Product Page Testing

Product Page Testing - Conversion Rate Optimisation

Invest in your site

When talking to small ecommerce businesses about what they want to do with their site and marketing they usually want to do some content marketing and ads to push that content. Then I ask how is your product page performing? This is usually met with I need to look at the analytics or a don’t know.

With the power of this data we can look to see if we can improve product page performance. Is your conversion low? Is their room for improvement? What possibilities are their for this page? Marketing tends to go for push large numbers of people to a site/page and profits will rise. This is true due to a numbers game but what if you could increase the conversion rate. What if with less people you can make more money?

Testing the product page

Product pages can be a great place to start looking at when trying to optimize a ecommerce site. The product page needs to tell a story about the product that compels the user to take action and put it in the basket. So does your product page do this?

Here are a few ideas of things to look at when testing to improve the page:

Copy – What does the description tell the user about the product? Is it accurate? Could there be more information about the product? Does the product need to given to a copy writer to add more feeling to it? This is one to the easiest changes to make when testing.

cro - decription copy

Imagery – Does the imagery of the product do it justice? Can the user see the product from different angles, are the images clear, do you have images of the product is use? One of the biggest things to improve on is imagery and just updating them can have a huge difference.

Video – Do you have video on you products in use? Video is a great way to help tell the story of the product and get that message to the user in an easy to digest format.

cro - product video testing

Features – More and more common is to have an interactive image. Having hover points on the image to delve deeper into the features that set the product apart. This product was designed for a reason, so tell the user why. Or having a 360 degree view of the product so you can see all the angles of the product.

360 degree image - idea for testing

Personalization – If you are tracking your users to see what they are doing how they shop why not personalise the pages for them. If certain users tend to read reviews when purchasing maybe look to move the reviews above the description for only these users. Leaving reviews below the description for other users. Trying to find out if your users use social proofing in their purchasing decision and using that to help them.

Conclusion to testing product pages

There are thousands of other tests that can be done but hopefully, these few have got you thinking of what can be improved.

Making these changes to see if improving the conversion of the traffic you have is really a great idea. Improving the UX of your site and using stats to back it. Then increase to a number of ads you are doing to bring that traffic to an optimised well-performing place that will hopefully yield more money.

Go forth and test / evolve / make more money!


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Platform Reliance

What is platform reliance?

In this post I am going to explain what platform reliance is and how you need to be careful about doing it.

In short platform reliance is when someone or business invests too much of what they do on a certain platform and need the platform to move forward.

I will be looking more specifically at getting work from a specific platform that you don’t have 100% control over (e.g. Facebook). This has stemmed from a few conversations I have had recently where people have expressed that it is an absolute necessity to be on Facebook because it gets them ‘all’ their work. These people have also considered getting rid of their website. So this post is about looking at it from the view of someone who wants businesses to grow and prosper.

The platform issues

There are many issues that I can see happening to those who rely on a specific platform. First is that they are going stumble on growing their business. ‘How so?’ you say, ‘they get most of their business from this platform?’ Well you are correct, but as they don’t have control of 100% of that site they must abide by the site’s rules. This doesn’t sound like a bad idea? Not at first but you have to follow a set layout to show off your business and what you do. You can get your branding over in images but does that go far enough? I don’t think it does. How can a user understand what separates you from anyone else when you all look the same? Some would argue that you can with messaging and proposition, which to some extent is true but too many people have similar messages in the same areas. Everyone says the difference is ‘them’ but how does a generic page help you get this message across?

‘Ok, that’s not an issue I’ll get some targeted ads and directly get in front of the people who want to see my business!’ - Great work! It is good to be proactive, target and reach out to an audience which is most likely to be interested in what you do. The small issue is you paid for it…but you have no control on the cost of the ad and know little about the many ads your target user is being bombarded with on the platform? How much is that engagement costing you? Over time the platform may increase the ads from your competition as more and more people are fighting to get their space on the turf.

Searchability of your brand is another factor to take in to account. Being on these platforms is great for linking you with the users on the platform but what about people who aren’t? Is it easy enough to go to a search engine and find you or related search terms of what you do? This platform reliance now seems to be discounting many, many other prospective clients.

