07/09/2023 • Andrew Lowdon
Black Friday is a battleground for brands vying for consumers' attention and a share of their wallet. With more competition than any other time of the year, it's crucial that your brand stands out and makes the most of consumers looking to grab a great deal.
There’s a relatively simple tactic that’s criminally underused by marketers that is proven to significantly improve conversion rates and increase average order values by quickly giving consumers the information they need and positioning an offer in a compelling fashion… The humble landing page.
Landing pages as the name suggests are custom built pages where a potential customer ‘lands’ after clicking on an advert or campaign link.
It’s an opportunity to provide a more relevant experience than possible on a website, with the ability to tailor the content and experience to the type of traffic and users being sent to the page. When a user is sent to a traditional webpage, they’re often presented with a myriad of options, links & information that distracts the user from the purpose of their visit, ultimately reducing the chance of them purchasing. This isn’t a problem with a landing page as it doesn’t need to appeal to every potential customer, just the audience of the specific ad.
Black Friday isn't just a sale; it's an event, a spectacle, and an experience consumers have waited all year for. Amidst the noise of deals, brands must find a way to stand out to leave a mark on consumers' minds and position your brand and product as the must have for them this year. Landing pages, with their customisable design and captivating visuals, provide the canvas for brands to create memorable experiences.
Attention grabbing imagery, compelling copy, and a cohesive design aligned with the brand's identity allows a brand to convey their message and the benefits of the offer to prospects. This memorability factor ensures that even amidst the chaos of deals, customers remember and return to your brand's offerings.
Black Friday shoppers are unique. Driven by a high intent to purchase, they’re on the lookout for the best deals. Unlike other times of the year, where customers might be browsing casually, Black Friday shoppers are on a mission.
Landing pages cater to this intent by presenting the most enticing deals front and centre, streamlining the decision-making process. In the whirlwind of limited-time offers, a well-constructed landing page can be the compass that guides shoppers toward conversions, effectively capitalising on their intent to purchase.
The most successful brands at Black Friday are the most organised. As the Black Friday frenzy sets in, some brands might be tempted to rely on their home pages as an easy way to showcase their offerings. This creates an expectation that the consumer will cut through all the distractions you’re putting in front them and still purchase. When speed and clarity are of the utmost importance to a consumer, you’re putting yourself at a disadvantage.
Home pages serve as a signpost to a brand's entire range of products and services. Landing pages are hyper-focused and designed to prompt specific actions. In the context of Black Friday, where consumers are seeking instant deals, landing pages take centre stage. By presenting the most important information concisely, they drive conversions more effectively than a generalised home page.
To extract maximum value from Black Friday landing pages, here are the crucial elements to incorporate:
Compelling Headline and Offer: Give the consumer a strong reason to buy. A succinct headline paired with an irresistible offer communicates the essence of the sale.
Captivating Visuals: High-quality images or videos of the featured products create visual allure, enticing visitors to explore further. Don’t just settle for whatever imagery you have available. Get customised high-res imagery that will showcase the product and is relevant to the target audience.
Concise Product Descriptions: Brief, persuasive descriptions highlight the benefits of the products, facilitating swift decision-making. Don’t focus on features but relate the benefits back to the target consumer.
Prominent Call-to-Action (CTA): Let the consumer know what you want them to do. A clear, strategically placed CTA button with action-oriented text guides visitors toward making a purchase.
Establish Trust: No-one wants to be potentially wasting their money. Incorporate trust-building signals such as customer reviews, warranties and transparent return policies to enhance credibility.
Evoke Urgency and Scarcity: Play on FOMO before it’s too late. Implement countdown timers or limited-stock indicators to create urgency, encouraging immediate action.
Optimise for Speed: Given the need for speed during Black Friday, ensure fast loading times by minimising heavy content that can slow down the page.
Mobile-First Approach: With consumers increasingly shopping via mobile devices, prioritise a seamless mobile experience to cater to on-the-go shoppers.
Landing pages provide brands with a great opportunity to increase both sales & AOV by communicating compelling offers that are difficult to say no to. Use them to reduce distractions, be memorable against the backdrop of generic offers that consumers zone out from and give those high intent consumers exactly what they’re looking for. Products they’ll love that are easy to purchase.
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