It was Chris. My apologies Chris. Very much like a shop. Because what are people doing on Black Friday? They’re shopping. So you don’t want to make the structure like a magazine, you want to make it like a shop. That’s those kind of interactions that people are used to. So we devised two structures. One for PC Advisor, with all of their technology deals. One for Macworld, with all of the iPhone, iPad, etc. deals. You’ll notice they’re colour coded there. That was a kind of aid for IDG’s development team to let them know which ones were the highest priority in case we weren’t able to roll all of them out by the time Black Friday rolled around. As it happened, IDG’s development team are very good. We managed to get the whole thing out with quite a long time left to spare.
So the second tenet of this work was making purchasing easy. This, I don’t know if you can see it very well, but this on the left side was their Black Friday page from the previous year. So they did it … It’s not as bad as it looked because they did it as a live blog, so they kind of updated it throughout the day. So like, “We found this deal, we found this deal, we found this deal.” But then they just went in a chronological order so there wasn’t any kind of ordering to them and the interaction cost for people visiting this page is incredibly high. Because if you, say I wanted to by a 4k TV. You land on this page, you scroll down, you scroll, you scroll, you scroll, you think and then finally you realise, “Oh it’s actually not in any kind of order. It’s just in chronological order.” So then you got to hunt through or maybe do a Ctrl+F and go, “Where’s the TVs?” And they’re hid sort of around here.
So it, from a user’s point of view it was particularly ideal. So what we designed was a layout like his. Kind of a tiled layout. Again, you’ll probably notice it looks quite similar to an eCommerce website. Because that’s the kind of behaviour we’re trying to evoke in people. So you’ve got a nice product picture, you’ve got the name of the product. We thought that the copy here and actually what is most important for users when they’re shopping, and specifically when they’re looking for a good deal. So we thought product picture. A lot of people shop visually if you want an Xbox, you know what an Xbox looks like, you just look for it on the page. Product name, where people are buying from. Some people have loyalty to particular retailers. What the original price was, what the price is now, and how much money you’re saving. And you’ll notice these are actually called out in bold and red text just to draw your eye to them a little bit. And then of course a nice clear “Buy now” essentially button.
So if you kind of go from that to that, you can see the kind of improvement we’ve made. So the third tenet, this was highlighting related deals. This is more a function of the structure that Chris put together but basically wherever you are in this site map, you’re always seeing related deals. Some people might just be shopping for a TV. So there’s a page for TVs, you’ll see all the related deals on TVs. Some people might be shopping for something specific, like consoles there for example. If you’re a Playstation man like myself, you’re certainly not going to buy an Xbox. So you’re going to look for the Playstation deals, so you get all of those. So we’re not just looking at consoles, we’re going one level deeper. We’re looking at Playstations.
So those were kind of how we cover three areas of how we wanted to tackle this task. So we got it deployed again. IDG’s development team did a really, really great job. I should also say this was very much a collaboration between Tech, ourselves, and Creative. It’s one of those examples of projects where we can work really nicely together and we can all kind of lean on one another to get some really good best practice in there.
So how did we do? I’m please to say that the results were very positive. So overall we saw a year-on-year increase in organic traffic on Black Friday, 22% increase for PC Advisor, a 61% increase for Macworld. Which was incredibly positive, really nice. And the other nice result, from our point of view, was that we actually managed to do a huge reduction in time on page. Ordinarily for a publisher that would be a pretty bad thing because they want to keep people on a page for as long as they can, they want them to engage with the content, they want them to click on ads, they want them to share on social, that sort of stuff.
But if you think of the function of this pages, we’re basically trying to ferry people from one place to the other, help them find the thing they want as quickly as possible and then get them to leave to go and buy it so that they, IDG, can make some money. So it was 43% reduction PC Advisor, 41% reduction on Macworld and actually on the main Black Friday deals page, on PC Advisor that reduction was actually around 60%, which is pretty impressive I thought.
But I think, potentially the nicest result of this, I think, from a lot of our point of views, was that we’ve … This wasn’t just a sort of piece of consultancy. We’ve actually given IDG a kind of infrastructure that they can use again and again. So they can deploy this on their site next Black Friday, next Cyber Monday. They can do it for the January sales. It’s like a reusable modular thing. And it’s got a lot of best practice baked in. As you can see it works really well for users so we were kind of proud that we were able to make this really nice thing and give it to them so they can use it whenever they want. And actually they already are using it. They’ve given it a home on Tech Advisor websites, which is kind of one of the sub-brands of PC Advisor. There’s a deals tab at the top and this thing that we built now lives there permanently. Which I think is, again, a really nice thing.
So it performed really well. The kind of development and implementation of it went really, really smoothly and I’m really looking forward to seeing how it performs next Black Friday, because I think it’s going to do even better. That’s it.