As the days start to lengthen and it feels like we’re edging out of winter we all look forward to the new life and freshness of spring. Does your website feel the same or is this a good opportunity for a bit of housekeeping to make it spring fresh and ready for the summer?
It is natural in business that staff will periodically move on, either to other roles within your business or elsewhere.
When did you last review the list of users with access to your website’s administration area to ensure that only staff with a current business need have access?
Leaving accounts active for staff no longer employed can lead to severe problems, The British Museum recently had a disgruntled ex-contractor return and use their, still active, access to shut down a number of exhibits ahead of a busy weekend. If their access been revoked promptly they would not have been able to do so. For e-commerce sites you also have a duty of care to the personal data of your customers, per the GDPR legislation.
For WordPress sites, this is as simple as viewing the Users list in the admin and checking that all those under the Administrator, Shop Manager or Editor tabs still need access, and revoking or deleting any who are no longer needed.
From a security point of view you should avoid sharing logins and each staff member should have their own username and unique password for each site.
When did you last change the password for your website admin? Could anyone else know what that password is or is it even in use elsewhere? It is good practice to rotate (i.e. re-generate) passwords periodically to avoid any old record of it escaping your control. Most importantly, ensure that any password you choose is strong and unique, i.e. never re-use the same password on more than one site. Most good password managers have a password generator and if you’re not using a password manager (why not?) then you can still generate a really good password using online tools – WordPress has a strong password generator built in for example.
If you don’t already have 2-factor authentication enabled you may wish to add that to keep your borders fortified.
Websites evolve over time, is yours still showing outdated features or content? Are there still references to COVID-19 precautions or does your contact form still ask for a fax number? All of these things can make your website seem dated and potentially lose business. In some cases, you may even find you have features, and plugins for those, which are no longer relevant and removing these would free up space for more valuable content. Removing redundant plugin(s) can also speed up your website and even make it more secure and easier to manage going forward.
Perhaps it’s time for your website to grow a new feature, some aspect of your business that isn’t already available or something that would make your life easier, it could be anything from a listing of clearance items, a newsletter sign-up form or even a customer management system to allow you to run your business more effectively?
Do you send out newsletters to your customers regularly, if so when did you last check on your bounce rate and interactions, do you need to remove old recipients who’ve not engaged for years (or try to re-engage them), are there new active customers who you’re not sending to that might appreciate your newsletters, is your template on-brand and fitting with your website or a relic from previous seasons?
Are you still running Google Ads campaigns using the same words & phrases as last year? The world moves on and so must your choice of terms to remain relevant and cost-effective rather than old and dusty.
With so many changes to online advertising is your website using the latest types of campaign to get the best conversion rates and lowest cost per lead? Are your landing pages fresh and inviting? A Digital Marketing review might be what you need to clean up your marketing efforts.
Ok, don’t try putting emulsion on your monitor, however your website’s design does age, is yours looking from the last decade? If so it might be time to speak to our designers about adding a bit of pizzazz back into things, and perhaps take that one step further with a full user experience review so that it is spring-fresh, sparkling and doing all it can to drive your business forward.
Gen Z (born 1997-2012) are known as the first true digital natives who have grown up with the internet, having easy access to social media, portable digital devices, smartphones, tablets as part of everyday life. They are tech savvy and highly adept with online digital tools and platforms whose preferred way to communicate is via online messaging through social media, gaming platforms and smartphone apps.
Generation Z has distinct digital behaviours compared to millennials, Gen X and boomers. Due to growing up in a digital online world they have had instant access to information to meet their particular needs preferring short form video engaging interactive content which is easier to digest rather than long form text.
Millenials grew up in the time period of making the transition from analogue to digital devices. Gen Z prefer mobile to desktop having had access to smartphones and portable devices.
There is a trend of Gen Z moving away from Google to using social media for searching for information and discovering new brands.
In a recent study when asked where they most frequently discover new products, 18- to 27-year-old consumers responded with:
This data highlights the growing shift toward social media platforms for product discovery among Gen Z.
However, don’t be fooled as Google isn’t going away anytime soon. Millennials (42.45%), Gen X (41.1%), and Boomers (55.9%) still rely on a Google Search first.
As traditional search marketing and AI evolve brands need to leverage social platforms, embrace authentic marketing, and prioritize experiential content to thrive with Gen Z.
