In two weeks, it will be Black Friday and Cyber Monday—the “Super Bowl of ecommerce.” The most important, wonderful, and stressful time of year for brand owners, marketers, and anyone involved in running an ecommerce store.
Customers are chomping at the bit to score great deals on products they love and Christmas is right around the corner, so the number of dollars is drastically increased in just a few-day window. (Well, these days it’s probably a few weeks.)
And even though there’s an influx in cash up for grabs, the amount of competition is heightened as well. Just about every brand will be offering a special sale and promotion, which means that you need to be on your A game come Thanksgiving.
We’re here to help you create landing pages that cut through the noise, convert more traffic, and put money into your pockets. We’ll cover everything you need to build your own BFCM pages, show some great examples, and give you templates that make it easy. Let’s dive in!
Key Elements Of A Great Landing Page For BFCM
A good landing page makes all the difference during BFCM. According to Adobe, U.S. online sales are expected to be around $240.8 billion this holiday shopping season, representing 8.4% year-over-year growth. With such a large pie, a landing page optimized for conversions is vital for those looking to grab a piece of this spending spree.
The best pages leverage urgency and customer value to perform successfully, and the only tool you need to build both into your online store is Replo’s Shopify landing page builder. Not only that, we organized all the components and sections you'll need for your store this Cyber Week into a single, easy-to-access BFCM template pack, offering everything from product grids, to countdowns, to testimonial carousels. With it, you can build better and build faster.
Key elements of a good BFCM landing page covered in the template pack include:
Headline and Subheading
On a landing page, a good headline should say everything a potential customer needs to know about what you’re offering in a direct, impactful way, while the subheading should reinforce the value proposition of the headline. It’s the very first thing a visitor should see when accessing your landing page—the headline being placed in the hero section—so writing a compelling headline and subheading is vital to attract attention to your offer.
Offer Banners
Adobe forecasts that discounts will likely be up to 30% off this year, so customers are expecting to save big. Highlighting discounts visually makes them more obvious and appealing, especially if they’re limited-time or exclusive deals for BFCM shoppers. Offer banners should be bold and colorful, emphasizing that the discount won’t last forever, so they need to purchase right now.
One thing to consider is that banners should maintain consistency. You don’t want your landing page with banners and imagery that differs from the rest of your marketing in your Black Friday ecommerce strategy. Make sure that you maintain the same angle from paid media to landing page to offer.
Call-to-Action (CTA) Buttons
A CTA button is what will take the consumer from your landing page to your purchase page or checkout. So a good BFCM landing page should have CTA buttons with direct, clear and impactful messages, such as "Reserve your [product] now!.”
Countdown Timers
A high converting ecommerce landing page for BFCM should focus on urgency. So a well-placed countdown widget (which can easily be created in Replo) showing how long a specific deal or sale is available is useful to play into the FOMO of the shopping season, inciting customers to take immediate action.
Traditionally, affiliate marketers leaning into heavy direct-response tactics have used messaging such as “Pro tip: [Product] has been flying off the shelves, but we’ve managed to get a small number secured at a deep 50% discount available only here. The deal won’t last for long though!” or “Supplies are limited. Check availability now!” to imply to readers that they may miss out if they don’t act quickly. Use this smartly, but sparingly.
Social Proof and Reviews
Another part of your Black Friday marketing strategy should be focused on incorporating social proof into your online store. Every landing page ideally needs sections dedicated to customer quotes or reviews, as shoppers tend to trust what other consumers say about products and services more than the business itself.
These are usually sections with quotes from past customers or logos of publications that your product has been featured in. Think Bustle, CNN Underscored, GQ, etc.
Mobile Optimization
With a majority of BFCM shopping happening on mobile devices today—according to Adobe, the 2024 holiday season is expected to be “the most mobile of all time” with a record $128.1 billion spent through mobile devices, at 53.2% share over desktop—ensuring that your landing page is mobile-friendly is a must.
In this case, the top landing pages tend to design for mobile first, then modify for desktop.
What To Avoid While Creating A High-Converting Landing Page For BFCM
Any friction points on your landing page can result in lost sales on your store. There are a number of elements you should avoid when creating an effective landing page. These are:
Unnecessary Information
A landing page must be, above all, practical and direct in conveying information. BFCM shoppers are driven by urgency and promotional offers, especially in the online shopping world. They do not have the patience to sift through lengthy text.
