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?

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.

How can a great user experience go hand in hand with great SEO?

Piranha Designs - Thursday, July 11, 2019

Are you constantly doing seemingly ‘all of the right things’ with the optimisation of your website for the search engines, only to find the high rankings you’ve worked so hard to achieve aren’t even bringing you a noticeable uplift in sales and loyal customers... that is, if your rankings are even climbing at all?

If so, your big problem may be that you’ve overlooked the crucial connection between user experience – or ‘UX’, as it’s frequently referred to in web design and development circles – and SEO.

You see, the two things have a very intimate relationship. Just imagine having two equally renowned high-street stores to choose from for a particular product, with the item being priced the same in both places... except that at one store, the staff are so much nicer, more responsive to your queries and more informative when answering your questions.

In theory, you might still buy the product at the ‘other’ store... but it’s the one that provides an especially great experience that you are especially likely to purchase the item from.

So, how does effect manifest for ecommerce stores?

Let’s continue with the offline analogy for a bit. You go to said brilliant store, you buy the product, you’re satisfied and you go back to that store again and again in the future, consistently benefitting from a brilliant service. You tell your friends and relatives how good this store is, and the store gains such a reputation that it is featured prominently in local directories, newspapers and magazines.

Well, there’s a similar thing going on for online stores that provide a superb user experience.

These sites don’t suffer from such high ‘bounce rates’ – the online store equivalent of someone heading into a shop, and then going straight back out again – while the more pleasurable browsing and buying experience for visitors lends itself to heightened ratings, referrals and inbound links.

A few quick ways to bolster your UX – and with it, your SEO

OK, so you might turn to Piranha Designs to undertake more in-depth optimisation of your site’s user experience – but here are a few quick tips to give you some inspiration and ideas. You might want to try...

  • Ensuring your site’s internal links are to pages that are genuinely relevant and useful for shoppers – there’s little point in linking to the page you’re already on, for example
  • Optimising for faster page loading times, in light of the Google study that showed conversions fell by 12% for every second of load time
  • Giving customers an equally pleasurable experience on mobile and desktop, in recognition of the fact that more than half of Google’s global search results are served from its mobile-first index
  • Going into greater depth with your content. Be careful here – length alone won’t translate into higher rankings, but content that is genuinely more informative and useful for visitors than what your rivals are serving up might well do
  • Targeting keyword themes and words that fit in well with what you’re offering to the customer, instead of being intended purely to drive search volume

Get in touch today with the Piranha Designs team at our Gibraltar, Edinburgh or London offices, and we’d be delighted to talk to you about our website design and SEO services that will help you to maximise your site’s user experience and with it, your brand’s online fortunes.

3 ways to shorten image loading times on your site

Piranha Designs - Monday, July 08, 2019

The reasons to have images on your website at all should be more than obvious when you consider what your site would be like without them. In short, it would be a rather dull place that would be relatively ineffective at inspiring visitors or giving them an accurate impression of your products or services. But are you allowing a love of sophisticated imagery to impact on other aspects of the user experience – such as how long it takes your pages to load? 

Believe it or not, it’s more than possible to reduce how long it takes for your site to load images, without compromising its all-round visual appeal. Here are a few examples of what we mean. 

Don’t have quite so many images on your site

It may sound like an obvious tip, but did you know that according to a HTTP Archive report, the typical webpage in 2019 may request between 28 and 32 images when it loads? It’s well worth asking yourself, then, whether all of those images on a given webpage of yours are really necessary. 

When it comes to product category pages on ecommerce sites, for instance, the various images showing actual available products tend to be critical in terms of not only showing the viewer the products in question, but also educating them about these items’ benefits and inspiring them to buy. 

But are some of the images on such pages on your own site effectively just pictures of text, or decorative, or perhaps even stock images that don’t really communicate anything? 

Embrace the ‘lazy loading’ of images 

Traditionally, when a webpage loads, it requests every image listed in the page markup, including any images that may be initially off-screen and only become visible when the user scrolls down the page. 

This is where ‘lazy loading’ comes in useful, as it loads certain images only when they are strictly needed. Just imagine how much quicker a given page on your site could load, if it only initially requested those images that would immediately appear on the user’s screen. 

Various lazy-loading scripts are available to introduce this functionality to your site, or you could ask the Piranha Designs team to incorporate it when you turn to us for website design.

Compress your images

Such raster formats as JPG, PNG and GIF are widespread on the web, and may therefore be represented across many of the images on your own site’s pages. 

Sometimes, it’s possible to compress such images to ensure they load faster, while scarcely making any visible difference to their quality. It can be done through popular image-editing software, or automatically via such other solutions as content delivery networks, scripts or application programming interfaces. 

Images may be just one element of your brand’s online presence, but they can make a greater-than-initially-expected difference to your efforts to market your business and generate revenue on the web. For a more in-depth discussion of your firm’s web design needs in 2019, why not get in touch with the Piranha Designs team in Gibraltar, London or Edinburgh today? 


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