The platform solution

It may seem that I’m saying that it is foolish to rely on a platform - I’m not, I’m just trying to make you aware of it’s limitations and how you could be hindering your business without even knowing it. You need to be mostly in the area that is getting you work and helping you make your living. But if you want to grow then dip your toes into other platforms.

The first platform to keep in mind, the one that you have total control on the look, feel, and messaging is YOUR website! If you’re one of those who doesn’t think your website generates enough work for you, have you ever thought about why that is? This can be answered by doing a few checks and searches online but may take time to implement. So you have to do some work? Well yes, but it can be done for free depending on your time and patience. You can perform a better job at marketing who you are with the power of your website than any other platform.

Now to really blow your mind if your one of the platform reliance people - Collect emails from these platforms and use your site to convert! Or even direct them to a landing page from another platform and use the power of your brand to seal the deal. (There are many other positives about linking up platforms but this post would be too long.)

By keeping your toes in other areas, keeping an eye on them, seeing what’s happening, you might see advantages to take. This can be in new features, better ads or their user base. It might cost you less on another platform to get in front of people you want. The user base of a platform changes over time. Some platforms are hot for 5 seconds, some pass the test of time. So it’s a great idea to see where and what people are doing. Platforms will try to outdo each other on features and continue evolving to keep the public on them and to attract new users, they may release something which will help you.

Try building up audience in different places, this goes back to ‘not everyone is on that platform’. Build and build everywhere! Have as much spread on the internet as possible. Make as much noise about who you are and what you do as you can. It’s difficult to get others to do this for you (you know what you do best) so take advantage of the ability that you can.


Sum up

I’m not saying don’t focus your time on the platforms which are currently working for you. I think if one is heavily bringing in the business then think about doing something like a 80/20 split. 80% focus on what is currently working and 20% on looking into new platforms and being on others.

Have a website to help support your branding and story. You have control here! SEO (search engine optimisation) is long game for most, so keep going. It’s great for linking up with other platforms.

Be where people are and places that can help you AND be vigilant about new features, ads, user bases. Do your research, things can change and if done right you can take advantage of this!

Keep up the good work everyone and if you need help, Kraken can do just that! Just get in touch to arrange a consultation (and if you’re local, maybe grab a coffee!).


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Setting Marketing Goals

When setting marketing goals it can be difficult to know where to start. You want it all! More customers, more traffic, better SEO, grow your email list and you want it all now. The issue is your budget doesn’t allow you to achieve all these goals at once, this is why having a goal will allow you to break down the strategy down into steps which you can achieve and by doing these steps, eventually you will reach your main goal.

Time VS Budget VS Investment

All marketing comes down to - How long does a task take? How much does it cost? How much are we willing to invest in time/money and when will we get an investment back? This means looking at short term and long term plans. Do you want a quick turn around on the marketing you are doing or are you looking at the longer plan and investing in future returns?

Short term

If you are looking to do shorter plans then PPC (pay per click) is most likely what you will be doing, but where? You now need to figure out where your target audience is and advertise there. Facebook is one of the best places to do this because the opportunities of delivering ads to targeted audiences is great. Ad words on search engines is also an effective mean as you can target specific terms that the user is looking for. So as long as you are relevant then it’s a great place to increase traffic to your site.

Long term

What if you don’t have the budget but are willing to put the time in to make future gains? Then you could do it by making content; getting a list of subjects and keywords you want to rank for and making relevant content for these. Guest blogging can also help with backlinks and pushing relevant traffic. Making improvements to your site so content is easier to scrape from bots and page load times are better (although this can be a short-term plan if you know what you are doing). Building an audience and using that audience for your business goals.


This is simply how much time and money are you willing to put in. If you have the budget but don’t want to spend a lot of time on your marketing then PPC will get you to where you want to be. If you have no budget but time is something you’re willing to invest in then looking at content creation and documentation will help you. If you have no budget and no time your marketing will be bad.

