mobile responsive - MLA Web Designs London

Tips on Optimising Your Blog for Mobile Responsiveness (And Why You Should)


You’re reading this because you’ve noticed a decline in your site’s organic web traffic. Perhaps, you’re still using the same old web design you had when you first launched your site.

This may come as a bit of a surprise, but a bad website design could be causing more harm than good—that is, losing web traffic. As you know, Google has changed recently its search algorithm.


Simply to boost the rankings of mobile-friendly websites. And also, Google wants to punish desktop-only sites.

This simply means if your site isn’t optimised to meet the mobile responsive standards set by Google, then your business might be jeopardy.

It’s time to make some changes and turn things around—boost those rankings!


Start by optimising your website. And here’s how:

The Future and Mobile

Think about this for a second:

What do a park, bus, restaurant, libraries, shopping malls and the dinner table all have in common?

Well, if your answer is:

Everyone either sitting, standing, reading, or walking is looking at their smartphone or tablets.

Then, good observation skills!

The point is—mobile usage is taking over (if it already hasn’t). In fact, it will continue to skyrocket especially now that phones are getting larger screens, built with AI capability and feature more robust hardware.

In fact, these mobile devices have surpassed desktop units for more Internet use. Wow! If that isn’t a clue enough, then what is?

Give or take a few more years, smartphones and tablets will take over web browsing. So it’s better to take action now than try to save your business by then.

Either Beat or Catch up with Competition

According to reports, 62% of companies worldwide who have a mobile-first website have seen an increase in sales compared with desktop-only sites. As you may know, this isn’t much of a surprise since 52% of users admit that they prefer engaging with mobile responsive websites.

In other words, by making your website mobile-friendly, you’ll be better equipped to catch up or even beat the competition and possibly rank higher in Google search results pages.

You need to prove the world that you mean business by being more innovative and thus increasing profit from your business.

A Higher Rank in Google

As previously mentioned, Google boosts the rankings of mobile-friendly websites. If a user googles a particular thing online, for example, web design London, Google will automatically show mobile-responsive sites higher than desktop-only sites.

You should know that Google rolled out its new algorithm last May 2016. If your organic web traffic has plummeted since then, perhaps the culprit is your website.

It’s high time to optimise your website so that you’ll be able to recover the lost traffic and in the process rank better on Google SERPs.

How to Make Your Site More Mobile-Responsive

First thing’s first—test your website first to find out which parts you need to improve or fix. Google Mobile-Friendly Test is a tool you can use to check how a visitor can use your page using a mobile device. Also offered are tips on how to improve your website for mobile devices.

mobile responsiveness - MLA Wed Designs London

Google Analytics is another tool you can use to check which mobile devices your visitors frequently use to visit your site. This allows you to better optimise for specific mobile screens based on that data.

Tip 1: Optimising for Touch Screens

You may have noticed, but the single biggest difference between a desktop and a mobile device is the mode of interaction. Where a mouse or a touchpad is used on a desktop, users use their fingertips to swipe and zoom on mobile devices.

You need to consider that a responsive site isn’t enough—it must also be optimised for touch screens, offering greater UX. Include touchscreen navigation as well.

mobile responsive - MLA Web Designs London

Tip 2: Increase Site Load Speed

People are on the go. We are on the go. This fast-paced world we live in demands web pages to load as quickly as possible. Faster loading speeds can increase conversions and could decrease bounce rates. This means slow load speeds will lead your visitors to your competitors. Who wants that?

Here’s what you can do:

  • Reduce the images. Large format images can tremendously slow download times. Check your site which images you can get rid of—only unnecessary ones. Then conduct an a/b testing with and without those images to find out if it makes any difference.

If the images will need to stay, then optimise them for mobile usage.

  • Optimise plugins and themes. Even if everything else is optimised, a bottleneck phenomenon could still happen on your site speed because of bad plugin and theme code. Additionally, concatenate and minify plugin CSS and JS files.

Tip 3: The Right Font Size

Wouldn’t it be easy to read blog posts in the right font size, without having to zoom in and out, on a mobile device? The incorrect font size, where you need to badly zoom in to read a text, will definitely ruin UX.

To remedy this, configure a viewport to ensure the fonts are rendered to the correct sizes on varying mobile screens. Although this is a relatively simple process, some CSS skills might be needed to get this done.

Tip 4: Use a Better Theme

If you’re using WP, you might want to upgrade to a better theme, if you haven’t already. Opt for WP themes that have mobile-friendly designs. Replace the old theme of your site.


You’re done.

