3 Landing Experiences You Should Run This Holiday Season

BFCM makes every number bigger: more traffic, more ad spend, more orders, deeper discounts. That doesn’t mean it makes your performance metrics better.

Your BFCM goal should be more value from the traffic, products and offers you've already worked hard to earn.

That starts with what shoppers see after they click. Someone discovering your brand, someone comparing holiday offers, and someone ready to purchase aren't looking for the same thing. One generic sale page can't effectively serve all three.

Building a dedicated page for every stage of the funnel used to mean weeks of design sprints and dev tickets, so naturally most brands defaulted to one sale page and hoped for the best. Now with tools like Jurni, you can generate all three in minutes. 

Here are three landing experiences to have ready for the different types of intent your holiday campaigns create: 

#1: The offer listicle
Shopping intent: Exploring & evaluating 

You know the listicle: five reasons to buy a product. This is the same format, built for your holiday sale. BFCM already creates the urgency; the five reasons give cold shoppers a reason to act on it, answering both “why this brand?” and “why now?” in one page.

A shopper discovering your brand through a holiday ad may be interested in the offer but still need convincing that the product is right for them.

The value:  Combines product education with a timely promotion. Instead of simply announcing a discount, it gives shoppers concrete reasons to consider the product, addresses common objections, and introduces a relevant BFCM offer.

Why it works:

• Explains the product's value to shoppers who aren't familiar with it.

• Organizes benefits, product evidence, and objections into an easy-to-scan format.

• Connects the product's everyday value with a specific reason to purchase during BFCM.

Best for: Product discovery, unfamiliar products, and ads built around benefits or problems.

Less suitable for: Shoppers who already know exactly which product they want.

Best practices: 

1. Lead with a product-specific hook: Connect the headline to the ad's promise and focus on why the product is worth trying, not just why the sale is worth shopping. Establish credibility early with relevant ratings or customer proof.

2. Make every reason count: Combine meaningful product benefits, authentic reviews or results, and answers to common objections. Prioritize the strongest reasons rather than filling space to reach five.

3. Make the offer easy to act on: Introduce the BFCM promotion clearly, use contextual CTAs throughout, and provide a direct path to purchase without forcing shoppers through unnecessary content.

#2: The curated offer collection
Shopping intent: Browsing and comparing 

During BFCM, shoppers often have a general purchase goal without knowing exactly which product or deal they want.

The offer collection page brings relevant products, bundles, and promotions into one organized shopping experience, helping shoppers compare options without navigating the entire catalog.

The value: Help shoppers find the right deal faster by making products, bundles, and savings easy to compare. Give them a clearer path to purchase while creating opportunities to increase basket value.

Why it works:

• Every BFCM offer lives in one clear, shoppable destination, so shoppers spend their time choosing what to buy instead of hunting through your site for deals.

• Shoppers explore deals across products, bundles and categories, and with multi-packs and gift sets next to single products, they see the better deal and trade up. 

• Undecided shoppers find an offer that fits, because warm traffic that isn’t committed to one product keeps discovering deals in one place instead of bouncing off to compare elsewhere.

Send broad retargeting (site visitors, engagers) to the collection page, and send product-specific retargeting (product viewers, cart abandoners) to the offer PDP.

Best for: Broad holiday campaigns, gifting, category discovery, and shoppers comparing several offers.

Less suitable for: Ads promoting one specific product to purchase-ready shoppers.

Best practices: 

1. Curate and organize your offers: Prioritize relevant deals and bestsellers, grouping products by shopping intent (e.g., gifts under $50, bundles, bestsellers) rather than displaying an overwhelming catalog.

2. Make comparison effortless: Show original prices, sale prices, savings, and verified product ratings on product cards. For bundles, make the included products and total savings immediately clear.

3. Make product discovery and purchasing easy: Use intuitive navigation, filters when the assortment warrants them, and clear product CTAs. Establish trust early with relevant brand-level social proof near the top of the page.

#3: The offer PDP
Shopping intent: evaluating a specific product and/or ready for purchase 

When a shopper clicks an ad promoting a specific product, sending them to a broad holiday collection can introduce unnecessary decisions.

The offer PDP focuses the experience on that product, its value, and the holiday promotion, bringing the information needed to make a purchase into one place.

The value: Give your highest-intent clicks a clearer path to turn into orders. Shoppers see the deal, the savings, and the deadline at a glance, so there's less to second-guess before they buy.

Why it works:

• The page focuses on the specific product that brought shoppers there, keeping their attention on the offer instead of introducing unnecessary choices.

• Clear product options and purchasing controls reduce friction, while a genuine holiday deadline gives shoppers a reason to act before the offer ends.

• Bringing product benefits, savings, and relevant proof together helps shoppers evaluate the offer and make a confident purchase decision.

Best practices:

1. Lead with the product and promotion: Put the product's key benefit, holiday offer, and discounted price together so shoppers immediately understand the value. Include verified star ratings and review counts near the product title.

2. Build confidence at the buy box: Keep product options and purchasing controls simple, with relevant customer reviews, testimonials, or product evidence close to the purchase decision.

3. Remove friction from purchasing: Make the CTA prominent, apply eligible discounts automatically, and consider a sticky purchase bar on longer pages if it improves mobile usability.

This is the page your product-specific retargeting and high-intent product ads should point to.

Same sale, three experiences

Same sale. Three different shopping experiences.

The goal isn't more landing pages. It's finding which experience makes each shopping decision easier.

Not every shopper needs the same amount of information or the same path to purchase. Some need a reason to consider your product. Others need help comparing their options. And some are ready to purchase the product that brought them to your site.

With Jurni, brands can generate and test different experiences without rebuilding their entire storefront.

Test each against your existing destination, measuring conversion rate and revenue per visitor, while monitoring AOV and profitability where possible. 

Generate your holiday pages with Jurni —>