Last updated: 2026-02-19
According to Adobe Analytics, inflation in 2024 has kept consumers price sensitive with every 1% decrease in sales promotions during holiday sales increasing demand by 1.025% compared to the year prior. On top of that, Adobe anticipates major discounts this season—up to 30% off listed prices.
It is expected that the same trends will continue in 2025.
This means that online brands from all over the country are not going to let up on throwing out every big discount they can. It’s a great way to hook in customers, but it isn’t the most sustainable, nor does it help you stand out.
So, how do you create Black Friday landing pages that feel REAL (not just another cheap deal), are sustainable beyond BFCM, and continually draw customers back after the hype is over?
We partnered with Sonja Grasser, Founder of RetentionTheory—a biweekly newsletter delivering actionable marketing tips—to discuss what you can do to turn first time store visitors and old buyers into loyal customers.
Key Takeaway: How To Create Black Friday Landing Pages That Convert?
Top tactics for a high-converting landing page for Black Friday include: creating clear, engaging, and informative content; adding social proof to your pages; generating value for your customers beyond just providing a discount; offering strong product guarantees to reduce purchase anxiety; reducing purchase decision fatigue.
It is best practice to A/B test and optimize your product offers and landing page funnels prior to Black Friday, so you can put your best foot forward during the time of the year when customers are most looking to buy.
Make sure to follow-up with shoppers post-BFCM via email or SMS marketing to maintain strong customer relationships.
How To Create High-Converting Black Friday Landing Pages
Many of the strategies we cover are actionable directly on the landing pages of your store, such as adding more product options, bundling integrations, countdown timers, or many more landing page elements.
Use Replo to build and edit your pages (from one of Replo’s many landing page templates or from scratch!) with maximum flexibility, in as little time as possible.
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Here are 9 tips to improve landing page conversion rates for BFCM:
1. Create Value Beyond The Discount
First and foremost, is to always provide value beyond the discount on your ecommerce landing pages. This can be both material, or immaterial—as long as it creates more value for your product or brand in the eyes of customers.
Top examples include limited time offers with a “twist,” such as bundling your best sellers, or offering a buy-one-get-one free deal (BOGO). Or, you can opt for adding a free gift item or video tutorial with each purchase.
All of the above tactics not only boost conversions, but also help improve average order value for your store.
Highlight the “why” behind your offers to build further connection with your potential customers. For example, “Thank you for supporting us this year. Here’s our way of giving back.”
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2. Treat Your Existing Customers Differently
Don’t be afraid to treat your customers differently.
Audiences like feeling as if they’ve developed an exclusive relationship with a brand—it adds to their sense of familiarity with the store.
Lean into that exclusivity; create differentiated retention offers or unique paid media to landing page funnels based on the different segments of your customers.
Examples include:
- Segment your current customer base; create tailored ecommerce conversion funnels for each segment.
- Give top or high LTV customers early access to the latest sales drops on your product pages. (Learn more about why customer lifetime value matters for your long term revenue!)
- Create VIP promotional offers just for high LTV or high AOV customers.
- Send a Thank You note along with a tailored offer (little things do matter).
- Give them access to purchase an exclusive item.
- Remind them of what they loved (and bought) in the recent past to encourage repeat purchases.
Holiday shopping online—stand out this BFCM with landing page funnels!
3. Double Down on Social Proof
Potential buyers look to others’ past purchases for validation, so you should make sure that all the social validation they need is directly built-in to your online store.
This is especially true during the sales-crazy chaos of BFCM. The top landing pages come with testimonials, user-generated content (UGC), and reviews, so shoppers can easily locate signs of trust.
You can set this up by integrating reviews using apps such as Yopto or Loox, or shoppable UGC content using apps such as Stamped.io directly onto your landing pages with Replo.
Make it known that previous customers love you and vouch for you. Leverage real human stories to make your BFCM deal feel like a no-brainer.
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4. Make It "Limited" Not Just "Urgent"
The key is to create FOMO on your product pages without sounding desperate—in this case, subtle urgency incentives customers to act, without making them feel pressured.
We don't want to push audiences to become customers, we want to pull them in.
Good examples of this include saying “first 100 customers get access to this exclusive bundle,” or “only 50 bundles left,” instead of just including a countdown banner.
Make the sale an exclusive club that they want to join.
Not only that, adding a clear and definite limit to the number of purchases available is a much stronger encouragement than something that is more amorphous, such as “sale ends soon.”
5. Ensure Discount Transparency
If you have any discount to offer, make it known!
Highlight them on your website, across your banner sections and landing pages, surface these discounts across your marketing channels, and add that discount to your abandonment flows.
That being said, brands should never mark up prices just to slash them for the sake of delivering a “steep” discount.
We want to provide people with discounts when possible, but only after showing the original price and making it clear that the value of what you provide them at that price is already a good deal.
Once a store has established that baseline, the value-add of a discount becomes even greater.
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6. Offer No-Brainer Guarantees
Establish customer trust in your brand.
With so many offers out there during Black Friday and Cyber Week, sometimes the greatest thing holding a shopper back is simply the wealth of options available and the fear that they’re making the wrong decision buying from a certain brand.
We don’t want them to doubt; we want to make it as simple as possible for them to trust in your offering.
