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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Designer and Clients UX UI Expectations


Web designers need to use UX / UI in designs. Explain what they are and how they use them to customers. If customers don't understand ask questions get knowledge.

Working With Designers

I understand that working with designers can sometimes be very difficult. Using a language that can go right over your head and whilst they talk this strange language you nod and smile. If this is you and they aren't taking the time to explain the terms they use then ask them! They should of course be trying to explain what UX and UI are and their reasoning on using them in the design.


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So what are UX and UI?

  • UX From Wikipedia: User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.
  • UI From Wikipedia: The user interface (UI), in the industrial design field of human–machine interaction, is the space where interactions between humans and machines occur.

How Do They Effect Your Design

Well UI is the interactive parts of the site like buttons, links, video players, etc and UX is how to use them and place them. Combining both to push users to be able to 1. use the page they are using and 2. guide them to the place on the site you want them to (conversion points). 

Web design goes hand in hand with UX and UI. A site that looks pretty doesn't mean it will do the job it's meant to do. Good looks doesn't always turn in good conversion (get the user to do what you want them to do).

Sites need goals. If your site has no goals then your making art and even then there is a goal! 

What Designers Should Ask 

Web designers need to be asking probing questions to you. Finding out what you are trying to achieve. Looking to see what your goals are and what level of importance they go in. Using this to design basic ideas of how the site will work then add the beauty in after. Get the functionality and structure sorted then move on to jaw dropping beauty that will aid the UX and UI.


Designers need to use UX and UI to make working websites that achieve goals. They also need to be able to explain this to customers and make sure that they understand what they are. Customers need to be able to talk to designers and understand what is being said without a language barrier. They also need to be able to say sorry I don't understand. This is difficult as no one likes to look as if they don't know what the other person is taking about but please say something it may save your online business. 


Working With Local Businesses

Kraken has a lot of new websites coming out soon. Working with many customers from the local area (Wedmore, Bridgwater, Glastonbury to name a few). Businesses with different types of people in different areas of work.

This means we need to understand what people want from their web sites and go deeper to help them understand how to use a website as part of their business. It’s a great part of the job. When meeting with clients and them saying I need the web site to do XYZ and then breaking that down deeper to show other aspects they may not have thought of.

Giving them great web designs, built in a way that makes them easy to read from search engines and content to go with. Putting information and contact points in places that not only make sense but increase user engagement is what we do. Having all these go together and seeing businesses see the improvements we are making is great and makes us happy to help people and businesses.

So just wanted to say we have had a great few months and worked with great people to improve their online presence and footprint. We look forward to the next few months with a load of great web design projects to start.

Having a professional website built VS making your own

If you’re a start-up business, beginning life with minimal budget, limited time and basic resources, then the advantages of making your own website are obvious. Platforms like Squarespace, Weebly and Wix allow users to quickly and easily create a website through masses of set templates and ready-to-go features.

BUT – while this is a useful way for a new business to get themselves established quickly online, should you really rely on this type of platform as your company and reputation grows?

At Kraken, we believe that our websites should reflect the personality and brand of the business behind it – so if your website has clearly been cheaply made and looks like a hundred other sites made using the same templates, doesn’t that inevitably reflect on your business?

Of course we’re a little bias – but here’s 6 reason why we believe that a growing business should choose a professional site over self-made…

  • IT’S PERSONALISED – No two business are ever the same. They may share similar products or location or even target customers, but they will always differ in their brand, colours, personality and principals. Designing a professional website allows your businesses ‘uniqueness’ to be front and centre, for all the online world to see – designed in a way that reflects YOUR business.
  • FLEXIBLE DESIGN – Having fixed templates can be handy as a shortcut. It saves time and money. But when it comes to your business, saving time and money will only ever result in one thing – a lower quality product. With a professional website you can choose how you want your website to look and feel, how it’s navigated and how best to introduce your new customers to who you are. You can be inventive, inspiring and different! All the things that a fixed template will never quite allow you to be.
  • CONTROL OVER YOUR SEO – while it’s still possible to be deliberate in the keywords and content of a self-made site, you will never truly have control over all the elements that fully optimise the site’s search results. With a professional site, a developer will be able to ensure that your site is responsive, has a HTML structure that is easier for search engines to understand your content and catalog.
  • YOU CAN ANALYSE AND ADAPT – There is nothing more valuable for a business owner than the ability to constantly analyse the data behind their website and see how it’s performing. With a professional site you will be able to monitor how your site is navigated, how far your users go, identifying any weak spots or dead areas. This allows you to continually upgrade your website so it is as efficient as possible, maximising your conversion at every opportunity.
  • YOU CAN GROW – As your company continues to expand, your website will always have to evolve with it. If you started as two people working in a garage then that website will look very different by the time the business has grown into two offices with over 400 employees. Self-made websites are a great place to start, but give little opportunity to grow and evolve, at least not with the freedom and flexibility of a professional site. Give your business the space to GROW!
  • YOU OWN IT – Not only can you take control of your own site, but you can own it. Driving traffic back to Squarespace and Weebly does more for their business than it does for yours. So put that effort into your own site, and reap all the benefits for your business – all while ensuring that your website looks modern, bespoke and 100% professional.