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The Marketer's Playbook to Winning Black Friday & Cyber Monday (2023)

Whether you're an experienced seller or a novice marketer, this playbook has everything you need to convert your audience into customers on Black Friday and Cyber Monday.

We’ll walk you through pinning down your audience, telling your brand’s story, and maximizing your online presence to get the most out of your ecommerce business.

Ecommerce for the Holidays:
An Introduction

As an ecommerce business, you understand the significance of Black Friday and Cyber Monday—the twin titans of the holiday shopping season that hold the potential to make or break your year. Achieving success takes careful planning and purposeful execution.

In North America alone, Black Friday and Cyber Monday have become a cultural phenomena, shaping the consumer landscape and setting records year after year. In 2022, online shoppers spent an all-time high of $9.2 billion on Black Friday and $11.3 billion on Cyber Monday. Inflation and the general state of a post-COVID world have only further incentivized consumers to shop online, with consumers opting to shop online than line up for in-store deals.

Source: National Retail Federation

With such immense potential for revenue and growth, it is crucial for your ecommerce business to capitalize on the unparalleled opportunities presented by these peak shopping periods.

Identifying & Understanding Your Target Audience

In the fast-paced world of holiday ecommerce, success hinges upon your ability to understand and connect with your target audience. As you gear up for Black Friday and Cyber Monday, it becomes increasingly important to delve into the minds and motivations of online shoppers who will be eagerly scouring the internet for the best deals.

Turning curious clicks into cash conversions takes more than just an amazing product. By understanding and empathizing with your target audience, you will gain a significant competitive advantage and position your ecommerce business for unprecedented success.

The first step to selling your product is knowing who you’re selling to, allowing you to tailor your holiday marketing campaigns to your target audience.

BFCM Shopping Personas

Discount Hunters

These are shoppers who are primarily looking for deals and discounts during the holiday season. They may be interested in purchasing gifts for others or buying items they've had their eye on at a lower price.

Goals & Motivations

  • Find the best discounts
  • Save more money
  • Fulfill his long-term wishlist

Pain Points

  • Limited budget
  • Time-sensitive deals
  • Fear of missing out
  • Information overload

Common Objections

  • High shipping costs
  • Rigid return policies
  • Overhyped deals

Early Birds

These shoppers are highly organized and plan ahead for the holiday season. They start shopping early and are willing to spend more to ensure they get the items they want before they sell out.

Goals & Motivations

  • Early savings
  • Holiday preparedness and limited stress
  • Gifting to others and themselves

Pain Points

  • Limited stock availability
  • Shipping uncertainties
  • Research overload

Common Objections

  • Fear of missed discounts during main sale
  • Trust in discounts
  • High shipping costs

Last-Minute Shoppers

These shoppers wait until the last minute to purchase gifts and may be willing to pay extra for expedited shipping or in-store pickup.

Goals & Motivations

  • Time efficiency
  • Convenience
  • Avoid stress

Pain Points

  • Limited stock availability
  • Delivery delays
  • Impulse buying

Common Objections

  • High stress levels
  • Quality concerns
  • High shipping costs
  • Rigid return policies

Gift Givers

These are shoppers who are primarily interested in purchasing gifts for others during the holiday season. They may be looking for unique or personalized items that show they've put thought into their gift-giving.

Goals & Motivations

  • Meaningful giving
  • Budget optimization
  • Planning ahead

Pain Points

  • Limited time
  • Finding the perfect gift
  • Personalization challenges

Common Objections

  • Quality concerns
  • Overspending
  • Rigid return policies

Tech-Savvy Shoppers

These shoppers are highly engaged online and are comfortable making purchases through digital channels. They may be looking for online-exclusive deals or purchasing through social media platforms.

Goals & Motivations

  • Smart purchases
  • Competitive pricing
  • Early adopter

Pain Points

  • Limited stock availability
  • Delivery concerns
  • Technical specifications

Common Objections

  • Cybersecurity concerns
  • Quality assurance
  • Rigid return policies

Value Seekers

These shoppers are interested in getting the most value for their money and may be looking for bundle deals, free gifts with purchase, or other incentives to make a purchase.

