A Black Friday sign-up page that picks up where the ad left off.
The Qualis Collection sells taps, showers and kitchen and bathroom hardware through its own Shopify store. Its Black Friday early access page said the same thing in three headings, leaned on "save big" and "don't miss out", and never told anyone what signing up got them. Three new sign-up ads were written to send people there.
Live
Shopify page template · desktop and mobile
Where it hurt
What we saw
A sign-up page has one question to answer: what do I get for my email? The old page never answered it, and it didn't sound like the ads sending people to it. So the new page makes two promises, the two the sign-up exists to deliver: shop Black Friday before it opens to everyone, and get an email when early access opens. There's no discount, date or figure on it, because none is confirmed yet. Then the page borrows its words from the three sign-up ads, so someone who tapped "Shop It First" lands under the same words, and the button they pressed is the one they see again.
What we did, and why
Cut. Down to two promises.
The repeated headings went, along with "save big", "VIP" and every line that hinted at a discount or a date. What stayed is what signing up gets you: first pick, and an email when early access opens.
Match. The page to the ads.
The hero, the brass feature and the closing band each reuse a line from the ads, and every button says Sign Up For Early Access, as the ads do. A three-step strip under the form says what happens after you sign up.
Build. Its own page template in Shopify.
Built into the Qualis store as its own Shopify page template, laid out for desktop and mobile, in the black and gold of the Black Friday emails. The finish tiles use real photos from the Qualis shop, so anyone waiting can browse Antique Brass, Brushed Brass, Matt Black and Brushed Stainless in the meantime.
The site we built.
For brands like yours
When paid traffic goes to a sign-up page, every visitor the page loses is money spent with nothing to show for it. People leave when the page changes the subject from the ad they tapped, or asks for an email without saying what it gets them. Neither fix is expensive: keep the ad's words, and make a promise the sign-up can keep. The page is live on the Qualis store, on its own Shopify page template.
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