From Click to Cart: EyeSee's Guide to Black Friday Success

Introduction

Every shopper in the ecommerce world is on a journey: browsing, comparing, considering. But during Black Friday, that journey is especially not linear. Black Friday is no longer just a day on the calendar - it is the heartbeat of Q4 in ecommerce. Retailers like Amazon, Target, and Walmart are launching deals weeks ahead of November, reshaping consumer expectations.  

For brands, this means:

• Earlier Wallet Capture: First movers have a higher chance of getting themselves into shoppers’ consideration set.  

• Ongoing engagement: keeping sustained engagement, early campaigns need to evolve over weeks without fatiguing the shopper.

For consumers, this means:

• Deal Fatigue: Being overwhelmed with limitless options & flashy deals that may lead them astray

• Value hunters: having higher expectations during Black Friday and holding off for better deals (so brands need to prove their value)

Black Friday success obviously depends on more than just discounts - so how do you stay ahead of the challenges? We’ve gathered inspiring best practices to guide the way!

The Strength of Ecommerce Promo

As retailers roll out campaigns as early as mid-October, shoppers are pulled in multiple directions, and it feels like promotions are everywhere. In ecommerce, promotions are more than discount flashes, they have power to disrupt and reframe the value in the moment.

Here’s how effective promo reframes the journey:  

1. Side by side with search bar and menu, effective promo becomes the opening act of the shopper’s path – Promo needs to be prominent, clean and effective. Do not waste visibility on overwhelming cluttered communication, particularly on the Homepage. Every promo should make the value instantly clear and unmistakable. Ensure the CTA message is prominent.

2. Redirect Consideration – Even if a shopper is set out to buy elsewhere, a compelling promo can alter the course and redirect them to your Product Detail Page.

3. Maximize Basket Value – Smart promos are not just about converting - they create a new basket structure, enabling brand halo effect.

Promo landed. What is next?

Promo “disrupts” the journey, the product page wins the “yes”, the cart earns the “and.” With less than 2 minutes of attention span for Tech Brands PDP, you do not want to clutter the decision moment. Let the PDP (Product Detail Page) speak for the device itself and use the cart to merchandise compatible add-ons.

To ease the decision-making, lead with the 3 Ps strategy:  

• Price – a clear number with strong discount communication (show old price along with the new one, it gives a more dramatic effect than just discount %), position it near the product image

• Product Image – big, noticeable, showcasing key features (in tech it can mean touchscreen, or foldable format)

• Proof – sharp summary of reviews and ratings, that serve as a social proof for products’ value

Deals drive the cart

If the promotion captures the customer’s eye, and the product detail page delivers all the essential information for a confident choice, you can bet this will shine through in the shopping basket.

Our history of testing a multitude of ecomm experiences reveals that products showcased in eye-catching spots on the product list or within search results are more likely to make their way into the basket compared to others. However, Black Friday promotions shake things up: they act as fast tracks on the shopping journey, ensuring that the items featured in the exclusive BF deals land in customers' baskets quicker and more frequently.

While at the checkout, make sure that shipping info, returns, and extras are clear to avoid friction.

The benefits of in-context testing

Are we all feeling a bit overwhelmed before the Black Friday season even started?  

Follow the abovementioned tips to help ease the stress of wondering about how well your Black Friday campaign is doing. And if you want to skip the nail-biting wait for post-launch results – do the research!  

Campaigns can be assessed, optimized, and tightened before the season starts. In-context testing on ecommerce will answer your questions prior to launch of Black Friday campaigns:

1. Which positions should I invest in?

2. Which promo has the highest impact on driving sales?  

3. Is my PDP optimized for conversion?  

4. How can I maximize cart value?  

By offering a controlled, versatile, and efficient testing process, EyeSee mobile e-commerce replicas empower brands to refine their strategies and prepare for the upcoming Black Friday season.

Disruption, Not Discounts: The New Black Friday Advantage

Black Friday is no longer about who has the deepest discount, it is about who can best disrupt the shopper’s journey. Strong promos and optimized PDPs (Product Detail Pages) capture attention, shape baskets, and lock in loyalty weeks before competitors even launch.

The brands who succeed will be those who see promotions not as blunt discounts, but as strategic levers to disrupt, redirect, and reshape.

By launching early, sustaining creativity, and engineering promos with precision, brands can secure not just sales but stronger customer connections in today’s ecommerce landscape.