Goals & Motivations

  • Maximize savings
  • Strategic buying
  • Holiday budgeting

Pain Points

  • Limited stock availability
  • Time-sensitive decision-making
  • Overwhelming choices
  • High shipping costs

Common Objections

  • Cybersecurity concerns
  • Missed deals
  • Rigid return policies

Market Research & Analysis: Building Successful Campaigns

Your ecommerce business doesn’t exist in a vacuum. Developing a successful online marketing campaign not only requires understanding your audience but the landscape in which you’re competing for consumer dollars and attention.

Research is the key to building a strong foundation for holiday marketing success. By equipping yourself with the knowledge gained from meticulous research and analysis, you will possess the insights needed to create impactful campaigns that resonate with your audience, outshine the competition, and drive impressive results.

Market Research

Market research serves as a compass, guiding you through the intricate maze of consumer preferences, trends, and demands. By immersing yourself in the world of your target audience, you will gain a comprehensive understanding of their needs, pain points, and desires. This knowledge will enable you to tailor your offerings, messaging, and promotions to resonate deeply with your customers during the holiday shopping frenzy.

The four most commonly-used market researching methods are surveys, focus groups, interviews, and customer observation.



In a survey, respondents are presented with a concise series of questions, which can be delivered through on-screen questionnaires or via email. This research method allows you to effortlessly engage with your customers and acquire the information you need to enhance your products, services, and overall customer experience.

Focus Groups


Focus groups involve assembling a carefully selected group of individuals who represent the target market of a company. Led by a trained moderator, these sessions facilitate discussions on various topics related to the product, user experience, and marketing message, aiming to gain deeper insights.



Interviews involve one-on-one conversations with individuals from your target market. Conducting in-depth interviews with your target customers yields significant benefits in understanding their needs and preferences.

Customer Observation


Observation is a clever and powerful research technique involving a representative from your company taking notes while observing an ideal user interacting with your product or a competitor's product.

Competitive Analysis

Even the biggest ecommerce brands have competitors.

Knowing who else is competing for your customers is one thing, but knowing what they’re doing when they succeed is another. By delving deep into the strategies and tactics employed by your top competitors, you can uncover valuable insights that will inform and elevate your own digital marketing campaigns. This includes examining their advertising campaigns, social media presence, email marketing, and website content, so you can identify patterns, trends, and successful strategies.

For example, if you find that your biggest competitor is offering 20% off their products for Black Friday, you should offer 25% off or include free shipping. Going the extra mile to one-up your competitors improves your value proposition and ultimately better positions your brand to get the sale.

If you take the time to learn your competitors’ angles and their value propositions, it will become clearer how to carve out your own lane in the market.

Keyword Research

By conducting keyword research, you can identify the specific keywords and phrases that are highly relevant to your holiday offerings. This research provides insights into the search volume, competition level, and trends associated with these keywords.

Understanding the keywords that are popular and frequently searched for during the holiday season allows you to optimize your digital advertising campaigns. You can strategically incorporate these keywords into your ad copy, landing pages, and website content to increase your visibility in search engine results and drive targeted traffic to your website.

Tools like Google’s Keyword Planner can help you identify which keywords are associated with your business and how much it will cost to rank for them. This is a worthwhile investment considering 75% of people never go past the first page of search results.

Customer Feedback Analysis

The benefit of asking honest questions is getting honest answers.

While it might not always feel nice to be told your product is lacking or that the user interface on your website could use work, taking customer feedback to heart and implementing changes can only better your business in the long run. Take it with a grain of salt, but don’t hesitate to act when the public has brought a real issue to your attention.

Some of the most popular methods for collecting customer feedback include online reviews and ratings, customer feedback forms, customer support interactions, and social media listening.

Online Reviews & Ratings


Monitoring and analyzing online reviews and ratings on platforms such as review websites, social media, and e-commerce sites provide a valuable source of customer feedback. These reviews offer authentic opinions, ratings, and comments about products or services, which can help identify areas for improvement and track customer satisfaction levels.

Customer Feedback Forms


Feedback forms can be placed on websites, in-store, or sent through email to collect specific feedback from customers. These forms often include structured questions and rating scales to gather quantitative data. Feedback forms provide a convenient way for customers to share their opinions and experiences.

