This document discusses how to optimize conversions during Black Friday and Cyber Monday through A/B testing. It recommends focusing A/B tests on offers, messaging, and discounts to visitors. Examples are given of tests that improved conversion rates, such as countdown timers, emphasizing offers and scarcity, and helping visitors understand deals. The ideal team for running tests includes a project manager, marketing specialist, designer, developer, and QA person. The process involves testing variations of offers and page elements to identify high-converting options.

1. How We Generated $37 Million During
Black Friday – You Can Too!
BF/CM Blueprint

2. 2nd
CRO
company in the U.S.
65%
av. uplift within 12
months
900+
CRO projects
12
different countries
24,000+
AB tests
16 years
CRO experience
WORLD CLASS CONVERSION OPTIMIZATION
for successful brands and growing startups

3. Our Agenda for Today
1. Does it make sense to test?
2. Examples – examples, examples
3. Team makeup
4. Process
5. Q&A

4. Should we test during Bf/CM?

5. Examples & Lessons

6. Focus on a few offers

7. O v1

8. v2 v3

9. 6.4% 26.4% 14.7%
V1 V2 V3
O

10. Remind visitors with offers throughout the site

11. O v1 v2

12. v3 v4

14. Countdown Timers Are A Powerful Ally

15. O v1 v2

17. Emphasize your offer and add scarcity

18. O

19. V1

20. V2

21. V3

22. V4

24. Test fast and discard the control

25. O v1 v2

27. Run experiments across the site/thresholds

28. O V1

29. O V1

30. O V1

32. Help visitors understand what they are getting

33. O v1

34. -

35. Remove all the hurdles

36. O

37. v1

38. v2

40. Treat Your VIPs To Something Special

41. O v1 v2

43. BF/CM is just the start!

45. Don’t Test New Functionalities

46. Black Friday/Cyber Monday period is not a time to test new functionality on the site or release
new features.
We needed to stick to what their customers were used to during the experimentation to prevent unforeseen
problems that could arise from testing new functionalities.
90% of your testing should be focused on testing offers and messaging during the holiday season

47. Team makeup

48. Team makeup
1. PM
2. Marketing specialist / CRO
3. Designer
4. Frontend developer
5. QA

49. Process

50. THANK
YOU!
Stay connected
in/khalidh/
khalid@invesp.com