Make sure all pages have meta titles and meta descriptions to help search engines know what your site is about. Review the keywords/phrases that you are targeting on your site and see if they are still applicable or has terminology changed? Make sure all images have alt tags as this improves site useability for those with limited vision. The EU Accessibility Act will come in to the force this year and sets out new inclusivity regulations for sites, so if you operate in EU member states its worth reviewing where you stand.
Is your password for your website admin still Password1234, and are you using the same password for multiple different logins? The more time goes by the more advanced security risks become but the humble password is often the weakest point in the chain. Take the opportunity to get a new advanced secure password, and utilise a password manager such as LastPass or Dashlane to store those details securely. For platforms that support it make sure you have two-factor or multifactor authentication enabled.
Make sure all images have been optimised by being resized to the correct dimensions and compressed using a tool such as tinypng. This helps improve load time of the site and keeps users happy.
Are you still referencing floppy disks in your copy, have you still got the Twitter bird logo rather than X? Was your last “latest news” post from 2005? All of these reflect badly on your brand so make time to update the out of date. Time is often better served improving existing content, rather than trying to create news. While you’re there, make sure your privacy and cookie policies are all up to date.
Try going through your website and REALLY looking at it and seeing whether it still feels like it’s saying what you want it to say, in it’s look, feel, usability. Are there just a few things you need to change or is time for a complete overhaul?
In today’s digital-first landscape, having a website isn’t enough. Understanding how it performs is critical to digital success. At Infotex, we leverage Google Analytics, a powerful tool that offers key insights into web traffic, user behaviour and engagement to optimise our clients’ online presence.
Our data-driven approach allows us to assess what’s working, identify growth opportunities and continually enhance user experience for measurable impact. Here’s how Infotex uses Google Analytics to drive real results for clients across all industries.
Every Infotex project starts with a deep dive into the client’s objectives—whether they want to drive sales, increase lead generation or enhance brand engagement. Once we understand their needs, we customise Google Analytics to track the most relevant metrics. By setting up the right goals and objectives in the platform, we’re able to directly monitor the progress and effectiveness of our strategies in real-time.
Example: For an e-commerce client Infotex prioritises goals like conversion rate, checkout visits and product performance metrics, focusing on strategies that drive meaningful increases in sales.
Effective marketing is all about understanding the audience. Google Analytics allows us to learn about each client’s unique user base, from basic demographics like age and location to deeper insights into user interests and devices used. This audience data informs every aspect of our strategy, allowing us to make user-centric recommendations for content, design and functionality.
Why it Matters:
Google Analytics provides valuable insights into how visitors find each client’s website, breaking down traffic sources like organic search, social media, email, and direct visits. This enables us to assess which marketing channels are performing well and adjust strategies as needed to make the best use of resources.
Example: If data shows strong engagement from social channels, Infotex might allocate additional budget to boost social campaigns. Conversely, if organic traffic is lower than expected, we can refine our SEO strategy to increase visibility.
With Google Analytics, Infotex tracks the full user journey from entry to exit. By observing where users enter, the paths they take through the site, and where they drop off, we can identify potential areas for improvement. This information informs critical decisions on page structure, content hierarchy, and call-to-action (CTA) placement.
Key Metrics Tracked:
Conversions are often the ultimate goal for our clients, and Google Analytics makes it easy for Infotex to track these key actions. By setting up custom goals and monitoring them consistently, we gain a detailed look at user behaviour in the conversion funnel, revealing insights into what drives actions and where improvements are needed.
Examples of Goals:
For clients in retail, Infotex uses the e-commerce module within Google Analytics to drill down into sales performance, product preferences, and checkout processes. By examining each touchpoint from product views to purchases, we’re able to develop data-driven strategies that optimise the sales funnel and enhance overall performance.
E-commerce Insights Include:
Google Analytics offers a wealth of data, but we understand that clients need clarity and relevance. We create custom reports with our internal company database and Google generated reports using Raven Reports which includes SEO, social media, PPC ad campaigns, SEO reports to see your website rankings, authority, backlink profile, organic traffic, tailored to each client’s objectives. These reports provide clear visuals of key metrics, making it easier for clients to understand performance and see the impact of our work.
Data on its own is useful, but it’s the actions driven by insights that make the difference. Infotex uses the information collected from Google Analytics to provide actionable recommendations tailored to each client’s goals.
