Every marketer knows that Black Friday is the biggest shopping day of the year, closely followed by Cyber Monday.
It can represent incredible sales and revenue that take your business and brand to the next level.
However, this is only achievable with a strong digital marketing campaign in place.
In order to bring in the highest possible amount of revenue, you need to have your leads and prospects take action and convert to a customer.
While there are many parts of a Black Friday campaign that will help you achieve that goal, one of the biggest is your Black Friday landing page.
In this article, we’ll take a look at what it is, why you need it, and all the steps and tips you need to understand how to create the best possible Black Friday landing page for your brand to succeed this holiday season.
What is a Black Friday Landing Page?
Landing pages are a digital marketing tool that your customers reach when they click on a link from a social ad, email, or another campaign tool.
The landing page is what guides your customers to your offer and provides them with the next step to convert, whether that’s downloading an ebook, joining a mailing list, or making a purchase.
A Black Friday landing page is the gateway through which your leads, prospects, and customers will funnel to find your Black Friday offerings and make a purchase on your special deal.
It is the page you use to convince your potential customers the value of the deal is worth the price, leading them directly to the cart or e-commerce plugin where they buy the item.
Why Do You Need a Black Friday Landing Page?
A Black Friday landing page is needed so you can clearly convey your message and your offer’s benefits to leads and customers.
Without it, your customer wouldn’t have a great user experience as they might struggle to try and find the important information regarding your special Black Friday offer.
Your Black Friday landing page needs to focus on a specific goal — it can’t be a list of your business’s accomplishments or other products you offer.
Your goal is to simplify the process for customers so that they see the offer, understand the value, and make a purchase decision.
That action, otherwise known as a conversion, is the key reason behind creating a great Black Friday landing page.
It helps you to track the number of conversions you have and, if your message, offer, design, and call to action are appealing, increase that conversion rate to help you close more key Black Friday sales.
How to Make the Best Landing Page for Black Friday
There are many elements that go into creating the best Black Friday landing page to convert your prospects and leads and make those important holiday sales.
Guaranteeing that each component is optimized to convert the highest amount of leads is a key factor to avoid mistakes in your Black Friday campaigns.
1. Set Clear Goals
The first step to any digital marketing endeavor is to set clear goals.
Goals are the benchmarks by which you can judge and evaluate the success of your campaigns and marketing elements.
Without a clear goal in mind, you won’t be able to tell if your Black Friday landing page was successful.
Meet with your team and work through your goals for the entire Black Friday campaign, since your landing page is only a part of a bigger strategy.
Plan the goals for each step of the campaign and set a goal around conversions for your landing page.
2. Keep it Simple
An overly complicated landing page leads to confusion and can upset customers, especially during Black Friday.
Black Friday sales are often time-sensitive or have limited supplies, meaning that customers looking to buy want a quick and easy way to reach the checkout.
Your Black Friday message on the landing page needs to be simple and precise to clearly present the offer and give a direct way to purchase.
The necessary information like product description, images, and features should never be hard to find.
3. Design a Page that Pops
The design of your page is an important factor in the success of your conversions.
Keeping in line with the simplicity of the message and copy, you don’t want an overly designed page with tons of moving pieces or distracting colors.
You do, however, want your page to pop and be memorable without being over the top.
Keeping a clean color palette and background can help the message and product stand out, and focus on relating everything back to the importance of purchasing the product now.
You can include images, videos, and graphics to highlight the product, but don’t let that overtake the main goal.
4. Optimize Speed
Black Friday is all about shopping fast.
Customers are looking for special deals and know that the offers will not be available for long.
They want to get to as many pages and products as possible before items or time runs out, so speed is of the essence.
Your Black Friday landing page needs to be fast. Too many large images or content sections that slow down loading speed will lose you customers quickly.
5. Create a Clear CTA
Above all else, your goal on the Black Friday landing page is to get people to purchase.
A call to action, or CTA, is the button that visitors click on to make their purchase decision.
If your CTA is hard to find, confusing to understand, or doesn’t take visitors to the desired page, you won’t close the sales you need.
A CTA button can appear in multiple places, like on the header and at the bottom of a form or product text.
Just make sure that it’s easy to find and clearly stands out from the rest of the landing page.
6. Highlight Your Deal’s Benefits
Black Friday is such an attractive shopping day for consumers since nearly every brand is offering special reduced rates, gifts, BOGOs, and price points that they don’t get on any other day.
Your special deal needs to be highlighted on your landing page.
When customers can clearly see the deal laid out and understand the benefits that the deal provides, they can make an informed decision to buy.
Try techniques like comparing the pricing to the usual cost or providing details of how your deal is better than competitors.
7. Make It Mobile Responsive
Just like with everything else, people tend to do business on their phones.
Therefore, it’s essential that your Black Friday landing page has built-in mobile responsiveness.
This means that the page will automatically be formatted to the size of a mobile device screen.
While automatically reformatting is important, you can also optimize for mobile by cutting out unnecessary sections, putting your CTA at the top of the page, and removing additional media sections.
8. Distribute to the Right Channels
A brilliantly designed landing page with a clear message and strong CTAs still won’t do your brand any good if no one can reach it.
The landing page acts as the gateway to your content, and you should be trying to get most if not all of your Black Friday customers to the page.
In order to bring in your leads and customers, the Black Friday landing page link should be included in all promotional emails, social posts, and digital advertisements for your Black Friday campaign.
9. Monitor Your Results
The analytics and reports you pull from your performance on the landing page provide your brand with important metrics.
You can look at your results to find out how many visitors your page had, how many of them clicked the CTA, how many bounced from the page, and even use heatmaps to see where they spend their time.
These results can help you understand the success of your page and see if you hit your set goals for the Black Friday campaign.
You can also use your analytics to help you start your strategy for next year’s Black Friday landing page.
Wrap Up: Creating the Best Black Friday Landing Page
In order to capture a large audience and bring in the best sales and revenue of the year, you need to think about every step of your Black Friday campaign from beginning to end.
Your landing page is the gateway through which you funnel in your sales and convert your leads and prospects into customers.
While there are many ways to build and optimize a landing page, one of the best ways is by adding elements of interactive content to increase conversions.
If you are a digital marketer who is invested in converting your leads and bringing in more business, check out our resource on getting started with interactive content today, and see how you can expand your brand’s success.