Personalize your Black Friday strategy to increase sales in 2024

Black Friday is one of the most anticipated shopping events of the year for marketers.

Picture this: your potential customers are bombarded with dozens of promotional emails, SMS messages, and ads, each campaign offering special discounts and deals. They click on these enticing promotions only to find that, upon landing on your website, the experience feels disjointed. The product pages often don't match the compelling campaign copy that initially caught their attention. This inconsistency frustrates visitors, making them hesitant to explore further or complete their purchase.

This problem is more common than you'd think, and it can severely impact your Black Friday sales.

The disconnect between your ads and your website's content creates a jarring user experience, leaving potential customers confused and disengaged. They expect a seamless journey from the ad to the purchase, and when that expectation isn't met, they’re quick to abandon your site for a competitor’s.

But here's the good news: there's a straightforward solution that doesn’t require increasing your ad spend.

It's all about message matching – ensuring the content of your ads aligns perfectly with the pages they lead to.

This strategy not only enhances the user experience but also significantly boosts your conversion rates. By optimizing the messages on your ads and landing pages, you can create a more personalized and effective customer journey, driving higher sales this Black Friday.

Paid traffic personalization

When visitors land on a webpage via paid ads, they often encounter a jarring disconnect.

The messaging on the landing page frequently deviates from the ad copy that brought them there.

Our customers' experiences have reinforced this theory time and again. When an ad's content aligns perfectly with the content of the page it leads to, the conversion rate invariably increases. This is the power of message matching – it bridges the gap between ads and the page, creating a seamless and satisfying user experience.

Message matching doesn't require you to increase your ad spend.

Rather, it focuses on optimizing the existing resources to deliver more impactful, personalized experiences.

Here's how Ruggable leveraging this strategy to showcase personalized experiences based on paid campaigns with Ninetailed.

Ruggable, an innovative interior brand known for its patented 2-piece rugs, took personalization to a new level by creating two distinct experiences on its website.

Ruggable recognized that their customer base comprised two primary segments — dog owners and cat owners. They decided to capitalize on this insight by launching two separate paid campaigns targeting each group. However, they didn't stop at just targeted ad content. They extended this personalization strategy right through to their website.

• Dog-Related Campaigns: Visitors who landed on Ruggable's website via dog-related paid campaigns were greeted with dog-centric content. This could include images of dogs enjoying Ruggable's rugs, testimonials from dog-owning customers, or even a special collection of rugs ideal for households with dogs. This tailored experience resonated strongly with dog owners, making them feel understood and catered to.

• Cat-Related Campaigns: Similarly, visitors arriving from cat-related paid campaigns were met with a plethora of cat-related content. This might encompass pictures of cats lounging on Ruggable's rugs, reviews from cat-parent customers, or a curated selection of rugs perfect for feline-friendly homes. This personalized experience appealed to cat owners, reinforcing the brand's understanding of their unique needs.

By matching the ad message to the landing page experience, Ruggable created a seamless journey for their customers.

The result? increase in conversion rate by 25%, click-through rate jump by 7 times and decrease in personalization creation time from 2 days to 30 minutes.

This example demonstrates the profound impact of personalization, particularly when it's consistently applied across the customer journey, from paid ads to landing pages.

Email campaign and SMS traffic personalization

Imagine sending out an email or SMS campaign and having the ability to tailor the entire user experience from that point onward.

Just like with paid traffic personalization, leveraging UTM parameters allows organizations to craft unique, personalized experiences for visitors arriving from different email and SMS campaigns.

This means that whether a customer clicks on a link from an email about special Black Friday sales or an SMS about a flash discount, they’ll land on a page that speaks directly to their interests and needs.

This seamless, personalized journey not only enhances user engagement but also drives higher conversion rates, making every campaign feel like a bespoke shopping experience.

Loyalty personalization

Every interaction on your site is an opportunity to convert a visitor into a customer. By tailoring the user experience based on individual behaviors, you're not just showing your audience that you understand them, but also making the path to conversion smoother and more compelling.

Pets Deli, a market leader in the European Direct-to-Consumer (D2C) pet food industry, recognized the power of personalization and took a strategic approach towards it.

They did not just offer a generic experience to all their website visitors. Instead, they meticulously analyzed their customers' past purchasing behavior and identified distinct customer segments. The brilliance of their strategy did not stop there.

For each customer segment, Pets Deli created a unique set of prices and promotions — ones that resonated with the specific needs and preferences of that group. This wasn't about random price variations or promotional offers. This was about understanding what their customers valued and tailoring their offerings accordingly.

• Original• Personalized

The result? A 51% increase in conversion rates!

By offering personalized experiences that appeal to their customers' unique needs, Pets Deli not only enhanced their customers' shopping experience but also significantly boosted their bottom line.

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