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Author: Christopher Ratcliff

Christopher Ratcliff

Christopher was the Deputy Editor at Econsultancy. He runs pop culture site Methods Unsound and you can hound him on Twitter @Christophe_Rock.

16 delightful micro UX animations for ecommerce

Simple animation, fluid transitions, dynamically changing results, micro UX… all these design elements can not only make your website easier to use but delight your visitors too.

I’ve rounded up 16 examples of great little animations from a variety of ecommerce sites, some of which are integral to providing the best user experience possible, others which merely provide a creative icing to an already tasty cake.

It’s also an excuse to test my new Gif generator tool. Enjoy!

1 comment

Apple: the mobile customer journey from search to checkout

In December we took a look at the experience of searching for an Apple product, clicking-through to the online Apple store and then purchasing the item from a customer’s point of view.

The above investigation was carried out on a desktop and I praised its faultless paid search strategy and for providing a fluid, fast and overall joyful ecommerce experience. 

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How NatWest provides multichannel customer experiences

Providing a great customer experience (CX) is impossible if you’re not implementing excellent and measurable customer service across every channel on which your customers can be found.

It used to be that a consumer would only come into contact with a single customer service representative in person or on the phone. The overall CX would succeed or fail based on that single interaction, which is a lot of pressure, not just for the agent, but for the entire company.

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Customer journey from search to obtaining a quote: Legal and General

As I previously mentioned in a post on how insurance companies use search marketing, it’s a challenge for insurance companies to do well in search thanks to the popularity of comparison websites.

However with a solid SEO strategy and a focus on paid search marketing it is possible for financial services to direct traffic away from the comparison sites and lead searchers straight to their own door.

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12 interactive examples of ecommerce product pages

Here at Econsultancy we’re all about encouraging the quickest, easiest journey from product page to checkout as possible. Not just from a conversion point of view but also from a customer experience one.

This is certainly true of customers who know exactly what they want and don’t have to do any research about the product itself. ”I want a Julio Iglesias Greatest Hits CD and I want it now damn it!”

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How John Lewis, M&S and Debenhams handle on-site search

Not wishing to sound too astoundingly obvious right off the bat, but your on-site search tool is a key way in which visitors look for products on your website, especially if you carry a huge range of items. 

The surprising thing is how easy it is to get on-onsite search wrong: bad placement, lack of auto-suggest, poorly displayed search results, and so on. 

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10 best things on the internet: copyright infringing edition

In 100 years when the internet is but a long defunct system of communication, scholars will look back on this time and say “man those weirdos spent a lot of time Photoshopping pugs on nude pictures of Burt Reynolds”.

Weekly round-ups of internet stupidity such as this will essentially be the Bayeux Tapestry for future generations interested in charting how civilisation developed a language based exclusively on two different emojis (the one's that's crying and the poo with a face).

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12 spellbinding stats from around the digital world

“Stats in the cradle and the silver spoon, little boy blue and the man in the moon…”

Just like the errant father in the bittersweet Harry Chapin classic, I too was separated from last week’s stats round-up thanks to my outside responsibilities (lying around, eating sandwiches, watching Perry Mason).

But don’t worry I’m back now, ready to toss a football around, catch a drive-in movie and provide you with the finest in digital marketing stats the online world has to offer.

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How Walmart, Target and Costco handle on-site search

Using a selection of specific criteria I’ll be gauging how some of the top US retailers handle on-site search. 

The search tool is perhaps the most common way for shoppers to navigate an ecommerce site, so therefore its effectiveness is paramount in directing highly motivated visitors, who know exactly what they’re looking for, around your site.

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18 excellent features of Argos’s mobile app

Argos has been named one of the top multichannel UK retailers thanks to its customer-focused mobile app.

Placing a particular emphasis on creating an easy, joined-up customer experience has led to this app becoming one of the most popular downloads in Q4 2014.

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12 supernatural examples of ghost buttons in ecommerce

Who you gonna call? Ghost buttons!

Well you can’t actually because they’re a design element used for navigating websites rather than a tangible way of communicating with a paranormal emergency service. Unless of course the button is a click-to-call in which case…

I think I’ll start again.

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How Barclays generates interest with content marketing

Content marketing is the axiom we all live and die by in the current digital marketing world, if you’re not producing content and marketing it successfully, then "the present is no place for you, Grandad".

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