Black Friday: Set Up Your Website for Success with These 5 Strategies

With Black Friday looming around the corner, ecommerce stores are all set to make the most of one of the most active shopping days of the year. But what most fail to do is optimise their online stores in order to reap the true potential of their conversions. This can only be done by offering a seamless, frictionless and engaging experience that turns visitors into buyers. But not to worry, join along as we explore 5 powerful strategies to prepare your website for Black Friday success.

‍

1) Shoppable Videos with Add-to-Cart on Landing Pages Featuring Key Products

One of the first steps to a highly converting strategy is the implementation of Shoppable Videos. We have all heard about shoppable videos being a game changer within the ecommerce landscape but why? It is mainly because they reduce friction while allowing for your customers to shop directly from your video content and highlights. When it comes to Black Friday this 2024, as an ecommerce brand, consider placing these videos prominently on your landing pages.Remember, in order to make them convert more effectively, integrate call-to-actions such as 'add to cart' options directly on these videos to streamline the path to purchase by allowing shoppers to buy items immediately as they watch. Don't forget to feature your top discounted products or bundles within these videos in order to drive targeted engagement and boost your conversions.

Pro Tip: Here is a bonus tip for you, studies have shown that the attention span of Gen Z is between 6–12 seconds, so ensure that these videos remain, short and concise yet dynamic. Aim at keeping your highly-demanded products that may be popular on Black Friday, as the direct purchasing option within your content will promote impulse buying in an easier manner to your customers and visitors.

‍

2) Stories on Product Detail Pages (PDPs) with Exclusive Discount Codes

Don't stop at your landing pages, add an extra layer of engagement and interaction by incorporating these shoppable videos on your product detail pages in the forms of stories. Similar to those on Instagram and Facebook, these mini shows, cam showcase numerous aspects of your product be it how-to tutorials, styling options, features or even user testimonials that can make your products more appealing to the viewers eyes. When it comes to Black Friday, aim at making these stories even more attractive by incorporating your discounts in a time-sensitive manner to encourage visitors to act fast.

Bonus Tip: Set up a countdown timer within these stories for the discount codes, this will build urgency and make it clear that these deals are exclusive to Black Friday shoppers.

‍

3) UGC Contests and Campaigns to Build Black Friday Buzz

When it comes to campaigns for your ecommerce stores, User-generated content has become a valuable asset for those brands that are looking to build trust with their potential customers. In order to leverage this, start by creating a UGC contents, that leads up to Black Friday, that urges customers to showcase how they use your products. Imagine this, your customers post on their social media accounts with targetted hashtags, with a chance to win a special discount on Black Friday. Furthermore, display these posts onto your PDP's and landing pages to highlight this social proof, and encourage others to join the buzz.

Pro Tip: Make sure to start running these contests now, to get a head start on customer acquisition while having enough real time content on how real people use and love your offerings.

‍

4) Early Access Pages for Subscribers with VIP Discounts

Reward those loyal consumers by offering early access to Black Friday bargains via a dedicated VIP section. Create a special landing page that only email subscribers or loyalty program members can see before the public. This can be an excellent approach to foster a sense of community and increase sales even before Black Friday officially begins.

Pro Tip: Use a countdown timer and limited-time offers to encourage VIP members to make a purchase as soon as they access the page. Adding a “notify me” feature can also bring back hesitant shoppers once the main Black Friday sale begins.

‍

5) AI-Powered UGC Content Creation

Last but not the least make sure to take advantage of those AI powered tools, that can seamlessly help you boost your UGC content generation. This Black Friday, use these tools to help reproduce authentic UGC that showcases your brands values, while simultaneously encouraging interactions. AI-driven platforms can automatically create engaging visuals, videos, and even product testimonials that mimic real customer experiences, which can be especially valuable if you’re short on time or resources to gather UGC organically.

With the help of these AI-powered UGC tools, you can effectively and consistently populate both landing pages and PDP's with on-brand content that resonates with your shoppers while building trust, making it easier for your brand to stay relevant this Black Friday.

‍