6 Black Friday A/B Test Ideas To Boost eCommerce Conversions

Boost your Black Friday conversions with A/B testing.

Black Friday remains one of the most competitive times of the year for ecommerce. Standing out requires more than just offering a discount. Data-driven website optimisation, informed by Conversion Rate Optimisation (CRO), can help you convert more visitors into customers.

At blubolt, our journey-led growth approach focuses on optimising every step of the customer journey. By understanding user behaviour and testing different strategies, we deliver measurable growth that aligns with your long-term business goals.

Here are six A/B test ideas to consider for Black Friday 2025.

Test 1. Countdown timers & promotional banners.

Countdown timers clearly communicate that the deals are only available for a limited time and create a real sense of urgency to encourage users to convert.

Best practice:

• Display a promotional banner when the sale goes live.

• Add a countdown timer in the final 48 hours to drive urgency.

• Keep copy concise and device-friendly.

Countdown timers work best when combined with clear messaging, allowing visitors to immediately understand the offer and the time frame, as seen in the example below from Space NK.

As mentioned above, in the last 48 hours of the promotion, it’s good to add a countdown timer (like Fashion Nova below) to create that sense of urgency.

48 hours is usually the sweet spot for surfacing countdown timers, as you want to give the user enough time to shop the promotion and raise awareness. However, you don’t want the timer live for too long, as it may encourage the user to think they can delay purchasing and return at a later date. Flash sales are also really effective, and countdown timers are a must for those!

With countdown timers, ensure the copy is clear and straight to the point, as it will have to get the offer across and fit on all devices!

Test 2. Percentage discounts vs. price reduction discounts.

Not all customers respond to discounts in the same way. A/B testing percentage-based discounts (e.g., 30% off) versus fixed-amount reductions (e.g., £20 off) helps identify the messaging that drives the most conversions for your audience.

Testing approach:

• Show different visitors percentage discounts versus money-off offers.

• Include tiered discounts based on order value or bundle promotions.

• Test promotional language such as “Save 10% when you spend £100” versus “Get £10 off when you spend £100.”

This test gives insights into user motivation and helps you structure promotions that maximise revenue while maintaining profitability.

For example, John Lewis (pictured below) has surfaced a money-off promotion, where if the user spends £500, they will get £50 off. It’s always interesting to see how each client’s users respond to different promotions. This promotion could be surfaced as ‘10% off when you spend £500’; however, different users will respond differently to different ways of wording.

Another example is AO.com. The AO team has surfaced three different ways of presenting offers to users, including percentage discounts, money-off offers, and free gift offers.

Test 3. Email sign-up pop-up.

Email marketing is critical for Black Friday, but capturing new subscribers effectively requires careful testing. Pop-ups can be highly effective if they are relevant and well-timed.

A/B testing ideas:

• Test timing of the pop-up: immediately on landing versus after browsing a few pages.

• Test different incentives: early access to Black Friday deals, percentage discounts, or free shipping offers.

• Personalise messaging based on user segments or browsing behaviour.

By testing email capture strategies, you build a ready-to-buy audience before Black Friday, giving your store an early advantage.

To see these ideas in action, check out New Look below, which implemented a pop-up for new customers with 25% off when users sign up for the newsletter.

The imagery and content can be amended or personalised based on segmentation or promotional activity.

In terms of the early access incentives, see below the idea of surfacing imagery from your Black Friday campaign and offering users the opportunity to sign up two weeks beforehand. It ensures they are first in line to find out about any Black Friday deals and gives users an incentive to return to your website at a later date.

Test 4. Strikethrough pricing & badging.

Clear visual communication of savings is crucial to encourage conversions. Strikethrough pricing and discount badges highlight deals, making them more compelling to users.

Testing tips:

• Compare product listings with and without strikethrough pricing.

• Test different badge styles and positions to see which captures attention best.

• Test messaging such as “Save 20% today” versus “Limited time offer.”

See this in action with New Look below. There are two types of badging on this product, but it doesn’t look overpowering, and the discount is still clearly labelled.

Integrating these elements into the customer journey ensures that users immediately understand the value they receive, aligning with journey-led growth principles.

Test 5. Personalised product recommendations.

In 2025, personalisation is key to your success, so A/B test whether showing product recommendations based on browsing history or purchase behaviour increases conversions.

Two examples of this are:

• “Customers who bought this also bought” widgets.

• Recently viewed products or trending items tailored to each user.

Personalised journeys reduce friction and guide users toward products they are more likely to purchase, aligning with a journey-led growth approach.

Test 6. Mobile checkout optimisation.

Mobile traffic often drives the majority of sales, so be sure to A/B test variations in checkout flow, button placement, and form design to improve mobile conversions.

Three focus areas are:

• Simplify multi-step forms.

• Offer autofill options and multiple payment methods.

• Test sticky add-to-cart buttons or simplified navigation.

Optimising mobile checkout ensures you capture the maximum value from Black Friday traffic.

Unlock your Shopify store’s full potential for Black Friday 2025.

Black Friday 2025 demands a strategic, data-driven approach. Conducting A/B tests allows you to optimise the customer journey, reduce friction, and increase conversions during this peak season.

At blubolt, our journey-led growth philosophy ensures that CRO is not just a one-off tactic. We focus on customer-centric insights, working across design, marketing, and development to deliver cohesive, measurable growth.

If you want to unlock your Shopify store’s full potential, we offer end-to-end optimisation services, combining expert CRO insights with a deep understanding of your customer journey. Browse our client work and get in touch to discuss your Black Friday strategy.