6 Essential Mobile First Features For Your eCommerce Site

6 Essential Mobile First Features For Your eCommerce Site

mCommerce sales account for 43.3% of all UK retail ecommerce sales.

– The London Economic

Mobile commerce is growing at a rapid rate – according to eMarketer, mobile now accounts for almost 60% of total global eCommerce sales.

New functionality, such as e-wallets, and optimised eCommerce sites mean that users no longer need to move onto a desktop or tablet device to complete their purchase.

Worldpay have predicted that UK mobile commerce sales will nearly double by 2022. So how can retailers optimise their eCommerce sites for mobile conversions?

1. Sticky Navigation For Key Actions


Having a fixed header across your eCommerce site is now seen as key to providing a mobile-friendly navigation however not many sites are utilising this functionality at other stages of the buying journey. Adding sticky navigation to other shopping pages will ensure that key calls-to-action are always visible, no matter where the user is on the page. This is especially useful for long pages where the user would normally need to scroll up or down to continue their journey.


Fix the following CTAs to prevent needless scrolling and streamline your customer’s journey:


  • Sort and filter functionality on listing pages
  • Size selector and “Add to Basket” button on product pages
  • “Checkout” button on the basket page

2. Smart Site Search


Make it easy for mobile users to find what they are looking for without having to rely too heavily on typing in the correct phrase. Upgrade your site search feature to autocomplete partially types phrases, correct misspellings and suggest search terms. Guide users of large eCommerce sites to better search results by suggesting results within specific categories.

3. User Friendly Filters


Provide optimised filters to make it easy for users to narrow results. It is widely understood that poor filter functionality is a common cause of high bounce rate on product listing pages. Before the user selects a filter, let them know how many results they can expect in brackets. This will prevent frustration when the user lands on a page with more or less results than they expected.

Once filters have been applied, display them at the top of the page to provide users with confirmation that they’ve selected the correct option. You should also make it easy for users to deselect filters directly from the results page.

4. Clear, Upfront Product Information


Display available colour and size information on listing pages to prevent pogo-sticking. For high-spec products use a single-file list view rather than a grid so that more information can be displayed without the page looking cluttered.

Make product detail pages easier for users to navigate by separating information out into collapsed sections. Be clear when naming sections so that users know what to expect when they click through e.g. description, product specifications, customer reviews, care instructions, delivery and returns, accessories.

5. In-Store Product Availablility


Let the customer shop on their terms by providing the option to check stock levels at their local store. The customer may not want to wait for delivery or may want to physically see the product before buying it. If possible, offer reserve and collect to give the customer reassurance that they won’t be wasting a journey.

6. A Hassle Free Checkout Process


Make the checkout process as seamless as possible with minimal form entry and clear error messaging.

Only request essential information required for you to process the user’s order. Disable autocorrect on checkout fields to prevent the user’s phone from incorrectly updating name and address information. When requesting dates, telephone numbers and email addresses make sure that you are offering the correct mobile keyboards. If the user makes a mistake, preserve the information they’ve entered rather than clearing the form.

When offering the user multiple delivery options, calculate and display the estimated delivery dates rather than how long each service takes. This will make it clear to users when they will receive their order without them having to work it out for themselves.

Prevent checkout abandonment by offering alternative payment methods. E-wallets, such as Apple Pay, Amazon Pay and Alipay, allow customers to complete payment without the disruption of finding and entering their physical card details.

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Stephanie Fenton
17th April 2019

3 Ways Retailers Can Prepare For The Rise Of Voice Search

3 Ways Retailers Can Prepare For The Rise Of Voice Search

20% of searches in the Google App are now by voice.

– Google Data

The past couple of years have seen a huge increase in the number of searches completed using voice assistants. So much easier than typing out a query, voice search is the perfect fit for today’s busy lifestyle – allowing users to quickly ask questions at the same time as performing other tasks.