Digital marketing’s dynamic nature means continuous improvement is key. We regularly monitor performance metrics, allowing us to adapt quickly in response to changes in user behaviour, industry trends or client needs. By staying up to date, we ensure that clients receive an evolving strategy to remain competitive.
Infotex’s expert use of Google Analytics enables our clients to make the most of their online presence. Through data-driven insights, strategic adjustments, and ongoing refinement, we help businesses grow, attract more users, and increase conversions—proving the real power of data in digital marketing success.
While I hate to write about Christmas in September, getting prepared for the Christmas season should start early so you can make the most of it.
This is just a small reminder to get ahead of the game and make the most of it.
Google Ads is an online advertising platform provided by Google that allows businesses and advertisers to display their ads on Google’s search engine results pages (SERPs), websites within the Google Display Network, YouTube, and various other Google partner sites. It is a pay-per-click (PPC) advertising system where advertisers bid on keywords and pay for their ads when users click on them.
Responsive search ads let you create an ad that adapts to show more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.
Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail and Maps.
Discovery ads appear in places where people are most likely researching products or watching product reviews including the YouTube homepage for example. Google users can opt out of the data that’s tracked to put together targeted Discovery Ads, but most people don’t and Google claims it can reach up to 3 billion users. Google does this by tracking users:
A display ad is a type of online advertisement that displays images or videos that appear across millions of websites worldwide that are part of Google’s Display Network, e.g YouTube, appearing on third-party websites.
Shopping ads use your product catalogue to showcase e-commerce optimised ads across the Google Search and Display networks. Google’s automatic targeting shows what it thinks is the most relevant product for a user’s search Google shows product listings – both ads & organic results in an e-commerce inspired layout that’s easy to browse, click through, and buy. Example:
This article is part of our blog series, Websites 101, lightly introducing and explaining important topics on everything to do with websites, including design, digital marketing, software, infrastructure and beyond.
If you have a question you want answered as part of the Websites 101 blog series? Get in touch to let us know.
Updated February 2024
Google uses the page experience as part of their ranking algorithm, making it yet another factor to keep on top of to achieve a high position in the search results.
Google have grouped these under the title of Core Web Vitals, to provide a snapshot health-check of your site – but crucially it can use real visitor data.
Core Web Vitals are metrics introduced by Google to measure real-world usage of a visitor’s experience on a webpage. They comprise three primary measurements that are used to calculate the speed of the page and user interaction.
The Core Web Vitals are:
Not exactly snappy titles and not immediately obvious what they are. Strap in, here we go:
Largest Contentful Paint is simply the measurement of how long it takes a page-view to load for a real site user. So, from the point of clicking a link to seeing the site on your screen, Google tells us this should happen in under 2.5 seconds.
To analyse LCP, Google takes the largest content piece (be it text, video or image) to appear on the display. As the page changes in loading, Google shifts to the new main element. It progresses until when the page loads fully or the user starts interacting with the page. There are several elements that that can impact the loading speed, but the main factors for enhancing LCP include:
LCP is primarily going to be impacted by how your site was built in the first place, or what content you’ve added to it since, but from a site owner’s point of view making sure that images are correctly compressed for web use is important, either before uploading to the site or making sure the site itself is applying compression.
Cumulative Layout Shift calculates the visual stability of a page as it loads. Layout shift, also known as ‘layout jank’, appears when the information on the page keeps moving around despite the page appearing loaded. This is annoying, and can sometimes result in a user clicking the incorrect link.
The CLS score is calculated through multiplication of the display part that changed when loading by the interval it moved. Google’s recommendation is a score under 0.1, so only minimal elements move as the page loads.
Again, layout shift is going to be mainly influenced by how the site was originally built.
Largest Contentful Paint measures if the page is viewable. First Input Delay measures whether a user can interact with the page, such as clicking a link. Often a page can be viewable, but due to the loading of other items happening off-screen you can’t interact with the page.
Longer input delays tend to happen when the page is in the loading process and part of the content is already viewable but expecting to be interactive, since the browser is fully engaged in loading the remaining part of the page. The primary effort on developing FID is concentrated on quicker page loading.
Google rates a score under 100 milliseconds as Good for FID.
Implementing a site cache (such as Cloudflare) and reviewing slow 3rd party JavaScript can rapidly reduce your first input delay score.
