Black Friday and the period surrounding it is a hugely popular marketing tool for marketers, including in Germany. A special landing page, to which you send consumers after email marketing and retargeting, is crucial in the customer journey. In this article you will read everything you need to know to create the perfect landing page for Black Friday.
The main channels for the Black Friday marketing mix are email to create awareness, and Facebook for retargeting. Yet these channels are meaningless without a separate landing page that these channels point to. As a result, the customer shopper is not distracted or overwhelmed by the huge offerings in the online store and can focus on the Black Friday deals he or she comes for through retargeting.
Who are you creating a landing page for?
So who is this German consumer you are focusing on, in part through your landing page? The figures in this infographic show that Black Friday shoppers are mostly women. The bargain hunters are highly educated and store mainly via mobile.
Tips
- Urgency
In all marketing channels around Black Friday, use urgency. The discounts are great, but temporary and you need to make that clear to the customer. You can use a timer at the top of the page to shape this well. A counter to indicate how many consumers have already viewed or purchased the product also promotes sales. - Design
Use the space above the page to draw attention to your exclusive offers. In this, avoid rotating banners, sliders or image carousels. This is because these are absolute conversion killers. They come across to German consumers as a sign of missing priorities within the product selection. Make the choice which product you want to highlight in your banner and put your focus on that. - PreparationMake sure you make the Black Friday craziness and the offers that go along with it understandable to the consumer. You have to work with urgency, but you have to make sure the consumer knows where they stand. For example, add a calendar to your landing page where you show sneak previews of the duration of the Black Friday period. It is very important to make the offers understandable to the customer. You should not overwhelm the German consumer with a purchase, they should be able to prepare themselves. You can also send your regular customers an email several weeks in advance with the privilege of seeing these offers in advance.
- Work with donationsBlack Friday falls on the Friday before Thanksgiving and is often the starting signal for Christmas shopping. During this period it is a jumble of bargains and to stand out in Germany you will have to stand out. Sharp deals alone are not enough; after all, so does the competition. Many web shops know how to catch the German consumer by making a donation. Marie-Elaine Hänsch, online marketing consultant at Dexport, conducted research into the German consumer's behavior when it comes to donating to charity. The study revealed the popularity of companies that capture their consumers by making a donation. Amazon Smile is one such company that is well-liked by German consumers, with 0.5% of purchase behavior being donated through Amazon Smile to a consumer-selected charity. Especially during the Black Friday period, it may appeal to consumers to make a donation with their purchase. For example, advertise on your landing page with products where part of the proceeds go to charity. Not only does this make German consumers feel good about themselves, it is also good for your brand branding.
- Inspire
German consumers are somewhat passive and they want guidance in their customer journey. Therefore, it works very well to inspire on your landing page and assist the consumer in their purchase, so to speak. Configurators work strongly. Let the customer fill in his or her interests, gender and age in exchange for gift ideas. Or proactively create selections, such as one for families, for minimalists, for technology lovers, for a wellness vacation or for teens. For budget-conscious customers, add a category like "gifts under $15" on your landing page. - Check, check, double check
Anyone who knows the German consumer a bit knows that labels and good reviews are essential in their consumer behavior. It's important to include this on your Black Friday landing page as well. Make sure your labels are in order and build your Black Friday campaign around well-reviewed products in Germany. Also make sure you look closely at reviews before including these products in your Black Friday campaign. To build your marketing around a poorly reviewed product is an absolute no-go. You will never get this German consumer back.
