01
A new homepage funnel
I created and built a new homepage funnel designed to carry the Black Friday offer and convert visitors into buyers, beyond simply displaying the promotion.
BLACK FRIDAY CASE STUDY · NOVEMBER 2025
How one company grew 135% year-over-year gross sales, a 5.64x blended ROAS, and one record-breaking Black Friday month.
One growth strategist. One integrated plan. From the homepage and VIP list to the ads, emails, and sale itself.
THE RESULT, IN THE ORIGINAL REPORTING
A new high for the business.
November 2025 · Highest gross-sales month in the displayed 2021–2025 period.
135%
Gross sales growth, YoY
5.64x
Blended purchase ROAS
1
Record-breaking Black Friday month
01 / THE CHALLENGE
Black Friday needed more than discounted ads
For a premium-priced product, a Black Friday promotion cannot rely on last-minute advertising alone. The customer still has to understand the value, feel confident about the purchase, and see a compelling reason to buy now.
The opportunity was to build an intentional buying journey rather than send more traffic into an unchanged store.
02 / THE STRATEGY & EXECUTION
Own the strategy. Build the pieces that make it work.
I developed the overall Black Friday growth strategy and executed it across the funnel. Instead of splitting the work into disconnected ad, website, and email projects, I built a coordinated path from first exposure to purchase.
02
Paid advertising
I planned and launched the ads that brought shoppers into the campaign, aligning the message in the creative with what they would see after the click.
03
Coaching the Conversion
I developed and wrote a multi-week email program that warmed prospects to the brand, addressed buying objections, clarified the gap between their current problem and desired outcome, and prepared the audience to act when the sale began.
04
VIP-list strategy
I created the VIP-list campaign and its email experience to build purchase intent before launch, rather than relying on last-minute promotional traffic.
05
Offer architecture and launch execution
I developed the VIP, early-bird, Black Friday, and Cyber Monday offers, then wrote the coordinated email campaigns for each phase. The full program involved dozens of emails across the warm-up and launch periods.
How I coached the conversion
Instead of waiting until launch day to ask for the sale, I built demand and trust in the weeks leading up to it. Each stage of the email experience had a job: help prospects recognize the cost of staying where they were, answer the questions standing between interest and purchase, and make the eventual offer feel like a logical next step.
I also developed a communication plan to keep subscribers aware of the upcoming sale and its timing. The campaign mechanics remain proprietary; the key point is that the audience was being prepared to convert well before the promotional emails arrived.
03 / THE RESULTS
Meaningful growth at the store level
More sales. More orders.
Compared with November 2024, the November 2025 Shopify export shows gross sales increasing from £60,501.84 to £142,005.97, an increase of 134.71%, rounded to 135%.
+95%
Orders increased from 59 to 115 (+94.92%).
These are store-wide performance figures, rather than revenue attributed solely to my ads.
The fuller commercial picture
+85%
Net sales rose from £41,042.67 to £76,035.54 (+85.26%).
Gross sales are before discounts and certain adjustments, so 135% is not a claim of 135% profit growth. Showing the order and net-sales increases alongside gross sales gives a fuller picture of the commercial outcome.
04 / THE RECORD
One record-breaking Black Friday month
The historical Shopify gross-sales chart for January 2021 through December 25, 2025 shows November 2025 as the highest visible monthly peak in the full period displayed.
The November 2025 Black Friday month was stronger than the previous November. It also stands out as the biggest gross-sales month shown in the store’s historical trendline.
05 / THE PAID-MEDIA CONTRIBUTION
Where paid media fits
The supplied November 2025 Meta export reports approximately 5.64x blended purchase ROAS based on campaign-level reporting.
This measures platform-attributed ad performance separately from Shopify store-wide sales.
5.64x
Blended purchase ROAS
$1,552.56
Meta spend
12
Attributed website purchases
Meta reporting · November 2025 · Spend reported in USD; Shopify sales reported in GBP.
06 / THE TAKEAWAY
One coordinated buying journey
The win was not one ad or one email. I owned the strategic throughline: offer design, the new homepage funnel, paid advertising, VIP audience building, and the multi-week Coaching the Conversion email system, followed by the VIP, early-bird, Black Friday, and Cyber Monday launch communications.
These were coordinated parts of one buying journey, rather than isolated deliverables.
Year-over-year store-wide performance is an observed result of the period. It does not, by itself, establish exclusive causation by any single strategy or contributor.
Codi Smith
Strategy. Copy. A clear path to purchase.
YOUR NEXT CAMPAIGN
What could your next campaign do with someone owning the whole funnel?
Better ads are valuable. So is a better landing page. But neither works in isolation. If your traffic, offer, site and follow-up are pulling in different directions, you are paying for those gaps. I find them and build what needs to change.
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