From March 2024, Google will be using Interaction to Next Paint (INP) instead of FID (First Input Delay). INP assesses the responsiveness of using a webpage, such as clicking or a key press, and how long it takes for the user interface to update. When an interaction causes a page to become unresponsive, that is a poor user experience. INP observes the latency of all interactions a user has made with the page, and reports a single value which all (or nearly all) interactions were below. A low INP means the page was consistently able to respond quickly to all—or the vast majority—of user interactions.
PageSpeed Insights
The easiest way to view your vitals is via Google’s PageSpeed Insights. In the results, some sites will have a Field Data section, but this is usually only for larger sites.
If Field Data isn’t shown, you can still see a snapshot underneath from Lab Data. Note that running the report multiple times for the same page can get different results.
Google Search Console
For a more detailed view of Core Web Vitals, you will need to access Google Search Console. This will provide a graph of the number of pages with issues or improvements required over time, split between mobile and desktop.
Selecting the Open Report against these graphs then allows you to see what the issues relate to. Selecting any of the Types in the details section will show which pages are affected.
Google uses PageSpeed Insights as a tool for testing website performance.
A Google PageSpeed Score typically ranges from 0 to 100 with a higher score indicating better performance. The score is calculated based on how a page performs in terms of various performance metrics. The specific algorithm and weightings may change over time, but it generally takes into account factors like page load times, content rendering, and interactivity.
The PageSpeed Score is often linked to the user experience. A higher score usually correlates to faster loading and better user experience. Google and other search engines consider page speed and user experience when ranking pages in search results, so a better score can lead to improved search engine ranking and user engagement.
An overall Speed score is calculated by looking at the categories for each metric:
We could equate Core Web Vitals to emissions tests during your car’s MOT. It’s measuring multiple areas all designed to improve the quality of the environment or in this case the internet. As Core Web Vitals are now being used by Google as part of their ranking algorithm, for those sites wishing to stay on top of their search engine positions it’s going to be important to monitor them and make sure that your site stays in tip-top condition.
How does Google see your website? What are your site’s top performing pages? Which keywords are people using to find your site? What’s needed to improve your website’s performance?
Google Search Console is the free tool that helps you get to the root of these questions. Here are the need-to-knows for understanding and making the most of the product.
Google Search Console is a free product designed to help website owners monitor the performance of their website in Google Search results.
Formerly known as Google Webmaster Tools, it helps measure organic search engine listings such as keyword rankings, as well as any issues reported by the search engine that can be used to improve the website’s performance.
The information provided can help a site owner understand how they’re doing in Google Search. It also informs anyone who directly works on the site – be that an agency like Infotex or site owners and administrators – how to troubleshoot issues and improve performance.
If you have a website with Infotex, then it is very likely that your site is already registered with Google Search Console. You can contact your Account Manager or the Support Team if you wish to be added as a user to the Google Search Console service.
Otherwise, sign up to Google Search Console to verify your ownership of your website and get going.
Once logged in to Google Search Console, you are presented with a left hand menu of sections including:
Overview: Provides a summary of your site performance and indexing in Google.
Performance Reports: Displays how many people saw and clicked on your site in Google Search, as well as your website’s average position in Google search rankings. This information can be seen for both keywords and for individual site pages, so it is an important tool for understanding the search terms people are using to find your site and the content that is being seen most in search results.
Page indexing: A report which shows all pages on your site that are known to Google, along with whether each page is or is not indexed in Google, and the reasons for this.
Page experience: This report isn’t about what some would typically associate with Google Search. Page experience reports on how “good” a page is in terms of other factors like loading speed and mobile experience. As Google’s ranking algorithms have become more and more sophisticated, these experience metrics have become more important for Search Engine Optimisation.
Google Search Console is a vital tool for any Digital Marketer for both troubleshooting and understanding a site’s performance. It’s well worth a look, even if you’re just wanting an overview of what keywords your site is being found for.
This article is part of our new blog series, Websites 101, lightly introducing and explaining important topics on everything to do with websites, including design, digital marketing, software, infrastructure and beyond.
Got a question you want answered as part of the Websites 101 blog series? Get in touch to let us know.
The online food and drink sector is a fast-changing and competitive market, so it is important to continuously review and revise your online marketing. At Infotex we support our clients with the best Search Engine Optimisation (SEO) and digital marketing practices to help their websites keep up with the market.