Setting Your Goal

So now understand about what you are willing to put in: Budget + Time = Investment

To start with you can now look at:

  • Content marketing
  • Social marketing
  • Email marketing
  • PPC

And see how far you are willing to dive into each area. Make sure you track how your marketing is performing to adjust and grow. With statistics, you can move forward in a more productive way.

It is important to remember that the goals can change and you should review your strategy and goals regularly.


All goals need to have a return. You need to figure out what investment you are willing to put in. From here it should help with which selection of marketing options to go down. If you are lucky enough that you have both a budget and time it’s important that you break down what you are doing efficiently. It may be worth focusing on certain areas and expand your marketing later.

Focus on areas of importance on what you are willing to invest.

Building good habits with your marketing will be the difference between success or failure.

Review your goals and strategies at regular intervals.

Go forth and prosper!!!!!

Achievable Steps - extra

When planning a strategy its very difficult to plan achievable steps if you don’t realise the implications of what is needed. This can be budget related or time related. Understanding how long tasks will take and the money which that task will cost is very important. Is the task going to cost more time than you are willing to give up? Is the cost of the effective reach too much?

You may want to take smaller steps to start with to help change your mindset towards the marketing you are doing and slowly build up how much you are doing. This also applies to the PPC side of your marketing.

What Next?

Now you have read about content marketing how about reading up on local SEO!


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content marketing – how to do it!

In todays modern world we give names to everything. So we introduce “Content Marketing” a term that is pretty big in the marketing world right now. Which is marketing that focuses on using content to sell a product or service. This could be a video, blog, a social media post, etc. This shouldn’t be the only form of marketing you do but differently should be a part of your marketing/sales strategy.

With your content marketing you need to think it’s about a strategic marketing approach that is focused on you creating and distributing content (content needs to be valuable, relevant and consistent) to attract and retain your clearly defined audience. Using these to drive profitable consumer actions.

So rather than just pitching your service or product, you give content to prove that you can fix a potential customers issue and get them on board with problem solving that they believe you can offer.


So this happens in a cycle:

Kraken Creative Digital Services - Content Marketing



Who are you trying to engage with and what content are you going to produce. Once you pick your content matter you need to think about what content type you will choose to get this matter across.

The different content types you can choose could be:

  • White paper and ebooks
  • Video
  • Infographics
  • Quizzes
  • Guides
  • Q&A
  • Surveys
  • Interviews
  • Editorials
  • Podcasts
  • Blogs
  • Live streams

What you pick will depend on the goals you set out for the content. Setting goals is super important as this will allow you to pick metrics to use trying to understand if the content marketing is a success or not.


Make the content you have chosen. Once the content is made, deploy it to the chosen platform. This is important as by making content and getting it put there you have taken a step that a lot people don’t do and step one step closer to the spoils of content marketing.


for distribution of your content there are 3 strategies for a successful content marketing. Each of these have trade-offs (customisation, reach and time commitment).

having your own site website

Businesses that have their own website have control of the customisation of the content they produce. Issues to think about there isn’t a natural base of visitors to leverage (like Youtube videos). To build a user base for a site you can create content for people to consume. If content is produced on a regular bases people hopefully will keep coming back and eventually turn into customers. Also creating specific content, you can gain value on SEO keywords to help get more traffic and hopefully customers.

guest post

A guest post is a blog post that you submit to go other people’s websites. A guest post often has a linkback to your own site. A guest post is great for low commitment in maintain the content and getting reach to people who your post can turn into customers. There is a limited level of customisation with this. As it is on someone else’s site. Also its not guaranteed that many people will use the link to go to your site. Post that allow link backs have SEO value so there is a bonus in that.


This includes email newsletters, white papers, podcasts, etc. This is about re-connecting with visitors to your site or social media. This is usually done through collecting customer emails. So once your content is out connect with your consumers.


This is using metrics to measure the success of a marketing campaign. Looking at engagement and conversion metrics. The metrics that you use would be set out before the campaign started. This is important as you need to understand what you want from the content you are producing. Is the content your producing for brand awareness, for a diversify user base or sales. These will have different conversion goals set to them purchase, engagement with the content, sharing of the content, etc.

