Black Friday and Cyber Monday (BFCM) are the most anticipated shopping events of the year. For Shopify store owners , they’re the perfect opportunity to maximize sales, increase average order value, and grow your customer base. But there’s a catch: even if your store has amazing products, if your landing pages aren’t optimized for conversion, you could leave a lot of revenue on the table.
This guide will walk you through how to create Shopify landing pages that don’t just look good—they convert shoppers into buyers, using strategies that leverage upsells, cross sells, urgency, and social proof.
1. Craft a Clear and Compelling Value Proposition The first few seconds on your landing page matter. Shoppers need to understand why they should buy from you, especially during high-pressure shopping events like Black Friday.
Tips to optimize your value proposition:
Highlight your deals upfront: Place your biggest discounts or special offers above the fold. Example: “40% OFF sitewide – Today Only!” Use action-driven headlines: Phrases like “Grab Your Black Friday Deal” or “Limited-Time Cyber Monday Offer” tell shoppers exactly what to do. Include a countdown timer: Visual urgency, like a landing page countdown , helps push hesitant buyers to act immediately. Leverage unique selling points (USPs): Fast shipping, high-quality materials, exclusive bundles—show shoppers why your store is worth buying from now.
2. Design Your Page for Conversions During BFCM, shoppers scroll quickly and make split-second decisions. Your landing page design must guide them naturally toward the purchase.
Key design strategies:
Keep it clean and organized: Avoid overwhelming users with too many images or banners. Highlight CTAs (Call-to-Action): Make buttons like “Shop Now” or “Add to Cart” bold, high-contrast, and repeated throughout the page. Use product images strategically: Include high-quality product images, lifestyle shots, and product demos. For example, showing a holiday gift bundle in action can increase desire. Optimize for mobile: Over half of BFCM traffic comes from mobile devices. Ensure buttons are easy to tap and pages load quickly.
Adidas Black Friday page uses three clear CTAs to guide shoppers to Men, Women, and Kids collections.
3. Use Cross Sells and Upsells to Increase Revenue Shoppers are already in a buying mindset during Black Friday and Cyber Monday. This is the perfect time to boost your average order value (AOV) using cross sell and upsell strategies .
How to implement:
Cross Sells: Recommend complementary products during the browsing or checkout process. Example: If a shopper is buying a camera, suggest a tripod, memory card, or camera bag. Upsells: Offer higher-value options or product bundles. Example: “Upgrade to the deluxe set and save 20%.” Placement matters: Use tools like Shopify apps to display upsells on product pages, cart pages, checkout pages, and even post-purchase confirmation pages. Timing is key: Post-purchase upsells work well because the shopper already trusts your store, making them more likely to buy again.
4. Write Copy That Converts & REI’s #OptOutside Words can make or break a landing page. During BFCM, your copy must be clear, persuasive, and urgency-driven.
Copywriting tips:
Focus on benefits, not just features: Instead of saying “This jacket has waterproof material,” try “Stay dry and stylish this winter with our waterproof jacket.” Use urgency triggers: “Limited stock,” “Only 24 hours left,” “Don’t miss out.” Keep paragraphs short and scannable. Use bullet points for key product benefits or bundle highlights. Include savings and discount information prominently: e.g., “Save $50 when you buy the holiday bundle today.”
Case Study: REI’s #OptOutside – Identity That Converts REI takes a different approach . Since 2015, they’ve closed all stores on Black Friday, encouraging employees and customers to spend the day outdoors. Their #OptOutside campaign reinforces a strong brand identity: valuing experiences over consumerism.
Interestingly, on their #OptOutside landing page, REI includes a countdown to Black Friday/OptOutside Day, which subtly creates urgency. Even though they aren’t offering discounts that day, the countdown motivates customers to shop before Black Friday or during other seasonal promotions. This shows how a strong brand story combined with strategic timing can drive conversions without traditional sales.
REI’s #OptOutside landing page uses a countdown to Black Friday to drive early shopping while promoting their values-driven “spend time outdoors” message.
