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7 Black Friday and Cyber Monday Landing Page Examples [with critiques]

Cyber Monday Landing Page Examples

Psst: This post was published previously on the Unbounce Blog. With Black Friday and Cyber Monday around the corner, we’ve updated it with helpful tips and critiques that will inspire your upcoming holiday campaigns.

It’s that time again: Holiday shopping season.

And every business is trying to take advantage of the billions of consumer dollars that will be spent over the next four weeks.

Black Friday and Cyber Monday were only the beginning.

We all know that there were millions of consumers heading online and into stores to grab the first amazing deals of the season. The question is, which brands left money on the table?

Over the past weekend, I took a look at a bunch of Black Friday and Cyber Monday marketing campaigns that were promoted through Twitter, Facebook and Google Adwords.

Some marketers knocked it out of the park.

Others, not so much.

I took a quick tally of how many websites were promoting their sales through the use of landing pages, and I was disappointed to say the least.

cyber-monday-landing-pages

This was a random sample of campaigns found by searching for Cyber Monday & Black Friday keywords

Just 8 out of 34 campaigns used a landing page that focused on the black Friday sale.

16 of the campaigns sent traffic to a corporate website, using some sort of headline or banner to promote the sale.

And a whopping 10 out of 34 companies just sent traffic to their normal homepage without a single mention of Black Friday or Cyber Monday.

That’s huge.

I mean, almost 30% of the companies I looked at figured all they had to do was send out a tweet or an ad to promote themselves on Black Friday weekend!

Thankfully, you know better – you know the power of landing pages.

So what are the tricks you can use on your landing pages to knock holiday shopping season out of the park? Let’s take a look at 7 sites that actually used a landing page to promote themselves this past weekend, and the different strategies they employed to pull it off.

1. Autozone

autozone

Strategy: The flash sale [promoted via Twitter]

I love the premise of this page. Auto parts retailer Autozone set up a bunch of “flash sales” that were released throughout the day. The counter on the page told visitors when the next flash sale would be available.

In theory, this should increase the engagement of the page and keep visitors’ attention longer by getting them excited about the next sale.

But there are a couple of problems with how they went about it:

Is this page already sold out?

The words “SOLD OUT” are very large on this page. It’s the first thing you see, and I’d be afraid of this driving traffic away from the site. If you went into a store on Black Friday and saw a huge sign that said “SOLD OUT” would you stick around?

I would make the headline more explanatory. Something like this:

“Our latest sale has SOLD OUT, our next sale starts in: 00:02:57”

Don’t make me wait!

Another drawback I see with this page is a high abandon rate. Sure, you’re going to get a few people interested enough to stick around, but a good portion of your visitors are going to bounce off this page and forget about it.

The solution is to add a quick opt-in. Why not say something like:

“Don’t miss our next sale! Enter your email address below and we’ll notify you when our next flash sale begins!”

That way you’re not only building a list for the future, you’re also keeping visitors engaged throughout Cyber Monday.

2. Snack Tools

snacktools

Strategy: The overlay [promoted via Twitter and Facebook]

All right, so this example isn’t a landing page, but it represents an effective way to boost conversions during the holidays.

Web app company Snack Tools put an overlay on its site with the details of a holiday promotion for visitors who arrived via social media.

Their technique presents a few problems:

My attention span is short, give me the quick points

The trouble with competing on Cyber Monday or Black Friday is that everyone is trying to find the best deal. That means they don’t necessarily want to spend a lot of time on your page to decide if your deal is right for them.

This overlay needs less copy and preferably fewer membership benefits. Less is more when it comes to using overlays.

Another option is to remove the close button and turn this into a real landing page! However, if the copy is strong and the offer is clear, this overlay will be able to drive conversions as well as any standalone page.

Pro tip: Targeted overlays create more conversion opportunities… which means more conversions for your Black Friday and Cyber Monday campaigns. Build and publish high-converting overlays in *just a few minutes* with Unbounce’s drag and drop builder.

