Black Friday PPC and CRO: Guest Blog
Emma Foster, Head of Brand and Communications at Salesfire, talks about how to effectively optimise conversion rates alongside your PPC strategy during seasonal periods such as Black Friday.
What is CRO?
CRO, or Conversion Rate Optimisation, is the method of implementing intentional and specific strategies to best improve the percentage of users who complete a specific action on your website. When it comes to Black Friday, this is usually the act of making a purchase or ‘checking out.’
The Importance of PPC and CRO During Black Friday
To optimise conversion rates for Black Friday success, brands must address abandoned carts effectively.
With a multitude of Black Friday deals across various eCommerce sites, you should implement an abandoned cart email sequence that re-engages shoppers and recovers lost sales.
Offer incentives such as free delivery to entice customers back to complete their purchases, maximising conversion rates during this crucial Q4 sales period. Don’t forget to personalise your emails with product recommendations to make users 4x more likely to complete their abandoned purchase.
You can also take the opportunity to make the most of your Black Friday traffic by displaying on-site messaging that encourages users to share their email addresses for future communication, increasing the likelihood of later purchases. We recommend offering a monetary incentive, such as £5 off, to experience a higher email sign-up rate of up to 8.27%.
Find out more about how you can elevate and align your Black Friday PPC strategy here.
PPC and CRO: Things To Consider
Conversion rate optimisation (CRO) allows retailers to maximise revenue from new customers and make the most of the surge in site traffic during seasonal sales periods. By optimising your site, you can effectively navigate the competitive Black Friday landscape, improve the user experience, and increase conversions during peak traffic season.
Black Friday discounting now begins earlier and lasts throughout November and Cyber Weekend. To fully capitalise on this extended sales period, it’s crucial to distinguish your site from others with an optimised customer journey that responds to individual users’ actions – resulting in increased conversion rates.
Final Thoughts
With 70% of Black Friday 2023 orders coming from mobile traffic, retailers need to ensure these shoppers are at the forefront of their Q4 campaigns this year. Optimise the buying process for your mobile shoppers by making sure the buying process is simple – catering for quick purchases. You can do this by streamlining the path to purchase with product recommendations that connect browsers with their perfect match.
By optimising your website, you can more effectively set up your PPC efforts for success, ensuring that from clicking on an ad right through purchase, customers are receiving a seamless user experience.
As a specialist PPC agency, Circus PPC are well versed in strategising for clients to ensure that they are best set up for success during peak periods such as Black Friday. From cross-channel alignment and effective tracking, to budget efficiency and ad copy – Circus PPC Agency are experienced in helping clients to see desired results, often exceeding expectations.
For more on ensuring your PPC strategy performs effectively during the Black Friday period, download Circus PPC’s Black Friday Blueprint here.