Read on to learn how we support our food and drink clients with digital marketing strategies, and for examples of clients’ food and drink websites.
Support comes in many forms, but on the digital marketing front there are three essential strategies we know are most effective for driving traffic to websites in the food and drink sector.
Through our SEO and digital marketing practices, we have been able to attract higher numbers of traffic for our client’s websites.
This includes targeting keywords and queries related to the industry (such as ‘food for camping’), bespoke marketing campaigns, and introducing paid advertising via Google Ads.
The increased exposure allows our clients to offer their food and drink products to a wider audience.
Through keeping an active and regularly updated blog, food and drink websites attract more visitors to the site because they are providing frequent content for people browsing their related products. Consistently posting new and high-quality content reassures potential customers that the website is active and they care about keeping loyal customers updated regarding the latest developments of the company.
Producing interesting articles that capture the attention of page visitors will only benefit food & drink companies, and with our digital marketing and SEO services we can carry out the required action and practices to make it as visible to potential viewers as we possibly can to increase brand exposure.
We provide our clients with monthly reports to keep them informed regarding activity on their website Through analysis of this data we then decide how and where to focus effort to continually improve the site, by implementing the correct marketing campaigns and strategies.
Here’s a snapshot of some of our food and drink clients who are taking the market by storm.
Due to the impact of COVID-19, Niche had to quickly alter their business strategy after launching in February 2020. Their original plan was to target pubs, restaurants, hotels, and event caterers as their primary market, providing a convenient alternative to having an onsite mixologist. However, when lockdowns were enforced and they found themselves with excess inventory, they established an online store and shifted their focus to roles such as picking, packing, and delivering orders.
To set up the online store, Niche enlisted the help of Virtue Design to create a website and Infotex to implement it onto the Shopify ecommerce platform. This allowed for a speedy setup process while still retaining the flexibility to utilize various apps and add-ons for added functionality. Through a Facebook advertising campaign, the site was promoted to attract new customers from across the UK. The site is also integrated with a newsletter system, allowing Niche to easily communicate with their customers via email.
Scarlett & Mustard is a British food company that produces a range of artisanal condiments and dressings. The company was founded by Sandy Ruddock and Julian Pollard in 2012, and since then gone on to gain a reputation for high-quality, locally sourced ingredients and unique flavour combinations.
Some of their most popular products include their Great Taste award-winning dressings, including the tangy and zesty Lemon & Mustard Dressing and the rich and savoury Sticky Fig & Onion Balsamic Dressing. Scarlett & Mustard also produces a range of chutneys, pickles, and sauces, all made with the same commitment to quality and taste.
With their emphasis on small-batch production and attention to detail, Scarlett & Mustard has become a favourite among foodies and gourmet enthusiasts alike.
With a range of ready-to-eat packs that are simple to use, Wayfayrer provides tasty, balanced, and nutritious meals, making them the perfect choice for camping trips. These meals have a proven track record, tracing back to the MRE rations (Meal – Ready to Eat) supplied to the British army for over 30 years.
Wayfayrer draws inspiration from the army ration range, which includes cuisines from around the world, to create their selection of delicious camping food. As the official food for the Duke of Edinburgh Award Scheme, Wayfayrer meals are of the highest quality standards and offer a range of tasty breakfasts, main meals, and desserts to help fuel your passion for adventure and prepare you for the challenges ahead.
For more examples of food and drink websites visit our work.
Need help marketing your food and drink website? Get in touch today.
If you’re thinking about how to help your law firm engage with the right people online, there are many adjustments you can make to your website.
A good way to start thinking about how to improve your website is to look at the competition. Using examples from current leading family law websites, here are our top tips for how to get your website working well for you.
Endavour Law Solicitors, who specialise in divorce, drive a large amount of traffic to their site through organic keywords. They rank well for ‘cheap divorce’, which would likely bring them a lot of visitors.
Organic keywords are words and phrases that freely attract visitors to your site through search engine optimisation (SEO). By incorporating relevant organic keywords into the page titles, headings, meta titles and descriptions, and the body text of your general site, you help search engines like Google understand what your website and page is about, making it more likely to rank the pages higher up the search engine results pages (SERPs). Therefore, when someone searches something relevant to your services, they will be more likely to find your site.