If not, you can always utilise a plugin in order to optimise your site for mobile devices, although this isn’t a highly recommended method since this will make your site load a bit slower. It’s an ideal temporary fix, however.

Tip 5: Implement AMP

Accelerated Mobile Pages (AMP)—an open-source website designed to improve web content and ad performance. In other words, it offers a smooth browsing experience for mobile device users.

Once implemented, AMP generates an optimised version of your page that, in split seconds, can be viewed on mobile devices.

Not only will your site load faster, but also AMP-powered sites are ranked higher by Google on mobile search results pages.

AMP can be implemented on your site using a free WP plugin. Note the keyword here—FREE.

Final Thoughts

Continually test your site until you arrive on the perfect mobile responsive web design that will not only improve UX but also increase conversions, drive traffic to your page and boost Google rankings. It’s basically up to you!

What are you waiting for?
View Our Mobile Responsive Methods



The Role of Web Design in Making a Profitable Business

Contrary to what many think, establishing your online presence doesn’t end the moment you launch your brand’s website. It’s the tip of the iceberg, and you have a long way to go from there.

There are a few things you need to consider to successfully highlight the online presence of your business. One such feature you need to give importance is a well-thought-out web design.

Why is it important?

The website design is one of the most basic elements that make up the identity of your online presence. Fortunately, you don’t need to pay an exorbitant amount of money to high-end designers. Rather, all you need is a good design that reflects your business.

Below, we’ve put together the significant reasons why a web design is critical to your online success.

Navigation and Usability

web design

Navigation is essential to your website especially when it comprises a number of pages. Users tend to wander through your site trying to find what they were actually looking for.

Know that users immediately judge your site in a matter of seconds. When they see it as cluttered, confusing and chaotic, expect them to hit the “Back” button, leaving your bounce rate critically high.

You need a well-developed navigation where users can easily understand and explore what your site has to offer. Don’t worry! You don’t need state-of-the-art typefaces. A rule of thumb to make it simple yet intuitive to make your visitors come back for more.

Remember that consumer’s attention span is short. If it takes them a while to figure out how to contact your page, then you might as well consider these users a lost lead.

The Content and the Visual Elements

The visual elements involve the choice of font and other typo details. You need consistency throughout the design to deliver a coherent and clear message to your audience.

The same format, typeface guidelines and style will serve as the backbone of your site’s pages. This makes the entire experience streamlines and coherent, allowing users to easily remember the message you want to deliver.

However, never overdo this. If your web page looks messy, it could affect the conversion rate. Visually cluttered pages are difficult to read, leading users to abandon your site and making them decide not to come back.

web design


What sets your brand apart from the competition? Users need to easily identify your brand in different types of medium. For example, in the event that there are changes in your brand and its visual communication, this will leave your consumers confused and would think that there’s something wrong with your brand.

Your brand’s logo, for example, must be consistently integrated into the website and all of your brand’s print materials. Consistency is always key.

SEO and Organisation

Just like how we read a book, comfortably reading a web page is usually from left to right, top to bottom. Since most people read from the upper left area, web designers should most of the data here.

Why? Simple—this increases your chances of conveying your message directly to the visitors who will eventually become customers.

Additionally, improve your site SEO (Search Engine Optimisation) by utilising the visual areas for important details. This can happen when you incorporate business-related keywords into the HTML text so that when search engines like Google can crawl into your site, you’ll have better search engine placement. In other words, this helps your site become more visible and searchable.

Bear in mind that you cannot afford to mess up SEO, else you’ll be fighting an uphill battle for visibility.

web design

In Summary

Today’s businesses have their own website so that their products or services are readily accessible to consumers worldwide. Thanks to web design, websites have become user-friendly, optimised and a welcome environment where users can easily get useful data any time of the day.

Furthermore, if you own a well-managed site, people will definitely rely on you and your brand, building trust and loyalty. Once you have established this, users will no longer have doubts regarding the products or services you offer. In effect, you’ll have a thriving and profitable business.


How to Ensure Your Online Banking App Is Secure

Going digital is all the rage nowadays. Online stores and sellers are popping up in numbers at an unbelievable rate. So it is no surprise that banks and financial institutions are following suit.

Banks offer their services through online apps or some form of mobile platform. But as with any form of digital transaction, web security is always a top priority.

So how do you ensure that your online banking app is secure? There are a number of steps that you can take to ensure this and give users the peace of mind they deserve when using your online banking app.

web security

Establishing an SDLC

Software Development Life Cycle (SDLC) is the first step in ensuring the security of your online banking app. SDLC guarantees continued development of the app and that security protocols are continually evolving throughout the app’s lifecycle.

