Black Friday Landing Page For Conversion: 2024 Best Practices

  • Home
  • Store upgradeOptimize Black Friday Landing Page For Conversion: 2024 Best Practices

Optimize Black Friday Landing Page For Conversion: 2024 Best Practices

September 27, 2023 admin 0 Comments
Black friday landing page how to create
Did you know, in 2023, online sales on Black Friday reached a record $9.8 billion, marking a 7.5% increase from the previous year? As proven by this statistic, we must admit that Black Friday brings major benefits to online business growth. So eCommerce owners, if you want a blooming sales season this 2024, start optimizing your Black Friday landing page right now.  GemPages Academy’s guide includes the 10 best practices of best landing pages for conversions you can immediately try out on your store for better conversion. Let us show you how!
black friday landing page example
An example of a Black Friday landing page.

Why Should You Optimize Your Black Friday Landing Page?

Optimizing your Black Friday landing page is all about making the most of the traffic coming to your website. 

It aims to ensure visitors find what they’re looking for and take the actions you want them to take, specifically, making a purchase in the simplest way. Here are five reasons why you should optimize your Black Friday landing page:

  • Better User Experience: When your landing page is easy to navigate, loads quickly, and clearly shows the deals you’re offering, visitors are more likely to stay, browse, and eventually purchase.
  • Higher Search Engine Rankings: Optimizing your landing page for relevant keywords can help it appear higher in search engine results. This makes it easier for potential customers to find your Black Friday deals.
  • Improved Click-through rate (CTR): A well-structured and nicely designed landing page can encourage visitors to click on a visually appealing product, potentially leading to higher CTR.
  • Enhanced Brand Perception: Your landing page is often the first interaction a customer has with your brand. An optimized, professional-looking page can create a positive impression and build trust with your audience.
  • Effective Communication of Deals: Your landing page is your chance to showcase your Black Friday deals. By optimizing your page, you can ensure that your deals are presented clearly and attractively, enticing visitors to take advantage of them.

5 Must-Have Elements On The Best Landing Pages For Conversions

A landing page aims to convert visitors into customers or leads. To do this conversion strategy effectively, your landing page needs key elements that push visitors to act, including:

  • Compelling Headline: As proven by the example of Jot Coffee, the headline should be compelling and clearly describe what you’re offering. A good headline can immediately grab attention and encourage visitors to read more.
  • Clear Call-to-Action (CTA): You must emphasize the action you want visitors to take: purchase, sign up for a newsletter, etc. Similar to the headline, the CTA should be clear, concise, and prominently on your page.
  • Engaging Visuals: People process visuals faster than text. Use high-quality images or videos related to your offering to engage visitors and make your page more appealing.
  • Social Proof: Your site is trusted, show them out! Reviews, testimonials, or case studies can build trust with visitors. They show that others have benefited from your product or service, giving new visitors the confidence to take action.
  • Value Proposition: Clearly explain what makes your offer unique and why visitors should choose you over competitors. This could be through features offered or unique selling points.

10 Best Practices To Build An Effective Black Friday Landing Page

Here comes the part we are all waiting for: 10 best practices to build a Black Friday landing page. Let’s dive in.

Start Early with Planning

When you’re creating a Black Friday landing page, early planning gives you a good idea of the actual event. 

Optimizing your page for SEO, such as on-page, off-page, and technical, ahead gives search engines like Google enough time to find your page, scan it, and add it to their index – a process called ‘crawling’.

Early planning leads allow search engines to prioritize your page existence over competitors during the crowded sales season.

The earlier your page gets indexed, the better its chances of appearing in search results when people start looking for Black Friday deals. 

According to research, 65% of US shoppers start making their holiday purchases weeks before BFCM, so it’s best to plan and communicate your offer as early as possible.

Starting early also gives you enough time to test different page elements, especially those mentioned above. For instance, you might find out that a red ‘Buy Now’ button gets more clicks than a blue one or that people respond better to a certain headline.

By comparing and checking which ones perform better, you are well-acknowledged for the best-performing elements on your final page. 

Craft Compelling Headlines and Copy

Creating a headline for a Black Friday landing page focuses on writing engaging text that grabs attention and persuades visitors to take action.

Imagine you’re at a concert. The band starts playing a song with a catchy tune and compelling lyrics. You’re instantly hooked, singing along and swaying to the music. This is the role of a well-crafted headline and copy in the best landing pages for conversions. 

They catch the visitor’s attention and keep them engaged, making them more likely to take the action they want, such as making a purchase or signing up for updates.

Imagine, a headline like “Black Friday Sale – Up to 50% Off!” is direct and clear, instantly informing visitors about the deal, but there is more to add. 

How about “Get Ready for the BIGGEST Black Friday Blowout – Everything 50% Off!“? 

Doesn’t this sound more exciting and urgent, hence, more convincing for visitors to take immediate action?

Catchy headlines can grab immediate attention from customers to click on your page and take action.

Similarly, the copy on the page should be persuasive and focus on the customer’s benefits. 