Customer Support Interactions


Customer support interactions, including phone calls, live chat conversations, and email exchanges, can offer valuable feedback on customers' concerns, challenges, and suggestions. Analyzing the interactions between customers and support representatives provides insights into common issues and areas for improvement in the customer experience.

Social Media Listening


Monitoring and analyzing conversations on social media platforms can provide real-time feedback and insights into customer sentiments, opinions, and experiences. By actively listening and engaging with customers on social media, businesses can gather feedback, address concerns, and identify emerging trends.

Data Analysis

Data analysis can help you make smarter, well-informed decisions.

Holiday marketing campaigns typically take place over a two-month period, but data from previous years can help you determine which part matters most. It can also help you understand which touchpoint in your marketing funnel is driving the most sales.

Ultimately, data-driven insights enable you to understand customer preferences, identify opportunities, and allocate resources effectively, ultimately driving better results and achieving your holiday marketing goals.

Historical Data Analysis

Analyzing past holiday season data provides valuable insights into customer behaviour, trends, and campaign performance. By reviewing previous years' data, you can identify patterns, successful strategies, and areas for improvement. This analysis helps in understanding customer preferences, determining the most effective channels, optimizing ad spend, and setting realistic goals for the upcoming season.

Customer Segmentation

Data allows you to segment your customer base and create targeted campaigns. By analyzing customer demographics, behaviours, preferences, and purchase history, brands can identify different customer segments with specific needs and interests. This segmentation helps in tailoring marketing messages, creating personalized offers, and delivering relevant content to maximize engagement and conversion rates.

Website Analytics

Analyzing website analytics data provides insights into user behaviour, traffic sources, conversion rates, and popular product categories. Brands can track key performance indicators (KPIs) such as bounce rate, average session duration, and conversion funnels to optimize website design, user experience, and conversion pathways. This data helps in identifying high-performing pages, optimizing landing pages, and enhancing the overall website performance during the holiday season.

Social Media Analytics

Monitoring social media analytics provides insights into audience engagement, sentiment analysis, and campaign performance. You can track metrics such as reach, engagement rate, click-through rate, and sentiment analysis to evaluate the effectiveness of your social media campaigns. This data helps in understanding which platforms and content resonate with the target audience, enabling your brand to refine its social media strategies for the holiday season.

Email Marketing Metrics

Analyzing email marketing metrics, such as open rates, click-through rates, and conversion rates, helps in assessing the effectiveness of email campaigns. You can leverage data to understand which email subject lines, content, and offers generate the highest engagement and conversions. This information enables you to optimize email marketing strategies and create compelling holiday-themed campaigns to drive customer engagement and sales.

Ad Performance Metrics

Brands can track and analyze the performance of their digital advertising campaigns using metrics such as impressions, click-through rates, conversion rates, and return on ad spend (ROAS). This data helps in assessing the effectiveness of different ad formats, targeting options, and messaging strategies. By optimizing campaigns based on data-driven insights, you can maximize your ad spend and generate higher ROI during the holiday season.

How to Craft a Compelling Brand Message for the Holidays

The best stories are the ones that resonate with others.

Your brand’s story should be authentic and bridge the gap between you and your customers. Black Friday and Cyber Monday shoppers are looking to find things they want—oftentimes holiday gifts for others—at prices they love. Your storyline should be cognizant of this, and play into the holidays, which are often associated with strong emotions such as joy, warmth, nostalgia, and togetherness.

Creating an effective content strategy means keeping your messaging, branding, and visual aesthetic consistent across all your marketing channels. Everything from your website to your newsletters should be working together to push your story in an omnichannel strategy. Consistency builds trust and reinforces the brand image you want to convey.

In today's digital world, visual content plays a vital role in digital marketing strategies. Eye-catching visuals are more likely to grab attention in crowded social media feeds, websites, and advertising platforms. Well-produced videos and captivating images can increase click-through rates, engagement levels, and conversions, making your digital marketing efforts more effective. Through carefully crafted visuals, you can showcase your products, services, and brand personality in a captivating and lasting way.

Selecting the Most Effective Marketing Channels for Your Brand

When planning an ecommerce marketing campaign, it’s important to understand the different channels through which you can reach your audience.

As you might expect, each has its own benefits and limitations. Choosing the one(s) most appropriate for your business takes careful planning and a thorough knowledge of each platform. You’ll want to take both your audience as well as your budget into account when making these decisions.