Use the data gathered to hopefully better plan the next campaign. Looking to improve on all aspects from the planning phase to the distribution and the never ending cycle begins anew.

What Next?

Now you have read about content marketing how about reading up on local SEO!


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Creating Local Content

Creating local Content

If you have read our post about local seo from a few weeks ago then this is the next stage!


If you're looking to up your presence when searched on a local scale but don’t understand what content to produce or upload, then don’t worry, this post will give you a few ideas that you can take away and make a start with.

In the last post, local context was mentioned when creating content. What does this mean? 'Local Context Content' is content which is based on the local targeted area.

Images and Videos

Images are a great way to help build SEO if they are tagged properly. Add more ways for people to find you. The ALT text and adding of titles to images gives search engines data to read and get indexed (logged) into their systems. So taking images of your business and tagging it with the location for posts is ideal or a customer/event images and tag what is happening and where it is.

Video is less about the direct SEO value but the secondary results. This may sound weird but videos don’t directly give much SEO. What they offer is a way to communicate what the post is about. People like to engage in video content (read here). So having a video of an event or a customer and going through what you did is great. This engages users and will keep dwell time (how long they stay on the page) up, which is something that search engines like because they see it as people engaging with relevant content which is one of their markers for ranking sites.

Customer Stories

This could be for example a blog post about helping a customer, mentioning where they are from and what you did for them. This would bring in solid content about your business and the area you work in. This content would have key words of the area and services you offer.

Local Events

Talk about local events and build relationships with people by demonstrating that you have similar local beliefs and structure. This helps to break the barrier of the business to possible local customers.

Products and Services

Maybe you're launching a new product/service. This could be put in a contextual aimed at the local area. So maybe you’re a car mechanic based in Bridgwater and you take on someone to spray paint cars as a new service. You can set a page up for the new product and have the page include:

  • Name of the company based out of Bridgwater, Somerset
  • New service – Spray Painting

o   List of all the separate types of painting there are

  • Working on cars from the surrounding area (Taunton, Weston Super Mare, etc)
  • Back up with a video of a car being sprayed and images that have been tagged correctly.

Landing Pages

Look at what keywords you want to hit and produce pages that allow you to hit them. Using the idea of the mechanic shop again, we could say that we want to make sure we hit the town it's based in. So we can set a landing page for the mechanic with the title (example) Bridgwater Mechanics Specialist with the URL of



There are many ways to get that local content onto your site to help gain greater exposure on local search terms from search engines. Start using the tips from above and let us know how you get on with it. Don’t forget to measure the results. This can be done by simply asking people when they get in contact with you, ‘How did you find us?’, going through to looking at statistics on something like Google Analytics and search terms from Google Webmasters.

Now go forth and #letsGetKraken

Next steps

look at the landing page series


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Local SEO Tips

Are you looking to optimise your business website for local searches but not sure where to start?

When marketing your business online most people start with search. Kraken has helped many SMEs grown their reach through targeted SEO marketing strategies. We have come across so many local businesses that have been stung by experts giving no real value and charging a lot for what they did. This has led to many people believing that SEO is a scam and phrases like growth hacking to come about (rather than saying SEO).

Because of this we wanted to write a post about local SEO and things you can do for FREE that will boost your presence locally on search engines extending your business reach.

So why local SEO?

Why is it important to look at local SEO? What makes it a good idea to invest in local SEO for your business? To put it simply people use search engines to find local businesses they want to buy from. Here is proof from google (

So what does this mean to you? People are searching locally and they are taking action when the search. If you build a strategy to help promote in your local area and increase traffic for related search terms you will drive more traffic. Now if your website functionality is good then this means you will increase in sales. THIS CAN ALL BE TRACKED! Use analytics to track all this progress. Take the myth out of SEO and use stats.

Tip 1 – Focused local content

When talking about local SEO most people will talk about citations, local directories and maps. These are all important but not the full plan. What will give you the edge is great quality localised content.

So what is localised content you say? This is content that is based on your local area that educated the user on specific issues/problems/wants. Sharing local content can have a massive benefit to your business.

