With two of the biggest days in Ecommerce fast approaching, it’s the perfect time to look back on the stats and trends from the 2021 holiday season so you’re ready to boost your sales this year. 

For most retailers and brands, Black Friday & Cyber Monday make up an estimated 25% of annual sales; meaning you only get to shoot your shot once a year to gain and grow from this particular holiday.

So what did some of the biggest retailers and brands do just last year that may have cost them big $$$?

In the “Worst Content Experience” category, leading retailers Macy’s and Nordstrom came out as the worst performers, closely followed by fashion design house Kate Spade – yikes 😱!

On the flip side, in the “Best Content Experience” category, Home Depot had the best content standards. But, overall Lowe’s does win the product page content game.

So, why are they winning?

1. They prioritized optimizing their product listings with rich content to enable a confident purchase.
2. They had an average of 12 feature bullet points and 31 product specs.
3. They are taking full advantage of the product description section in each listing.
4. They have feature-rich, SEO-optimized titles.

Top Tip

Rich content, including images, videos, and virtual tours adds an element of precision to product listings, arming the potential buyer with all the information they need to make an informed and confident purchasing decision.

So, what are 3 things you could be doing to achieve “Best Content Experience” status and ultimately more sales this holiday season?

1. Use rich media – videos, images, AR product experiences, and 360-degree product images. Often we see one or a few of these used. Using a combination of these will help the potential buyer visually gain confidence before they buy.
2. Information-rich descriptions – product descriptions should contain key information about the product and should be lengthy enough to capture the details of the product. We often see short product descriptions that don’t capture enough information to help shoppers make a buying decision.
3. Feature-rich titles – if your pages don’t have SEO-optimized titles, your customers will end up in a never-ending loop of “search, fail, search again.” Since having feature-rich titles optimized for keywords helps guide their product search to your product page, the more accurate the better.

Found this blog post helpful? There’s plenty more where that came from!

We audited 9,972 product pages for 2,800 brands from 2021’s Black Friday, Cyber Monday, and Holiday shopping periods, and packed our insights and tips into a handy report.

Download the report below and get your product pages ready for the 2022 festive holiday season!