However, no matter your audience, you shouldn’t choose just one. The Rule of 7 is based on the principle that consumers need to see your brand at least seven times before making a purchase decision. Reaching the right people is great, but effectively reaching them in multiple ways is what this playbook is all about.

Email Marketing

Email marketing allows you to communicate directly with your audience in their personal inbox. Unlike social media or other advertising channels, email provides a more intimate and personalized way to connect with your customers. Whether you’re sending welcome emails to new subscribers, notifying customers of seasonal promotions, or poking them about an item they left in their cart, the goal is building stronger connections with emails that feel real and personal.

Compared to traditional forms of advertising, email marketing is a cost-effective marketing tool and has an incredible return on investment. Once you’ve compiled a mailing list, you can simply mass-deliver your desired communications with the click of a button and track key metrics such as open rates, click-through rates, and conversions. These insights help you make data-driven decisions, refine your email strategy, and optimize future campaigns for better results.

Lay the groundwork for a seasonal email campaign by increasing the frequency of your newsletters leading into that time. At the minimum, your email marketing subscribers should get an email from you before Black Friday and Cyber Monday, on the dates themselves, and the day before the end of your sale.

Holiday Email Marketing Tips

  • Create a campaign calendar that includes important dates, promotions, and key messaging.
  • Utilize segmentation to tailor your messaging to different audiences based on demographics, purchase history, interests, or engagement levels.
  • Craft compelling subject lines to stand out during the holiday season when people’s inboxes are flooded with promotional emails.
  • Reward loyalty by offering your email subscribers exclusive promotions, discounts, or early access to holiday deals.
  • Use visually appealing designs, compelling copy, and clear calls to action (CTAs) in your email content.
  • Utilize email automation to set up sequences such as welcome emails, abandoned cart reminders, or post-purchase follow-ups.
  • Add a touch of personalization by including recipients' names, recommended products based on their browsing or purchase history, or personalized gift lists.

Social Media Marketing

Social media is great for promoting your products, sales, and loyalty programs. It’s also a great place to conduct giveaways, partner with influencers, and—as we’ve discussed—create those all-too-valuable connections with your customers.

Additionally, all the big social media platforms offer in-app shopping features that ecommerce brands can leverage to drive sales. It’s important for you to understand the specific features and requirements of each platform to make the most of in-app shopping capabilities. By leveraging these features, you can reach a wider audience, increase product visibility, and drive sales by providing a convenient and seamless shopping experience within the social media apps that users already engage with.


TikTok has introduced its own in-app shopping feature, allowing brands to link products to their videos. With the "Shop Now" button, users can easily access product details and make purchases without leaving the app. Influencer partnerships and sponsored content on TikTok can also be effective in driving sales.


With its Shopping feature, Instagram allows brands to tag products in posts and stories, providing a seamless shopping experience for users. By integrating product tags, product stickers, and the "Shop" tab on business profiles, brands can showcase their products and drive traffic to their online stores directly from Instagram.


Facebook offers a range of shopping features, including Facebook Shops and the Shop section on Facebook Pages. Businesses can create a customized storefront, showcase their products, and enable users to browse and make purchases without leaving the platform. Additionally, Facebook Ads can be utilized to promote products and drive traffic to the online store.


Pinterest's Shopping Ads enable ecommerce brands to reach users actively searching for inspiration and products. Brands can showcase their products through shoppable pins, making it easy for users to discover and purchase items directly from the platform. Pinterest also provides shopping catalogues and dynamic retargeting to enhance the shopping experience.


Twitter's Shop Module enables brands to showcase their products at the top of their profile. Users can explore product details, view images, and make purchases directly within the app. Additionally, Twitter Ads provide opportunities for brands to promote products and drive traffic to their online stores.


Snapchat's dynamic ads and collection ads allow brands to showcase their products in a visually engaging way. Users can swipe up to view more product details and make purchases seamlessly within the app. Additionally, the platform offers augmented reality (AR) experiences that enable users to try products virtually before making a purchase.

Search Ads

Search ads—which pop up when someone types specific keywords or phrases into a search engine—are incredibly effective at generating clicks and sales when used correctly.