Identifying and understanding the security requirements of the app

During this stage of the SDLC, at least one member of the web security team must work with the build team to identify potential security risks. Only after this identification process has been accomplished and the necessary security needs established should actual development begin.

web security

Any online banking app comes with sections of risk known as the attack surface

Analysing the attack surface is a complicated yet necessary step in ensuring security as it identifies the most critical and vulnerable areas in the software where a malicious attack can occur.

Threat modelling should be implemented as part of the SDLC

Threat modelling will aid software developers in understanding which of the security features are necessary to ensure that security is built into the app from the beginning. Threat modelling matches a security response to a particular threat that occurs anywhere in the app.

web security

Perform SAST followed by IAST

As part of the SDLC, Static Analysis Security Testing (SAST) in its most basic form is a way of testing the app’s source code for vulnerabilities. Performing a SAST identifies possible flaws in the app during its early stages of development.

Problems can then be addressed before the app reaches a point where changes become too expensive and difficult to implement.

After the SAST, Interactive Application Security Testing (IAST) should be performed. Unlike in SAST where codes are tested for security, IAST puts a live version of the app through a rigorous process of “hacking” where an external threat or “hacker” tries to break into the app in any way it can.

This combination of both static and interactive security testing ensures a secure app that is free from vulnerabilities before it is released and goes live.

web security

Security Gates

Security gates should be created as part of the SDLC. They are guarantees that create a minimum level of security for source codes.

This minimum level of security identifies code that is considered to be a high-level risk and should be returned to developers for a fix. Security gates should be implemented regardless of the app’s developmental stage and should never be ignored.

Implement a Continuing Secure Developer Education Program

By continually educating developers in application security development, you are ensuring that you will have in your employ developers who will put security as their top priority in every stage of software development.

web security

Final Thoughts

Modern application now stresses the importance of a higher level of web security. Consumers want to of course safely transact and be able to do almost anything using their mobile devices or computers. This leaves you to put more thoughts into how to increase organisation security.

Especially when it comes to online banking, those security measures and considerations will be far even greater, demanding strong planning and execution so that you can maintain the high level of security consumers deserve.

web design ecommerce website london

5 Business-Changing Elements That Should Be in Your E-commerce Web Design


Oftentimes, we are too invested at raising our Google search results ranking that we sometimes forget the most vital part of why we opened e-commerce or any business in the first place—satisfying and serving the customers.

Although online advertising, Internet marketing, and SEO are essential for an online business to grow, these must always go hand-in-hand with a flawless web operation, friendly user interface, uncomplicated web design and worry-free customer care. We must also put forth a need to make sure customers’ demands are met and that they would for sure come back for more.

So, here’s a list of business-changing features that you need to incorporate into your web design:


web design

Best Sellers

Why do you go to a shop? Well, we’re mostly interested in what the store has to offer, especially when we see the 4-letter word in red flashing in the window—SALE!

In other words, it all begins in the shop window.

Of course, it’s the same thing for e-commerce business. Your website must also display your best products, your top sellers or best sellers or featured products, on your main page.

These products typically attract a lot of the visitor’s attention. In fact, these are often the most viewed items on e-commerce websites.

Let’s admit it. Sometimes, we’re too lazy to scan hundreds, if not thousands, of products. We want to simply get it over with and finalize the purchase.

Hence, place your best products on the landing page or the homepage.


You’ll be helping visitors make the right choice. Plus, this speeds up the buying process and would lead them to actually make a purchase even before they get frustrated and exit the site.

TIP: You need to remember to monitor and regularly update your list. You can also experiment with seasonal and monthly top products or bestsellers.

Customer’s Names

Did you know that the most pleasant word marketers like using are not “success”, “conversions”, “trust” or “respect”?


It’s your name! According to psychologists, we love being addressed by our names because it has a strong correlation with being in a friendly nature.

Notice why sales manager or sales personnel ask your name and then use it multiples times during the conversation, especially when he or she is trying to make a point or a sale?

Successful e-commerce businesses make use personalization very well since it’s the easiest way of making customers feel important and special.

TIP: If you opt for quick personal account registration, make sure to ask the visitor his or her name.


It’s quick compared with uploading images or entering other personal details, which takes some time.

It’s efficient because you can sue their name to personalize their dashboard, making them feel right at home. This is still something many e-commerce sites fail to consider.

It’s worry-free since many consider that this isn’t sharing too sensitive information.

Use their name wisely and sparsely. Don’t be too obtrusive. You can use their names in newsletters or when greeting them upon login. Never place their names in every line on your site. You’ll sound like a pushy sales marketer.

