Prepare your e-Commerce Content for Black Friday and Cyber Monday

Avatar for Wouter Maatman
Prepare your E-commerce Content for Black Friday and Cyber Monday

This year’s Black Friday and Cyber Monday will be the first ones post corona. Why prepare yourself better than ever? In comparison to last year, local brick-and-mortar stores are open again. A big difference as there is thus more competition. Black Friday and Cyber Monday are big e-commerce events that can give an e-commerce site more sales and conversion. Making sure your product content is enriched, up-to-date, and ready is therefore key. Below, some of our tips.

Make sure your product descriptions sell

First of all, write product descriptions that sell. Tap into emotions, and also make it easy for search engines to archive. Seven out of ten online shoppers are uncertain what they are going to buy. So, engaging product descriptions can have a big influence on the online customer journey of your visitors. Furthermore, to make sure your product descriptions sell, it’s also important to do a touch of search engine optimization so shoppers can find what they are looking for.

Customer reviews are key

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

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. When it comes to reviews and ratings, it’s crucial to have them in real-time as online visitors only consider reviews written in the past two weeks.

Dynamic content

Dynamic content is a good idea all year round. It gives marketers the power to personalize every step of the customer journey. But, during Black Friday, the promotion of up-to-date offers and pricing is even more crucial. Further, changing your website theme can be a good idea as well. As the holiday season is coming up, brick-and-mortar stores winterize their stores. So why shouldn’t you do that as well? Emotional concepts that work in classic retailer, probably work in online stores as well.

Keep track of the competition

Finally, paying attention to the competition can help you gather ideas for your own Black Friday Cyber Monday content. Subscribe to their email lists and study the campaigns they are testing. But, remember to be unique in your offer and content. With Google Alerts you can easily keep up to date on competitors and see which websites are talking about them.

Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

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