For product-related keywords, ads take up the majority of space on the results page, pushing organic results further down so users have to scroll to find them. These paid placements are extremely lucrative, with the top three paid ads on Google’s SERP receiving 41% of all clicks for keywords with purchase intent.

This means choosing the right keywords for your search campaigns is absolutely essential. Keyword selection gives you control over what a user must search for in order to see your ad. You can also control the times of the day in which your ad is viewable, as well as the location. Beyond knowing what product or service to highlight in your search ad, be sure to filter out negative keywords to keep your results focused. Depending on your product, you may also want to change device bid settings to tailor your search ad.

During Black Friday and Cyber Monday, your ecommerce brand needs to be using search ads to promote your top products to capture the attention of shoppers actively searching for deals and discounts. A well-executed search ad campaign can drive qualified traffic, increase brand visibility, and ultimately lead to higher conversions and revenue during these peak holiday shopping periods.

Display Ads

Rather than pull in potential customers already searching for your product, display ads push people toward something they might like—even if they haven’t even realized it yet.

Display ads are much more visual than search ads, making them great options to sell things based on looks like clothes or experiences. They often create initial interest in a product and build brand awareness in consumer minds.

These types of ads are also great for retargeting. This is when someone browses a site, then magically finds an ad for that product later on another site, as if their search engine decided to remind them of that purchase they were considering.

Ecommerce businesses should be using displaying ads during Black Friday and Cyber Monday to drive traffic to their site, but also to reinforce buying decisions. You want to ensure your amazing product and deal stays top of mind.

It’s inevitable that shoppers are going to be jumping between sites. Make sure when they’re scoping out your competitors for a better deal, that your product is right there in the sidebar to remind them why they should choose you.

The Role of Content Marketing in Holiday Planning

Your marketing efforts shouldn’t be limited to strict, “buy this!” advertisements that feel as though they’ve been created by sales-driven robots.

Great copywriting sells—be relatable, empathetic, and inclusive. These values should be at the core of all your content, whether it’s informative and well-optimized blogs, exciting social media reels, or captivating promotional videos.

This content-driven approach enables you to engage, educate, and inspire your audience, fostering a sense of trust and loyalty that translates into increased sales and long-term customer relationships. 

By incorporating a diverse range of content formats, you can engage your audience across different channels and guide them through the holiday sales funnel.

Remember: no matter what kind of content you’re making, it should feel like it was created by real people for real people. As we’ve discussed throughout this playbook, people feel more inclined to buy when they feel their needs have been heard and met.

Gift Guides

Create curated gift guides that cater to different recipient profiles or themes. These guides can help customers find the perfect gift and showcase your products in a meaningful way.

Blog Posts

By addressing common pain points, showcasing unique selling points, and providing relevant solutions, blog posts can attract organic traffic, increase brand visibility, and position the brand as a go-to resource for holiday shoppers.


Consider incorporating infographics into this type of list-based content. They can help communicate information that would otherwise feel dense or complex. During the holiday season, infographics can be used to highlight key statistics, showcase gift ideas, or illustrate step-by-step processes.

Short-form Videos

From product showcases and unboxing videos to creative holiday-themed campaigns, videos can convey emotion, showcase product features, and create memorable brand experiences.

Case Studies or Success Stories

You also shouldn’t overlook the value of including testimonials in your content. People want to buy products or services that have been validated by others, and will often spend more money when a business has been well-reviewed.

User-generated Content

Encourage your customers to share their experiences, reviews, and photos with your products during the holiday season. UGC adds authenticity and social proof to your marketing efforts.

How to Drive Sales Using Promotions & Discounts

As an ecommerce brand, you have a unique opportunity to captivate your audience and drive sales by strategically leveraging promotions and discounts. By offering compelling deals, exclusive discounts, and limited-time offers, you can create a sense of anticipation and urgency that compels shoppers to choose your brand over competitors.

Psychology is your friend here—use it to your advantage. By tapping into the emotional triggers of holiday shoppers and aligning your promotions with their desires, you can create a powerful incentive to take immediate action.

Familiarize yourself with the following advertising techniques and watch your sales go through the roof.


It is well known that people want what they can’t have, but this logic extends to people wanting what they might not be able to have, too.

Humans are terrified of missing out. Shoppers feel more pressured to buy and are more likely to take action if told the thing they want—whether it’s a new pair of shoes, a blender, or a knick-knack for grandma—is only available while supplies last.

