Boost your Black Friday strategy with our top seven tips

To get the most out of Black Friday, you should not only focus on spending money on ads but also invest time and energy in optimizing your campaigns across channels and seeing what’s hidden in your database. Below are our 7 tips to maximize your success on Black Friday.

1. Reward your existing customers One of the most important target groups during Black Friday is your existing customers. Consider rewarding customers who have recently purchased from you with exclusive offers. How far back you should go in a customer’s purchase history depends on your product – if you sell an FMCG product like protein powder, you might opt for a shorter period, while high-end products like exclusive clothing allow for a longer timeframe. Strengthening loyalty among your current customers can further generate WOM (Word-of-Mouth), where your loyal customers help spread the word about your great offers to friends and family.

2. Activate previously interested customers Do you have customers who have previously shown interest in your products but have not yet made a purchase? Black Friday is the perfect time to activate these contacts. Targeted ads toward those who have abandoned items in their cart or visited your webshop without completing a purchase can push them to finally convert. Remember to incorporate suppression lists into your segments so you don’t waste ad budget on customers who have already converted recently.

3. Build look-a-like segments Expand your target audience by building look-a-like segments based on your most valuable customers. Black Friday gives you a unique opportunity to attract new customers with your attractive offers. Start your efforts early and collect permissions by offering early Black Friday news and exclusive discounts in the inbox, so you’re “top of mind” when the campaign goes live.

4. Use your data to make better decisions Your past experience and data can be invaluable to your Black Friday strategy. Do you know which platforms work best for you? Has TikTok delivered good results, or is Facebook your strongest channel? Use this knowledge to target your communication where your customers are most active. The competition for attention is tough, so the sharper your decisions, the better your chances of success.

5. Optimize your signup forms and onboarding flows Black Friday is likely to lead to increased traffic to your webshop. Ensure your signup forms and onboarding flows are optimized for Black Friday campaigns so you can get the most out of this traffic. Use Black Friday visuals and countdown timers to create a sense of urgency for the customer. After the campaign, remember to switch back to your usual flows and continue building on the new leads.

6. Enhance the great customer experience all the way When the conversion is secured, the work doesn’t stop. A great experience before, during, and after the purchase can ensure that the customer returns and recommends your brand to others. Make sure the experience is excellent, and use purchase history for relevant upselling opportunities. It’s also a perfect opportunity to collect reviews on products and your webshop – something that can help build trust with future customers.

7. Evaluate your campaign and learn from it Once Black Friday is over, it’s important to reflect on what worked and what didn’t. Analyze your results and use the insights to improve your future campaigns. Save your learnings for next year’s Black Friday so you can refine your strategy even more.

With these tips in mind, you are well equipped to create a solid strategy for Black Friday. It’s about more than just discounts – it’s about creating an overall experience that attracts new customers and rewards the loyal ones.

If you want to hear more, reach out to Sebastian Ude Jørgensen
Director of Data & Tech
sj@ambition.dk
+45 30 34 28 99