It’s almost October, which means it’s time to strap in and get ready for the exhilarating ride that is Q4 and biggest sales events of the year for e-commerce brands.

We recently hosted an E-Commerce Masterclass with our good friend Chris Longfellow at We Take Flight, delving into key strategies to help businesses maximise the upcoming peak season, particularly around Black Friday and Cyber Monday. 

Missed it? Don’t worry here’s the TLDW (time low, didn’t watch) 

1. The Q4 Landscape: Why Preparation is Key

The final quarter of the year is a golden opportunity for e-commerce brands.

Website traffic and revenue skyrocket as consumers hunt for the best deals. With an increase of up to 144% in website traffic and massive spikes in impressions, ensuring that your campaigns and website are in peak condition is essential. 

However, competition also ramps up, and customer attention spans are shorter than ever – TikTok and the prevalence of short-form content are partially to blame.  So, brands really need to stand out with powerful creative that grabs attention quickly.

2. The Importance of Mobile Optimisation

With over 70% of Black Friday sales occurring on mobile, it’s really important that your website is fully optimised for mobile users. It feels really old school to be saying that still BUT there’s still so many sites that aren’t mobile first. 

Ensure that all key functions, such as add-to-cart buttons, are easily accessible and that your site is responsive. 

If your mobile experience is clunky, users will likely bounce. Monitoring mobile traffic and making necessary adjustments before peak season is one of the easiest ways to ensure a smooth shopping experience.

3. Optimising Ad Campaigns for Q4

When it comes to ad campaigns, preparation starts early – like right now really. 

While Black Friday and Cyber Monday are the highlights, Q4 is much more than these two events. Setting up campaigns in advance allows you to benefit from algorithmic learnings that will optimise performance closer to the peak.

Here are some top tips:

• Leverage Google Keyword Planner: Use tools like Google Keyword Planner (it’s free!) to identify what potential customers are searching for in your niche. This allows you to align your ad strategy with actual demand.
• Consider Black Friday-Specific Campaigns: Search terms around Black Friday, such as “Black Friday deals” or “Cyber Monday deals,” with your products and industry included can be highly profitable. Create separate campaigns that target these keywords to capture high-intent shoppers.
• Adjust Your Bid Strategies: As Q4 approaches, consider lowering your return-on-ad-spend (ROAS) targets. While this may seem counterintuitive, it can actually increase the volume of traffic and conversions during the peak season.

4. Creative is Key: Standing Out with Ads

Q4 ads need to be more engaging than ever before. 

User attention spans are dwindling, and your ad has seconds to make an impact. Video content, especially short-form videos, continues to dominate. 

However, don’t overlook other creative formats, such as carousel ads and high-quality product images. Testing your creatives now, before the rush, allows for optimisation and performance tracking.

Top Tip: Check out Facebook and TikTok’s ad libraries to see what competitors are running. It’s a great source of inspiration and insight.

5. Website Optimisations: Prepare for Peak Traffic

Your website is the hub of your e-commerce strategy, and optimising it for peak traffic is crucial. Implementing A/B testing on key pages, such as product pages and checkout flows, helps you identify what works and what doesn’t.

Here are some ideas to get started:

• Install Microsoft Clarity: This free tool allows you to track how users interact with your site. It’s like having a bird’s eye view of user behaviour and provides valuable insights into where people drop off.
• Reduce Mobile Conflicts: Avoid overlapping pop-ups (such as newsletter or chat pop-ups) on mobile, which can obstruct key actions like adding items to the cart.
• Cross-Sell and Upsell Strategically: Don’t just showcase “most popular” products. Make sure your upsell recommendations are relevant, like offering a case or screen protector with a tablet purchase.

6. Tracking and Building for Long-Term Success

Peak season offers more than short-term sales; it’s a chance to build long-term customer relationships. Tracking user data and conversions through tools like UTM tags, pixels, and enhanced conversions gives you a clear picture of what’s working and what isn’t.

Top Tip: Nurture your customers post-purchase. Automated flows (e.g., abandoned cart, review requests, or repeat purchase incentives) can help keep customers engaged after Black Friday, turning first-time buyers into loyal customers.

7. Avoid the Discount Trap

While discounts are a big part of Black Friday, they shouldn’t be the only strategy. Offering free shipping, bundling products, or providing value-added services can help boost average order values (AOV) without cutting into your margins.

Top Tip: Instead of offering a flat discount, try offering gift cards. For instance, sending a £10 gift card can psychologically encourage customers to spend as it feels like they have money, rather than simply offering a discount.

Conclusion: Start Now for Peak Performance

The message is simply to start preparing early. 

From creative testing and ad optimisation to website improvements and customer engagement, Q4 success relies on a full-funnel strategy that caters to customers at every stage of their journey.

By focusing on long-term growth, your Q4 efforts won’t just drive one-time sales but encourage repeat customers and allow you to learn from the data  and continue to scale.

If need some fresh eyes and some quick wins for this peak season OR an experienced e-com ads agency to help you scale to the next, get in touch at hello@one-two.digital