Black Friday is a pivotal moment for online retailers to amplify sales and attract new customers. In a competitive eCommerce environment, a dedicated Black Friday landing page can effectively highlight your exclusive deals and drive visitors to make a purchase. In this guide, we will show you how to create a high-converting landing page in BigCommerce, covering essential features, actionable steps, and real-world examples to help you succeed.
Introduction to Black Friday Landing Pages
Landing pages are essential in digital marketing, directing customers from a social ad, email, or other campaign tool to your offer.
These pages guide visitors toward conversion, whether it’s downloading an ebook, subscribing to a mailing list, or making a purchase.
For Black Friday, your landing page becomes the key entry point for leads and customers to discover your special deals and take advantage of them.
It’s where you persuade potential buyers that the deal is worth their investment, leading them straight to the checkout to complete the purchase.
Why Your Store Needs a Black Friday Landing Page
A Black Friday landing page is essential for delivering a clear message and showcasing the benefits of your offer to potential customers. Without one, customers might have difficulty finding the details of your special deal, leading to a poor user experience. In fact, with online spending having surged by 20% since January 2020 and consumers expecting fast, seamless shopping experiences, a well-structured landing page is more important than ever.
The page should focus on a single goal—highlighting your Black Friday offer. It’s not the place to list your business achievements or other products. The aim is to simplify the process, so customers can quickly see the offer, grasp its value, and decide to buy.
This decision, known as a conversion, is the core purpose of a strong landing page. A well-designed page with a clear message, compelling offer, and effective call to action can increase conversions, boosting your Black Friday sales.
Key Features of an Effective Black Friday Landing Page
Each company takes a different approach to landing pages. While plenty of room for creativity, the landing pages that convert best follow a persuasive structure.
The main goal of a successful landing page is to guide visitors toward taking the next step in their buying journey.
To achieve this, your landing page should have:
- Clear messaging
- A mobile-friendly layout
- Clean design elements
- A sense of urgency
- A play on the fear of missing out (FOMO)
- A strong call-to-action
Next, we’ll explain how to incorporate these six elements into your Black Friday landing page and why they are crucial.
Clear and Impactful Messaging
A unique selling proposition (USP) is a crucial element of any landing page. It answers the question, “What makes this offer stand out?”
Your landing page should clearly show visitors why your product or service is the better choice and why they should buy from you instead of a competitor.
This can be achieved with sharp, compelling headlines and copy.
Your headline should be concise yet informative, grabbing attention right away. It’s the first thing visitors see, so it needs to hit the mark.
Make sure your headline clearly states what you’re offering. Follow this with supporting headlines that add details about the promotion and lead into your call to action.
All headlines should align with any ads or promotional content that brought visitors to your page while staying true to your brand’s overall identity.
The rest of your copy should be clear, direct, and aligned with your business goals. Write with your audience in mind, focusing on the benefits that would persuade you to purchase.
Seamless Mobile Experience
Nowadays, most people do their shopping on smartphones and tablets.
While ensuring your landing page works across all web browsers is standard, optimizing it for mobile devices is even more critical.
Before going live, test your landing page to ensure it’s responsive on all platforms, including:
- Web
- Mobile
- Tablet
Every link should function smoothly, and all forms should be simple to fill out, regardless of your visitors’ device.
Simple and Sleek Layout
Landing pages must be simple. Their design should match the rest of your site, and your logo should always be placed at the top.
Stick to color schemes that align with your website, and use fonts that are easy to read.
The purpose of your landing page is to encourage visitors to move forward in the buying process with a clear call to action and guide them through the steps to take advantage of your offer.
Keep navigation options minimal—side menus or links to other pages can distract from the main offer.
Your copy should be conversational and consistent with your brand’s tone.
Regarding visuals, clean, high-quality images of your products are far more effective than generic stock photos.
Sense of Urgency
The appeal of Black Friday and Cyber Monday comes from the limited-time discounts and perks. Shoppers know these deals won’t last, so they feel pressured to act quickly or miss out.
Creating a sense of urgency on your landing page is key to boosting conversions. Communicate when the deal starts, when it ends, and how much time customers have to purchase.
One effective way to emphasize this is by adding a countdown timer to your landing page. It shows how much time is left, and the ticking clock can motivate customers to act fast.
