All posts by James Gurd

James is an Ecommerce consultant and owner of Digital Juggler, an E-commerce and Digital Marketing consultancy helping retailers develop, execute and evolve E-commerce strategies and optimise their digital channel. With a background as a Head of E-commerce and also agency side as Head of Client Development, he has experienced life on both sides of the fence. He has helped companies like A&N Media, Sweaty Betty and Smythson to manage RFP/ITT proposals. and been lead consultant on high profile projects for Econsultancy, Salmon and Greenwich Consulting. He is a guest blogger for Econsultancy, for whom he also writes best practice guides, regularly contributes to industry events and co-hosts #ecomchat, a weekly Twitter chat for e-commerce knowledge sharing. For e-commerce advice and support, connect with James on LinkedIn and Twitter.

Recommended design patterns and best practices for your Checkout Funnel

Checkout design is the last in our series of posts covering design best practices for different parts of the Ecommerce customer journey. Previous posts include discussion and examples and potential design elements to test for: Home page Product listing or category page Product page Site search pages Shopping Basket design

Design issues for the checkout pages?

Checkout is the most critical part of the conversion path in some ways since it throws many challenges, due to the multiple stages, with each step influenced by the previous one. It is further complicated since it's not necessarily linear; so there is no standard path from start to finish and so this depends on the user's profile, where some steps can be skipped. In the Smart Insights Ecommerce design guide, I focus on 3 stages: 1. Sign-In /Register 2. Personal Details and Addresses. and 3. Payment. One size doesn't fit all for the checkout flow,…

Recommended design patterns and best practices for your Basket/Shopping Bag

Here is the 6th in my series of posts on recommended Ecommerce page layouts. We've been working our way down the funnel, so now we move from product pages to improving your Basket or Shopping Bag Page. Given it's the launchpad to checkout, it plays a vital driver in pushing the buyer down the conversion path. As with checkout, the basket page has to serve two user types: 1. New users: Reduce barriers to purchase and persuade them to trust your brand and website, with their payment. 2. Returning users: Provide a quick transition to check-out, summarising key information which commit buyers to purchase. If you work in an ecommerce team at a retailer, or are involved in design for your client’s accounts, then I hope these templates and tips will guide you along the design/re-evaluation process to maximise results for your pages.

Key Ecommerce Basket Page Wireframe requirements

There…

Recommended design patterns and best practices for retail Search Results Page

This is the 5th in the series looking at key Ecommerce pages, we hope it gives you some ideas for testing and improving your on-site search page. It's a key page on retail sites, since a high proportion of sessions can involve a search and typically average order is higher when a search takes place. In the context of different types of user journeys, this page can sit in different places in the conversion path. It may support early stage research to help visitors learn more about your different product categories or services or it can be an end-stage conversion driver to match people to specific products as they search for specific product names, types and product labels/SKUs.

Key Ecommerce Search Results Page Wireframe requirements

This template provides an outline of the core elements, with colour coding definitions referenced in the Guide. UX and UI designs can vary across…

A recommended wireframe and best practice examples for retail Product Details Pages

In part four of our review of best practices for different types of retail site pages we will cover the Product Details Page (PDP).  Of course, the product page template is an essential page in the conversion path and when visits are aggregated across all product pages, this often represents the largest chunk of total views or 'footfall' when viewed in analytics. Product details pages are accessed both as part of a wider online purchasing journey, for example browsing a category page and then navigating through to specific product, such as campaign or landing pages. It’s therefore important to understand the different user needs as not everyone who visits a Product page will be ready to buy, so the page also needs to provide as much relevant and useful information as possible. Sometimes large catalogue retailers use more than one template design because optimisation teams…

