The idea was simple 

Make meaningful improvements to the site that would drive increased revenue during the sale. 

Our focus was on 3 main goals:

1. Reach +88% BFMC revenue (increased compared to previous year).

2. Increase Q3 conversion rate by +88% lift.

3. Improve BFCM landing page load speed.

Before making any recommendations on achieving our goals, we first assessed the existing site. We scrutinized site traffic, devices, geography, load speed, products, consumer channels, and more.

FRONTEND FEATURE

Dynamic Content

Our research and best practices tell us that repetition and consistent messaging increases the probability the customer will take action. Therefor we reinforced the BFCM sale messaging on key website pages to drive sales.

IN ADDITION TO THE BFCM LANDING PAGE, ADDITIONAL KEY AREAS ACROSS THE WEBSITE WERE UPDATED TO DISPLAY BFCM-CENTRIC CONTENT.

• INCLUDING:

  • Homepage - Hero banner

    • Highest traffic volume page

  • PDP - “Frequently Bought Together” module

    • Black Friday-specific and Cyber Monday -specific variations of content updates 

    •  Where customers can make a purchases

FRONTEND FEATURE

Dynamic Announcement Bar

The psychology of urgency drives action if the customer feels they will miss out on the benefit or value. We tapped into this insight and implemented a global announcement bar to support consistent messaging across the website and to create urgency.

• The announcement bar was visible on every page of the website

• Messaging during BF sale was centered around bundle discounts, and the announcement bar was clickable to landing page Messaging on Cyber Monday was centered around sitewide discount, and also include a countdown timer to promote a sense of urgency

• Announcement bar variations were scheduled to automatically transition between each other during the sale

FRONTEND FEATURE

Cart Adjustments

Building trust and reducing friction is paramount for customers at the point of purchase. Therefore we recommended improvements to create a seamless and trustworthy cart experience.  

• Logos representing all available payment options (i.e. credit cards, express checkouts) were added to both the Cart modal and Cart page

• Visible and recognizable logos help improve brand credibility and sense of trust in users

• Suggested enabling all credit card options, and Apple / Google / Shop Pay for express checkout

• Shipping and taxes messaging in Cart was updated to reflect free standard shipping offer during BFCM

BACKEND FEATURES

Automatic Scheduling Apps

Running BFCM campaigns can be complex and labour intensive. So, in order to reduce the level of manual labour required, we leveraged automated scheduling apps. 

We also had the hurdle of delivering unique BFCM discounts. To achieve this, we sourced, tested, and implemented a new Shopify discount app that was able to successfully handle multiple discount variations.

• Researched and installed automation apps for discounting, dynamic content scheduling and dynamic announcement bars

• Pre-scheduling automatic apps helped reduce midnight manual labour

• BF automatic discount gave users 20% off  3-5 pieces, and 30% off 6+ pieces (excluding accessories and/or charity-focused pieces)

• CM automatic discount gave users 20% off site-wide (excluding accessories and/or charity-focused pieces)

• Slashed pricing was displayed in the cart and checkout to reinforce saving messaging to customers