Black Friday – What should you be optimising?

Black Friday – What should you be optimising?

It is without a doubt one of the most busy and stressful days of the year for retailers, and with £810m spent online by British shoppers in 2014, Black Friday is rapidly becoming the biggest shopping day of the year. Black Friday shoppers are predominantly looking for a bargain and they are going to leave your site to price compare against your competitors. So how do you ensure you are best placed to keep and convert them?

On Tuesday 14th July, around 40 eCommerce and digital professionals gathered for our ‘Black Friday’ event to hear speakers from ATTRAQT, Greenlight Digital and FoundIt! discuss lessons learned from Black Friday 2014 and share strategies to prepare for Black Friday 2015.

Here are some of the highlights from the presentations:

Black Friday 2015

This year Black Friday falls on Friday 27th November.

  • Based on growth patterns, retailers should plan for 1.5 – 2x growth in searches (3.4 – 4.8m).
  • We can see from the Black Friday keyword data that a lot of shoppers are searching by category e.g. black friday smart tv, ipad black friday, black friday sofas. Optimise categories.
  • Many retailers we work with are puling back January sales budget and loading it into Black Friday. Agree an open ticket with your budget holders now.


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