CRO Tactics for Black Friday and Cyber Monday (BFCM)

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Conversion Optimization

CRO Tactics for Black Friday and Cyber Monday (BFCM)

Summary

In this post we shared key CRO tactics to help you make the most of Black Friday and Cyber Monday. Our tips include ensuring your website’s speed is optimized, using relevant SEO keywords for BFCM-related searches, enhancing product visuals, and sending personalized emails to prepare your audience. We also discussed the importance of trust and social proof, plus strategic promotions like bundle deals and limited-time offers. Additionally, we highlighted the power of multi-arm banded experiments to automatically drive traffic to high-performing variants.

Introduction

Today’s post dives into the very overwhelming and much discussed Black Friday Cyber Monday period. With everyone going crazy about how to get the most out of the busiest shopping days of the year, we’ve given you some suggestions on how to prepare.

Weekly Insight

For anyone unfamiliar, Black Friday refers to the day after Thanksgiving. It marks the unofficial start of the holiday shopping season and is known for offering significant discounts and promotions on a wide variety of products. Retailers, both online and in physical stores, participate in Black Friday sales, often extending the deals through the weekend and into "Cyber Monday," which focuses on online shopping.

There are so many questions surrounding this weekend - often described as the busiest period of the year for many businesses.

“Should we run tests during the BFCM period?”

“Should we test before to know what works best on the day?"

“How do we capitalize our website to bring in maximum revenue over this weekend?”

So the real question is…how are you actually meant to get the most out of this period in terms of your website experience?

Well, the trick is…Don’t Stop Testing during BFCM! Test to Learn!

Test to learn what strategies work for other onsite sales / promotions periods.
Test so you know which strategies to run next year with confidence.

Here are some tactics to use to get the most out of this year’s BFCM:

Ensure your website’s load times are up to standard - slow websites can deter potential customers. Regularly test your site’s speed using tools like Google PageSpeed Insights and make necessary improvements.

SEO. Use relevant keywords related to Black Friday, Cyber Monday, and Amazon Prime Day throughout your site, including in titles, headlines, and product descriptions. Include terms like “Black Friday deals” and “Cyber Monday discounts” to increase visibility in search engines.

Make sure your visuals look good to make your products more appealing. Show different angles, features, and real-life use cases of your products to help shoppers make informed decisions. Ensure that your ads align with what visitors see when they are taken to the website.
Prepare your audience. Send out newsletters in advance to prepare your subscribers about upcoming sales and exclusive deals. Personalized emails can make customers feel valued and prompt them to shop. This is also a great retention strategy to use for loyal customers by personalizing content to show them what they like based on what they have bought in the past.
Trust and social proof is NB. Customer reviews and ratings build trust and can significantly impact purchasing decisions. Reach out to loyal and satisfied buyers and ask them for reviews to display on your website.
Discounts and promotions are great, but be strategic about it - don’t just ‘offer 10% off’ like everyone else. Special offers, bundle deals, and limited-time discounts create urgency and attract buyers. Clearly display these deals on your homepage and product pages.
Multi-arm banded experiments
Rather than standard A/B tests that are run for a specific period of time without making any changes until the test is complete, these are specific tests that are run across the site which detects if a variant is significantly outperforming the control.

If this is the case, in order not to ‘waste’ potential revenue during this busy time, the experiment will automatically direct 100% of traffic to the outperforming variant, to gain as many conversions as possible.

To learn more about these types of tests, check out Optimizely’s article here

To learn more about BFCM tactics, reach out here :)

Fresh News

Partner Update 🤝

We are super excited to welcome Contentsquare to our partner ecosystem! A leader in digital experience analytics, Contentsquare helps businesses understand customer behavior on their websites, offering insights that drive better user experiences and improve conversion rates. Together, Hype Digital and Contentsquare will collaborate to provide even deeper data-driven strategies, empowering our clients to make more informed decisions and optimize their online performance. This partnership strengthens our commitment to delivering exceptional digital growth through combined analytics and testing.

Additional Resources

Conclusion

In conclusion, Black Friday and Cyber Monday are all about testing, optimizing, and ensuring your website is ready to handle the traffic and conversions. From improving load times and SEO to offering personalized discounts and running multi-arm banded experiments, there's plenty you can do to boost your revenue. Don’t stop testing, even during the busiest period of the year—learn from this year to set yourself up for success next year. If you want more tips or need help optimizing for BFCM, don’t hesitate to reach out!