Just remember, using overlays is a great way to increase sales and conversions. The deal you’re offering is front and center is sure to capture visitors’’ attention.

This call to action is rubbish

“Post your order” is only slightly better than “Submit” – and we all know you should never submit.

No need to get fancy, but a simple “Activate My Account” would be a much better call to action.

3. ONE Medical Group

onemedicalgroup

Strategy: Promotional code [promoted via Google Adwords and Twitter]

This is an example of a promotion code landing page. It seems visually appealing at first glance, but there are some serious issues with this page:

Am I shopping for furniture?

The photo in the background looks like a furniture store, not anything medical. Images on a landing page are very important. They reassure visitors that they’ve arrived in the right place.

What exactly does this company do?

This entire page focuses on the Cyber Monday deal, but makes no mention of the product itself. If I were a visitor who didn’t know anything about this service, I would not have enough information to move forward.

Make sure not to lose focus on your product and the benefits it will bring to your visitors. Ultimately, that’s what will sell your product or service.

Where’s the call to action?

Oh right, it’s those two orange buttons. The problem with these buttons is that they’re the exact same colour as the logo (Yikes!).

As a result, they get lost in the shuffle. By making your calls to action look like buttons and giving them enough contrast with the other elements of your landing page, you’ll get a higher click-through rate on your landing pages.

4. Sage

sage 50

Strategy: Minor modifications to existing landing pages [promoted via Google Adwords]

Why reinvent the wheel? If you already have a successful landing page that’s crushing conversions for your company, you may not need to make large sweeping changes for a holiday promotion.

If you’re in a pinch, you can set up a landing page just like this. Sage sells account software, and it looks like they’re using a basic template for their landing pages. This allows them to swap out the background image and the headlines for various promotions quickly and easily.

But what about urgency?!

This page is simple and to the point, but it could use more urgency. The beauty of Cyber Monday/Black Friday is that you have that urgency built right in. Remind your visitors that this is a limited time offer and it’s going to expire very soon.

Sage could throw a countdown on this landing page, which might give visitors that extra little push to convert.

5. The New York Times

New York Times Landing Page example

Strategy: Focus on one step at a time [promoted via their website]

I like this page.

It cuts to the core of the offer and doesn’t have any fluff.

My only critiques are that the headline could be more readable and the end date doesn’t have very much emphasis; you want to make sure that every visitor is aware that the deal is limited, which creates a sense of urgency.

Here’s what I like so much about this page:

Frequently asked questions are available, but don’t take up space

The FAQs are on the bottom left of the page. If you don’t need them, they don’t take up much room anyway. But if you’re interested in seeing them, they’re just one click away.

Awesome.

The page stays simple until it needs more information

When you first land on this page the only two options are “For myself” and “For a gift.”

When you make a choice, the page expands and gives you more options.

newyorktimes2

The reason this is so great is that it keeps the user focused on the task at hand. Giving a visitor too many options all at once can be overwhelming and increase the page’s bounce rate. Well done, New York Times marketers!

No need to get fancy, but a simple “Activate My Account” would be a much better call to action.

6. Vimeo

vimeo

Strategy: Get cheeky [promoted via Twitter]

This is an excellent Cyber Monday landing page. Vimeo has taken Cyber Monday and a unique spin on it with “Cyborg” Monday.

The deal is laid out very clearly and the product and its benefits are outlined in the green section of the page.

But can they improve this page?

My main critique of this page is that the call to actions don’t look like buttons. Also, a fun play on a cyborg countdown could enhance the page and add a sense of scarcity.

7. Young and Reckless

youngandrestless

Strategy: The storefront landing page [promoted via Twitter]

If you’re a marketer for an e-commerce site then listen up!

Young and Reckless is the ONLY online retailer I saw the entire weekend that effectively used a landing page concept on their store.