Price Filters

One of the most often used tools in e-commerce web pages other than the search bar is the price filter. That’s why need more attention.

Make sure visitors and customers alike would be able to easily sort and then filter products according to price in all product categories.

TIP: If the price of specific products doesn’t include the shipping costs, then make sure to include that in the product information. Meanwhile, if products which fall under Free Delivery, make sure that a checkbox is placed to either show or hide products in that category.

One simple reason consumers will trust your business is transparency. Do not hide any information regarding product pricing.

The more comfortable your visitors or customers feel in your site, the more they are to find what they want, purchase it and then come back, possibly with friends.

web design

The Option to Zoom In

We all want a closer look at products we want to buy, especially online. Buyers want to see almost every detail of whatever item they buy, be it clothing, especially gadgets, shoes, etc.

Hence, allow them to zoom in or out of the pictures. That’s why you need good-quality pictures for every product in your store. Provide as much visual information to the customers as possible.

web design

Feedback Forms and Contact Details

The key to having loyal customers is building long-term relationships with them. You want them to completely trust you. Where to start?

Provide your business’ contact information. Your customers should know how to reach you if needed. Place this detail where it can easily be accessed.

If there’s an online chat feature on your website, then the better. Nothing is better than a fast response to inquiries.

Then, provide a feedback form and make sure to address the information given by your customers.


Every e-commerce website is unique, and there is no single formula for success or a solution to the challenges faced by this particular industry. You need to understand what your business needs.

Just remember the basic must-have features that you need to incorporate into your web design. Just remember these simple rules to improve UX:

  1. The design should be simple so that customers will be comfortable.
  2. Navigation should be clear with a piece of easily accessible information.
  3. Provide detailed information of every product, with high-quality pictures, zoom options and descriptions. The more satisfied with the information, the higher the chances of them buying your product.
  4. Provide a personal page for the customers, where they can create wishlists, save previous orders and save items in the cart for later viewing.
  5. Provide clear and complete details on delivery options.
  6. Don’t forget to update your site so that customers would want to come back and check if there are sales or promos.

Above all, have fun with your business!
View Our E-Commerce Websites Methods

web design

4 Common E-commerce Marketing Mistakes to Avoid


All too often, businesses put up marketing sites and pay tons of cash for eye-catching web design and expect a huge increase in their business. But as soon as the first reports come in, they are disappointed by the dismal performance their e-commerce sites seem to make.

But there is no cause for worry because chances are the site simply violated some simple rules for more effective marketing strategies. So instead of spending more money to change everything, let’s review the possible mistakes that have been made to make the site less than ideal.

web design

You focus too much on your site’s traffic

The first mistake is believing that increased traffic means increased business. While mainly true, this belies the real problem. Instead of focusing on increasing traffic to the site, why not design the site to increase its conversion rate instead?

While increased traffic is generally good for business, it is useless if the site cannot convert that traffic into an actual business. A few simple tweaks are sometimes all that is needed to increase the conversion rate, while an increase in traffic could require a significantly larger investment to realize.

Your site load speed is miserably slow

The second mistake is relying on a slow website. Nothing frustrates potential clients than slow service. Ergo, a slow website is similarly compared to the quality of service potential clients expect from the site owner.

Recent studies have shown that the average human in today’s generation has the least amount of time to spare waiting for things to happen than in any other generation. And this is backed by data that is hard to ignore.

In one recent study, it was shown that 51% of shoppers will abandon their purchase because of a slow website. Choosing a host site that is known for speed and reliability is the way to go.

web design

Offering products only once

The third mistake is thinking that offering the product once is enough. Nothing is more wrong in the marketing world. Imagine the world we live in now where people are more than ever before loaded with information from web design ads and marketing spiels and have little or no time left for anything else beyond what they are currently involved with.

Logic tells us that constant reminder is the only way for the product to sink in and be remembered by potential clients. For people who are too busy with their everyday dealings, reminders now and then can be a welcome thing rather than an annoyance.

No mobile strategy

The fourth mistake is not designing the website for a mobile device. With people having little time to sit down and relax and being on the go a way of life for the majority, having mobile capability not only puts you on the map, but it increases the conversion rate exponentially.

web design for mobile use

Final thoughts

The one-size-fits-all rule is not fitting for the e-commerce industry. You need to tailor your web design to specific audiences and platforms to increase traffic and conversion rates. Marketing strategies should also adapt to the changes needs of consumers.
View Our E-Commerce Websites


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Why Having a Website Is More Important than a Business Card


In the past, business owners used to hand out business cards to potential investors, clients and customers to effectively market their brand and share information. However, in today’s world of digital media and mobile computing, having a website for your line of business is as important as having a business card that you can hand out to any potential client.