People fear regret and value something more when it is scarce. A simple “only five more left in stock” message on a listing can do wonders for your sales. Just remember: buyers won’t feel the urgency to purchase overpriced products they don’t want.


Who is more likely to buy a laptop case: someone already buying a shiny new computer, or someone who doesn’t need one?

The first person already has a foot in the door. As they’ve just bought a new laptop, psychology suggests that they’re more likely to be upsold on accessories that complement their initial purchase.

Use this to your advantage by offering combination deals. Offer shoppers a discount on a new toque when they buy a pair of gloves. Sell them a discounted warranty when they purchase one of your hottest electronics. One yes often leads to another.


It’s a well-known secret that restaurants often put one item on the menu that is priced much higher than everything else. They know nobody is likely to order, but it makes everything else on the menu seem more reasonably priced by comparison.

This is another classic psychological technique to consider when selling products, especially during Black Friday and Cyber Monday. Showing customers a product they would never consider makes what you actually want to sell look so much better.

If people are shopping for new guitars on your website, arrange your website so the first thing they see is an instrument that’s barely on sale that they could never afford. When they see the guitar they actually want for 20% off, it will feel like a 50% reduction.

Tips for Optimizing Your Ecommerce Website

Unsurprisingly, having a well-optimized website is essential to succeeding as an ecommerce business during peak shopping periods.

From an attractive landing page to detailed product pages, your website should be something that both facilitates and enhances the buying experience. Having a slow, confusing, or unresponsive website is a surefire way to lose paying customers to competitors who took the time to upgrade their brand’s digital base.

Fortunately, this portion of the playbook is here to walk you through the need-to-know basics when it comes to optimizing your website so it performs when needed most.

Key Considerations

Website Performance

Slow and steady may win the race, but sales are won by being reliably fast.

Data has shown that 82% of consumers have their purchasing decisions influenced by the speed at which a website loads. Load times of less than two seconds are ideal for getting more conversions.

Optimized website performance starts with your website builder. Your virtual store should be built on a sturdy foundation, with servers you can count on. Spending some money to improve your website base is a worthwhile investment.

Compressing photos can also improve performance—just be sure you’re following lossless compression strategies to avoid sacrificing quality. Careful tweaks to your images can also help minimize HTTP requests slowing down your website.

Additionally, implementing a content delivery network (CDN) can help improve website performance for users far from your original server.

Mobile Optimization

As you are probably aware, people like to shop on their phones. Mobile sales are expected to account for 43.4% of all retail ecommerce sales in 2023, up 41.8% from the previous year.

For this reason, your mobile website needs just as much—if not even more—attention and effort as the version people will see on their computers. Your consumers shouldn’t feel as if they're being punished with a worse experience for using their phones.

Images on your mobile site should be optimized to fit smaller screens, whether they’re appearing on your landing page or alongside a product description. The last thing you want is for someone to be looking at a warped, distorted image.

However, it’s often the checkout experience that makes or breaks the mobile experience. Janky, cramped checkout processes are bad for business. Good mobile checkout experiences are intuitive, have responsive autofill options, and are free of distractions.

Security and Privacy

Nobody should ever question the security of your website.

When people buy from you, they shouldn’t have to worry that their banking details or home address might end up elsewhere on the internet.

As an ecommerce business, you have a responsibility to protect the data of your customers by using encryption software. SSL is one option that intercepts data transmitted between users and servers so it cannot be viewed by potential hackers.

Your website needs to meet all the Payment Card Industry (PCI) security standards for users to feel comfortable entering their card information. You should also be sure your website is adhering to GDPR regulations, even if you’re based in North America.

Inventory Management

News flash: you can’t sell something you don’t have.

You can do all the planning in the world for Black Friday and Cyber Monday, but it will ultimately mean nothing if people can’t actually buy your product. The importance of being proactive with your inventory management cannot be overstated.

If you expect one of your products might get back-ordered, ensure your product page communicates this as well as your back-order process. Customers don’t want to be left guessing when they have their credit cards in hand.

User Experience

Your website’s user experience (UX) should always put the user first.