Strong guarantees like “love it or get your money back” or “free returns within 30 days” are great at mitigating risk for the shopper.
The best landing page examples we’ve seen out there make it stupid easy for shoppers to build instant trust and click buy.
7. Reduce Purchase Decision Fatigue
With so many heavily discounted options during BFCM out there, shoppers can easily get decision fatigue. That’s the last thing we want.
Instead of throwing every discount at them, try highlighting one key offer—your best and highest performing one!—and feature it heavily across your landing page and even on the hero section of your homepage (some brands prefer to make their product pages their homepage to completely to take advantage of this.)
It’s easier to say “yes” to one standout deal than sift through 20 different ones.
If you’re not sure which offers work best, make sure to A/B test them in advance of BFCM, and then implement for the real deal.
Run experiments on Replo to test, measure, and iterate right where you build your landing pages.
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Another quick win is offering themed bundles. This option makes the decision for shoppers; it’s easier to say “yes” when the work is already done. You can provide clear product comparisons to remove any confusion and to demonstrate how your product stands out against competitors.
Replo Landing Page Builder comes with built-in components that you can easily drag and drop into your landing pages to build bundles, product carousels, and comparison charts.
Finally, educate your shoppers on the value of your product.
Don’t make them search for this information: create a dedicated ecommerce landing page that walks them through objections, highlights benefits and value props, shows before and after case studies, explains guarantees, and is shoppable without friction.
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8. A/B Test To Remove Conversion Funnel Friction
Nothing kills a sale faster than a clunky checkout. Make it as easy as possible for a shopper to go from browsing to purchase.
You can do this by running ad traffic straight to product landing pages to streamline the first click to checkout process; this reduces steps and removes distractions.
If you’re not sure which flows work better, best practice is to make changes to individual elements one at a time—such as countdown banners, subscription offers, or even social proof displays—and then test them separately.
Run A/B tests on these pages several weeks or even a few months prior to the week of BFCM.
Give yourself time to collect the necessary data (making sure the results are statistically significant before ending each A/B test), experiment with new landing page designs, and troubleshoot any problem areas that you identify.
Compare how each change affects your landing page conversion rate.
Remember, the shorter and more streamlined your first-click to checkout process, the more conversions you’ll get.
Check out our list of the 9 things to A/B test on your landing pages right now.
9. Keep In Contact Post-BFCM
Last but not least—don’t just go quiet after Cyber Monday!
Keep engaging with your customers across all your channels, including email, SMS, and social media. BFCM might have passed, but the holiday shopping season has just started.
Update your post purchase flows to stay connected and relevant.
This includes adding any new leads to your email marketing funnels, sending postcards to customers that are newly acquired, and consistently following-up with both recent and old customers to show you care.
The conversion funnel doesn’t end once a shopper makes that first purchase.
Incentivize second purchases and provide personalized suggestions based on what they’ve already bought from you.
The key is to gain these customers for life through sticky retention flows, so they come back again and again.
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Top Black Friday Landing Page Templates You Should Consider
Choosing ready-made landing page templates is a good option for brands that need a high-conversion platform, but don't want to create their pages from scratch.
We cover many template examples across different landing page types in our full BFCM Landing Page Template Pack.
Or, head over to our Template Library to access the full collection.
Here are a few of our favorite examples from leading DTC brands and why they work:
BFCM Landing Page Templates
Our top landing page builds from real-life brands to get you inspired this Black Friday Cyber Monday.
Aritzia
Aritzia’s Black Friday landing page is on-brand—focusing on a minimalist design with clear and concise headlines and text sections.
Its color palette is black and white, ensuring consistency, readability, and smooth navigation.
This page features high-quality photos for displaying products and models, divided by categories and even discount options. Well-placed and clear CTA buttons ensure that the visitor knows exactly what they’re clicking on.
Clean, intuitive, and simple design also contributes to the landing page having fast loading times, making the page easy to view across devices and lowering bounce rates.
BFCM Landing Page Templates
Our top landing page builds from real-life brands to get you inspired this Black Friday Cyber Monday.
Amika
Amika’s Cyber Monday landing page leans into fun visuals and contrasting headlines.
To start off, the purpose is clear: “sitewide cyber sale” with discount codes and key offers are prominently displayed at the top.
The brand, which is already poppy and colorful, uses beautiful images and heavy spacing to emphasize the key benefits of its products.
Plus, almost every CTA is something different. “Buy Now,” “Take the Quiz,” and “Learn More” all take the customer to different parts of the site; this keeps shoppers engaged.
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Build BFCM Landing Pages With Replo
At the end of the day, you want to create conversion funnels that can drive purchases and brand loyalty.
Promotions and discounts help in the near term, but there are many other levers you can turn to help attract lifetime customer value.
Leveraging landing pages is one key strategy, as is prioritizing your retention marketing for pre-existing customers.
Remember, if you’ve bought from you before, they are already much more likely to purchase from you again, as compared to any new shopper.
For brands looking to build optimized landing pages faster and smarter, Replo offers an AI-powered no-code Shopify landing page builder that comes with built-in A/B Testing and Analytics, so you can stay up to date on the performance of your pages.
To check out how your store currently stands in comparison to the industry standard, check out our Ecommerce Toolbox for free ecommerce and marketing analytics resources.