At the moment the majority of voice searches are being completed on a mobile, with most people in the UK owning a smartphone with a digital assistant pre-installed. However ownership of smart speakers, such as Amazon Echo and Google Home, has doubled in the past 6 months, with 1 in 10 UK households now owning one (YouGov).

Back in September 2014, Andrew Ng, Chief Scientist at Baidu, predicted that by 2020 half of all searches would either be completed with images or speech. Could Christmas 2019 see his prediction come true?

With such a rapid increase in home-assistant sales, and a high percentage of mobile searches already being performed with voice, what can retailers do to ensure their web content is optimised?

Ensure Your NAP Is Consistent Across Third Party Sites


As previously mentioned, at the moment the majority of voice searches are completed on a mobile. This means that lots of searches have local intent, e.g. searches for directions, local services, store details and opening hours.


46% of voice search users look for a local business on a daily basis

– Bright Local

So that voice-assistants can easily find your company’s information, make sure that all of your locations are claimed across third-party websites such as Google Places and Yelp. Also, check that your NAP (Name, Address, Phone Number) is correct and consistent across the web.

Write Content In A Natural Way


Data shows that the majority of voice queries use natural language and are longer than text-based searches. Users speak to voice-assistants as they would to another person rather than a search engine. This means that your product descriptions, buying guides and customer service information should be written in a conversational way – as if you were talking to a customer.

Although assistants aim to provide short, concise answers, research shows that articles with a higher word count actually tend to perform better in voice-search results as they provide more context to match a snippet to the user’s query. For this reason, aim to provide long-form content on topics but include definition statements to answer common queries.

When returning results for queries, voice-assistants take into consideration the snippet’s grammar and ease of pronunciation. Make sure that all content is reviewed for grammar and typos ahead of publishing and use simple everyday words that are easy to read out loud.

Speak to your customer-service team and sales assistants to identify the most frequently asked questions about your key products and ranges. You can then use this knowledge to update product descriptions, create buying guides or add FAQ pages to your site. Answerthepublic.com is another good way of finding out what potential customers might be searching for.

Implement Structured Data MarkUp


Help search engines to better understand the context of your content by implementing structured data markup. This markup highlights important parts of your content so that it’s easier to find. It’s also used to display rich and featured snippets in the search results. These featured snippets are often used as the top source for voice answers.

For eCommerce sites, Google recommend implementing all relevant markup below:

Google are also currently trialling a new form of schema called Speakable – this allows you to mark up which parts of your articles or webpages are suitable for voice search results. This is currently only available in the US, but Google plans to roll it out to other countries soon.

So What Should Retailers Be Doing Now?


1. Claim and update all business profiles and locations on third-party websites including social accounts.

2. Prioritising best-selling ranges, optimise and create content to answer common customer queries. Ideally plan and create all the content you think your customers will need for the Christmas shopping period.

3. Implement all relevant structured data markup so that voice assistants can easily make sense of your information.

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Stephanie Fenton
17th April 2019

Tips To Make Your eCommerce Store More Sustainable

Tips To Make Your eCommerce Store More Sustainable

Nearly two-thirds (64 percent) of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue.
– Edelman 

Over the past few years the issue of climate change and the impact our daily lives have on the environment have become big news in the UK. Thanks to the likes of documentaries such as David Attenborough’s Blue Planet, and the Government’s war on single-use plastic, shoppers are now more aware than ever of their carbon footprint.

This has resulted in more environmentally-conscious customers and a huge uplift in sales of eco-friendly products. Shoppers want to purchase from responsible retailers – half of the consumers who took part in a study carried out by GlobalWebIndex said they consider the environment when they make a purchase decision.

Not only are customers more attracted to retailers that share their values but they also avoid retailers with negative reputations.

Consumers are using their spending power to effect the change they want to see.

– Nielsen

On the flip side, customers are demanding a seamless and convenient shopping experience which is having a detrimental effect on our environment. So what steps can retailers take to make their eCommerce operation more eco-friendly while still protecting their profits and increasing customer satisfaction?

