A new year is upon us and with it a plethora of updates and algorithm changes to make you second guess your ranking methods. From Google’s surprise, mid-december Maccabee update to the FCC’s net neutrality repeal, 2017 was full of web-related shifts. So to help, we’ve compiled a list of some the best SEO & digital marketing articles covering the 2018 trends to look out for.
With the increase in smart speaker sales like Alexa and Google Home, there may soon be a shift in the way people search online. Though the impact of new voice search related keywords is unsure, it seems likely this’ll be a factor in the coming years.
Google’s continued focus on user friendly experiences means featured/rich snippets or knowledge boxes are becoming the norm. In fact, back in 2015 Ben Goodsell reported that the CTR on a featured page increased from 2% to 8% after it was placed in an featured snippet. And the number of these featured snippets in search engines has only grown – meaning that optimizing for them now could mean a huge boost in organic traffic.
Following the trend of users searching mostly on mobile, Google announced in November that it planned to move towards indexing the mobile versions of sites first. This means that Google will consider the mobile version of your site before the desktop version when ranking. So more than just having a responsive site, it’s key to have a truly mobile friendly version.
For anyone doing SEO, the 155 character limit is all too familiar. However, the frustration of crafting a tempting summary with a targeted keyword in the limited character length is about to be a thing of the past. Google recently boosted their snippet limit to 300 characters!
Youtube is the second largest search engine after Google, and the growth in video search is only projected to continue. After all, watching a video is more engaging than reading text. And the use of visuals, voice, and written text to explain ideas is a lot easier for people to understand.
Fast-loading product pages could make or break your conversion rate.
As an independent ecommerce retailer, you know how tough it is to compete with the big boys. Amazon can outsell us all, and they can afford fast-loading mobile functionality at scale. Luckily, independent e-retailers can optimize their experiences to compete—and it’s cheaper than you might think. With the increasing growth of mobile shopping, Google’s AMP project offers a unique opportunity for ecommerce stores to load product, category, and home pages instantly for on-the-go mobile customers.
[clickToTweet tweet=”#AMP for #ecommerce means lightning-fast product, category, and home pages. @216_digital” quote=”#AMP for #ecommerce means lightning-fast product, category, and home pages. ” theme=”style1″]
Accelerated Mobile Pages (AMP) is an open-source project that aims to kick the mobile web into high gear. AMP was originally intended for publishers, whose sites often load slowly on mobile due to multiple JavaScript queries for numerous ads. But AMP is great for ecommerce, too.
Slow mobile load times can kill an ecommerce store. The first pages in the conversion funnel MUST load lightning-fast. You don’t want to blow the customer’s moment of expectation. AMP is the perfect solution.
So what does AMP for ecommerce mean? Let’s break it down.
What is AMP?
AMP is an open web standard that cranks up page load on mobile. It uses a limited subset of HTML. It does not allow 3rd party JavaScript, only the AMP JavaScript library, which must be pulled from the AMP CDN (content delivery network). AMP pages are cached and served from a free Google CDN. This combination produces lightning-fast load times on mobile.
In mobile search results, AMP pages appear in a carousel at the top of search. They are notated with the lightning bolt symbol and the word AMP. AMP results may also appear below the carousel.
“AMP pages are highly distilled versions of the corresponding HTML page,” says 216digital developer Justin Sims. “They’re not as media-rich or as heavy as other pages.”
[clickToTweet tweet=”#AcceleratedMobilePages are highly distilled versions of the corresponding HTML page. @216_digital” quote=”#AcceleratedMobilePages are highly distilled versions of the corresponding HTML page. ” theme=”style1″]
Why is this important?
As AMP picks up momentum, we fully expect it to become the new standard for mobile development in certain environments.
Google reports that it has indexed 150 million AMP pages, and that 4 million new AMP pages are added every week. That’s a fast-growing trend. Since AMP represents a new competitive edge for those sites that use it, it’s critical to adopt this standard early.
How do I get AMP on my ecommerce store?
“With any large-scale, widely adopted platform, there will be easy 3rd party solutions implemented,” says 216digital developer Justin Sims. “WordPress and Magento already have premade AMP solutions. At the end of the day, though, there will be a huge difference in quality and effectiveness between manually developed amp pages and those generated through plugins.”
In other words, AMP plugins will work for simple situations, but they may not offer the full control which more complex ecommerce stores require. In that case, an experienced developer can help you get the most out of AMP, either with or without a plugin.
How can I tell if AMP is doing its job?
AMP supports A/B testing. That means you can gather real data on two or more versions of an AMP page to see what drives conversions and what doesn’t.
As Search Engine Land reports, you’ll want to set up Analytics to monitor four dimensions of page performance. Ideally, you would compare these stats for AMP pages against non-AMP versions of the same products on your site. If you can’t do that, you can compare your AMP pages against different products that generally perform the same as your AMPed products.
Here are the four dimensions to monitor:
– Traffic– Engagement– Conversions– Revenue
Is Google giving AMP pages a ranking boost?
Not directly. “To clarify, this is not a ranking change for sites,” says the Google Webmaster Central blog.