Instead of simply listing the features of a product, explain how it can solve a problem or improve the customer’s life. 

For example, “Our vacuum cleaner has a high suction power“, and “With our high-powered vacuum cleaner, you’ll never have to worry about dust and dirt again”, which one is better? You tell me!

Design Appealing Visuals

When creating a Black Friday landing page for conversions, visuals like images, videos, or infographics make your page look attractive and inviting to visitors.

If you look at a page with a clean layout and plenty of white space, you’ll immediately think the page looks neat and organized.

Moreover, adding high-quality product images can give visitors a clear idea of what they’re buying while also making your page more visually attractive.

Color can also affect how buyers experience your page. For instance, using a color scheme that matches your brand colors can create a sense of consistency and familiarity. Meanwhile, bright, contrasting colors for call-to-action buttons can catch visitors’ eye and encourage them to click.

Typography is another important element. Easy-to-read fonts can make your text more legible, simplifying users’ experience.

Emphasize the Deals

You never want your visitors to miss a single deal on your page once they visit, so you must emphasize it! 

Highlighting your deals with eye-catching banners, badges, and countdown timers makes them the ‘main attraction’ of your landing page, drawing visitors in and encouraging them to make a purchase.

For example, you could use large, bold fonts to highlight the discounts – “50% OFF EVERYTHING!” – making it the first thing visitors see when they land on your page. You could also use bright colors or graphics to make the deals stand out even more. 

Another effective way to emphasize the deals is by using countdown timers. By showing how much time is left for a deal, you create a sense of urgency that pushes visitors to act quickly and grab the deal before it’s gone.

Incorporating countdown timers to create a sense of urgency is an effective method to push customers’ action faster and more decisively.

Implement Intuitive Navigation

Implementing intuitive navigation aims to provide a clear, well-marked map for your visitors. 

Thus, a key feature of intuitive navigation is simplicity. Overcomplicating things can confuse visitors, leading to frustration and possibly causing them to leave your page. A simple, easy-to-understand menu is a great starting point. 

The easier it is for your visitors to find what they’re looking for, the more likely they are to make a purchase, generating higher conversions of your Black Friday sales.

One tip from an expert is to have a prominently placed top menu with clearly defined categories. This structure allows visitors to easily click on the category they’re interested in and view the deals available within that category without opening many tabs. 

Optimize for Mobile Responsiveness

Due to the popularity of mobile use, ensuring mobile responsiveness is important.

Google states that 61% of users are unlikely to return to a mobile site they had trouble accessing, with 40% visiting a competitor’s site instead. Hence optimizing your Black Friday landing page for mobile responsiveness is a MUST. 

Mobile optimization involves designing your page so that it automatically adjusts to fit the screen size of the device it’s being viewed on. This means that all elements of the page – text, images, buttons, menus – should resize and rearrange themselves to provide the best possible viewing experience.

For example, on a mobile device, your landing page might display as a single column with larger, easy-to-tap buttons, while on a desktop, it might have multiple columns and smaller, mouse-friendly buttons.

Remember, with more and more people using their mobile devices to shop online, utilizing them to drive conversions and make your Black Friday sale a success.

Incorporate Social Proof

Social proof is a powerful tool to earn your customer's trust.

Just like we have mentioned, if your brand is trusted, show them out!

Social proof, which refers to the psychological phenomenon where people mimic the actions of others in an attempt to exhibit correct behavior, can significantly influence purchasing decisions.

Imagine walking into a restaurant and seeing it packed with customers. This signals that the restaurant must be good, or else why would so many people be dining there? This is social proof in action. Social proof can take many forms digitally, such as customer testimonials, star ratings, reviews, or social media shares. 

Discover these testimonial page templatesfrom GemPages to save effort and achieve optimal results, or this tutorial below. 

For example, you might include a section on your landing page showcasing positive reviews from satisfied customers. Seeing that others have had a good experience with your products can give potential customers the confidence to purchase themselves.

In addition, you could display counters showing how many people have bought your Black Friday deals. This can create a sense of urgency and FOMO (Fear Of Missing Out), encouraging visitors to buy before the deals run out.

Create Persuasive Call-to-Actions (CTAs)

A persuasive Call-to-Action (CTA) is like a signpost on your Black Friday landing page that guides visitors toward making a purchase. Simply explained, it’s a message that tells visitors what action you want them to take and why they should take it.

Let’s say you’re selling a limited-edition product at a special Black Friday discount. Your CTA might be something like “Get 50% Off Now!” 

This message is:

  • Clear (telling visitors to buy now)
  • Urgent (highlighting the limited availability)
  • Enticing (offering a significant discount)
The more direct your CTA is, the stronger its impact on customers' purchasing decisions.

The power of a persuasive CTA lies in its ability to spark interest and create a sense of urgency. By making your offer seem exclusive or time-limited, you encourage visitors to act quickly rather than delaying their purchase. This can significantly increase your conversion rates, turning more of your landing page visitors into customers.