The difference between having a business card and a website is that the latter gives you the advantage of being able to provide limitless information about your business. Almost all use the Internet today on a daily basis. People use the web to search for business information or purchase products.

Below are reasons why a website is more important than having a business card.

Information sharing and networking

Unlike business cards where you only have enough room for information like your company name, address and telephone numbers, having a website gives you space you need for so much more data. You can include in your web design your entire product line or line of service, contact persons in your organization, pictures of your products and even the capability to place orders right there and then.

Let’s face it—your potential clients most likely will be people on the go who prefer to be able to do business while mobile.

web design

Modify relevant information 

Aside from these obvious advantages, it is also easier to add or modify information in your website.  With a business card, this can only be done by having a whole new batch of cards printed with the new information added.

So what happens to the unmodified cards that were already handed out? Right. Your potential client is left holding onto a business card containing obsolete information.

With a website, you are sure that people accessing it get only the freshest, most updated information about your business.

Accessible virtually almost anywhere in the world

Websites are also easily accessible anywhere, anytime. You don’t have to be anywhere near a potential client for them to access your site or gain information about your business. The website takes care of this for you. Your website works for you even while you sleep.

web design

Social media influence

Do you want an even bigger potential client base? Incorporate social media networking on your website.  There is a big chance the client you are looking for is on one of the popular social media sites. So go ahead and make your presence felt on these sites and start doing business with people you haven’t even met.

Instant reviews and feedback

Having a website also offers you the advantage of being able to get instant feedback from clients about your products or services. This vital function will allow you to improve your product or the way you do business or provide a certain service.

web design


People nowadays appreciate being heard, and it doesn’t hurt to hear from your clients now and again and listen to what they have to say about you whether it’s good or bad.  What you do with the information may very well determine the future of your business.

You can say that your website is your business card, a gateway to your business. Also, make sure that your web design reflects your brand’s message and what you are offering to your clients or customers so they can easily identify you.
E-Commerce Websites

web design

Top 5 2018 E-Commerce Trends & How to Profit from Them


Don’t worry. This is not another long list of speculations about what will be trending on the e-commerce market for 2018.

Yes, there are plenty of those. In fact, most of them make you wonder how progressive the industry has become.

The focus of this post will be on showing you which ones will become potentially disruptive trends in the e-commerce industry in 2018 and how you can capitalise on them today!

The following areas will be covered:

  • What the trend is
  • Data supporting the trend
  • How marketers could profit from them

Let’s get started.

The top 2018 e-commerce trends include:

  1. Upsurge in voice search share
  2. AR for better-quality e-commerce UX
  3. Video will be part of mainstream content strategies for e-commerce brands
  4. Amazon as big player in digital ads
  5. Widespread adoption of cryptocurrency payment gateways

Upsurge in voice search share

Voice search has seen a drastic growth over the past couple of years. In fact, in 2018, it will become one of the leading drivers of innovation in the e-commerce industry. Well, it’s clearly difficult to talk about mobile without ever mentioning “voice search” since a growing number of consumers interact with their devices by using “voice”. Additionally, there are plenty of stats pointing to its alarming growth rate.

According to ComScore, by 2020, which is only 2 years ahead, 50% of online searches will be done via voice. This means that we will be seeing a drastic change in how consumers use the Internet and interact with content.

This data also confirms Deloitte’s report. It pointed out that 11% of smartphone users regularly use voice search. Also, more than half of those users have started using voice since last year. Google also backs this data and points out that 20% of online search within the United States has already used voice.

The argument that voice search tech isn’t yet ready is not true either.

The use of voice assistants is also exponentially growing. HubSpot’s 2017 State of Inbound report points out that on at least a monthly basis, 23% of consumers use Microsoft’s Cortana, 37% Siri, and 19% Amazon’s Alexa.

What about voice assistants? Based on CIRP’s data, in 2016 alone, half a million Google Home units were shipped, while Amazon as sold approximately 5.1 million smart speakers since 2014.

Now, you might be wondering:

The technology is coming. It is selling. However, will people really shift to voice?

Statistics might surprise you. Geomarketing’s post revealed that 65% of Google Home or Amazon Echo owners admitted that they can’t imagine going back to days without smart speakers. Moreover, 42% of that same group also stated that voice-activated devices have rapidly become “essential” parts of their lives.

