7 Effective Strategies for E-commerce Success on Black Friday

To help eCommerce companies increase success On Black Friday, we’ve gathered seven expert strategies from top SEO Executives and Directors of Customer Success. From optimizing landing pages and segmenting emails to igniting excitement with buzz-building campaigns, these insights will guide your Black Friday success.

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To help increase Success On Black Friday you will need to Optimize Landing Pages and Segment Emails

In terms of a strategy in the run-up to Black Friday, I recommend doing a combination of the following to increase success On Black Friday. 

First, check your Black Friday landing pages are in place and are properly optimized for organic traffic. Ideally, this page should have a URL which can be used year after year to ensure authority can build up. Then, ensure to set your PPC campaigns up within your chosen platforms.

If you’ve used remarketing as part of your strategy, then build your lists earlier rather than later. Ensure you segment your email database for relevant promotions ahead of releasing your offers, so that you can promote them to the correct customers. 

My final tip is to not do site-wide discounts. Instead, consider what products have a strong margin where you can afford to discount and make these discounts really valuable to customers.

Tilly Haines, SEO Executive, Infinity Nation

Build Anticipation with Early Campaigns

Black Friday marks the start of Christmas shopping in the USA and other parts of the world. It creates an opportunity for every business to attract customers and build strong competition. To get the maximum output success on Black Friday season, develop something new. 

Since everyone offers deals and discounts on Black Friday, you must do something different. If you want to get the best out of it, launch your Black Friday campaigns early. Create a “wow” factor in your customers’ minds by sending daily sneak peeks at your offer. 

For example, on the first day, you might send a sneak peek of a flat 20% off on all products. On the second day, you could send a sneak peek of a flat 20% off plus free shipping. By doing this, you can engage them on your platform. When they see a new offer every day, they will eagerly await the next day’s offer. This strategy can help you achieve maximum results.

Fahad Khan, Digital Marketing Manager, Ubuy India

Create Offers Based on Data Trends

Work backwards to create your success on Black Friday offers. That means, review your current data for trends and pain points in the business, then align your Black Friday strategies with the data and the goals in mind. 

For example, if the average order size is something you want to improve, create an offer that supports that by adding an extra item or two. If there is a low-selling item, create a special offer that incentivizes your customers to add that product to their cart.

Dominique Johnson-Lindsay, Principal, Marketing Strategist at Be Digital

Implement Comprehensive Email Marketing

Implementing a comprehensive email marketing campaign is crucial. Start by segmenting your customer base into different groups based on their previous purchasing behavior, preferences, and engagement levels with past emails. Craft personalized messages for each segment, offering exclusive deals and highlighting popular or relevant products. 

Ensure your emails are mobile-friendly, visually appealing, and include compelling call-to-action buttons. Schedule a series of emails to build anticipation leading up to success on Black Friday and consider sending real-time reminders during the event to encourage last-minute purchases.

Einav Biri, CEO, FARUZO

Gamify the Shopping Experience

A highly effective strategy for an eCommerce company to increase success on Black Friday is to gamify the shopping experience with interactive features like “Spin the Discount Wheel.” Plus, it’s quite fun!

Implementing a discount wheel on your website adds an element of excitement for shoppers. Customers can spin the wheel to reveal exclusive discounts, freebies, or unique offers, creating a sense of anticipation and engagement. This gamified approach not only increases user involvement but also encourages visitors to explore your product catalog more thoroughly. 

To further enhance this strategy, consider incorporating additional gamification elements such as limited-time challenges or rewards for sharing their wins on social media, which can drive organic promotion and boost your Black Friday sales.

Josh Bluman, Co-Founder, JJ Suspenders

Use Personalized Recommendation Systems

Implement a personalized recommendation system based on customer data and purchase history. Tailor product suggestions and discounts to each customer’s preferences to create a unique shopping experience. This increases customer satisfaction and drives repeat purchases and success on Black Friday. 

For example, an e-commerce company can use machine-learning algorithms to analyze customer behavior and recommend relevant products. By offering personalized deals and discounts, customers are more likely to convert and feel valued.

Yoana Wong, Co-Founder, Secret Florists

Ignite Excitement with Buzz-Building Campaigns

To prepare your Success On Black Friday, e-commerce companies can ignite excitement and anticipation with a buzz-building campaign, without resorting to promotional jargon or fancy transitional phrases. 

Picture this: By cleverly dropping hints and sneak peeks about exclusive deals and time-limited discounts across channels like emails, social media, and website banners, you create a real sense of urgency and curiosity. This taps into the age-old fear of missing out (FOMO), resulting in more folks noticing your brand, flocking to your website, and making purchases on Black Friday. It’s a way to adapt and stand out in the fierce Black Friday competition, and it’s all about engaging your customers without coming across as too pushy or salesy.

Travis Willis, Director of Customer Success, Aspire

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