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eCommerce
What to be mindful of before and during Black Friday
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Amongst different occasions marketers have in mind when developing strategies, Black Friday has become the most important one throughout the years.
Moreover, 2020 and the Covid pandemic emphasized the growth of online shopping related to Black Friday discounts, and boosted an already solid trend.
This year, the expectations are as high as ever and most retailers are focused on competing on the market to the best of their abilities, while also investing a great deal of resources towards preparations, set-up and marketing efforts. And this is where we jump in.
In order to meet the need-to-know that is usually developing right around this time, we gathered the team and layed out the most important pieces of information & actions to be aware of when preparing and deploying your marketing strategy for Black Friday. Of course, with data at its core.
Check them out below:
Make sure this dedicated LP is a HUB page. A page of this kind can include internal linking sections toward all of your ecommerce categories and also transactional elements such as a product carousel or listing, arranged under each displayed category, possibly accompanied by text, recommended brands area or recommended articles space.
Best practice example:
https://www.walmart.com/cp/walmart-black-friday-2021/1076614
Pre-Black Friday
As Google befriends more and more with correct, complete and specific information, a first step you should do with this in mind is creating a dedicated Black Friday page, with relevant text, images and information about how this event unfolds within the ecommerce you’re responsible for. Best practice example: https://www.argos.co.uk/events/black-friday
Make sure this dedicated LP is a HUB page. A page of this kind can include internal linking sections toward all of your ecommerce categories and also transactional elements such as a product carousel or listing, arranged under each displayed category, possibly accompanied by text, recommended brands area or recommended articles space.
Best practice example:
https://www.walmart.com/cp/walmart-black-friday-2021/1076614
- The products you’re displaying in the campaign LP must be double checked, so that they won’t lead to status code 404 or 301 pages.
- The loading speed of your landing page must be very good.
- The metas (title, meta description, headings) and the content of your landing page must also be optimized.
- You must add your campaign page to sitemap.xml. After the campaign is over, the products must be removed from this page. You will only keep the text, until your next Black Friday campaign, when the page will be repopulated with up to date products.