Moreover, an effective CTA also adds value by clearly stating what the visitor will gain by taking the desired action. 

For example, if you’re offering a free eBook in exchange for signing up for your newsletter, your CTA might be “Download Your Free eBook Today!” This tells visitors exactly what they’ll get (a free eBook) and what they need to do to get it (sign up).

Offer Multiple Payment Options

To accommodate diverse customer preferences, ensure that your landing page integrates a variety of secure payment options. A lack of preferred payment methods can lead to abandoned carts, so this consideration is crucial for maximizing conversions.

Multiple payment options give customers flexibility when buying, a key to completing their shopping experience.

A/B Testing and Iteration

A/B testing, also known as split testing, involves comparing two versions of a webpage to see which one performs better. It works by showing the two variants (let’s call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!

For example, you might test two different headlines, images, or call-to-actions (CTAs) to see which one resonates more with your audience. 

The goal is to identify the elements that encourage more visitors to take the desired action, whether that’s making a purchase, signing up for a newsletter, or downloading a guide.

A/B testing allows you to showcase the best elements of your page to visitors.

But A/B testing isn’t a one-time thing. It’s part of an ongoing process of iteration – making small, incremental changes based on the results of your tests to continually improve your landing page.

So, after you’ve identified a winning element from your A/B test, you’d implement it on your landing page. Then, you’d start a new test to optimize another element.

Integrate Trust Signals

Trust signals are elements or features on a webpage that give visitors confidence in the brand’s reliability and integrity.

One of the most common types of trust signals is your social proof like customer reviews or testimonials. Seeing positive feedback from other customers can reassure visitors that your products or services are high quality. 

Another effective trust signal is security badges. If your website uses secure payment methods, displaying security badges (like Verified by Visa, Mastercard SecureCode, or PayPal Verified) can provide reassurance to customers that their financial information is safe.

Additionally, displaying logos of well-known companies you’ve worked with or been featured in can also boost credibility. If visitors see that reputable companies trust you, they’re more likely to trust you too.

Create a Conversion-Focused Landing Page with GemPages for Black Friday

The most important thing when planning for BFCM is choosing the right type of landing page for your campaign. What can be overwhelming for you is that there are many types of landing pages that you can create on the GemPages editor for different purposes. In which there are two most popular landing page types include: 

  • Product Discounts Collection: Showcase a list of Black Friday discounts motivating customers to explore & purchase products.
  • Click-through (Recommended for Dropshippers) Provide a clear CTA directing visitors to take a specific action and drive high-quality traffic deeper into your sales & marketing funnel.

Next step, you can start building a Black Friday landing page with the help of Image-to-layout – a GemPages AI feature. It allows you to do the task in just a few minutes. Once the structure is ready, you can apply the above checklist and keep in mind some of the following keynotes to further the effectiveness of the campaign: 

  • Simplify the decision-making process: Tailored content for Black Friday, ensuring clear communication of offers. Landing pages narrow options and guide customers toward a single action.
  • Create consistent content:  content is the bedrock of an effective landing page. High-quality content captures the visitors’ attention and engages them, thereby attracting more high-quality leads.
  • Include sales & marketing elements: Count down timers to create a sense of urgency and scarcity, sticky add to cart, or shipping offer (if any) should be well displayed


In short, the aim of optimizing your Black Friday landing page is to improve user experience on your site. Or needless to say, leave them a lasting impression in both product quality and how they interact with your brand. 

Either way is fundamental for a higher conversion rate by pushing your visitors into taking action on your site. Whether it is purchasing, signing up email newsletter, or simply visiting your products, a well-optimized page encourages action from visitors.

Follow our guide and start optimizing your page now, we are sure the results will come right in!

Frequently Asked Questions (FAQs)

1. Why do we have Black Friday sales?

Black Friday sales originated in the United States and occur the day after Thanksgiving, marking the start of the holiday shopping season. Retailers offer significant discounts to attract customers, clear out inventory, and boost end-of-year sales. The term “Black Friday” refers to businesses moving from the “red” to the “black,” meaning they start turning a profit.

2. When will Black Friday sales start?

Black Friday sales in 2024 will start on Friday, November 29th. However, based on previous years, many retailers may begin their sales up to two weeks ahead of this date, extending the shopping season and giving customers more time to take advantage of discounts.

3. How long do Black Friday sales last?

Black Friday sales typically start in early November and end at midnight on Cyber Monday. For instance, in 2024, the deals are expected to cease on Cyber Monday, which falls on 2nd November. 

About GemPages GemAcademy

GemPages Academy is a knowledge hub for storefront optimization and achieving overall eCommerce success. In collaboration with industry experts and leveraging cutting-edge Shopify applications, GemPages Academy offers a diverse array of content in various formats, including insightful blogs, intuitive tutorials, comprehensive webinars, and educational courses.

leave a comment

Ready to Build Pages? GemPages Makes it Effortless!

Supercharge your page building skills with GemPages Academy's handy tips and tricks along the way!

Try GemPages Free