Matching consumer intention before & during peak
Black Friday is becoming increasingly tough to secure cut through at a time where customers are being bombarded with marketing messages. We needed to make sure that we captured early traffic and interest but also adapted on page messaging as November (and shopping behaviours) progressed.
Matching consumer intention before & during peak
Black Friday is becoming increasingly tough to secure cut through at a time where customers are being bombarded with marketing messages. We needed to make sure that we captured early traffic and interest but also adapted on page messaging as November (and shopping behaviours) progressed.
Solution
Capitalising on changing behaviour
That's where Reload came in. Following a refresh of keywords, we launched an optimised the Black Friday page early in the month with three stages of messaging to capitalise on changing behaviour. As well as this, all key PLPs were manually adapted with Black Friday messaging in SERP snippets to leverage as many organic entry points as possible.
Results
Making waves in a competitive market
Organic AOV, Conversion rate and Bounce Rate were all higher than the site averages with Black Friday week Organic revenue +6% and the back-end of November massively outpacing last year. Organic impressions and clicks also saw increases of 18.6% and 5.2% respectively.
Results
Optimisations that outperformed last year
0
%
Uplift in BF organic revenue
0
%
Increase in impressions
0
%
Increase in clicks
“Going into Black Friday this year, we we’re expecting it to be a tough one with how competitive the market got both before and during peak week. We had a plan to utilise our existing landing page for each phase of our approach. Working with Reload, we optimised the landing page with key messaging to match the customers intention at that time. The results speak for themselves in terms of how successful it was both from a landing page perspective but also adapting our PLP information for Black Friday week. Needless to say we we’re extremely happy with our performance across period where many others struggled to match and outperform last years numbers”
Lauren Duncan, Digital Marketing Manager, Philip Kingsley
Tactics
How we achieved these results
Our Expertise
Mitigating Risk with a careful SEO Migration