Slow Loading Times
Periods like Black Friday and Cyber Monday usually drive huge volumes of traffic, leading to slow-loading pages and the potential increase of bounce rates for online retailers who don’t optimize their online platforms properly.
Online shoppers expect quick access to deals, and fast purchases. Even a few extra seconds of load time can cost you conversions, so make sure all of your product landing pages are loading without any issue.
Clear Calls-to-Action (CTA)
CTA buttons and hyperlinks should be simple and never misleading. They should also answer the question of “what’s the next logical step?” For example, if a CTA leads to a product page where customers can buy a full-size order of your supplement, then a good CTA would be “Buy Now,” as opposed to something like “Try Now.”
Notice the difference? Although it’s minor, customers are given an option to purchase your product, not taste it. “Try Now” implies a sort of free trial or free sample, so when they finally get to that page, the “Buy Now” button lets them know exactly what they’re going.
Inconsistent Branding
Consistency between your overall campaign and your landing pages is key. Straying too far from your brand’s BFCM visual identity or tone can cause confusion among your consumers and affect the conversion rate of your landing page. So make sure to stay consistent between all your social profiles and ads.
Inconsistent A/B Testing
A/B tests consist of comparing two versions of a landing page to figure out the better performing variation.
So, before launching your ecommerce landing page, test critical elements like headlines, CTA buttons, and design visuals (any errors and bugs can affect UX, leading to poor performance) and when it’s live, continue optimizing it to make it the best it can be. Thankfully, Replo makes A/B testing your landing pages easy with Experiments.
How To Build High Converting Landing Pages With Templates From Brands You Love
To create the best landing pages on Shopify, Replo is the best option. Our no-code editor makes it fast to create on-brand, dynamic pages that help your marketing campaigns perform even better.
You can choose from hundreds of great landing page examples in our Templates Library and you can even filter for Black Friday and Cyber Monday so that you don’t need to spend time or money creating your own ecommerce templates.
Choosing ready-made landing and product page templates is a good option for brands that need a high-conversion platform, but don't want to create their pages from scratch. We cover many template examples in our full 2024 BFCM template pack, but here are a few tried and tested examples that just work:
Aritzia
Aritzia’s Black Friday landing page is so on brand—focusing on a minimalist design with clear and concise headlines and text sections. Its color palette is black and white, ensuring consistency, readability, and smooth navigation.
This page features high-quality photos for displaying products and models, divided by categories and even discount options. Well-placed and clear CTA buttons ensure that the visitor knows exactly what they’re clicking on.
Its clean, intuitive, and simple design also contributes to the landing page having fast loading times, allowing potential customers to access the page from desktop or mobile with ease.
Amika
Amika’s Cyber Monday landing page leans into fun visuals and contrasting headlines. To start off with, the purpose is clear: “sitewide cyber sale” with discount codes and key offers are prominently displayed at the top.
The brand, which is already poppy and colorful, uses beautiful images and heavy spacing to emphasize the key benefits of its products. Each block of text is intentional, there’s no fluff.
Additionally, almost every CTA is something different. “Buy Now,” “Take the Quiz,” and “Learn More” all take the customer to different parts of the site, each with a different purpose.
Supergoop
Supergoop’s Cyber Monday product landing page template is all about its offers. The sale (20% off) is prominently displayed on top with the discount code, in front of a sea of products from the brand’s line.
A “fan favorites” section offers some reassurance to visitors that other people have bought Supergoop products and love them, so they know that they’re investing in something good.
Finally towards the bottom, Supergoop reinforces some of its value propositions and has an infinite text banner with the discount code to once again remind customers of the sale.
Closing Thoughts: Build A BFCM-Optimized Landing Page With Replo
A good landing page is essential for your campaigns as they bridge the gap between a customer not knowing about your brand to them being convinced to buy. And during BFCM, they’re all the more important.
Brands looking for high converting ecommerce landing pages can use Replo‘s powerful, no-code landing page builder. You can quickly build a page, run effective A/B tests, and access key online store data to improve performance and address any possible pain points.
You don’t even need to have extensive knowledge about UX or web design as Replo has a library with hundreds of high-converting landing page templates, just like the ones presented above. You also can count on the 24/7 support from a community of experts ready to help with any questions you may have when creating the perfect landing page for your business.
For any additional information about templates and how to optimize your online store for conversions, visit our blog or get in touch to arrange a demo. Also, make sure to follow us on X and join our Slack community!