The good news is that improving your UX doesn’t have to be complicated. Research has shown that even just increasing the size of your fonts is better for business, as is ensuring that your most important copy is not hidden behind a fold.

When someone visits your website, they should never be left wondering how to find the product or service they’re interested in buying. Navigation should be a straightforward and intuitive process free of any annoying gimmicks.

The Holiday Checkout Experience Checklist

  • Simplify your checkout experience to one page.

  • Enable guest checkout as requiring registration interrupts the shopping process.

  • Enable abandoned cart notifications to re-engage anonymous shoppers and bring them back to your shop.

  • Eliminate distractions on mobile devices as smartphone screen sizes are limited.

  • Display the most important product details so users don’t have to return to a product page to review their purchase.

  • Enable the autocomplete functionality on all your forms so users don’t have to re-enter information.

  • Condense your form by using inline labels or placeholder text for short fields.

  • Remove any popup messages that create friction at checkout.

  • Use a progress bar indicator during checkout so customers know how long the checkout process will take.

  • Offer multiple payment options for customer convenience.

  • Let shoppers select their preferred shipping method and provide estimated delivery dates.

Optimizing & Testing Your Digital Advertising Campaigns

One of the biggest things you should take away from reading this playbook is that website optimization is a never-ending process. Growing stagnant or too comfortable with your marketing campaigns is a great way to fall behind.

It’s important for your business to establish key performance indicators (KPIs) and to be continuously testing them to make data-driven decisions. Your website traffic, conversion rate on call-to-action content, and customer acquisition cost (CAC) are three of the dozens of metrics worth keeping tabs on. 

You should be tracking these KPIs during the holiday season, but the real value is in tracking them leading into that time to help inform your decisions. Low website traffic might push you to finally make the changes we outlined earlier, or maybe realizing your CAC leads to changes in your business model that allow you to put more products on sale.

When you inevitably find yourself torn between potential options, consider conducting A/B testing to see which might perform better. Have a group engage with Option A and another engage with Option B and record the results—the scientific method works!

This type of A/B testing can also be used when evaluating the conversion rate optimization (CRO) of your business. Try out different landing page designs and CTAs to see which generates a more enthusiastic response.

The Influence Agency’s TikTok Packages

Getting your social media strategy right means working with an agency that understands how to navigate the ever-changing landscape of social media marketing. Whether you're looking to increase brand awareness, drive conversions and sales, or engage with your followers through user-generated content, The Influence Agency offers a range of TikTok packages that can help you achieve your marketing goals.


Includes: UGC, paid social mgmt, ad spend, agency fee


UGC Assets

  • In-house reactive content that speaks to relevant trends on TikTok/IG

  • Leverages UGC creators and/or nano influencers to create native-looking assets that are optimized for ads

  • Includes digital usage (60 days)

2 months

Paid Social Management

  • Weekly optimizations

  • Custom audience creation 

  • Includes ad spend ($2K/month)

Contact us


Includes: UGC, paid social mgmt, ad spend, agency fee


UGC Assets

  • In-house reactive content that speaks to relevant trends on TikTok/IG

  • Leverages UGC creators and/or nano influencers to create native-looking assets that are optimized for ads

  • Includes digital usage (90 days)

3 months

Paid Social Management

  • Weekly optimizations

  • Custom audience creation 

  • Remarketing (pixel implementation assistance included)

  • Includes ad spend ($2K/month)

Contact us


Includes: UGC, paid social mgmt, ad spend, agency fee


UGC Assets

  • In-house reactive content that speaks to relevant trends on TikTok/IG

  • Leverages UGC creators and/or nano influencers to create native-looking assets that are optimized for ads

  • Includes digital usage (120 days)

4 months

Paid Social Management

  • Weekly optimizations

  • Custom audience creation 

  • Remarketing (pixel implementation assistance included)

  • Includes ad spend ($2K/month)

Contact us

TIA Lite


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  • 24 Custom Photos

  • 12 Design Graphics

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TIA Custom
  • 16 Posts / 8 Stories per month

  • 15 Custom Photos

  • 6 Design Graphics

  • 5 Custom Videos

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TIA Motion
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  • 30 Reels/TikToks

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TIA Studio


  • 16 Posts / 8 Stories per month

  • 8 Studio Photos

  • 4 Stop Motion

  • 5 Custom Videos

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