Last-Minute Ways to Optimise Product Pages Ahead of Black Friday and Cyber Monday

In preparation for the big deal days of Black Friday and Cyber Monday – as well as the Christmas and January sales – you’ve probably made some logistical changes to your business to ensure you’re ready for the influx of orders and traffic that could hit your store. Maybe you’ve upped your stock levels, made your packing system watertight and scheduled extra workers. But have you thought about optimising your site?

With just a few simple tweaks to the text of your pages, your site will become more searchable for the relevant sales terms and the customer experience will be more streamlined, which is paramount during these busy times.

Nowadays, the majority of shoppers do away with facing the shops, bagging their deals online. Product pages are the place where they’ll be clicking ‘Add to basket’, so it’s imperative that these are not only in tip-top condition but enhanced to cater to the (sometimes frantic) sales shopper.

Here are some last-minute tips to optimise product pages for Cyber Monday (and any other sale for that matter).

Product descriptions

If one thing is true about sale shoppers, it’s that they’re in a hurry. They don’t have time to read a giant chunk of prose that’s laden with adjectives. They need you to get to the point and make the copy scannable so they can make a decision as quickly as possible.

Your product descriptions, therefore, need to be written in short sentences, preferably using bullet points with parts of the text emphasised to draw the eye to the most important features.

Now, short doesn’t mean that product descriptions shouldn’t be detailed – quite the opposite. As online customers can’t touch the product, it’s up to you to paint a picture for the reader, making the product as tangible as it can be.

Product descriptions need to include every conceivable detail so that your customers can make a rational decision quickly. If you’ve told your customers that a tablet is sleek enough to fit in a handbag but not told them the exact measurements of the tablet, chances are they’re less likely to buy it and will bounce right out of your website to a competitor.

The product description checklist should be as follows:

  • Features (does it have different settings? Is it inspired by something? Are there multiple ways to use it? Is it portable?)
  • Measurements (length, width and height in both centimetres and inches)
  • Weight (either in kg or light, medium, heavy)
  • Feel (is the product smooth? Textured? Silky? This works more for fashion and furnishings)
  • Fabric (what is it made from? Is it hypoallergenic?)
  • Fastenings (is it a zip? Clip? Button?)
  • How it works (basic instructions and anything of note that may be confusing for the customer)
  • Model size and height (if a model is wearing the product in the images, include the size they’re wearing and how tall they are so the customer can compare to their own)
  • Care instructions (is it machine washable?)
  • Packaging (does it come in a box or a bag? Is the packaging recyclable?)
  • Warnings (is there an age limit?)
  • Warranty (is it three years? Five years?)
  • Product code (some shoppers like to gather these to easily search for them later)

Here’s an example of what this could look like; from this:

This artistic cushion is printed with abstract brushstrokes in vibrant colours, which is ideal for contemporary living rooms and bedrooms. Crafted from a cotton and linen blend, this soft cushion is rectangular in shape and plump in feel with a lightly textured finish. Scatter across your furnishings to brighten up any room.

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