Context
Black Friday and Cyber Monday are the biggest sales events in the WordPress ecosystem. At GravityKit, BFCM had always performed well, but I saw an opportunity to go beyond standard percentage discounts and introduce a new deal structure that would drive both short-term revenue and long-term customer value.
My role
I owned the entire BFCM promotion end-to-end: strategy, deal structuring, email campaigns, landing page optimization, and partner outreach.
Actions taken
- Introduced a new lifetime deal tier alongside standard percentage discounts, specifically targeting customers approaching the end of their subscription tenure to increase customer LTV.
- Designed and executed a 12-email campaign sequence, timed around peak engagement windows to maximize open rates and conversions.
- Optimized the BFCM landing page and checkout flow for clarity and urgency.
- Secured placements across WordPress deals roundup sites and partner channels to expand reach beyond our existing audience.
Results
- Delivered GravityKit’s biggest ever BFCM, with revenue up 45% year over year.
- The lifetime deal strategy increased customer LTV by converting churning subscribers into permanent licence holders.
- Drove the company’s largest single sales event of the year.