Energy Efficient Web Hosting & Design


Web hosting is energy intensive – data centres require a huge amount of electricity to process and store data. In fact, research carried out by Huawei predicts that data centres will consume a fifth of the world’s energy by 2025.

Luckily you can choose from a growing number of eco-friendly hosting providers, such as Google Cloud, that are committed to becoming 100% carbon neutral. For every unit of electricity Google use to power their operations they purchase the same amount of renewable wind or solar energy and pump it back into the grid. This means that any emissions generated by your data requests and storage will be zero.

The amount of energy required to load one of your web pages will depend on the complexity of its design and functionality. Many of the factors that influence this energy usage are the same as the factors that influence how quickly your pages load.

Ways to reduce the level of resource required to load your pages include:

In addition, simplifying web design with more white space can both improve navigation and make your website more eco-friendly since monitors use more energy to display darker colours.

Green Shipping


The subject of free delivery and returns has many retailers feeling stuck between a rock and a hard place. Many feel as though these offerings are no longer a USP but an expensive necessity to remain competitive in a busy market. What’s more, the lack of commitment required to order online is encouraging high product returns and having a damaging effect on the environment. So what can retailers do to protect their profits and offset their carbon footprint when it comes to shipping?



The Department for Environment, Food & Rural Affairs reported that 11.5 million tonnes of packaging waste were generated in the UK in 2017. With eCommerce sales continuing to grow year-on-year it’s important that retailers do their part to reduce waste.

It goes without saying that retailers should cut down on as much packaging as possible, however it’s essential that any fragile goods are sufficiently packaged to prevent damage. If they arrive damaged, returning and replacing the goods will have a bigger footprint than the packaging.

If you offer free gift wrapping around the holiday season, make sure that you add the option to select/deselect this at the checkout. Many shoppers like to see the gifts they’ve purchased themselves before passing them on to the recipient.

Always use recyclable and biodegradable packaging materials that can be recycled locally by your customers such as cardboard boxes and paper fillers. If you are shipping fragile goods, choose biodegradable Eco Flo chips over harmful styrofoam.

Use responsibly sourced or Forestry Stewardship Council certified packaging. Better still, if you can, use packaging that has already been recycled.

Always encourage your customers to reuse or recycle your packaging and include all packaging with any items that they return.

Retailers don’t need to sacrifice on design for eco-friendly packaging – branded packaging is important for awareness, image and shareability. Well-designed packaging is in fact likely to be smarter and often means less waste.

Invoices can be provided electronically and returns information can be printed on the inside of boxes so that a separate piece of paper doesn’t need to be provided inside the box.

Your customers will notice if you’re sending out half-empty boxes – make sure that you have multiple sizes of box available for the products you stock. Review your most popular order combinations and source boxes to fit.

By only using the size of box required, retailers will save on both courier costs, where costs are calculated with dimensions, and reduce the number of trucks required to transport their orders.



When picking goods, warehouse staff should be encouraged to use handheld scanners over paper printouts. Handheld scanners not only reduce waste but they increase efficiency by sending pickers to follow the most efficient route around the warehouse. As they’re online and linked up to your eCommerce platform, they’ll be able to add items to the picking list as they’re ordered in real-time – allowing your pickers to work more efficiently.

Choose shipping partners that offer delivery windows and collection points. These options prevent missed deliveries and wasted journeys from multiple delivery attempts. DPD Pick Up allows customers to collect and return items to over 2500 shops throughout the UK.

If you have a bricks-and-mortar store, you can also offer a click-and-collect service.

Don’t be scared to educate your customers on the impact of their choices. On your checkout, highlight that longer shipping times are better for the environment as it means that their orders can be transported with other orders heading to their region. Customers who don’t urgently need their order might only be selecting next day delivery because it’s free.



Product returns are a big issue for retailers and for the environment. Although some returns are inevitable due to the remote nature of eCommerce, there are lots of ways in which retailers can reduce returns. For some ideas on how you can reduce your product returns, take a look at our blog post – How To Reduce Your Customer Returns In 8 Steps.