Given these data, it isn’t any more surprising. The average typing speed is roughly 40 words per minute, while 150 words per minute is the average speech rate. This means you can easily have your queries answered using voice faster than having to type it.

e-commerce trends reasons for choosing voice search



The only bugs with voice search in the past involved nasty errors and voice assistants’ inability to recognise and understand complex phrases and terms. But that’s improving as well.

e-commerce trends smart assistants


Google’s AI reported that it has a 95% human-level accuracy.

Now, how does this affect marketers like us?

Well, here’s a fascinating fact:

Voice search is more likely to have three times more local focus compared with normal searches. So, local businesses, pay attention!

You’d be surprised to know that voice search doesn’t actually exist.


Basically, our “voice search”, what we use and see today, is simply voice-to-text search. Our voice is converted to text. Then, it is processed the same way as any text search.

This is exactly how marketers can make the most of out of this trend.

Featured snippets

Have you ever asked yourself where search engines like Google pull out data when a user “asks” a query to his or her voice assistant? It’s generally from search snippets.

Need evidence? Check Danny Sullivan’s tweet.

If this is how Google is doing it, then chances are Apple and Amazon are doing the same thing with Siri and Echo, respectively.

But, wait. What is a featured snippet?

A featured snippet, or also known as “direct answer” or “rich answer”, is a block of text or a summary of answers to a user’s query displayed on Google’s top 10 SERP. This data is extracted from websites optimised for this kind of query, or usually from sites ranking in the top 10. It includes the title of the page and its URL.

Check out the example below when “how to clean quartz worktops” is searched:

e-commerce trends sample snippet


Note how the featured snippet of Diapol United Kingdom ranked above the first search result? According to recent studies, up to 50% of clicks are captured by featured snippet listings. In other words, on average, the #1 position on Google’s SERP receives 33% of the clicks for a single search.

An estimate of about one-third of snippets is shown by Google out of all searches. It’s safe to say that it’s about time to start pooling together those snippets, don’t you think?

Yes, you guessed it right.

To capitalise on this trend, the best thing you can do right now is to optimise your site for search snippets and questions.

Here’s how you can do it:

How to search and obtain featured snippets

Begin with structuring.

Depending on the query, there are 3 types of featured snippets:

  1. Paragraph—Summary of the answer is shown in a box either with or without an image. The example above is a paragraph snippet.
  2. List—These are mostly answers to How-to queries or steps or DIY processes. See the example below.e-commerce trends sample list3. Table—These snippets display the answer as a table. Check out the image below.

e-commerce trend table sample snippet


Before diving right into the real optimisation process, let’s note these stats:

  1. Featured snippets contain an average of 45 words
  2. Based on Google, featured snippets are mostly conversational how, what, when, why and long-tail queries (more often, voice queries fall into these categories as well)
  3. Data from Ahrefs indicated that above 99% of featured snippets are pulled from site belonging to the top 10

Does my site have a chance to get featured?

As mentioned earlier, approximately 99% of featured snippets come from those already ranking on the top 10 of Google’s SERPs. So if your site already has a high ranking for related search queries, chances are you will have a high chance of getting featured.

On the other hand, 70% of featured snippets also came from a website outside the first organic ranking according to Getstat. Hence, the page should be part of the top 10 but doesn’t necessarily require it to be actually #1 for the site to be featured.

Naturally, is still the most featured site. If you find that there’s Wikipedia that’s featured for your search query, it could be extremely difficult to beat. But that doesn’t mean you should not try your hardest.

Below are some of the search query types that get the most featured snippet results:

  • Health
  • Financial
  • DIY processes
  • Mathematical
  • Status
  • Transitional
  • Requirements

Meanwhile, Ahrefs expanded this list to popular topics with the most commonly used keywords appearing in featured snippets:

e-commerce trends ahrefs study

Then again, below are the search query types that typically do not have answer boxes:

  • Shopping
  • Local
  • Videos and images

So to answer the question and to sum up the abovementioned studies—Yes!

Your site definitely can be featured but ranking high on Google SERPs play a significant role in this. This means you need to improve your site overall search ranking, especially for your lower-hanging fruit or long-tail informational questions.

So if your niche is either health, finance or DIY, then you have the highest chances of getting featured.

How to optimise your site’s content for Featured Snippets

Below are ways you can improve and optimise your site’s content:

  1. Identify different kinds of opportunities of being featured

A good old keyword search is all you need. Multiple studies agree that almost all featured snippets are triggered using long-tail keywords. In fact, the more words typed into a search box, the higher the likelihood a featured snippet will result.

This means start researching your keywords.

When identifying keywords for your featured snippets, keep the following in mind:

  • Begin with question-type queries since these are the easiest (what, why, how, etc.)
  • Aim for information intent, not only questions.