But think about this. Google DOES consider load speed and engagement/CTR (click through rate) metrics when ranking a page. As more and more users surf the web on mobile, mobile engagement data will make up a bigger slice of the overall engagement data for a page. And as knowledge of AMP spreads, users will likely prefer the results that are marked with the AMP lightning bolt, ⚡.
Will Google give AMP pages a ranking boost? No. But users will.
[clickToTweet tweet=”Will @google give #AcceleratedMobilePages a ranking boost? No. But users will. @216_digital” quote=”Will @Google give #AcceleratedMobilePages a ranking boost? No. But users will. ” theme=”style1″]
What does Google Cache mean for onsite traffic?
AMP pages are served off a free Google CDN, not off your server. For many of us, that may sound like a red flag.
But wait. This is actually a win.
Think of it like this: you give up increased traffic to your domain at the very top of the conversion funnel. In return, you get super-fast load times, and you’re still displaying your product and branding. The conversion funnel still leads to you. Google doesn’t get the money; you do.
Even better, your domain-level bounce rate *could* go down. People are more likely to abandon your site because the product they landed on wasn’t what they wanted. Now, if they abandon your AMP product page, the bounce happens from Google’s AMP cache domain, NOT from your domain.
Once you transition customers to your domain, which you should do at the add-to-cart stage, they are actually much closer to buying if you’ve offered them a value proposition that meets their needs.
Plus you’ve already wowed them with a lightning-fast product page.
To capitalize on the value which the speed of AMP offers, you need to optimize your onsite checkout for fast load time and seamless UX on mobile.
Two versions of the same page? Isn’t that duplicate content?
In this case, no. Will Critchlow explains on Distilled.net: “You should always link to the canonical version (which is the desktop version). That should have a rel=”amphtml” link to the AMP version (and the original AMP version and all cached versions should have a rel=”canonical” link back to the original).”
In other words, proper AMP markup tells Google, “There are two versions of this page, the AMP version and the desktop version. The desktop version is the canonical (original) version.”
Duplicate content issue solved!
What pitfalls should I know about?
A misconfigured AMP page shows an AMP error in Google SERPs. It’s important to hire a developer who understands AMP.
Make an annotation in Analytics so you know when you published your AMP pages. If your stats take a dive, there might be something wrong.
Do I need to AMP my entire ecommerce store?
Luckily, no. AMP will only help your business when it’s applied to pages that might show up in SERPs or in social media feeds. In ecommerce, that means your homepage, some product pages, and major category pages. If you’re practicing content marketing with a blog, you could also apply AMP to your content marketing articles, since you want these to be discovered in SERPs and on social media.
You do NOT need to AMP your cart or checkout pages, since these lie farther down the conversion funnel. The main purpose of AMP is to secure the customer’s commitment higher in the funnel, at the stage when many people abandon mobile pages because of slow load times.
Note, however, that your checkout process MUST still be fast and painless. Cart abandonment is a real problem at checkout. AMP can’t help you with that. If you don’t optimize your checkout experience on mobile, all that AMPing will be in vain.
We recommend trying AMP on a few select product and category pages, as well as your homepage. If you begin to see a higher conversion rate on your AMP pages, you can start rolling it out to more pages.
The best part? You can move as fast or slow as you want in building out more AMP pages for your site. We recommend faster, though, especially for products which will have high demand this holiday season.
AMP is so stripped down. What ecommerce functionality is left?
Again, AMP is really only appropriate for use on homepages, category pages, and product pages. You can’t build every page of your purchase flow with AMP. But the fact that it doesn’t support the usual bells and whistles doesn’t matter. The goal is not to build the entire conversion funnel in AMP, but rather, to use AMP to serve up product pages—fast.
AMP is well-suited to these 3 types of pages because it DOES support product carousels, though they have to be hand-coded in AMP markup. AMP also supports social sharing, with Twitter, Facebook, Pinterest, LinkedIn, and Google+ coming preconfigured. You can also manually configure any social network that isn’t preconfigured.
A thumbnail carousel with large image display is still under development. See the GitHub thumbnail carousel documentation for more.
AMP also allows you to display different content depending on whether a user is logged in or not. This has obvious applications in ecommerce.
The Bottom Line
The mobile ecommerce experience doesn’t have to be slow. AMP offers the perfect solution for slow-loading product, category, and homepages. If you’re interested in exploring the possibilities of AMP for ecommerce, get in touch today. Let’s start talking about your next big thing.
WordPress has only gotten more powerful in the last few years. The range of functionality and design that’s available in WordPress themes has increased dramatically. Gone are the days of WordPress blogs that are obviously “just another WordPress blog.” Today, WordPress can support any kind of website. The sky really is the limit—and for ecommerce stores, an integrated WordPress blog is a more powerful content marketing tool than ever.
Of course, it all depends on your chosen theme. The internet abounds with free WordPress themes. While these themes work for many webmasters, they often don’t provide the level of control which owners of serious ecommerce stores require. Even among the paid themes, you can wade through hundreds of options without finding what you’re looking for.