What this means for your Shopify landing pages:
Identity sells: Position your store around a story or value that resonates—shoppers remember brands, not just products. Be creative around events: Don’t feel pressured to follow every Black Friday trend; unique positioning can stand out. Use your story to trigger urgency: Limited-time offers, early-access promotions, or countdowns tied to your brand values can motivate purchases. Takeaway: Your copy isn’t just about describing products—it’s about communicating identity. Like REI, strong messaging paired with clever urgency tactics can make your Shopify landing page convert more effectively during the busiest shopping season.
5. Add Social Proof and Trust Signals Shoppers want to know they’re making the right choice. Social proof can significantly boost conversions, and combining it with a strong brand stance—like REI’s bold Black Friday #OptOutside approach—can create huge social media buzz and reinforce community loyalty. In fact, REI’s 2015 inaugural campaign generated a 7,000% increase in social impressions and over 2.7 billion media impressions in the first 24 hours , earning 9 Cannes Lions for their PR agency, Edelman.
Effective social proof techniques:
Customer reviews and ratings: Display them directly on landing pages and product pages. Real-time notifications: Show recent purchases or trending products (“Just bought by Sarah from New York!”). Trust badges: Highlight secure checkout, free shipping, or money-back guarantees. User-generated content: Feature customers using your products on social media to reinforce authenticity and foster a sense of community around your brand values. By showing both real customer experiences and your brand’s identity, you not only build trust but also turn your Shopify store into a community that shoppers want to be part of.
6. Create Holiday-Specific Bundles and Offers Black Friday and Cyber Monday shoppers are looking for value and convenience. Bundles help you deliver both, while increasing order value.
Tips for creating effective bundles:
Complementary products: Group products that naturally go together, like a camera, lens, and tripod. Themed bundles: Create holiday-themed bundles , e.g., “Winter Essentials Pack.” Exclusive discounts: Offer bundle-only discounts to make shoppers feel they’re getting a special deal. Upsell within bundles: Give the option to upgrade to a premium bundle with extra perks.
Create memorable collection pages and add upsells as recommendations on your pages
7. Optimize for SEO and Paid Traffic Your landing pages should not just convert but also attract organic and paid traffic. Optimize for relevant keywords like Black Friday deals, Cyber Monday sale, Shopify store upsell, and cross sell.
SEO tips:
Include keywords in meta titles, descriptions, headers, and product descriptions. Optimize images with alt text describing products and offers. Use internal links to related products, collections, or blogs to increase time spent on your store.
8. Test and Analyze Even small tweaks can make a huge difference in conversion rates. Use analytics to monitor performance and optimize continuously.
What to test:
CTA button colors, text, and placement. Copy headlines and product descriptions. Placement of cross sell and upsell recommendations. Bundle combinations and pricing strategies. Key metrics to track:
Conversion rate (page to checkout) Revenue per visitor Average order value (AOV) Upsell and cross sell revenue
9. Bonus Tips for BFCM Success Early access campaigns: Reward loyal customers with early access to deals. Retargeting strategies: Use email or ads to bring back visitors who didn’t purchase. Exit-intent popups: Offer a last-minute discount or upsell when a shopper is about to leave.
Final Thoughts Optimizing your Shopify landing pages for Black Friday and Cyber Monday isn’t just about flashy banners—it’s about strategic design, persuasive copy, social proof, and smart upsell and cross sell placements. Start early, test often, and make every page a conversion powerhouse.
Your Shopify store can capture more revenue this BFCM season than ever before—but only if your landing pages are prepared to sell.
Action Step: Install Cross Sell & Upsell today, create your BFCM bundles, and start optimizing your landing pages. Adding cross sells to customized landing pages works the same way as adding them to your collection pages.
Watch the video below to learn how, and feel free to email us at support@csell.co if you need help setting up cross sells or upsells on your custom pages. The sooner you start, the more revenue you’ll capture during the holiday rush!
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