These 5 simple changes to your product pages could transform your sales

Piranha Designs - Friday, August 23, 2019


Many of us are familiar with the tactic that brick-and-mortar stores often use of placing items at the eye level of the likely customer to help to tempt them into purchasing. So, is this a strategy that you can also adopt for your ecommerce site?

The truth is... yes and no. Adjusting your shopping site’s product pages to lure prospective buyers often isn’t as simple as it might seem to be.

However, there are still certain relatively straightforward things that you can do to encourage visitors to complete their journey from casual browsers to committed buyers, such as the below.

Use fixed headers and footers

These are the elements at the top and bottom of a page that remain fixed in place even while the visitor scrolls up and down; it’s an especially powerful feature on the smaller screens of smartphones. Maybe such a header or footer could be just the place to put an ever-present ‘add to cart’ icon or reminder of the free shipping that you offer on all orders of more than £50?

Indicate the scarcity of your products

All that it takes are some simple icons and text to convey to the user that there isn’t many of a certain item left, thereby instilling some urgency in them to complete the purchase.

Ensure a consistent amount of white space

If the primary images for your products vary widely in terms of the amount of white space they have surrounding them – perhaps because one image supplied by the manufacturer shows the item relatively far away from the camera, while the manufacturer’s image for another product shows it up close – such inconsistency might not be helping you to close sales for certain goods.

You might therefore wish to take steps to ensure a more consistent amount of white space across your main product images, such as by more tightly cropping particular images.

Make a fuss about the item’s popularity

Stating that a given product is popular isn’t merely you ‘hyping it up’ more than it deserves – indeed, it may actually be a reasonable and accurate reflection of how sought-after that item is, thereby helping your customers in their buying decisions.

Advertise special offers and other sweeteners around the ‘add to cart’ button

Once the shopper’s cursor is hovering near that ‘add to cart’ button, you’ve got them (almost) in the palm of your hand. So, why not push them into clicking by making it irresistible for them with surrounding text highlighting the free delivery that the store offers for this product, or the extra goodies the buyer will get for free if they input a provided voucher code?

There you have it – some modest tweaks that could make a vital extra contribution to bolstering your site’s sales. As for how you can begin to discuss the overall shape your ecommerce store should take, why not get in touch with Piranha Designs’ experts in ecommerce websites today?

Is your ecommerce site doing enough to attract Generation Z?

Piranha Designs - Tuesday, August 20, 2019

Are you already exhausted of trying to suss out what the Millennial market wants from your online store? Well, unfortunately, your work is hardly over even once you have, thanks to the recent emergence of another demographic – Generation Z – that differs markedly in several key ways even from Millennials.

Why does it matter to cater specifically to this generation?

It would be so easy to think of Generation Z – which tends to be roughly defined as those born between 1995 and 2010 – as simply a younger subset of the Millennial generation.

However, the oldest Millennials – a group born between around the early 1980s and the late 1990s – are now nearing their 40s, whereas the oldest Generation Zers are only now entering their early 20s. That makes for a very real difference in terms of the perspective that these generations have on the world around them, not least as Generation Z is the first ‘digital-native’ generation.

While many Millennials knew of a world before easy and widespread access to the World Wide Web, with even the youngest of them born well before Apple unveiled its first iPhone, Generation Zers are not only digital natives – they’re also ‘mobile-first’ social media natives, many of them not even owning a desktop computer.

What the statistics indicate for your ecommerce store

Now, you might imagine that given the above background, you’ll need to place a greater emphasis on a slick mobile ecommerce experience if you are to attract Generation Zers, than was even the case for the also tech-proficient Millennial generation. You’d be right, too – but the statistics also paint a picture of a generation with a slightly complex relationship with online and offline shopping.

For example, while a report provided to Marketing Dive revealed that three quarters of Generation Zers prefer to do most of their shopping online when they can out of convenience, 80% said they looked forward to shopping in stores when they had the time.

Furthermore, the report showed signs of the frustration that many Generation Z shoppers can often feel with the mobile ecommerce experience, 38% saying it was difficult to find what they needed online, and 35% expressing discomfort with the notion of even making purchases online.

On this subject, it is important to note that Generation Zers are associated with a tendency to value experiences over material things, which in many ways, transfers to their expectations of ecommerce shopping. This is a generation that values a swift, slick and even interactive experience when they purchase online, not unlike that provided by the social media sites to which they are so accustomed.

All of this is likely to inform many of the decisions that you make about the design of your ecommerce store when you work with a trusted web design agency like Piranha Designs.

Get talking to us now about your website design needs

Would you like to partner with highly skilled and experienced specialists when the time comes to refresh or overhaul the design of your website, or to create a comprehensive ecommerce presence from scratch? In that case, the Piranha Designs team stands ready to assist.

Give our friendly and seasoned professionals a call today for a no-obligation discussion of your requirements from your next ecommerce site, whatever the generation to which your brand is most trying to appeal.

A few ways to better optimise your on-site videos for the search engines

Piranha Designs - Friday, August 02, 2019

It’s probably not news to you that video is becoming an increasingly central element of online marketing and search engine optimisation (SEO) – indeed, there’s an abundance of statistics to suggest precisely this. Did you know, for instance, that 83% of participants in one recent study said video content was gaining in importance, compared to the mere 5% who perceived it was becoming less important?

Despite such figures, however, all too many website owners are still failing to take all of the steps that they can do to optimise their videos for organic search. So, what are some of the measures we would advise you to adopt here at Piranha Designs?

Make sure the topic is actually interesting

When we say ‘interesting’ here, we do – of course – mean ‘interesting’ to your target viewers, rather than necessarily to you. Is the product you’re trying to sell one that the viewer could better appreciate if you provided a 360-degree view of it, or showed it ‘in action’? Or maybe there’s a common problem that you could explain a solution for in video form?

One thing is almost certain – your viewers probably won’t want to see an out-and-out advertisement, unless you’re a household-name brand. Keyword research – as we provide as part of all of our search marketing packages here at Piranha Designs – could be instrumental in enabling you to pick out some suitable video topics.

Produce videos of the highest quality

The term ‘video quality’ can apply to several things, including the literal image and production quality, as well as how well-structured the video content is, and how effective the video is at resolving shoppers’ needs. Whatever – all of these types of ‘quality’ count as far as your SEO is concerned.

Choose an attractive thumbnail

Given that your video’s default thumbnail may not be a very accurate reflection of the entire video, there’s likely to be considerable scope for you to select a thumbnail that is both more attractive and relevant.

If you fail to do this, searchers might not click on your video at all, or they may click on it and immediately leave after a few seconds of watching – and both of these things, if they occur frequently, can have adverse consequences for search engine rankings.

Have a well-structured video section

The structure of your site can play a fundamental role in how quickly its pages are indexed – so why not apply this same lesson to your video SEO, by effectively treating your videos like you would a blog?

Not only can your video pages themselves be optimised with appropriate title tags and relevant descriptions, but they can also each be assigned to a category – again, as routinely happens with blog posts. Also ensure that the category page includes links to every single video page on your site, to make search engine crawlers’ task of navigating your site easier.

Are you on the lookout for an agency that can provide the most in-depth website design and SEO marketing expertise, as part of services that are perfectly matched to your organisation’s needs? If so, we would be pleased to discuss your requirements with you, and how our team could fulfil them; simply call or email us in Gibraltar, London or Edinburgh today.


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