five weeks. one product page. a stopwatch.

Hey {{first_name}},

5 weeks until Black Friday 😳…

Here’s your challenge.

Open the product page you send the most paid traffic to. If you don’t run ads, use your best-selling product.

Not your homepage. Not a collection page. One product page.

Do it on your phone.

Now pretend you know absolutely nothing about your brand or the product. You’ve never bought from this business. You don’t know whether to trust it. And you certainly haven’t sat through the meetings explaining why this thing is brilliant.

Grab a timer and follow the rules below.

Quickfire’s State of Ecommerce guide: trends, innovations and what’s next.

Grab the State of Ecommerce 2026 guide for more ideas ahead of Black Friday, including our chapter on diagnosing conversion problems.

The Rules…

Your goal is to find the answers below without leaving that page. Scrolling, opening tabs and expanding FAQs are fair game. Following a link somewhere else isn’t.

Only tick an answer when you can actually find it. Knowing it because you work there doesn’t count.

Will it do what I need?

What exactly is this, and what problem does it solve?
Is it right for someone like me? Who isn’t it suitable for?
How does it work, and how do I use it?
Which size, variant or option should I choose?
What’s included? Do I need anything else to use it?
What relevant details do I need: dimensions, ingredients, materials, compatibility or care?

Is it worth the money?

What does it cost, and what am I getting for that price?
Why choose this over the cheaper alternative?
What evidence supports the claims?
Is this a one-off purchase or a subscription? What am I committing to?

Can I trust it, and you?

Have people with needs like mine bought it and been happy?
Can I see useful reviews, customer photos or results?
Who am I buying from, and why should I trust this business?

What if it’s wrong?

Can I return it if it doesn’t fit, work or suit me?
What are the return conditions, time limit and costs?
Is there a warranty or guarantee? What does it actually cover?

When will I get it, and what’s the total?

Is my chosen option in stock?
Do you deliver to me, how much is delivery, and when should it arrive?
Are there any other charges I need to know about?

Can I get help?

How do I ask a question before buying?
If something goes wrong afterwards, how do I get it sorted?

And Stop the timer.

How long did that take?

And how many boxes are still empty?

Now compare that with the time visitors spend on your site.

Does the average visitor have enough time to find all the answers?

It isn’t a perfect comparison. Customers won’t all read or need every answer, and analytics doesn’t measure the same thing as your stopwatch.

Just use it as a sense-check, not a pass mark.

But if you needed several minutes to find the basics, despite knowing the business inside out, what chance does a first-time visitor have?

For a more honest result, hand the phone to someone who doesn’t work with you. Don’t help them. Especially when they miss the information you think is ‘obviously right there’.

You don’t need to turn your product page into an encyclopaedia. The point is to make the important answers easy to find when customers need them.

Hit reply and tell me:

How did you stack up? And what’s the ONE question your customers currently have to click around to answer that you could make easier today?

Start there, make their life easier and more of them will end up buying now.

And if that’s got you wondering what else you could improve before Black Friday, have a look at Quickfire Digital’s State of Ecommerce 2026.

Adam Pearce, CEO and Founder of Blend Commerce: A/B testing is a blend of science and art. Every test needs to begin with a credible hypothesis based on accurate data.

We contributed the CRO chapter, covering how to work out where customers are getting stuck and what’s actually worth fixing. There’s plenty more in there on customer experience, loyalty and profitable growth too.

Don’t treat it as another report to read cover to cover. Find the bit that tackles your biggest headache and pick one useful change you can make before the rush.

Get the State of Ecommerce 2026 guide here.