Easiest way to get this content out there is a blog on your website. On your blog you can create niche content that is very specific to your local area. This content can also be good to share on social media platforms to help boost awareness and traffic to your website. Share the content on local community and how your product aligns with local values. You started your business for a reason get that reason across to people (quality of your work, work ethic, enjoyment of working with local companies, etc).

Make sure that is your content you reference areas you want to be picked up for. So for Kraken we are based in Bridgwater, Somerset. These are some of the key words we want to be picked up for.

If you are struggling for ideas for content and need some inspiration a great place to start is interviewing your customers. Share their stories about interactions you have had.

Localised content created a personal connection with the local area and also gives reasons for local sites to connect with you and link to you.

Tip 2 – Get on Maps, Directions and Use Citations

For your business it is important that you are on Google Maps. If someone is searching for you its daft not to give them directions!

We talk to a lot of businesses that haven’t claimed their business on Google My Business ( This is a great way to get more exposure for your business as it puts on google maps! This also allows you to manage how your business appears on Google Maps. So do this! Make it happen! Get more reach!

This is only one wat to get your site out there to make it easier to find your business. Our goal as business owners is to be on listings for legitimate business directories and maps. We want to have relevant business information to help benefit traffic to your site, phone calls and getting to your location.

Some of the big directories to look at are:

  • Google
  • Yelp
  • Yahoo business
  • Bing
  • MapQuest
  • Yellow Pages
  • Facebook

Here is a list of directories to get on:

Things to note is that putting this information out there will mean an increase of calls from bots and emails. Most will be telling you that they can grow your business for a free. IGNORE THESE. After a while they will stop.

Tip 3 – Linking building locally

Link building is one of or if not the most important factor for most SEO experts. Having links to your site is very important but not all links are equal in how good they are. For instance directory links are great but when looking at organic search don’t carry much weight when looking at backlinks.

For backlinks research is important. Locally run sites for the town/city are great places to start. Many of these sites will have a local directory on.

Other places to look at are local clubs and organisations. Joining a business club and having a backlink on their site is a high-quality backlink. These links are very important as they show you as part of the local community.

What we need to do as businesses is look to build backlinks from sites we want to be associated with. Making sure that the links make sense contextually and please NEVER PAY for a link. Link building is about building relationships.


So now you have these local SEO tips go out and do them! Make sure that the backlinks are good for you. Write blog posts about working / selling solutions products with your customers. Claim your place on directories and use that power to direct people to you (website, calls, lactation).

Get more traffic and use that to get more sales!

Make sure you use analytics to track this to know its working for you! (THIS IS AN EXTRA STEP BUT IT WILL HELP)

These are 3 free tips for things you can do to improve local SEO.


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What to do after converting?

A landing page post conversion strategy

So someone completes the goal of the page (clicks the call to action). What happens now? Well first of a little dance and celebration that your landing page worked! Well done on making a sale, get a lead, etc.

From here you can have thank you on the next page or email that is a blank canvas. This blank canvas gives you the chance to further extend you services and products. This shouldn’t be just a thank you notification but the user has already shown that they are into what you are selling, service you offer, etc. From the thank you confirmation you can tell the user what to do next!


Things to look at doing post conversion

  • Suggest buying other products that are similar
  • Follow on your social media outlets
  • Visit a webpage on your site that they might find interesting

You have the user on board so don’t waste the opportunity to keep them on board!

Now hopefully you have the more of an understanding of landing pages and how to use them in your marketing strategies. Go forth and prosper! or if you need a help get in contact and let do the work for you.

Landing Page Layouts Design

Layouts of landing pages

There is a general layout to landing pages. Although from one to another there will be differences there is a basic universal design to get what you want from people (contact information, click through to products, etc). Use these design elements on your site as a guide when creating content. Remember a landing page in marketing terms is a standalone page designed for a focused objective.

