order by 20 Dec for Christmas delivery”).
- Highlight seasonal relevance (“Black Friday exclusive,” “Limited edition”).
- Stick to one genuine urgency cue instead of stacking multiple tactics.
When aligned with CRO, urgency shifts from pressure to reassurance, giving shoppers a reason to act now while still feeling good about their decision.
4. Jargon-Heavy Copy
If your product copy reads like it was written for an industry insider, you’re already losing buyers. Shoppers don’t have the time or patience to decode phrases like ‘synergised lifestyle solution’ when all they want to know is if the jumper is warm and fits true to size.
What they really want to know is simple: “Will it arrive before Christmas?”
Keep your language clear, direct, and outcome-focused:
- Swap jargon for plain, everyday phrasing.
- Instead of “Omnichannel capabilities for enhanced fulfilment,” say “Buy online, pick up in-store.”
- Lead with benefits, not technical specs.
- Write like a human, not a spec sheet.
When your words are easy to understand, shoppers stay engaged and confident. Pair that with strong creative visuals and messaging that highlight benefits and create an emotional connection, and you turn clarity into conversion power.
5. Emotional Disconnect
During the Christmas season, shopping isn’t just about the product. It’s about the experience of gifting joy, creating memories, reducing stress. If your website feels cold, transactional, or generic, you’ll miss the chance to connect.
Bring emotion into the experience:
- Add festive touches to your design and messaging.
- Use imagery that evokes family moments, joy, or ease.
- Frame products as solutions to seasonal problems (last-minute gifting, stress-free shopping).
That emotional pull is what turns browsers into buyers.
Why Fixing Blockers Boosts More Than Conversions
When you remove friction from the buying journey, you’re not just protecting your Black Friday revenue, you’re building scalable performance foundations for the year ahead.
- Stronger return on ad spend: Every click your team drives through Paid Social campaigns or PPC is an investment. With a site designed to convert, more of those visitors turn into paying customers. That means less wasted budget and a measurable uplift in ROI across campaigns you’re already running.
- Creative and messaging that compound results: Your team produces strong campaigns. When on-site messaging aligns with your ads and landing pages, shoppers experience a seamless journey from first impression to checkout. That consistency doesn’t just boost conversions, it builds brand authority and engagement on a larger scale.
- Data-led optimisation that compounds growth: The insights you capture through testing during the holiday rush don’t expire in January. Investing in optimising your website's conversion rate gives you a roadmap for ongoing improvements, helping you reduce acquisition costs, strengthen margins, and sustain profitable growth well into 2025 and beyond.
Once you fix these blockers, you’re about to create an e-commerce site that is easy to buy from, enjoyable to use, and structured to scale profitably.
Optimise Now and Turn the Peak Season into Growth!
Q4 moves fast, and any friction on your site risks sending ready-to-buy customers elsewhere.
If you want expert eyes on your site before Black Friday and the Christmas shopping rush, our CRO specialists at 43 Clicks North can partner with your marketing team to identify and remove blockers. That way, you maximise the value of every click, every visitor, and every campaign you’re already running.
Reach out today and let’s make this season not only your most profitable yet, but the start of scalable, data-driven growth for the years ahead.