When items are returned to you, make sure that you reuse as much of the packaging as possible and recycle anything that can’t be used. If items are returned because they are damaged or broken, get them fixed or refurbished so that they can be sold on rather than going to landfill.

An Eco-Friendly Working Environment


As your eCommerce business grows, so will the number of staff it takes to run your business. Over time small changes to the working environment you create will have a big impact on your carbon footprint.

Paper: Reduce paper usage as much as possible with the aim of eventually going paperless. Only buy recycled paper and notebooks, and encourage staff to only print documents when absolutely necessary.

Plastic: Encourage staff to avoid single-use plastic bottles by providing a water cooler, real glasses and reusable water bottles for warehouse staff.

Recycling: Provide your staff with additional bins for recyclable waste such as paper, cardboard, plastic, cans and glass. Arrange for a charity or private waste disposal company to collect and recycle old ink cartridges and computing equipment.

Energy Usage: Make sure that you are only using the energy you need – this will both help the environment and reduce your electricity bill.

  • When not in use, turn off monitors, computers and tv screens completely rather than leaving them on stand by.
  • Unplug phone and laptop chargers when not in use to prevent them from consuming wasted energy.
  • Make sure that lights are turned off in empty or sunny rooms and use LED light bulbs rather than fluorescent or incandescent bulbs. At Venditan we use motion sensor lighting so that empty rooms are never unnecessarily lit.
  • Set a timer on your thermostat so that heating/ air-conditioning is only switched on during office hours. In summer open windows rather than using air conditioning.
  • Use energy efficient equipment where possible – not all staff will need the most powerful equipment.

Office Plants: Not only are office plants said to reduce stress and increase productivity but they will also improve air quality by absorbing carbon dioxide and releasing oxygen.

Travel: Encourage staff to cycle to work or take public transport to reduce the pollution caused by commuting to and from work. If you’re based in a remote location, encourage carpooling and offer work from home days if their role allows.

Increase Loyalty & Attract New Customers


In a competitive market, being eco-friendly can be seen as a big USP. The move towards becoming more sustainable doesn’t need to be expensive. In fact it’s likely to save you money and be highly beneficial for you brand image.

88% will be more loyal to a company that supports social or environmental issues.

– Forbes

The growth in environmental concern isn’t going anywhere. Becoming a green business won’t happen overnight but by adopting small changes and sharing them with your customers you will be helping to future proof your business.

If your eCommerce business has made any recent changes to become more sustainable, we would love to hear what they are and how your customers have reacted in the comments below.

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Stephanie Fenton
11th April 2019

How To Create A Great Online Shopping Experience

How To Create A Great Online Shopping Experience


There’s no question that customer demands and expectations are higher than ever when it comes to buying online. We are finding that this is persuading retailers to get back to basics and focus on creating better websites and more convenient buying journeys.

So how can you create a more memorable experience for your customers and keep them coming back for more?

Personalisation & Customer Engagement

Creating a personalised experience will be key to increasing engagement and remaining competitive this year. To better meet the needs of their customers, retailers should try to replicate certain elements of the in-store experience online:

Product Imagery: Due to the remote nature of eCommerce, it’s often hard for customers to fully visualise what they’re buying. 360 degree product imagery and demonstration videos help to give customers a more comprehensive overview of a product’s features and benefits. This will either give the customer more confidence that they are buying the right product, increasing conversion rate, or confirm that it’s the wrong product, reducing product returns.

Product Recommendations: Personalised product recommendations based on search queries, page visits and previous purchase history help guide users towards the products that are most relevant to them in the same way as an in-store sales assistance might try to help a customer find what they are looking for. A previously-viewed-products area will allow users to easily navigate back once they’ve considered their choices.

Single Customer View: So that retailers are able to engage with customers in a more meaningful way, it’s crucial that customer data from all sales channels is shared across the entire business. For example, if a customer has viewed a product on your website but then gone on to purchase it in-store, they don’t want bombarding with emails and remarketing banners asking them to buy the product that they’ve already bought. Similarly, if marketing teams are made aware of the in-store purchase, email and remarketing could be used to upsell complementary products.

