Simplify Navigation and Highlight Deals

Black Friday is a competitive time for eCommerce, and poor navigation can cost you sales. By simplifying your site’s navigation and highlighting key offers, you can keep visitors engaged and drive conversions. In this blog, we’ll show you how to optimise your website for the Black Friday rush.

Why it’s important:

Easy navigation is essential for any successful eCommerce site, and this becomes even more critical during Black Friday. Customers browse multiple sites, comparing prices and deals. If your navigation is cluttered or confusing, they may leave before seeing your best offers. Simplifying navigation helps visitors find your deals quickly, reducing frustration and increasing the chances of a sale.

Major UK retailers like Argos and Currys create dedicated “Black Friday Deals” sections, helping customers easily find discounted products. By adding a similar feature—such as a “Black Friday” category or featuring top offers in your main menu—you can direct customers straight to your best deals.

What you should do:

To maximise conversions during Black Friday, create a special “Black Friday Deals” section and feature it prominently in your main navigation. Use clear labels such as “Shop Black Friday Offers” or “Biggest Discounts” to guide visitors towards your promotions. Simplified navigation leads to a smoother shopping experience, making customers more likely to stay on your site and make a purchase.

Use your platform’s layered navigation to allow customers to filter offers by categories such as “Up to 50% Off,” “Best Sellers,” or by price range. If a visitor can find what they want quickly, they’re more likely to convert. Additionally, ensure your navigation is mobile-friendly, as a significant portion of Black Friday traffic comes from mobile devices. This means clear buttons, easy scrolling, and an intuitive layout designed for smaller screens.

Additional Tips for Optimising Navigation and Highlighting Deals:

1. Use promotional banners strategically:Feature your best Black Friday deals using banners at the top of every page. Ensure they are clickable, directing customers to the most important offers. This keeps the focus on your deals, even if users land on a different part of your site first.
2. Add a search bar with deal-specific keywords:Make it easy for users to find specific deals by including a prominent search bar that auto-suggests terms related to Black Friday. Keywords like “50% off,” “Black Friday deals,” and “best discounts” can help customers quickly locate what they’re after without having to browse through multiple categories.
3. Highlight time-sensitive offers on product pages:Use callouts or badges to highlight Black Friday deals on individual product pages. Labels like “Limited-Time Offer” or “Black Friday Price” can catch users’ attention and help them understand the urgency of the deal, encouraging quicker conversions.
4. Create easy-to-navigate deal categories:Group similar offers together to make it easier for customers to browse through your Black Friday promotions. For instance, you can create categories for “Top Discounts,” “Under £50,” or “Best Sellers.” By narrowing down options, you reduce decision fatigue, making it easier for shoppers to find the deals they want.
5. Ensure seamless navigation between deals:Once visitors land on your deals page, help them continue browsing by offering clear links to other categories or promotions. A “Next Deal” button or “See More Deals” section can keep them engaged longer and increase the chances of cross-selling other products.

By focusing on simplifying navigation and showcasing your best deals, you can create a shopping experience that keeps visitors on your site and boosts sales during the Black Friday period. These tips will help ensure that your customers can find what they want quickly and easily, leading to higher conversions and a more successful Black Friday campaign.