Things(elements) a landing page must have

A landing page design make up should include:

  • a unique selling point (USP). This is to be made up of a main headline with a supporting headline.
  • A hero shot – this can be a image or video. Show the user what they can expect to get.
  • Supporting content made up of bullet points, paragraphs and possibly a few images. This supporting paragraphs content should show the benefits of the product/s in detail. Use bullet points to give a summary of the benefits.
  • Social proof – testimonial of someone who uses or has bought the product.
  • The single conversion goal, a call to action (buy now, sign up for xyz, etc) This can be with a form but doesn’t have to be it can also be a click through to a product. It depends on where you send the user in the funnel.

Landing Pages A B Testing

Kraken Creative Digital Services - AB Testing

A/B testing is an experiment testing two or more pages of the same page to see which page performs (converts) the best. Although its called A/B testing you can test as many pages as you like.

You would be running A/B testing on these pages to further understand what elements on the page can be improved. Looking to test things like headlines, call to actions, images, videos, layouts , etc. 

Naming Conventions

Champion page

A champion page is the page that is the winner of a test. 

Challenger pages

When creating a test you create new versions of a page (variants) to challenge the current champion page. These pages are call challengers.

Page variant

 A page variant are the separate pages in your test and include both the champion page and the challenger pages.

A/B testing traffic weight

The traffic that sees what variant is based upon predetermined options. For example you could be running a test the has 2 variants and do it 50/50 so half your traffic will see one variant. The other half will see the other variant. There are loads of different options to figure out what traffic sees what variant. 

If you are starting from scratch its best advised to do several ideas. This is so you can find out what works the best for you. Once you have a champion (winner) then make challengers to optimise that page.

If your looking to test against a page that already exist then it is recommended that you test against a smaller percentage of the traffic. This is to mitigate any damage the variant might have on traffic to the page.

What to do next?

Now you understand more about what A/B testing is and how to use it in your landing page marketing strategy. 

What to do after someone converts?

Why Should I Use Landing Pages

In marketing landing pages are a powerful tool to help increase conversion of what you want. Marketing campaigns should be using landing pages for all inbound advertising campaigns you have. Your marketing might be promoting specific products, discount codes or segmented offers for specific users. You cant send all this traffic to the home page! It will muddy the information and branding you're trying to get across. These separate marketing messages should have their own pages for the very separate messages that they are getting across. 

The effectiveness of inbound marketing will vary depending on the source (email, PPC, organic, social, display banners, etc). Because of these different inbound marketing sources we need to apply the relevant experiences to try and maximise each funnel.

Segmented offers

Your business might want to offer different offers to different segments of your consumers. This could be messaging for abandoned carts, converting people who sign up but don't subscribe, offers for consumers who spends over a certain amount on your site, etc. The messaging of these needs to be handled very differently for each one. Having separate landing pages for these allows you to customize the look, feel and personalisation; and with that a greater chance of improving the conversion of the page if done correctly.

Multiple Products 

Many companies will want to have a spotlight on certain products. Having landing pages with more information and media to highlight why someone should use/buy the product is a very powerful in terms of conversion. On Kraken this is how we do our product pages (i.e. This means we can use direct marketing for these services. 

This sort of advertising means you try to get your consumers through the funnel to the pages/page they want much more effectively. 

When Should I Use a Landing Page?

This is something we get asked when talking about landing pages with clients. We tell them to use landing pages for all inbound advertising campaigns they have.

So from the content above we understand that this is because you might be selling multiple products, have user segmentation set up and the home page would struggle to effectively message the different messages you are trying to get across. 

Traffic Source and Landing Pages

Understanding the traffic source will help you optimise what the landing page should need in terms of content. 

If someone comes from Twitter with the 140 character limit there understanding of what the product is will be slimmer than an email where you can get more information across. Because of this you can optimise the landing pages for these inbound marketing sources. From Twitter your landing page will need more information on the landing page to help support the lack of information you can give upfront from your tweet. 

These optimisations to your landing pages are to be designed to help people progress through the funnel. 

Another reason to do segmentation is to understand traffic going through your inbound marketing campaigns. Looking at which sources are performing the best. To look and see if if your landing pages need better optimisation. By getting this information you can better plan your PPC conversion and allocate your money appropriately. 

Whats Next?

Now you have a bit more of an understand why you would want to use landing pages have a look at our other articles for more landing page knowledge!

How to design a landing page