Chatbots: Online shoppers have previously missed out on the ability to get instant answers to their questions from sales staff. Most eCommerce sites now offer a live chat option, however this is usually only available during office hours meaning that the majority of customers are left waiting for a reply to their email. In 2019 we’ll see chatbots, with friendly brand mascots, becoming more and more commonplace. Available 24/7/365 chatbots are becoming more sophisticated and can already help assist with product information, recommendations, customer service information and helping users to checkout.

Web Design

For the past couple of years web developers have been thinking more about how page layouts and elements can impact the customer buying journey.

Cutting out the clutter to create minimal designs will not only speed up the loading of web pages but will prevent distractions and help customers to navigate your website more easily. With more white space on your eCommerce site, colours can be used to evoke emotion and increase confidence in your brand and products.

Using micro-interactions such a hover triggers and feedback animations will help to differentiate your brand and delight your customers, creating a memorable shopping experience. Today’s customers are easily frustrated and have little patience – if they’re waiting for a page to load, make it clear that the page is being loaded. If they’re filling out a form, show them progress bars and highlight any population issues before they press submit.

Mobile visits have surpassed desktop for the past few years now so don’t forget to create a thumb-friendly navigation. Think about how to make it easier for users to complete the buying journey with their thumb. Main menus, product filters and “add to basket” buttons are all increasingly being added to the “thumb zone” so that they are easier to reach on mobile devices.


Delivery Choice & Flexibility

Key to remaining competitive this year, you need to be providing your customers with choice and flexibility when it comes to delivery.

Better delivery options are now the second biggest factor why consumers choose one online retailer over their competitors


Make sure that you’re negotiating with your delivery partners on a regular basis. Free delivery thresholds and next day delivery have become the norm, with many competitive retailers now offering delivery slot choices and same-day delivery. The more orders you’re shipping, the better rates you’ll be able to get so make sure you’re reviewing courier options as you grow. A courier that might have been too expensive in the past might be the perfect fit for your business this year or next.

Offering annual delivery subscriptions can often help to offset the cost of offering free delivery. Rather than paying the delivery charge for their order, customers are encouraged to pay a larger amount with the guarantee of free delivery for a whole year. And as the customer has already paid upfront and wants to get their money’s worth, you’re more likely to be their first choice when ordering products throughout the year. It’s a win-win for both retailers and their customers. This is working particularly well for luxury retailers like Selfridges who have a big international following – their Selfridges+ global delivery charge of £40 per year seems far better value than £25 per order.

Once you’ve offered your customers choice and flexibility, you need to make sure that you’re following through on your promises. Make sure you have the right internal processes in place to make the dispatch process more efficient and make sure you’re utilising new technology like RFID which will help to quickly identify lost products in large warehouses and prevent overselling.

Alternative Payment Methods

Providing customers with as much choice as possible at the checkout can help give retailers the edge over their competitors. Digital payment methods such as PayPal, Amazon Pay and Apple Pay, give customers a quick and convenient way to checkout in just a few clicks without having to fill out lengthy forms – something particularly useful when shopping on the go.

For customers who don’t want to wait until payday to place their order with you, offering “buy now, pay later” options such as Klarna and V12 can help secure the sale and prevent them heading over to one of your competitors sites.

In 2019, 55% of all online transactions are predicted to be made using alternative payment methods. 

– Klarna

If you’re selling to international customers, make sure that you’re providing them with their favourite payment methods. Rather than paying with debit or credit cards, German customers prefer to use payment systems like GiroPay and SoFort. And if you’re selling to customers in China, where credit cards have never gained popularity, you need to be providing AliPay and WeChat as options.

Mobile payments have become so common in China that paying with cash is practically unheard-of, even with street performers and taxi drivers.

– Business Insider

For more tips on creating a great shopping experience for your customers, download our latest e-book – Four Fundamentals For Sustainable eCommerce Growth.

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Stephanie Fenton
3rd April 2019