Some retailers are making basic errors preparing their landing pages for Black Friday.
As we’ve discussed previously, retailers need a year-round Black Friday landing page to ensure that they achieve decent search rankings and keep their audience informed.
Granted, Black Friday only truly hit the British consciousness during 2014’s elbow-fest, but some websites have missing pages or redirects where their Black Friday landing pages once were.
I’ve had a look at the landing pages of some British retailers that sell TVs. Let’s see how they compare.
Starting with the most perplexing example, let’s look at Littlewoods. Search for ‘Littlewood’s Black Friday’ (time of writing – 13/11/15) and you’ll find a whole host of results.
The top two pages, one for electricals and one which looks like it might be a general landing page, both now redirect to the Littlewoods homepage.
The other time-appended page titles give product selections that are mostly no longer discounted (see an example below).
Littlewoods needs to de-index these time-appended pages and needs a landing page that interested customers can access year-round, especially in this November lead-up.
Outside of the holiday season a Black Friday landing page can also be used to direct users to current offers.
Google results for ‘Littlewoods Black Friday’.
One of the strange still-indexed Black Friday pages from 2014.
Richer Sounds has a 410 error, with the Black Friday page no longer existing but still at the top of the Google search results for ‘Richer Sounds Black Friday’.
Given the retailer has a whole host of clearance stock, it would be sensible to showcase this on a Black Friday page, to mop up any traffic on the other 364 days of the year.
Argos is the first of the stronger contenders. This landing page was only ranking at number 38 for ‘black friday’ at time of writing, but the retailer is making heavy use of PPC to ensure awareness in the lead-up to Black Friday.
This page includes some great features:
- A hashtag used for Black Friday and Christmas to raise awareness of Argos discounts.
- A call to action, to register, as well as incentives to do so in the copy above.
- Key information about registration, collection, contact and payment.
- Shopping tips in preparation for the day.
- Background on the day itself, for general interest and SEO.
The only downside is the failure of this page to link to Argos’ other promos in the lead-up. Red, White and Blue Friday events have been designed to keep customers interested throughout November.
Whilst linking to this other Blue Friday page (see screenshot further below) could dilute the Black Friday message, it would help to serve offers to customers until the big day itself.
Argos’ Black Friday landing page.
A snippet of Argos’ ‘Red, White and Blue Friday’ page, which is not linked to from the Black Friday page above.
I love the clarity of Tesco’s Black Friday page.
The two call to actions are very strong, though perhaps the page could benefit from some incentives to register ahead of time, and some product previews to entice users to click through to latest offers.
Additionally, the message about delayed delivery (in yellow) that was displayed when I visited could conceivably be miscontrued as applying to Black Friday.
This is a minor consideration but perhaps could be solved with a change to copy.
Tesco Black Friday landing page.
Econsultancy has a love affair with AO.com (see other posts here). The company was founded in Bolton, so as a mill-town boy, I have a particular soft spot for the online appliance retailer.
But without bias, the AO.com Black Friday page is easily the most elegant of the bunch.
First off, there’s some creative copywriting that describes the benefits of shopping online (Tea. Biscuits. Deals. Delivery.).
The message front and centre is that signing up early will give users advanced access to best deals, as well as the chance to win a TV (the strongest incentive of all the pages we looked at).
Finally, there’s a clear link to current offers and a small amount of background for the uninitiated (and for SEO).
With the AO.com header always displaying a best price guarantee, free delivery information and social proof, this landing page hits every mark.
The AO.com Black Friday landing page.
The John Lewis Black Friday page is pretty functional.
It sits within the electricals category, which makes sense if this is the main category where John Lewis offers discounts, as this gives a more instructive URL for SEO.
I like the product previews, enticing customers to click through to two sets of offers, but here there is no advice about registering ahead of the day itself.
The John Lewis Black Friday landing page.
Last but not least is Currys. The retailer has had its strategy licked for some time (as we analysed in this post), ranking well year-round and giving plenty of information to users.
As you can see, the page isn’t the prettiest, with plenty of small text, but there is a clear link to other sales and a call to action, to ‘register your interest’.
To enhance this page, perhaps improving the incentive to register and the clarity of this call to action is all that’s needed.
The Currys Black Friday landing page.
For further reading, see Four ways to improve the quality score of your landing pages.