3 Last-Minute Holiday UX Tips for 2020:
1. Optimize your homepage with big, bold banners and CTAs
With Black Friday and similar shopping events, there’s always going to be a sense of urgency. Customers want to find the best deal possible and checkout fast.
If your customers don’t find that on your website, then they’ll look elsewhere.
Well-placed content blocks and easy-to-use navigation allow users to browse quickly and efficiently.
For users who are loyal to specific brands - how your homepage looks can have a big impact. For users who land on a PLP or PDP via Google, for example, you need to make sure these items are labeled correctly, with sticky navigation/filters to help users narrow down their search quickly.
For big events like this, use bold colors and contrasts to allow content to stand out. Strip away irrelevant promotions and distractions to allow customers to focus on the deals.
Here's how UK department store John Lewis updated their homepage last year. They opted for a simple black and white design, which helped their holiday offerings stand out. One simple CTA, ‘Shop all offers and price match’ placed above the fold grabbed shoppers' attention and launched their holiday shopping journey.
UK department store Jack Lewis's black and white 2019 Black Friday homepage design
On the other hand, female clothing brand Topshop opted for a more colorful approach, using exploding paint imagery to draw the user’s eye. Instead of John Lewis' more subtle approach, TopShop boldly listed their blanked discounts so shoppers could easily see the brand's promotions. This approach is impactful and entices the user to click/tap and begin their search.
TopShop's eye-catching 2019 Black Friday homepage