Recommended best practices for Product Listing Pages

This is the third in my series of posts to share best practices on design and user experience for retail sites. My post aims to give you some tips to consider for testing improvements and designing your Product Listing Page (PLP).  For each site page template type I have created a wireframe summary of a typical responsive site layout for desktop or tablet rendering showing key design elements, to give you a toolkit to review and optimize your pages. If you work in design or merchandising for a retailer, or are involved in design at an agency for retail client’s accounts, then I hope these templates and tips will help you along the design/re-evaluation process to maximise results from your pages. For retail sites, PLP pages sit within the category hierarchy and provide a list of all products available within a chosen category. For large catalogue retailers, these are usually…

Recommended design patterns and best practices for online retail Product category pages

This is the second in the series of posts from me in which I hope to give you ideas to consider for testing improvements to page elements on retail and other ecommerce sites following emerging best practices. In my first post, we covered best practices for ecommerce homepage designs. If you work in an ecommerce team at a retailer, or are involved in design for your client’s accounts, then I hope these templates and tips will help generate ideas for testing page enhancements.

Key Ecommerce category page wireframe requirements

In retail, 'product category page' is the general term referring to pages listing the range of individual products. But you may know Category pages as Hub, Department or Division pages. Then there will often be sub-category pages too depending on the information architecture for the catalogue. The key core elements of…

Recommended design patterns and best practices for retail Home Pages

This is the first in a series of posts from me in which I hope to give you ideas to consider for testing improvements to page elements on Ecommerce sites following emerging best practices. In each post I will provide a wireframe summary of a typical layout showing key design elements, to give you a toolkit to review and optimize your pages. In this first guide, we have focused on Desktop and tablet design and merchandising elements since in today's era of mobile responsive and adaptive web designs, the smartphone experience is usually simplified in style and content - so it needs separate treatment which we cover in our mobile marketing guide. If you work in an ecommerce team at a retailer, or are involved in design for your client's accounts, then I hope these templates and tips will guide you along the design/re-evaluation process to…

SEO is.... alive!

In this post we're sharing this highly rated presentation to our Digital Marketing 2014 Summit from regular contributor and author of our SEO guide, James Gurd who explained how SEO has evolved and will continue to evolve. Despite the prenouncements by some that "SEO is dead", the evidence is that it still needs to be treated proactively and the latest best practices adopted. Key issues to consider in 2014 are: Content marketing, social and integration into SEO (of course!) More natural search queries prompted by Google's hummingbird and ad promotion of voice activated contextual search Author influence (through Google+ profiles and authorship markup) Specialist developments in technical SEO in particular for international domains Reporting SEO effectiveness given the Growth of Not provided / missing keywords This Slideshare was presented as a webinar by James Gurd, Digital Juggler at the Smart Insights Digital Marketing Priorities…

What makes a good ecommerce landing page?

So, what does make an effective landing page for an Ecommerce site? Well, I’m going to give a typical consultant’s answer – "it depends"; on the campaign and your goal for the landing page. That’s not being evasive, it’s the truth; not all landing pages are born equal. For example, some marketers invest in prize draws and competitions as marketing tactics to drive data capture for their eCRM programs, so the landing page needs to focus on making it quick and easy to enter. Typically ecommerce landing pages are used for tactical marketing campaigns (e.g. from AdWords, Display Re-marketing or Email marketing) and are  designed to drive sales making use of existing site page templates. A good ecommerce landing page should satisfy the following criteria: The creative design is consistent with the marketing campaign that generated the visit. The copy and CTA are consistent with the marketing…

Building your landing pages around the call-to-action

‘Best practice’ learning promotes placing the primary CTA (call-to-action) for your landing page near the top of the page, above the fold. At face value, this seems logical, right? You want visitors to complete the primary goal for the page, which means following your CTA. However, there are several reasons why this basic recommendation isn’t necessarily true or accurate: 1. The ‘fold’ is a myth The mind-numbing variety of devices (it’s estimated there are about 6,500 and counting!) means that the fold is not a fixed entity and depends entirely on the device type accessing your landing page. 2. Your CTA should be placed where an action is most likely to be taken New visitors to your landing page may not know who you are and what you do. These people are less likely to be willing to commit to an action immediately as they need to know that…

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