If it helps, you can always seek the help of a keyword search tool which immediately provides you which queries trigger the most results. Serpstat is one example of this. This tool combines the keyword search with a featured snippet search and allows you to see which of your keywords can trigger search boxes.

Google search console is also another tool you can utilise. Just open Search Traffic and then click on the Search Analytics tab. Then, tick Clicks, Impressions, Position and CTR.

You can view which queries rank well including the impressions data and CTR.

  1. The right format

This is the first step in optimising your site’s content for all featured snippets.

Remember the 3 types of featured snippets?

Paragraph. List. Table.

For example, if you’re optimising your site for paragraph snippets, which will appear in the featured snippet box, the answer should have to be within a <p> tag.

Usually, paragraph featured snippets contain only text answering the user’s query. However, they are only in paragraph containers <p>.

Now, you can add a relevant query or question to your content. Then in a paragraph right below it in <p> tags, answer the query. Easy right?

You can also do the same for list or table featured snippets just right below a relevant query.

  1. Properly use H2 and H3 tags

This is a common problem. Don’t worry, you are not alone in this. Even seasoned bloggers sometimes when posting relatively long posts feel a bit too lazy to go through and structure their headers accordingly.

Nevertheless, keep in mind that H2 and H3 are significantly important for SEO. Search engines like Google use those headers in order to understand what your site’s content is. Furthermore, Google uses the said headers for featured snippets.


Say you’re optimising for a list post, ensure that all the points on your list are H2 and/or H3 tags. This will help your content be a featured snippet with header tags as points on the snippet list.

  1. Include summary section at the top of posts

Easily capture a number of featured snippets by adding a short summary section at the top of the topic summarising the content in either paragraphs or lists.

Notice how lengthy list posts, around 3000 words or more, contain summary sections at the top that include anchor links to each list item?

Know why?

Not only are these for easy navigation, but also they’re forgetting a featured snippet.

So, here’s what you’re going to do—include a summary section at the top of your lengthy posts and make sure to link them to the blog’s content. Period.

  1. Make YouTube videos and create descriptions

It seems Google loves taking video descriptions for featured snippets.

As a matter of fact, according to Ahrefs, YouTube is the seventh most “featured” site.

e-commerce trends YouTube

And these are not the huge knowledge diagram panels when you search for Dua Lipa videos (no offense). YouTube has snippets for keywords like the following:

e-commerce trends youtube sample


Where do you think that paragraph snippet is from?

Yes, they’re pulled from the video description:

e-commerce trends video descriptions


It does pay to create relevant videos, upload them to YouTube and create descriptions answering common related queries.

Wow! These are actionable, aren’t they?

Now, let’s get on with the second trend that will shape the industry in 2018.

AR for better-quality e-commerce UX

You have to admit that ever since augmented reality (AR) was introduced a couple of years back, there has been a lot of hype about this technology.

Though, imagine this.

What if you can provide a store-like shopping experience with VR to your customers?

As it happens, Ikea is one of the pioneers to have strategically and brilliantly employed this breakthrough.


Ikea made us of AR and offered their customers the ability to view what their home would look if the furniture they want to purchase was there. Total genius, right?

But wait! This is only the beginning.

Imagine the likely innovations with AR in the e-commerce or any industry. Just think the hundreds of opportunities for the fashion industry alone.

A potential customer could “try on” and see how a pair of aviators would look on his or her face or how a dress would complement the shoes. Plus, customers could easily figure out the size of clothing that could fit them. Customers could also check if a red blazer would complement a recently bought dress. With AR, there are definitely endless possibilities.

How to provide an augmented reality experience to your customers

The obvious way to deliver AR is by getting started with the AR solutions for developers from either Google or Apple—ARCore and ARKit.

Here’s the app for iOS AR and Android AR app so you can get started.

Video will be part of mainstream content strategies for e-commerce brands

Video content has been a constant in the industry for years now. Why?

It simply cannot be ignored. In CISCO’s VNI Complete Forecast CISCO’s, they predicted that approximately 80% of online traffic will be video.

That’s a whopping 80%! Video completely wins over every other type of content that you can imagine. This data is clear.

But you have to ask yourself: How much video can actually be used in your content marketing strategy?

According to the data, using video content in your marketing strategy should be frequent, like a lot!

How to get started with creating video content marketing? Simple. Getting started is fairly easy since there are tons of free tools you can use.

Lumen5 is a good example of this tool. You can smoothly create simple videos straight from existing blog posts. Plus, the best thing? For free!

Press behemoths like Inc and Entrepreneur are in fact making use of similar tools in order to automate the creation of video content.