Rayden Solicitors, who advise on all aspects of family law, get a significant number of organic traffic through the keyword ‘grandparents rights uk’.
Other widely successful organic search phrases for family law websites are those that include ‘near me’. For example, Sills & Betteridge Solicitors see a large amount of traffic from the search ‘solicitors near me’. Major Family Law Solicitors, too, saw a large amount of traffic from the search ‘Divorce lawyers near me’. For this reason, it’s important to always keep your firm’s location and address updated on search engines, such as by adding your business to Google Maps.
Often websites will drive a lot of their traffic via targeting specific keywords.
While organic keywords serve to optimise your website’s search engine rankings through making it more relevant to users, PPC keywords are different because they require bids in auctions in order to acquire, with popular keywords being more expensive and with a higher CPC (cost-per-click). The advertising law firm will pay a fee whenever someone clicks on an ad that takes them to the website.
This includes Google Ads, which is Google’s pay-per-click solution. Paid search positions through Google Ads help a great deal for certain websites to become visible on the Google results page.
For family law websites, the most popular and expensive keywords include: ‘divorce’, ‘family law solicitors’, ‘divorce solicitors’, ‘family lawyer’, etc.
Stowe Family Law ranks number one in Google ads PPC for ‘family law’, and second in the Search Engine Results Pages (SERPs). Example key terms for Stowe Family Law include: ‘what is cohabiting’, ‘stonewalling’, and ‘divorce solicitors’.
The Endeavour Law Solicitors website ranks as the second Google Ad in the SERP for a ‘family law’ search. Their top paid keywords are ‘divorce’, ‘no win no fee’, and ‘solicitors near me’.
If the website is active and regularly updated with fresh and new content, then Google will notice this and favour it over those that aren’t. FAQs and information blogs are examples of effective ways to keep your content relevant and fresh.
Stephens Scown, who we work with, get traffic to their website through regularly updating the Info Hub on their website with engaging content.
It sounds obvious, but content quality has a major influence on the Google ranking, along with whether the content is relevant or related.
Backlinks and referrals demonstrate to search engines like Google that your website has authority, especially if other high-authority domains are linking to it. It’s an important SEO feature for any website that wants to rank well.
Domain authority is a search engine ranking score developed by Moz.com that describes a website’s relevance for a specific subject area or industry. This relevance has a direct impact on its ranking by search engines.
An example of good user journey is The Family Law Company, another company with whom we’re proud to work.
It is one thing to get users to your website, but you also have to keep them there! Positive user-experience on websites is very important. This includes the website being simple to navigate and browse, which leads to positive reviews and more likely to attract visitors.
This helps user click-through-rate, another very important factor when it comes to SEO ranking as it gives a good indication of the quality of the website, as do other indicators such as bounce rate (the number of visitors that leave after viewing one page).
As the majority of website users are now mobile users, it is imperative that a website is also mobile user friendly, meaning that it is easy to navigate via mobile.
A sitemap helps search engines discover URLs on your site. However, it doesn’t guarantee that all the items in your sitemap will be crawled and indexed. Nonetheless, in most cases, your site will benefit from having a sitemap.
If you have questions on how to optimise your law website, don’t hesitate to get in touch with our team.
Providing your potential website customers with an easy to use, stress-free, but informative checkout can improve your conversion rate and reduce time spent responding to customer’s questions.
The checkout is one of the most important sections of the website. It’s an essential part of a customer’s journey, and their decision to proceed with or abandon a purchase can be heavily influenced in just a few clicks.
I’ve looked at a few options to consider implementing to improve your checkout.
Customers are no longer just looking for free delivery, though this can be a key driver in sales. Many are now actively looking for sites which use couriers they are satisfied with. There is always a balance between delivery cost and service, but we’ve seen sites that offer the consumer the choice of courier so they can pick the one that operates best in their area. Not only that, there are benefits of allowing the customer to pick the day the item is delivered on – at a fee of course.
By offering this choice a huge amount of trust can be gained, though it can cause logistical challenges. Your site management has to be on-point as well, to avoid publishing bank holidays as available dates etc.
One of the best examples of delivery choice I’ve seen is from Master of Malt. The multiple delivery options are all clearly labelled and priced. They even allow the customer to select their carrier.
