What should your online store’s product pages look like on mobile?

Piranha Designs - Monday, January 13, 2020

While, in 2020, many online business owners have long gone beyond the idea of simply making their mobile site a smaller version of their desktop store – as evidenced by the trend towards responsive design that actually rearranges a desktop site’s key elements for the convenience of smartphone users – that’s hardly the end of the story.

That’s because there are a lot of smaller steps you could be taking with your mobile ecommerce outlet that could make a surprisingly large difference to the rate at which prospective shoppers add products to their cart on your site and convert into paying customers.

So, let’s have a look at what elements your ecommerce store’s mobile product pages may be missing at the moment.

Structure your mobile pages for maximum impact

A lot of the most fundamental aspects of a mobile ecommerce product page are also among those that online business owners frequently overlook or get wrong.

Are the product titles on your mobile site overly lengthy and cumbersome, for instance? We’d recommend keeping them to less than eight words for the utmost readability and the highest conversions from mobile shoppers.

Similarly, while you might wish to impress by using the highest possible resolution for the product images on your mobile site, it might be best to go for a lower resolution and ensure multiple images of the same product can be easily viewed on a smartphone screen, with the help of a viewer or swipe interface.

There’s a lot of content you need to get just right, too

Photos aside, the description of a given product is the first hefty bit of content that a viewer is likely to clap their eyes upon. However, it shouldn’t feel too hefty, a 450-word limit generally being just fine when it comes to making your written content easily digestible for casual readers.

Product pages also often contain customer reviews, of course, but these aren’t always very well-organised on mobile. We’d therefore advise you to display the overall score at the top of the review section, followed by a few of the most recent reviews and a clear link that the reader can tap to read the rest of the reviews received for that item.

Another thing that you’ll often find on a mobile product page nowadays is a video, but again, it’s crucial to be responsible here. A video that automatically plays can be annoying or even embarrassing for the reader when in a public place, if the video has audio and the sound isn’t muted on their device. Showing your product-page video as a thumbnail with a play button might be the best course of action, given that this could help to reduce loading times and boost dwell time.

Get in touch now for a deeper conversation

The truth is, the above is far from an exhaustive rundown of the various elements that could be instrumental in making your ecommerce store’s mobile product pages more compelling and effective at converting in 2020. That’s why it might be a very wise decision to get in touch with our mobile website design professionals here at Piranha Designs today.

Contact us now in Gibraltar, London or Edinburgh, and we’ll be pleased to discuss the options you have for revamping or optimising your brand’s mobile presence for the utmost success this New Year.

How might you tweak your mobile site search this festive shopping season?

Piranha Designs - Friday, November 29, 2019

This time of year is inevitably one when ecommerce sites like yours will be flooded with traffic from those looking to purchase Christmas gifts – and do you know what feature will particularly help them to narrow down the options your store offers, thereby taking them one step closer to converting?

Yep, that’s right; a ‘site search’ function. Indeed, even if you have such a facility on your site already, there’s always scope to improve it – especially if a large proportion of your visitors are discovering your site via their smartphones.

Mobile site search isn’t quite the same as desktop site search

Now, it’s important to appreciate that getting your mobile site search right doesn’t involve simply doing all of the things you would do to improve your desktop site search, merely on a smaller screen.

After all, there are certain issues applicable to mobile site search that don’t apply, as strongly or at all, to desktop site search – particularly given the frequently ‘on the go’ nature of the mobile experience.

On a desktop site, for instance, it’s likely that any site-search feature will include a visible, open search box, like the one that greets you whenever you load up Google. But on the much smaller screen of a mobile, this may be an ill-advised use of limited space, thereby making it wiser for you to simply include a search icon – usually a magnifying glass – for the visitor to tap.

Another thing that’s really important with mobile site search is to ensure everything loads nice and quickly. Many of your smartphone-wielding visitors may be using the often iffy Wi-Fi connections in public places like bus and railway stations, so it’s a good idea to optimise the images that appear in mobile search on your site to be as lightweight as possible.

What other steps might you take to optimise site-search results?

There’s a lot more than the above that you can do to make the mobile site-search experience on your site feel as effortless and convenient as it should be.

The search results page should certainly be one key focus for optimisation, given how slow and cumbersome these can often be on mobile. Good tips here include restricting search results to 20 items at a time to shorten loading times, while also enabling endless scrolling.

The latter means that instead of the shopper needing to load a new results page once they’ve reached the end of those aforementioned 20 items, a further 20 items will automatically appear as they scroll down.

Oh, and you might want to eliminate relatively superfluous information, like ratings, from your mobile search results as well. As a general rule, it’s a good idea to just stick to absolutely essential information here, such as the product name and price – again, in the name of bolstering usability and loading speeds.

There’s so much more that we could do for your site experience

As mobile continues to play an ever-more fundamental role in how prospective customers engage with ecommerce brands like yours online, it’s never been more crucial to refine every last detail of the experience your site gives to smartphone and tablet users.

This is precisely what we can help you with here at Piranha Designs – so why wait any longer to contact us about our knowhow in the finer points of ecommerce and mobile website design?

Would a minimalist approach help your site to sell more?

Piranha Designs - Thursday, November 14, 2019

The saying ‘yes is more’ may have been around for a while, but it seems that with the increasing dominance of the Millennial generation, it is taking on a greater resonance than perhaps ever before. More and more of us, it appears, are trying to ‘de-clutter’ our lives, and this may even extend to what we expect from and respond to in ecommerce stores.

