Are content updates putting your Black Friday at risk?

With Black Friday just around the corner, you’ve likely wrapped up a code freeze to secure your website’s functionality for peak traffic. But with your content and marketing teams actively making product, discount, and content updates on the front end, are you confident your ecommerce site can deliver a seamless customer experience?

Why post-code freeze content changes pose a hidden risk

The lead-up to Black Friday is a critical period, with ecommerce, digital and marketing teams eager to optimise the user experience and drive sales. Front-end changes like last-minute discount bundles, new product descriptions, and eye-catching banners may seem low-risk, but they can easily introduce critical issues that impact user experience. In fact, a small adjustment made in a rush can lead to unanticipated display, performance, or even checkout problems.

With pressure mounting to deliver flawless shopping experiences, here’s what you should keep an eye on with these content updates.

The risks of last minute content adjustments

Seemingly simple updates can lead to various issues that degrade the user experience:

Broken links & navigation errors: New promotional links and updated product paths often create broken links, resulting in 404 errors and potentially missed sales.
UI display problems: New banners, images, and bundles may not display correctly across all devices and browsers, leading to layout issues that frustrate shoppers.
Checkout conflicts: Hasty promo code or discount changes can disrupt checkout flows, particularly if they aren’t thoroughly tested on live pages.
Slowdowns & lags: Enhanced media or content density can impact page load times, especially on mobile, pushing customers to abandon their carts.

Frustrated mobile ecommerce user experience

Why these content issues matter more than ever

Shoppers expect a seamless, efficient experience during Black Friday, and a minor content change glitch could mean the difference between a conversion and an abandoned cart. The stakes are high:

Cart abandonment: Broken links or awkward navigation may prompt users to leave your site mid-journey.
Conversion impact: Inconsistent or confusing discount displays can deter customers from completing their purchases.
Brand reputation: A glitchy Black Friday experience may erode trust, impacting customer loyalty well beyond the holiday season.

Sample issues we’ve found

Below are a few examples of issues that have cropped up during previous pre-Black Friday content checks. Each highlights why thorough testing is essential, even post-code freeze:

A Black Friday sale banner was an image, including the “Shop Now” button as an image rather than a clickable button.
A leading product on the homepage linked to a 404 error.
Men’s and Women’s sale links on the homepage both led to the Women’s page.
A content manager’s internal notes (including strong language) accidentally went live on a product page.
A new PayPal integration was added without informing the content team, leading to a disabled payment option – and lost revenue on Black Friday.

How a pre-Black Friday audit can catch these issues

To help you catch last-minute issues that arise after code freeze, our Black Friday Readiness Audit offers a fast, comprehensive look at your site’s readiness without needing major dev work. Here’s how it works:

Simple setup: All you need to do is provide your website URL or app link, and we’ll handle the rest.
Targeted testing: We replicate your end-users’ devices to eliminate “noise” in the results and focus solely on critical pathways.
Fast results: Within 24 hours, you’ll receive a detailed report highlighting any high-impact issues, prioritised by severity.
Minimal effort: We’ll create a portal account for you to access your results – no extra setup on your side.

By scheduling a rapid Black Friday Readiness Audit, you can quickly check that post-freeze content updates haven’t introduced unexpected problems, helping you sidestep customer frustration and protect your revenue. Even if you find an issue that can’t be addressed before Black Friday, having the visibility to plan mitigations is invaluable.