Black Friday: 4 tips for best practice landing pages
Black Friday is now firmly established in the UK calendar as one of the biggest shopping events of the year, with millions of consumers eagerly anticipating the chance to snap up heavily discounted gems before Christmas.
£2 billion was spent on Black Friday in the UK last year, with Amazon reportedly shifting a record 5.5 million items – and it plans to up the ante this year, launching a full 10 days of deals, as well as a Soho-based pop-up shop.
However, whilst consumers are unlikely to have Black Friday on their radar until late October, retailers need to have their eye on this particular prize all year-round. A key element of the strategy for maximising sales from seasonal events like Black Friday is to create an optimised landing page – the primary function of which is to maintain organic rankings for Black Friday-related search terms.
Considering more than 67% of all clicks on SERPs go to the top five listed results, having a well-ranked landing page is absolutely critical to driving sales. And, as such landing pages typically need some time to ‘bed in’ (i.e. be crawled by Google and mature in authority). This can’t be a last-minute consideration – but rather something that needs a measure of year-round attention.
Here are our 4 best practice tips for seasonal landing pages.
1. Include a prominent data capture form
Although many shoppers won’t be searching for Black Friday promotions until the day itself, some early bird consumers may be researching deals ahead of time. This presents an excellent opportunity to capture their details for email marketing – whether to reinforce urgency with ‘don’t miss out’ messages or to promote specific products.
For best results, include a call-to-action and email sign-up form on your landing page, positioned prominently at the top, following the example of AO.com:
2. Convey key convenience and value messages
Consumers now heavily prioritise value and convenience of experience when shopping online, with research from ComScore revealing that 61% of shoppers are likely to abandon their baskets if a retailer doesn’t offer free shipping. It’s therefore helpful to include messages on your landing page which reinforce these ideas, potentially pre-empting cart abandonment, for example:
– Fast/next-day delivery
– Free shipping and/or returns
– Product or price-matching guarantees
– Finance or pay-monthly options
3. Make sure your metadata is in order
Although frequently neglected, metadata is hugely important for demonstrating the relevancy of the landing page, both for search engines and users looking at search results. Make sure Black Friday meta titles and descriptions are up to date for the relevant year (you don’t want to make the embarrassing error of referring to 2016 – as highlighted below), including accurate references to the date of the event, the types of products on offer, and the duration of the discounts.
4. Enrich landing pages with content to increase page authority
Lastly, with high-quality, relevant content now established as one of Google’s key ranking factors, landing pages should be optimised with helpful content that assists the buying journey for customers – whether that’s in the form of FAQs, a product-centric listicle (e.g. ‘Our top 10 Black Friday gifts for dad) or more in-depth buying and how-to guides or videos. Publishing authoritative content of this nature, particularly guides, also has the potential to earn your site a spot in Google’s Instant Answers – another great way to generate search visibility and organic traffic.
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