With any delivery section two things are key to clearly publish:
‘Hidden’ fees during a checkout can cause a high rate of abandonment. It’s not just the checkout’s job to communicate these items either – having them stated clearly on the product page and influence visitors to start the checkout process. Many sites now show a countdown timer to when you have to order by in order to receive delivery for a certain date. While some may see this as gimmicky and applying artificial pressure on consumers, it’s also providing valuable information on the product page.
Boots.com shows a countdown timer on their product page showing how you can get next day delivery.
The days of customers only having a credit or debit card are long gone. Customers have different preferences, and providing a choice of payment options allows them to pick their preferred method. So called ‘accelerated’ payment methods like Apple Pay or Google Pay are incredibly popular as they allow a near 1-click checkout experience.
If you have regular repeat customers then providing a way for them to save their payment details for future use can be of benefit. Or even investigate automated repeat ordering – i.e. subscriptions – as a way for regular revenue.
ASOS.com provides a range of popular payment methods
Buy Now / Pay Later (BNPL) can also be worth the investment, especially for higher ticket items. Adobe Analytics found that 12 per cent of online purchases made in the UK in January 2023 were made with BNPL. Klarna, ClearPay and PayPal offer methods for customers who wish to spread their payments, and Apple’s Pay Later will be hitting the internet “soon” according to CEO Tim Cook [as of Feb 2023]. However, legislation is currently being drafted in the UK which will likely alter what lenders can offer.
During the checkout you might want to find out as much about your customers as possible, but the more you ask the more likely the abandonment rate will increase. For example, asking a customer where they heard about you isn’t a good idea during the checkout as a user has to stop and think. (Asking for this in a post order feedback survey or ad-hoc questionnaires would be better). Any information that can not be reasonably associated with the essential info for purchasing is best left off.
A big turn-off for consumers is being forced to make an account before they can checkout. Ideally integrate the account registration process into the checkout – many will ask if a user wants to create an account after they have placed an order.
Not everyone who starts the checkout process will finish the checkout process. Even the most successful sites will have abandoned baskets, sitting in a virtual pile gathering digital dust.
There are a few things you can do to try and tempt them back – if they were logged in or had provided an email address you could send a follow up email a few hours after their basket becomes inactive asking them back to the site.
You could also set up remarketing ads, which will show the visitor what product(s) they were going to purchase on ads as they navigate through the internet. This can help to keep your brand front and centre of the consumers mind while they make the decision to buy or not.
Google Analytics is a (usually) free web tracking tool, and the most popular visitor analytics service. It tracks users across websites it is installed on, and provides data on how people are using and interacting with the site. The majority of websites that use Google Analytics are using Universal Analytics.
In October 2020 Google launched Google Analytics 4, and in March 2022 Google announced that Universal Analytics (sometimes called GA3) will no longer process new data from 1st July 2023. This leaves just over one year to make the transition to Google Analytics 4. After this date, Google’s analytics solution for websites will be Google Analytics 4.
Google Analytics 4 marks a large shift in terms of both measurement and reporting moving from session based to event based. The new version is cited as privacy-focussed, as it will eventually become a cookie-less solution and as standard has IP anonymization on by default. It will also utilise machine learning to fill in the gaps of web users who opt-out of cookie tracking and help make predictions on your data.
This change in measurement from session based to event based means much of the existing reports and metrics in the current interface are either removed or replaced. Don’t expect to see the same reports that you’re used to. While some data is lost from moving away from session based data, the new event model includes certain events being measured automatically including scroll tracking, outbound clicks (clicks to other sites), file downloads and video engagement.
In the period between now and July 2023 we are recommending sites implement the new GA4 version of Analytics and run this in parallel with their Universal Analytics. This gives a window of time to not only get used to the new version, but also to collect data to allow date comparisons for reporting. If you’d like to get a taste of what the new Google Analytics 4 reporting tool looks like you can access Google’s Demo Account.
Currently, GA4 feels a little way off from becoming the web’s primary analytics tool but we expect to see it grow in functionality and popularity as the July 2023 date nears. However, GA4 is the next generation and in 2023 and beyond it’s a tool we will all be using a lot more.
If we’re working with you on marketing and reporting and you’re not already on GA4, we’ll be in touch to discuss making the transition. If you’d like more information about GA4 or to discuss getting started with GA4 on your website, please do get in touch with us.
Discover how our team can help you on your journey.
Talk to us today