Appeal to the FOMO
The fear of missing out (FOMO) is a massive driver of Black Friday shopping. People know these deals are exclusive to this weekend and don’t want to miss the opportunity.
To tap into this, adding customer testimonials to your landing page is highly effective.
Strong Call-to-Action
The call-to-action (CTA) is the most critical element of your Black Friday or Cyber Monday landing page. Without a clear, clickable link guiding visitors to the next step, it’s unlikely they’ll follow through with a purchase. After presenting a strong headline and persuasive copy, include a prominent, clickable button with your CTA. This button should take customers to a sign-up, checkout, or purchase page.
Avoid linking your CTA to product pages or search results, as this can distract visitors and derail them from completing the purchase.
Steps to Build a High-Converting Black Friday Landing Page in BigCommerce
Creating an effective Black Friday landing page involves several key elements to turn prospects into customers and drive holiday sales.
Ensuring each part is optimized for maximum conversions is important to avoid missteps in your Black Friday campaigns.
Step 1: Define Clear Goals to Drive Success
The foundation of any digital marketing effort is setting clear goals.
Goals provide the benchmarks to assess the success of your campaigns and marketing elements. Without defined objectives, it’s hard to measure whether your Black Friday landing page achieved its purpose.
Gather your team to establish the overall goals for your Black Friday campaign, as your landing page is just one piece of the larger strategy.
Define goals for each stage of the campaign, and set specific targets for conversions on your landing page.
Step 2: Keep It Simple for Faster Conversions
A cluttered landing page can confuse and frustrate customers, especially during Black Friday.
Since these sales are often time-sensitive or stock-limited, shoppers want a fast, straightforward path to checkout.
Your Black Friday message should be clear and concise, making the offer easy to understand and the purchase process simple.
Essential details like product descriptions, images, and features should always be easy to find.
Step 3: Create a Design That Stands Out Without Overwhelming
The design of your page plays an essential role in driving conversions.
While your message and copy should stay simple, avoid overwhelming the page with too many flashy elements or distracting colors.
Aim for a memorable design that stands out without going overboard.
A clean color palette and simple background will help your message and product shine, keeping the focus on encouraging immediate purchases.
Use images, videos, and graphics to highlight the product, but don’t let them overshadow the primary goal of driving sales.
Step 4: Boost Conversions with Lightning-Fast Load Times
Black Friday is all about speed when it comes to shopping.
Shoppers are hunting for limited-time deals and know they have to act fast before the offers are gone.
They aim to browse as many pages and products as possible before time or stock runs out, so a quick-loading site is crucial.
Your Black Friday landing page should prioritize speed—large images or heavy content that slows down load time will drive customers away.
Step 5: Craft a Call-to-Action That Closes Sales
The main focus of your Black Friday landing page is to drive purchases.
Your call to action (CTA) is the button visitors click to complete their purchase.
If the CTA is hard to spot, unclear, or doesn’t lead visitors to the right page, you’ll miss out on crucial sales.
Place the CTA in visible spots, like the header or at the end of product descriptions or forms.
Ensure it stands out and is easy to find, so it immediately grabs attention.
Step 6: Showcase Your Deal’s Value to Seal the Deal
Black Friday draws in shoppers with exclusive discounts, gifts, BOGOs, and prices they won’t find any other day.
Make sure your special offer is front and center on your landing page.
When customers can easily understand the deal and its benefits, they’re more likely to decide to buy.
Use strategies like showing the regular price next to the sale price or highlighting how your offer is different from competitors.
Step 7: Optimize for Mobile for a Seamless Shopping Experience
These days, people do most of their shopping on their phones, so your Black Friday landing page needs to be mobile-friendly.
A mobile-responsive design ensures the page adjusts to fit any screen size.
Beyond reformatting, optimize for mobile by trimming unnecessary sections, placing your CTA at the top, and removing extra media to keep the experience smooth and fast.
Step 8: Get the Word Out Through the Right Channels
Even a well-designed landing page with clear messaging and strong CTAs won’t help if no one visits it.
Your landing page is the gateway to your content, and the goal is to drive as much Black Friday traffic there as possible.
Make sure the link to your Black Friday landing page is featured in every promotional email, social media post, and digital ad throughout your campaign.
Step 9: Track Your Results to Refine Future Campaigns
The data you gather from your landing page performance gives you valuable insights.
