Let's Review Some Black Friday Campaigns

11/22/23 - Episode 120

This podcast episode by Scott Austin focuses on analyzing Black Friday marketing strategies of Shopify stores. Scott begins by searching for "Black Friday deals Backpack 2023" on Google and examines the results, particularly focusing on Shopify stores appearing in the search.

He first discusses an AdWords result, critiquing the use of a pop-up for email sign-ups, which he believes should be avoided during high-traffic events like Black Friday. He suggests directly ushering customers into the shopping experience. Scott notes that while the site he examines has good merchandising elements, such as a gift guide, it lacks a holiday theme and urgency in its Black Friday sales messaging.

Next, he looks at stores appearing in Google shopping ads and finds that many do not mention Black Friday in their product descriptions. He suggests that they could improve by being more specific about their sales and adding thematic elements to create a festive atmosphere.

Scott also reviews organic search results for Shopify stores, noting the difficulty for these stores to rank high on Google. He finds that these stores generally lack filters and sorting options, which could help customers find the best deals or products more easily.

Throughout the episode, Scott offers constructive criticism and suggestions for improvement, such as:

• Avoiding pop-ups during sales events and instead focusing on the shopping experience.
• Creating a sense of urgency and indicating the end date of sales to motivate customers.
• Including holiday theming and messaging to enhance the festive atmosphere.
• Improving site navigation and product filtering options for better user experience.
• Clearly indicating sale items and discounts to avoid customer confusion.

He concludes by expressing surprise at the general lack of optimization in the Black Friday campaigns of the Shopify stores he reviewed, suggesting that there is significant room for improvement in their online marketing strategies.

VIDEO & TRANSCRIPT - https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-120-lets-review-some-black-friday-campaigns

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