Indeed, in much the same way as a tidy bedroom can assist you in finding that item you may have presumed you’d lost forever, so a minimalist website design – consisting simply of such elements as striking product imagery, some modest text and a clear call-to-action (CTA) – might make it easier for you to focus on precisely why you’re browsing that online store at all.

It’s a compelling theory – but does it stack up in reality? Well, let’s take a look at the cases ‘for’ and ‘against’ minimalist site design...

Make the right moves, and it could transform your online fortunes

In principle, there’s huge scope to par your site design down to just those elements that will help you to really make an impact, through heightened visitor engagement and conversions.

Cutting out or at least minimising every possible distraction on your ecommerce site, not least by bringing the most crucial content to the foreground, will help you to convey the messaging you really need your site visitors to know, without allowing them to become too easily sidetracked.

Using just a few large, emotionally evocative context-of-use product photos per page, while streamlining the site’s navigation systems to reduce how many clicks or ‘taps’ are needed to get to each destination, and deploying a white background contrasted with other colour elements, could all help to give your site a striking minimalist appeal.

You might also think carefully about the most fundamental sections that each of your product pages can be reduced down to – such as its main image, the product name, its price, a call-to-action (CTA) and a section for supporting information such as product details and technical specifications.

And of course, a key part of web-design minimalism is being ruthless about what to jettison on your site. Are your social share buttons giving you much benefit? What about those eye-catching labels that you like to use on certain products, such as ‘new’ and ‘featured’? If your store’s analytics don’t indicate they’re making a positive difference, it might be time to say goodbye to them.

Is there an argument for not being minimalistic?

The short answer is: yes. For some sites, it really is just too important to provide in-depth information and imagery that visitors can see straight away, in which case, it might be counter-productive to try to relentlessly slice away elements of your site that users may appreciate.

Nonetheless, even if you’re not specifically aiming at a ‘minimalist’ web design, there can be big advantages in keeping an eye out for unnecessary clutter on your ecommerce store. After all, by doing this well, you’ll be able to guide your visitors towards that all-important ‘buy’ button so much sooner.

Get in touch with the Piranha Designs team today, whether in Gibraltar, London or Edinburgh, for a more in-depth discussion of how we could assist you when you’re refining or – indeed – comprehensively revamping your own ecommerce presence.

Your site won’t rank well if Google doesn’t even consider it a high-quality one

Piranha Designs - Monday, September 23, 2019

You might not exactly need to be told that Google places a big emphasis on ‘quality’ when adjusting the algorithms that ultimately determine how well sites rank in its search results. But how, exactly, does Google define ‘quality’? Well, that’s been a matter of longstanding confusion and frustration among many online business owners.

A recent Google blog post, however, shed considerable light on what the search engine considers to be ‘quality’ in a website.

Indeed, it listed a series of questions for those optimising their sites with a view to getting them to rank well, across the four subcategories of “content and quality”, “expertise”, “presentation and production” and “comparative”.

So, let’s summarise what Google addressed in the questions it came up with, so that you can make the tweaks your own site might need to achieve strong rankings.

Content and quality

Google’s questions in this subcategory – including “Does the content provide a substantial, complete or comprehensive description of the topic?” and “Would you expect to see this content in or referenced by a printed magazine, encyclopedia or book” – show a concern for genuine quality in the content that a given site publishes.

If your site’s content pieces thoroughly analyse relevant topics from multiple angles, incorporating original information or research beyond the obvious things that plenty of other sites are already saying, you can expect Google to give you high rankings in response.

Expertise

It isn’t exactly a secret that Google places a big emphasis on authority when ranking sites, and that this has been addressed in its algorithms, with inbound links conferring authority based on the linking sites’ own topic and quality.

However, your site’s content and the authors who write it also impact on your site’s authority in the eyes of Google. Do the people writing your content, then, have positive reputations and prominence in your industry? Are they active on other sites and platforms like LinkedIn and Twitter, and are they regulars on relevant industry forums?

If the answer to too many of these questions is “no”, these are aspects that you might wish to develop in the authors who contribute to your site.

Presentation and production

If Google is even addressing the subjects of presentation and production in its definition of quality, these can hardly be regarded as merely ‘superficial’ matters.

In any case, they should never have been considered to be ‘superficial’ by anyone. After all, should you expect to be able to win the trust of both shoppers and search engines if there are misspellings or grammatical errors on your site?

In its blog piece, Google presented a number of presentation and production questions that were especially interesting with regard to what could trigger manual penalties or lower algorithmic rankings.

These included “Does the content have an excessive amount of ads that distract from or interfere with the main content”, and “Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?”

Comparative

Finally, Google also put forth a few comparative questions, focused on how well a site compares to its rivals in terms of quality.

It’s well worth bearing in mind, after all, that your site doesn’t need to be perfect to achieve strong rankings – it just needs to be better than the sites it’s competing with for certain keyword phrases.

Is SEO quality a subject that has been concerning you as you look to optimise your site for better rankings in the months and years ahead? If so, don’t hesitate to get in touch with the Piranha Designs team.

We provide acclaimed search engine marketing packages that will help your brand to ensure consistently great quality across every key aspect of its presence on the web.

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? 


Recent Posts


Tags


Archive

Follow Us

We’d love to hear from you and answer any questions you may have.
Send us an email, stay in touch and follow us on facebook/twitter/linkedin.