How to make more money on Black Friday

If you’re a retailer, chances are you’re gearing up for a bumper Christmas season. There’s a lot going on and a lot to consider, so here’s a handy checklist to make sure your digital strategy has everything covered.

Mobile Conversions

It’s now more important than ever to ensure your website is optimised for mobile conversions. Not only should your website be responsive, your checkout process should have a smooth transition on mobile devices.
If you’re not getting the conversions on mobile, take a look at your analytics to see where users are dropping out of the process and optimise accordingly. You won’t have time to make your whole site responsive before the Christmas rush, but you can still make positive changes to impact your conversion rate.

Understanding and segmenting customers

Understanding who your customers are and how they behave over the Christmas period will help to determine the correct strategy and approach to take. Do your consumers tend to panic buy closer to Christmas, therefore requiring quick free delivery? Do you need to inspire men with gift ideas?
Once you understand your customers, you can then segment them. This will allow you to target your best customers with certain offers, or send out a campaign that targets those who bought on Black Friday last year but failed to this year.

Site Speed

Your website is likely to experience a high volume of visitors over the festive period, especially if you have promotions running. Therefore it’s imperative that you check your site speed and page loads and reduce where possible, otherwise you could run the risk of consumers shopping elsewhere.


Consumers tend to shop around before making a purchase, so the first time they hit your website they may not purchase straight away. It’s important therefore to re-entice consumers and draw them back to your site, something you can do by remarketing to them with specific messaging and inspiring creative.
Consumers are really receptive to remarketing ads as they have already engaged with your website, so you know they have an interest in your brand. To make them even more effective, you can cleverly segment your audience to only serve ads to people who’ve taken certain actions on site.

Google Map Listings

Those consumers who are still unsure about purchasing online, will often complete their initial research online then visit the store to purchase. Although this is a smaller portion of people compared to a few years ago, it’s still important to capture and serve these consumers. Ensure your Google Map Listings are up to date and are reflective of Christmas opening hours to make sure they get the right details when they search.

Ad extensions

These should be a necessity. If you’re not already using them for your AdWords ads, now is the time to start. Enabling relevant ad extensions can help to maximise your click-through rate and provide extra key information.

Google Shopping

Google shopping is a great platform for driving sales, and if you not already utilising it you definitely should in readiness for the festive season. Running shopping ads alongside a search campaign increases the likelihood of conversions as both ads can be shown simultaneously in the search results.

Email marketing

Email is a great platform for engaging with your customers ahead of both Black Friday and Christmas, however your emails must be creative and inspiring in order to capture the consumers’ attention. Consumers have stated that they want to be informed early on about what offers they can expect to see over the period, which can be done perfectly through email. It’s also a great opportunity to segment your customers and give them personalised offers to use.

Landing pages

Many UK retailers are failing to optimise their sites for Black Friday or Christmas searches, which means they’re missing out on huge search potential. We would recommend creating a specific landing page for each event, keeping them updated all year round to ensure you are capturing the variety of search trends. These could also be great pages to use to keep consumers updated with a countdown, news and any expected offers. Out of season, they can also be a way to direct consumers to other offers you currently have on.

Need a hand getting your digital presence ready? Contact us today.

Written by Natalie Williams

Client Partner Marketing Manager

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