Four Tips to Prepare Your Product Content for Black Friday in 2022

Avatar for Wouter Maatman
Black Friday in 2022

Black Friday is coming in five weeks, and now is the time to prepare your online webshop for one of the biggest sales days in the year. Both days, Black Friday and Cyber Monday, will be an e-commerce event showing a huge spike in product sales. Make sure your product content is enriched, up-to-date, and ready. This post will highlight 4 tips to prepare your product content for Black Friday in 2022.

Product descriptions

Make sure your product descriptions sell. Inspire feelings while making it simple for search engines to index your pages. Seven out of ten online shoppers are unsure of their next purchase. Therefore, compelling product descriptions can significantly affect your visitors’ online shopping experiences. Additionally, it’s crucial to incorporate a little search engine optimization into your product descriptions to ensure that customers can find what they’re looking for.

Enhanced Content

Compelling product descriptions will explain what a product is about but does not tell why an online visitor should buy it. Adding enhanced content provides useful information for the visitor. For example, while adding video, hero images, and reasons to buy, visitors will inch closer to the feeling of holding the product in their hand. Essentially, this will be key for the conversion rate on product pages.


Customer reviews are invaluable to online retailers as online shoppers do not have the ability to try products out before they buy them. Online visitors naturally seek the opinions of their peers when making a purchase. 50% of online shoppers will extensively research and compare options before purchasing. And also, more than half of online visitors look for star ratings when purchasing. 

Research shows that displaying just one review equates to a 10% lift in orders. Whilst 200 reviews can lead to a whopping 44% lift in orders. Therefore, it is key to integrate ratings and reviews on product pages. Regarding reviews and ratings, it’s crucial to have them in real-time as online visitors only consider reviews written in the past two weeks.

Check IT systems

Finally, it is important to check the ability of your systems so that they can handle the online traffic. Test your environment with artificial load, allow your IT teams to monitor the website in real-time, and monitor traffic levels. If your website is unlikely to crash, ensure you have a creative error message.

Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

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