The Recipe for a Tasty Black Friday in Ecommerce

Widen your perspective

Online stores often make one common mistake: they focus on the sales. If you follow your shop analytics, you see that users purchasing during a single visit are only a margin. Majority of them browse through offers, compare them and end the visit right after adding products to a cart.

By focusing on a group of potential customers and offering them a discount in return for signing up to a newsletter, you can gradually build your high-caloric base of potential buyers. It may be that they won’t take advantage of the offer during their first visit, but you are able to remind them about the promotion in the future.

Lead generation in e-commerce is an effective sale-increasing strategy because it enables cyclic actions and warming customers. An interesting brand or products are enough for lead generation to impact the sales.

Notice that special actions (like Black Friday) happen cyclically. December is a time for a pre-Christmas campaign. January – for a new-year-sale, and February for Valentine’s Day promotion, etc. Every occasion is great to prepare something extra. You just need recipients to which you can address such offers. In Landingi you can create your own landing page easily or choose one of 300 templates. Still, a landing page in e-commerce is not all you need.

POP UP in your store

You probably lead some advertising campaigns focused on increasing sales, and your online store is continuously visited by new users. It creates great conditions for (passive) lead acquisition in your store.

To help you with that, I have prepared a pop up template, consistent with a landing page.

You can implement it in your online shop and decide how it will be triggered. In Landingi you can choose when a pop up window will come up:

• after user spends specific time on a page,
• after scrolling some % of a page,
• after clicking on an icon/a button,
• when the user's intent is to leave the page.

In that case you don’t generate leads anymore. Your job is to redirect the traffic to specific categories or products in your online shop. Also, you can easily announce the code activating the discount.

At the same time, you emphasize the limited time of your offer. You can also present products which you believe are the most attractive and may interest a potential buyer.

POP UP on Black Friday

On Black Friday there will be higher than usual traffic in your store. Customers will jump from one product to another, from left to right. Therefore, you need something to point your special offer out and to show users how to use the promotion. You need a pop up window. A button on a window may redirect users to a subpage with instructions or to a category with discounted products.

Master Chef option

If you got more advanced skills in marketing tools, take advantage of more professional activities before and during Black Friday.

Analytics set up is highly useful when working with landing pages. With that, you can log the amount of filled out forms and assign conversions to what takes place. Brand campaigns (Google Ads Display, Remarketing, Facebook Ads Lookalike) could focus on such a goal and generate leads more efficiently. With well-prepared analytics and a campaign set on similar recipients, a lead will make another lead.

The second advanced option is integrating the landing page form or pop up form with an email marketing system. Connect forms with a mailing base at the very beginning and enjoy automated actions. Email marketing system allows you to create autoresponder paths. In the first message, thank for the entry or signing up. In the second one, inform about products which are back in stock. In the next one encourage users to take part in a contest to make the atmosphere around Black Friday even hotter. 24h prior to promotion start, send an email with a timer to maintain users’ attention.

Is it your first Black Friday when you use landing pages and pop up windows? It is worth measuring how they impact your sales this year. To mark links in autoresponders or CTA buttons more accurately, you can use our UTM Builder. It will allow you to create links easy to track in analytics.

Planning to launch some advertising campaigns? Take care of the consistency of your banners. After all, they will be seen by the recipients. The banners are the first contact points between your brand and a user. The first impression is very important – it may impact purchase decisions positively or (hopefully not) negatively. To avoid any mishaps, check out the article by Creatopy featuring Black Friday banner ad examples. See what works for your business and get inspired.