Designing Black Friday lead generation ads

September 30, 2022

Black Month is crucial for many eCommerce companies. The success of Black Week can often make or break an entire year for a business. 

The design of your ads during this period is crucial, as research shows that 47% of advertising effectiveness can be attributed to design.

It's important to consider the design choices that will encourage people to sign up during this period.

Also, keep in mind that the design choices that lead to purchases may be different from those that lead to sign-ups, and sometimes they may even be the opposite.

Let's dive into how to best design your Black Friday lead gen ads.

Models don’t make people sign up for your newsletter

Using models for lead generation will actually work against you. Using models or human beings in your ads can make them more effective in many different contexts. This is because, as human beings, we are naturally drawn to scanning for faces and other people. However, during Black Month, it's the opposite. On average, lead ads are 19% less effective when they include a person in the content.

Specifically when running competitions druing Black Month to generate leads, faces negatively impact the performance even more. In this case, inlcuding models in your creative could lower your lead generation rate by 41%.

Black and dark content is not the most effective

Brightness is an interesting design choice in marketing and advertising. 

On one hand, our eyes tend to see bright colors before seeing darker colors. However, darker colors are often associated with Black Friday for many people. This can create a dilemma for advertisers who want to use Black Friday as a selling point.

One solution is to use a dark brightness in Black Friday ads, as people are actively looking for Black Friday deals during November - that's why it might make sense to be associated with it.

However, when it comes to lead generation through competitions, it may be much more effective to use a neutral brightness, neither too dark nor too bright. This allows the ad to be easily readable and not distract from the message.

What about using crazy vibrant yellow colors during black month then?

Using crazy vibrant yellow colors during Black Friday marketing campaigns can also be effective. 

In addition to being associated with Black Friday, vibrant colors with a high saturation level tend to grab attention. Our eyes are naturally drawn to these colors before seeing muted pastel colors.

Vibrant colors can be especially effective when used on a muted background. This creates a strong contrast between the foreground (text in a vibrant color) and the background (a dark, muted background). This contrast can help the ad stand out and catch the viewer's attention.

Using a vibrant saturation can be especially effective when it comes to lead generation. On average, using a vibrant saturation can result in 84% more leads than using a natural saturation level.

This is also true for competitions where vibrant colors perform 154% better than natural saturation. 

Keep these key things in mind when designing your ads.

  • Design plays a significant role in the effectiveness of advertising, with research showing that it can impact 47% of advertising effectiveness.

  • The design choices for lead generation during Black Friday can be particularly interesting, as some of the choices may be the opposite of what works for conversion ads during the same period.

  • Models are ineffective in lead generation ads during this period and may make people less likely to sign up.

  • Even though black is often associated with Black Friday, using dark colors may not be effective for lead generation during this period. This is even the opposite of what works for conversion ads.

  • Vibrant colors, such as yellow, can be very effective for lead generation during Black Friday.

More to read

This article focuses purely on the design of Black Friday lead gen ads. Keep optimizing with the following insights:

Data section

The dataset from this article is based on 37.6M impressions and 772 pieces of individual content on Meta (Facebook) platforms. It takes into account data from all industries in all countries, with the campaign objectives of Lead Generation. The period is from 1. November 2021 - 30. November 2021.

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary.

If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect, here.