You can track metrics like page visitors, CTA clicks, bounce rates, and even use heatmaps to see where users focus their attention.
These results will show how well your page performed and whether you reached your Black Friday campaign goals.
You can also leverage this data to shape your strategy for next year’s Black Friday landing page.
Real-Life Examples of Black Friday Landing Pages That Drive Sales
LearnWorlds
LearnWorlds provides a range of tools to help you build, sell, and market your online courses.
Their Black Friday landing page is packed with the essentials for success. The headline explains how LearnWorlds can support you, while the subheading clearly presents the deal.
The concise, persuasive copy is paired with a countdown widget to build urgency.
Clicking “Save 39% Today” takes you straight to the sign-up page, where you can grab the limited-time offer.
Paramount+
Paramount+, the streaming service owned by Paramount, showcases how to use landing pages effectively.
With videos playing in the background, visitors get a preview of the content they’ll access by signing up. The headline, “Get 50% Off for Black Friday,” grabs attention immediately and highlights the deal.
In the brief copy, Paramount+ emphasizes that the offer is only available until November 27th, creating urgency and a fear of missing out.
Clicking “Redeem Now” directs users to the sign-up page, where they can secure 50% off an annual subscription.
MasterClass
MasterClass, known for its expert-led virtual courses, uses a straightforward yet impactful landing page for their 2-for-1 special.
The design stays true to MasterClass’s branding with consistent colors and fonts, and the headline clearly states the offer. While no specific end date is given, the message emphasizes the limited time to sign up.
Clicking the “Sign Up” button takes you to the registration page, where you can claim two MasterClass accounts for the price of one.
Scrolling further reveals additional details, including customer testimonials and featured instructors, adding more appeal to the offer.
How GritGlobal’s Atom8 Can Supercharge Your Black Friday Landing Page
Black Friday is all about efficiency. Your landing page should be ready to handle high traffic, constant updates, and customer needs. Atom8 from GritGlobal steps in to make that happen, automating tasks and keeping things running smoothly.
Automating Promotional Campaigns with Atom8
Managing promotions during Black Friday can get overwhelming, but Atom8 simplifies it by automating the entire process. You can schedule your Black Friday discounts and promotions to go live at specific times, ensuring that everything runs seamlessly. This BigCommerce Automation tool also allows you to trigger promotional changes based on visitor activity or stock levels, ensuring that your landing page always displays the most relevant and enticing offers for your customers.
Streamlining Order Management
Black Friday often leads to a surge in orders, which can be tough to manage manually. Atom8 helps reduce this workload by automating stock updates, customer notifications, and order tracking. It ensures real-time inventory updates, preventing issues like overselling during high-traffic times. With these tasks running in the background, you can focus on delivering a smooth shopping experience for your customers.
Personalizing the Customer Experience
One of the most effective ways to drive Black Friday sales is through personalization. With Atom8, you can segment your eCommerce customers and create tailored offers, such as giving VIPs early access to your sales. You can also automate personalized follow-up emails after a customer makes a purchase, encouraging them to return for more exclusive deals.
Boosting Website Performance and Conversion Rates
Your website’s performance is key during Black Friday, especially with heavy traffic. This tool helps by automating backend tasks, ensuring that your site runs smoothly without any slowdowns. You can also set up workflows that trigger automated pop-ups or discount offers at the right moments, pushing customers toward completing their purchases and boosting conversion rates.
Monitoring and Analyzing Your Campaigns
Tracking the success of your Black Friday campaign is crucial for making real-time adjustments. Atom8’s analytics tools give you detailed insights into your sales, conversion rates, and overall campaign performance. With real-time data at your fingertips, you can tweak your strategy on the fly to maximize sales throughout the event.
This tool takes care of promotions, automated order management system, and personalized offers, so you can focus on sales. Its real-time updates ensure your site stays on top of stock levels, preventing issues like overselling.
Conclusion
Don’t let this Black Friday slip by without making the most of your online store’s potential. A compelling and efficient Black Friday landing page can be the catalyst for unprecedented sales and customer engagement. Whether you’re starting from scratch or looking to optimize your existing strategies, the right tools and knowledge can make all the difference. Ready to elevate your Black Friday game? Contact us today to access the full guide and discover how GritGlobal’s solutions can supercharge your holiday sales.
