Introduction

Black Friday has become one of the biggest shopping events in the Czech Republic. In 2023, the average Czech planned to spend around 5,937 CZK during this period, with electronics, clothing and footwear being the most common purchases.

Statistics show that during Black Friday, sales in the Czech Republic increase by up to 493% compared to normal days. In order for your e-shop to make the most of this potential, it is crucial to carefully prepare your product pages and ensure that you are ready for the increased customer interest.

So, in this article, we'll present 10 practical tips on how to effectively prepare your product pages for Black Friday and maximise sales.

1. Make your discount offers clear

Properly set discounts are the foundation of a successful Black Friday campaign. Carefully choose the products you will be discounting and consider what discounts you will offer. Focus on popular items that will draw customers to your site.

At the same time, set a clear strategy - for example, giving a higher discount on products that you need to sell out quickly and smaller discounts on newer and more popular products. Discount offers should be well thought out so that they are enticing enough to be profitable for your business.

2. Optimise product descriptions

Optimized product descriptions are the key to better visibility in search engines as well as convincing customers to buy your products. Before Black Friday, it's a good idea to update your product descriptions so that they are as accurate, clear and contain relevant keywords as possible.

Focus on ensuring that descriptions highlight the benefits of the products and explain why they are the ideal choice for customers. Don't forget important information such as dimensions, materials and availability. Optimized descriptions will not only help you get more visits from search engines, but also increase the chance of completing a purchase.

3. Test products before Black Friday

Getting feedback from customers can greatly help you decide which products to include in your discounts. Test your products through selected testers or customers and collect their reviews and ratings. This feedback will allow you to better identify products that have the potential to reach a wider audience during a discount event.

4. Use reviews to increase credibility

Reviews play a key role in customer decision-making, especially during Black Friday when competition is high and customers are looking for products they can trust. Post authentic user reviews directly on your product pages so customers can see the real experiences of other shoppers. When customers see positive feedback and experiences from other users, they'll feel more confident and willing to make a purchase.

5. Collaborate with influencers

Collaborating with influencers can be an effective way to raise awareness of your products ahead of Black Friday. These influencers have built trusted relationships with their audience, and when they share their experiences with your products, they can influence purchasing decisions.

Even though working with influencers is paid, their recommendations often carry more weight than traditional ads. By using influencers, you can reach new audiences and increase interest in your products, which can lead to increased sales during this important period.

6. Ensure site speed and reliability

You can expect a significant increase in traffic to your website during Black Friday, so it's crucial that your e-commerce store is fast and reliable. A slow-loading site can put off potential customers and reduce the chance of completing a purchase.

Make sure your site can handle the increased traffic, optimise its loading speed and test its functionality on different devices. Investing in a stable server and simplifying your web interface will help improve the user experience and minimize the risk of losing customers.

7. Simplify the buying process

In this era when customers are often in a hurry and impulse buying, it's essential to keep the buying process as simple as possible. Reduce the number of steps needed to complete a purchase, offer different payment methods and allow guest shopping without the need to register.

Make it easy for customers to quickly select shipping and payments so they have no reason to abandon their cart before completing their purchase. The easier and faster the checkout path, the more likely you are to increase conversions and complete more orders.

8. Customer personalization and retargeting

Offer customers product recommendations based on their previous purchases or items viewed. Retargeting campaigns can effectively remind customers of products they viewed but did not purchase.

Such a reminder, accompanied by a time-limited discount, can motivate the customer to complete the purchase. Personalized offers and retargeting campaigns can not only help you bring customers back to your website, but also increase the chances of conversions.

9. Offer free and fast delivery

Free delivery is one of the strongest motivators to purchase, especially during Black Friday. Offer your customers free delivery when they reach a certain minimum amount or for selected products.

This strategy will not only increase the average order value, but also help customers feel like they are getting a good deal. At the same time, consider offering fast delivery so customers can be sure their orders will arrive on time, for example, before Christmas.

10. Analyse and track results

Once the shopping spree is over, it is essential to conduct a thorough analysis of the results. Check key metrics such as number of visits, conversion rate, average order value and cart abandonment rate. This data will help you understand which strategies were successful and where there is room for improvement.

Analyze which products and marketing channels delivered the best results and use this information to optimize your campaigns for future sales promotions. This will ensure you are better prepared for next year and achieve even better results.

Conclusion

Black Friday is a great opportunity to increase sales and reach new customers, but it requires thorough preparation. This day brings increased interest from customers who expect not only bargains but also a seamless shopping experience. It's important to focus on all aspects - from the technical readiness of your website to the way you communicate the value of your products.

Want to test your products before Black Friday and get real feedback? Try Brand Testing Club - a platform that helps you engage real users and micro-influencers to create authentic content and reviews for you, increasing your products' credibility and attracting more customers.

Frequently Asked Questions

1. When is the best time to start preparing for Black Friday?

It's a good idea to start preparing a few months in advance, ideally at the end of summer. This will give you plenty of time to optimise your site, plan your marketing campaigns and ensure that your online store can handle the increased traffic.

2. What discounts are most effective?

The most effective discounts tend to be bold and clearly communicated. It is recommended to offer discounts on popular products to attract attention but still maintain sufficient profit. A combination of different types of discounts, such as a percentage discount or free shipping, can be very effective.

3. How can reviews help during Black Friday?

Authentic reviews can greatly increase the credibility of your products and support customers in their decision-making process. Posting user reviews on product pages increases the chances that customers will buy because they see the real experiences of others.

4. How can I ensure my site can handle increased traffic?

It is recommended to optimize page load speeds, invest in quality hosting, and perform load tests. These will help you identify weak spots and prepare your store for the onslaught of visitors during Black Friday.

5. How can I analyse the success of my campaign after Black Friday?

Track key metrics like number of visits, conversion rate, average order value or cart abandonment rate. This data will help you understand what worked well and what you could improve next time.

6. Is it necessary to offer free delivery during Black Friday?

Free delivery is not a necessity, but it is a very powerful tool that can motivate customers to buy. Many customers expect not only discounts during Black Friday, but also additional benefits such as free shipping.