I have multiple strategies because I've got one foot in Docker and one foot in the "old-school" realm of simple web servers.
Code rollbacks are simple as heck - I just keep the previous Docker container(s) up for a potential rollback target, and/or have a symlink cutover strategy for the webservers. I use GitLab CI/CD for the majority of what I do so the SCM is not on the server, it's deployed as artifacts (either a clean tested container and/or .tar.gz). If I need to rollback it's a manual operation for the code but I want to keep it that way because I am a strong believer in not automating edge-cases which is what running rollbacks through your CI/CD pipeline is.
Also for code I've been known to even cut a hot image of the running server just in case something goes _really_ sideways. Never had to use it though, and I will only go this far if I'm making actual changes to the CI/CD pipeline (usually).
The biggest concern for me is database changes. You may think I'm nuts but I have been burnt _sooooo_ bad on this (we were all young and dumb at one time right?)... I have multiple points of "oh %$&%" solutions. The first is good migrations - yeah yeah yell at me if you wish... I run things like Laravel for my API's and their migration rollbacks can take care of simple things. TEST YOUR ROLLBACK MIGRATIONS! The second solution is that I cut an actual readslave for each and every update of the application and then segregate it so that I have a "snapshot" that is at-most 1-2 hours out of date.
Have redundancy to your redundancy is my motto... and although my deployments take a 1-3 hours for big changes (cutting hot images of a running server, building/isolating an independent DB slave, shuffling containers, etc.) I've never had a major "lights out" issue that's lasted more than 1hr.