This store/landing page is specially designed to sell their products on Cyber Monday. There is no menu navigation, no distractions and no fluff. Just selling.

The only problem is that they didn’t quite go all the way:

Where is the offer???

The shirts on this page are listed between 25% and 50% off, so where is the headline telling me about it?

A headline like this would be more effective:

“Cyber Monday”
“Until Midnight Only: Save up to 50% on everything you see below”

Just add urgency

This is a long page because there are lots of items listed. Why not include a timer that follows the visitor down the page reminding them how much time they have left on Cyber Monday?

It’s just another element that could drive home the scarcity of the sale.

Now it’s your turn.

Take these strategies and apply them to your own campaigns for better results. The holiday buying season is well worth the extra effort.

What creative campaigns will you come up with before the holiday season is over?

Let me know in the comments below.

— Eric Sloan

About Eric Sloan
Eric Sloan is the founder of MARE.io, a free online survey tool. He writes about business, management and digital marketing on his blog: Eric's Estimate.
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  • Lou

    Nice article. Really illustrated the need to use and optimize landing pages .
    Thanks!!
    Lou

    • Thanks Lou! Hope your next holiday promotion kills it!

  • Outstanding article! There is a huge amount of excellent practical advice I’m going to implement in the next couple of days.

  • Nice article Eric! I allways enjoy the articles with examples like this!
    About the Young & Reckless: My first thoughts were “why do the show a lot of shirts with only a couple of sizes available? And shouldn’t they also put some womens shirts in there?” For a lot of fashion-shopping ladies the page wouldn’t be really appealing, right?

  • This blog was… how do I say it? Relevant!! Finally I have found something which helped me.
    Thank you!

  • Do you mind if I quote a couple of your articles as long as I
    provide credit and sources back to your weblog? My blog is in the very same niche as yours and my users would definitely benefit from some of the information you present here.
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  • Full Tilt was in serious trouble after the occasions of Black Friday
    in 2011 but business chief and former rival PokerStars
    took over the positioning and re-launched it in 2012 with significant
    fanfare.

  • I believe what you posted made a ton of sense. However,
    what about this? suppose you added a little information? I mean, I don’t wish to telol you
    how to run you website, however what if you added a headline that grabbed people’s attention? I men 7
    Black Friday and Cyber Monday Landing Page Examples [with critiques] is a little boring.
    You might look at Yahoo’s home page and note how they
    write news headlines to grab viewers to click. You might
    try adding a video or a picture or two to grab people excited
    about everything’ve written. Just my opinion, it might make your posts a little livelier.

  • Well, Eric, they are seemed to be lost. But, your effort is working in their favor. You know. :)

  • Eric nice article, we help business in USA with the landing pages, Information was quiet insightful & will help lot of business. Thanks

  • Nice article. Really illustrated the need to use and optimize landing pages .Finally I have found something which helped me.
    Thanks!!

  • very nice Article. Influential information.

    We have Fiberglass Products and many more products and their suppliers.

  • This blog was… how do I say it? Relevant!! Finally I have found something which helped me.

  • http://www.localbook.info
    LocalBook is Global Premier Online Business Directory! It is also intended to become India’s most accurate, valid & usable local business search engine and directory. Local Book is one of the uncommon companies that describes its client companies’ activities precisely. The information is collected at the source and updated regularly all year long.

  • Great article Eric. I was going to write a similar one for my UI inspiration site, UIDB. However, you’ve pretty much nailed this so I’ll just send people here! Haha.

    Not sure if you’ll find this helpful, but if you did want to add more examples to this article, I’ve created a Black Friday 2016 collection of landing pages here: http://uidb.io/JoeTannorella/collections/black-friday-2016-landing-pages

    Thanks,
    Joe

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  • useful information. Thanks

  • Great article, you can find good cyber monday deal on my website: vittoriovasquez.com

  • ass

    Ressentez ce que ça fait de gagner gros.