5 Ecommerce Tips for a Successful Black Friday

Not to scare you, but Black Friday is only 4 weeks away! According to IMRG, in 2018, UK spend on ecommerce sites on Black Friday reached a whopping £1.49bn, a positive 7.3% increase from 2017. If you’re looking for further inspiration to support your Black Friday marketing campaigns, or are yet to start your planning, you’re in the right place. 

We’ve got the knowledge and expertise to ensure your Black Friday campaigns engage customers and convert them into sales. Keep reading for 5 Ecommerce Tips for a Successful Black Friday…


Top Tips:


  1. Website Creative

    For many years, the main focus for ecommerce businesses was on designing strong homepage creative. While this is still important, the increase in paid advertising means more customers are being sent directly to product landing pages, bypassing the homepage. With this in mind, it’s vital you show your Black Friday offers across different areas of the site, to increase visibility. For example, if you’re a homeware brand and your customer has just added cutlery to their basket, why not show them a banner promoting your cookware offer? Equally, be careful not to bombard your customers with too many offer banners. If your site is too busy, customers could become overwhelmed and are more likely to bounce.

  2. Checkout Experience

    Customers are more frantic at this time of year and are seeking out the best deals, as quickly as possible. They don’t have time for leisurely browsing, and certainly don’t want to be held up by a complicated checkout process. Providing consumers with a guest checkout over the Black Friday period will help increase sales. Pair a simple checkout experience with tempting free or next day delivery options and you’re on to a winner!

  3. Competitor Research

    Sign up to your competitor’s email newsletters and browse their website and social channels in the weeks leading up to Black Friday. It’s vital you compete and stay ahead of similar businesses, in order to maximise on those all-important sales.

  4. Paid Search

    According to data from Picodi, users in the UK begin their Black Friday sales shopping from 5am, with nearly half doing it from a mobile and, on average, spending £315 per person. That spending peaks at around 5-7PM. Introducing 24 hour day parting into your paid search strategy enables you to set specific bids for each hour of the day. The weight of this bid is determined by your conversion rate over the last 30 or 60 days. Implementing this will help prevent budget being wasted during poor performing hours of the day.

  5. Paid Social

    When making changes to your Black Friday paid social ads, activity can take up to 24 hours to review. Create as many campaign scenarios as possible ahead of time, to ensure that you can switch on without any delays.

Download our Black Friday Paid Media guide here, for more advice on your paid campaigns over the Black Friday period. Get in touch if you have any questions, we’d love to hear from you.

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