Black Friday Campaign



The Brief

Hot UK Deals was preparing for one of the most busy times of the year for their business: Black Friday. Crab’s brief was to maximise the occasion: attract new visitors to their website increasing traffic and conversion, and at the same time, the team were keen to learn as much as possible about the user base. Taking advantage of the activity Crab implemented a number of tools which would monitor the volume and variety of users so that additional recommendations could be made.

The Process

Website wireframing Website wireframing
Two campaign stages Two campaign stages
A/B testing A/B testing

The Solution

A targeted promotional campaign that led to personalised landing pages, with bespoke messaging across the multiple groups. Each group was further tailored to display the best performing products and offers.


The KPIs across all channels were achieved, with some KPIs being surpassed by a factor of 10. With over 4 million users visiting the bespoke landing pages in just 4 days and an overall campaign conversion rate of 14.8%


users in 4 days


bespoke landing pages


campaign conversion rate

Learn More

If you’d like any more details on this project please get in touch with either of the relevant people at Crab and we’ll aim to respond to your enquiry as soon as possible.

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