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9 Proven Strategies to Maximise Your Black Friday Conversions

9 Proven Strategies to Maximise Your Black Friday Conversions

Shahnaz Maktabi
October 21, 2024
CRO
introduction

Black Friday is one of the busiest shopping events of the year, and your success will hinge on how effectively your e-commerce site turns high traffic into sales. 

9 Proven Strategies to Maximise Your Black Friday Conversions

In this article we share 9 Conversion Rate Optimisation (CRO) strategies to help you maximise conversions and create an outstanding shopping experience for your customers.

1. Website Speed

Think of your website as the gateway to your Black Friday sale—if it takes too long to open, shoppers will leave for the next store. Website speed is not just important—it’s everything. 

Even a one-second delay could make a customer lose patience and switch to a competitor, so fast load times should be your number one focus.

  • Compress Images
    Reduce image sizes without losing quality by using tools like TinyPNG, and eliminate unnecessary code to speed up load times.

  • Leverage Caching and CDNs
    Use Content Delivery Networks (CDNs) and enable browser caching to ensure performance across different locations while reducing the load on your servers.

  • Benchmark Site Speed
    Aim for load times of under 2 seconds to keep shoppers engaged.

  • Track Your Speed
    Tools like Google PageSpeed Insights or GTMetrix can help you spot areas for improvement, so regular checks are essential.

2. Clear, Compelling CTAs

Black Friday shoppers are on a mission—they move fast and expect your website to keep up. Your calls to action (CTAs) need to be easy to find and impossible to ignore.

  • Create Urgency
    Use phrases like “Limited Time Offer” or “Only X Left” to encourage shoppers to act now.

  • Stand Out with Bold Buttons
    Make your “Buy Now” or “Add to Cart” buttons bold and in contrasting colours, so they catch the eye immediately.
Ebay product page

3. Smooth Mobile Shopping

With mobile shopping taking over Black Friday traffic, a seamless mobile experience is a must-have. If your mobile site is clunky or slow, those sales will go elsewhere.

  • Responsive Design
    Ensure every part of your site is mobile-friendly. Test on different screen sizes to make sure everything functions as it should.

  • Fast Mobile Checkout
    Reduce the number of steps in the checkout process, simplify navigation, and offer payment options like Apple Pay or Google Pay to keep customers happy.

  • Thumb-Friendly Design
    Keep buttons and key elements easy to reach for mobile users, ensuring everything works well with just a thumb.

4. Checkout Made Easy

You’ve done all the hard work to get customers to their cart—don’t let a complicated checkout process drive them away. Streamline your checkout to keep customers focused.

  • Minimise Form Fields
    Only ask for what’s absolutely necessary. Extra fields just add friction, leading to abandoned carts.

  • Guest Checkout
    Don’t make shoppers sign up for an account if they don’t want to. Guest checkout options keep things simple and quick.

  • Show Security Badges
    Display security features prominently to reassure customers that their payment details are safe.
ASOS checkout process

5. Personalisation Powers Sales

A personalised shopping experience makes customers feel understood and can boost sales and repeat visits. Imagine browsing a store that already knows what you like—that’s personalisation at its best.

  • Dynamic Product Recommendations
    Use browsing data to recommend products that customers are likely to love.

  • Bundles & Offers
    Group similar products together to make the experience more enjoyable and encourage higher order values.

  • Targeted Remarketing
    Bring back past customers with emails or personalised on-site messages based on their browsing history or past purchases.

6. Exit-Intent Popups

Exit-intent popups are like the lifeline when someone’s ready to abandon your site. Make them compelling enough to bring customers back.

  • Last-Minute Offers
    Trigger popups when a user is about to leave, offering them a discount code or free shipping.

  • Countdown Timers
    Add urgency with time-limited offers in your popup to prompt immediate action.

7. Shine on Product Pages

Product pages are where the magic happens—it’s where the decision to buy is made. Make sure these pages are visually appealing and provide all the information customers need to feel confident about their purchase.

  • High-Quality Visuals
    Use zoomable, clear images or even 360-degree views so customers can get a good look at the product.

  • User Reviews & Social Proof
    Highlight reviews and testimonials to build trust and help buyers feel confident in their choice.

  • Comprehensive Product Details
    Ensure all the necessary information is easy to find, leaving no room for doubts.

8. Use Scarcity & Urgency—But Wisely

Scarcity is a powerful motivator, but it’s easy to overdo it. Use urgency to get customers to act fast without damaging your credibility.

  • Show Stock Levels
    Display how many items are left to create a sense of urgency, especially for popular products.

  • Countdown Timers for Deals
    Include timers to show how much time is left for a special discount, nudging shoppers to make a decision.

  • Keep It Authentic
    Don’t overdo scarcity tactics—they can feel manipulative if overused, hurting trust.

9. Free Shipping & Easy Returns

Free shipping can make all the difference for a Black Friday sale. Shoppers love a deal, and nothing feels like a better deal than getting something shipped for free.

  • Promote It Everywhere
    Make sure customers know about free shipping by displaying it prominently throughout their journey.

  • Simple Returns Policy
    Keep your returns policy visible and easy to understand. If customers know they can return items easily, they’re more likely to take the plunge and make a purchase.

Bonus Tip

Another way to increase the number of conversions you acquire is getting more visitors to your website during Black Friday. We have shared 7 ways your business can maximise search exposure during Black Friday using SEO.

Ready to win Black Friday?

Black Friday is your moment to shine—but you need to be ready. From website speed to personalising every touchpoint, the details matter. Set your store up for success by using these 9 CRO strategies and get ready for a sales surge.

Want to take your Black Friday game to the next level? Contact us for a free consultation or grab our full Black Friday Optimisation Checklist and start making moves today.

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