Using video content allows you to also amplify your reach on social media and to repurpose existing content for your other channels. Not only is this better for user experience, but also this helps your site’s SEO, providing another avenue for traffic.

The 4th trend is more of a budding monopoly than actually a trend.

Amazon as big player in digital ads

Before anything else, Amazon is included in this list, not because Jeff Bezos, founder and CEO, recently became the new “Bill Gates”.

Amazon is part of the list because they have continually expanded their product line over the past years and included more avenues for marketing that you can easily understand.

Undoubtedly, Google is the online advertising king.

However, in recent years, since the introduction of Business Prime and logistic centres, Amazon was able to build consumer trust, not only in the United States but also wherever they had presence in the world. This e-commerce company also offers hassle-free returns and provides quick delivery times thanks to its widespread logistics network.

Google used to be the leader of the buying funnel. Consumers would “google” product reviews and recommendations before purchasing.

However, Amazon turned the tables around through consumer trust building and offering options over the past years. Now, instead of using Google, consumers search Amazon first. Only if they’re unable to find what they’re looking for or are not able to find good options, they check with Google.

In other words, Amazon has become the “Google of shopping” in a number of B2B environments. Amazon has also blurred the lines between B2B and B2C.

And clearly, this trend has Google worrying, a lot.

Amazon has also been slowly building a digital ad network, which is more cutting-edge than Google’s.

Okay, here’s how it is.

Are you familiar with Amazon’s product line?

This marketing behemoth offers Audible, Twitch TV, Prime, Amazon Home Services, Kindle, Alexa, Dash button, Echo and Prime day (more on why this a product line later).

Many only view this only as Amazon’s product line up. But they’re more than that.

Take a wild guess.

Yes, they’re also advertising channels geared at each step of the sales funnel.

Here’s how.

The robust Amazon display network, Twitch TV and Audible are for the awareness level, while Kindle, Amazon Prime Now, Fire ads and Home services are for the discovery level.

Meanwhile, for sales, there’s Amazon discount codes and coupons, events (Amazon Prime) and of course Alexa Deals. Now, for retention, save and subscribe options are also available with dash button and Echo skills, which are both gaining traction.

You get the idea?

Although Amazon’s network is still in its formative years, as part of the e-commerce space, you better be part of this network, ASAP.

How? Simple. Get to know and understand Amazon’s bourgeoning marketing channels, and fast.

Why not try this actionable checklist:

  1. Immediately get started with Amazon display ads

e-commerce trends amazon ads


On the display ad platform in Amazon Marketing Services (AMS), register your e-commerce brand. Select product, set bid and define target section and start your ad campaign.

The AMS lets users run PPC ads on

This is a really good option and opportunity especially if your brand is selling physical products.

Amazon offers 2 types of targeting:

  • You can choose similar products or related ones and then target that way.
  • AMS will provide keywords you can bid on according to the customer’s search and shopping history.

Note that for new advertisers, a USD 100 (₤ 72.15) is offered.

  1. Use Amazon Advertising Solutions

While AMS is focused on product sellers, Amazon Advertising Solutions (AAS) offers advertising options for all brand types.

e-commerce trends


You can use AAS to increase book sales, increase app downloads and be able to advertise external brands.

Yes, you can definitely advertise apps on Amazon, which clearly only a few know. Don’t worry, we didn’t either.

e-commerce trends


There are 2 options for app ads—self-service ads displayed on Android devices and on Fire or premium ads covering addition channels such as Amazon Prime, other than Kindle, Android and iOs devices, so you can boost install rates.

Widespread adoption of cryptocurrency payment gateways

It’s obvious that right now, there a lot of hype with Bitcoin, not to mention the exponential increase in the use of cryptocurrencies.

Think about this: Cryptocurrency will continue to survive so long as blockchain is alive.

A decentralised ledger concept has never before gotten so much traction.

Bitcoin may not or maybe a bubble. But there is an explosive growth on almost all major cryptocurrencies. You can consider this a fad if it only rose to popularity recently. However, cryptocurrencies have long been around for about 8 years now. And they are continually growing.

It’s high time that marketers need to recognise that this is no longer a fad and there is a need to capitalise on this.

Note this, however: In 2019, cryptocommerce may or may not be part of the trend. But it sure is one of the top trends that will make waves in 2018.

It’s up to you if you will start accepting cryptocurrencies in your e-commerce store.

Final thoughts

That wraps up the top 2018 e-commerce trends. While we do not completely guarantee that the abovementioned trends will definitely shake up the industry in 2018, we can definitely assure that these trends will have a major role in shaping the industry for e-commerce websites London in 2018, for the benefit of both consumers and marketers.
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