Black Friday is an increasingly important day in the retail calendar. It could be said that you are more likely to get injured on the high street on Black Friday than any other shopping day during the year, so it comes as no surprise that more shoppers than ever are turning to ecommerce sites to grab their annual bargains.

In order to make the most of this new retail holiday, savvy marketers recognise the value of a well-executed Black Friday marketing campaign.

One of the most important elements of any Black Friday marketing campaign is the management and development of on-site content to attract, engage and convert new customers. Here are the most important elements that you should consider when preparing your ecommerce website for Black Friday.

Create campaign-specific landing pages

Shoppers love browsing websites on Black Friday, so therefore you need to make sure that you can give the user what they want. By creating specific landing pages for your Black Friday deals and offers with appropriate slugs you will be able to easily access the specific pages for deals they’re looking for.

Attract new customers through search-targeted keywords

Have a look through your site and at your product pages and see if there are any missed ranking opportunities. For example, particular deals or combinations of products that people search for. You can then designate these keywords to your new Black Friday page and get ahead of your competitors. Not only is this a great strategy for Black Friday, but a large amount of market research that you can use and reuse over the Christmas period.

Use clear design conventions to guide the user

Make sure you prepare a banner for your key landing pages so that the user knows that you are participating in Black Friday this year. Beck Lee, graphic designer at Impression, says, “the design of your banners can be reflected in the assets you use for social media advertising, display ads, videos and a lot more.” Having a consistent design for your Black Friday campaign through all your on site content means that people will easily recognise your deals and savings.

Find link building opportunities

Telling people about the Black Friday deals on your website means going beyond your own pages to promote your sales further afield. If you’ve got genuinely great offers, it’s well worth telling others about them. Link building is the process of building quality links to your website to help increase your domain quality rating. It not only gives you excellent publicity, it also strengthens your website’s online backlink profile which is great for long-term SEO growth. As an example, in 2015, Look Magazine published a great blog entitled ‘Black Friday: The Best Beauty Deals’ which clearly details offers across a wide range of product lines; creating guides like this that showcase your deals is one way of building new links to promote your site.

Urgency increases conversions

One of the main reasons Black Friday is so popular is because people love a good deal, and they want to feel like they are getting something exclusive that no one else can have. Capitalise on this by making sure your onsite content presents this urgency clearly. Countdown timers are a great urgency trigger and will make the user feel like they’re going to miss out if they don’t buy. On Black Friday you can utilise this by inserting a ‘X amount of Black Friday products sold’ feature into your header.

Black Friday is over: what next?

Your Black Friday campaign landing pages do not have to be deleted and abandoned after Black Friday. Chances are they could still drive traffic, especially when shoppers are searching for upcoming deals on the lead up to Black Friday. When ‘tesco black friday’ is searched, their specific landing page from 2015 is still available in the SERPs. This helps to create almost a legacy for their Black Friday campaign, and is a clever marketing campaign in terms of promoting discounts and sales in other parts of their website. Just make sure you edit your landing page so that it is appropriate to the particular time.

 

 

By Chloe Fair, SEO executive at Impression

 

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