At 216digital, we insist on creating WordPress blogs that fit the aesthetics of our clients’ main sites. That could mean a WordPress blog with styling that’s identical to the client’s ecommerce store—or it could mean a blog that has its own look, but is still part of a cohesive brand. For clients who don’t require identical styling, we’ve had great success adapting the Avada WordPress theme (from Envato Market) to each client’s requirements. In this post, we’ll show off a few of our blogs.
1. D’Andre New York: High-Fashion Content Marketing
D’Andre New York sells gorgeous shearling coats. Their products are stylish, innovative, and incredibly elegant, and they cater to the high-fashion market. We wanted to take D’Andre’s content marketing efforts to the next level. We knew we needed a WordPress blog to match—something that would nail it in D’Andre’s market.
When we installed the Avada theme on D’Andre’s blog, we selected a preloaded Fashion-oriented installation. This provided gorgeous typography and overall design. We replaced the stock imagery with our own images, created the appropriate pages, and voila, we had a beautiful blog about shearling coats and fashion.
We chose Avada for its incredible versatility. With the Fusion Page Builder, Avada allowed us to build custom pages without getting too deep into code. This freed up our developers’ time to do what they do best—built great ecommerce stores.
Here’s an example of a custom page built in the Fusion Builder. We’re pretty proud of it—check out the Ultimate Guide to Shearling Style.
2. Quick220 Systems: A Blog That Fits The Market
Quick220 Systems sells voltage converters that create 220v from two out-of-phase 110v outlets. The Quick220 Voltage Converter can power 220v appliances. It can also charge electric vehicles in half the time required to charge them at 110v. It’s a great product, and we thought Quick220’s content marketing efforts deserved a blog that matched the excellence of their products.
Check out the Quick220 blog. You wouldn’t even know it was built on the same theme as the D’Andre blog we shared above—but it is! The Avada theme is incredibly flexible. In the case of Quick220, we configured the typography, color scheme, and layout to convey the Quick220 brand as cleanly as possible. We especially appreciated the animations that are available in the Avada theme. Again, this pre-built functionality allowed our content marketing team to build the blog themselves, leaving our developers to tackle the big work on our clients’ custom ecommerce stores.
3. Berg Engineering: A Blog To Catch 2 Segments of Readers
Berg Engineering sells NDT (nondestructive testing) equipment to the engineering sector. NDT technicians find invisible faults in materials, potentially averting disaster before it strikes. In aerospace, oil & gas, construction, and other sectors, NDT plays a critical role in public safety—yet almost no one outside of these industries knows about NDT. As we embarked on Berg’s content marketing campaign, we realized the Berg blog could play a critical role in public thought: it could bring NDT into the public eye.
The Berg blog was a tough one. It had to look like something in the engineering space, but ideally, it would also look accessible to the general internet reader. After all, we were trying to make NDT accessible to a wider audience—and educate the public in the process.
The Avada theme delivered on all our demands. The clean layout and clear typography were perfect for the engineering space, and the custom page builder allowed us to include beautiful imagery and headlines on the homepage. With these tools, we created an impressive and inviting look for the average reader.
The Avada theme also played well with an infographic which we published on the Berg blog—Everyday NDT Infographic: How Nondestructive Testing Creates a Safer World. Publishing and promoting the infographic was a snap, and thanks to the Social Warfare plugin, we could easily display share counts for this groundbreaking infographic.
4. Wunderlich America: A Niche Blog with Perfect Styling
Wunderlich America sells European-built accessories for BMW motorcycles. As well as offering parts from the original equipment manufacturers, Wunderlich develops their own accessories for BMW motorcycles. These accessories are innovative and incredibly well-engineered.
Wunderlich is iconic in the BMW community, and we realized immediately that their content marketing campaign would require a blog that was just as iconic. In the motorcycle community, content trumps design. We wanted a clean, simple blog design that wouldn’t distract readers from the goods—namely, awesome photos and writing about BMW motorcycles.
Again, the Avada theme delivered. With the theme’s built-in styling options, we were able to choose colors that fit Wunderlich’s overall brand. The available iconography gave us great options for the four content boxes at the top of the blog homepage (see the Wunderlich America blog). The theme also played well with our custom development. On this page, The Top 93 BMW Motorcycles Sites for Amazing Rides, our design team produced a custom mockup, and our developers built it in WordPress. Avada gave us no hassle when we built custom styling.
The Bottom Line
Content marketing success depends on many factors. At the highest level, you need to understand your audience and their content expectations. At the writing level, you need to develop a killer voice. At the packaging level, you need a publishing tool that looks great, functions great, and doesn’t require a lot of help from developers. WordPress delivers, and for these four clients, the Avada theme was a great choice.
If you’re looking to launch a content marketing campaign or improve your existing efforts, get in touch today. Our team specializes in analyzing new content markets and building successful voices. Drop us a line, and let’s start talking about your next big thing.
On 11/19/15, Google posted an update to their search quality rating guidelines. In the post, you’ll find a link to a PDF which provides instructions to Google’s search results raters. These are human users who rate the quality of results that Google returns for search queries. Google’s PDF does not provide direct advice on best practices for SEO—that’s simply not its intent. However, by reading Google’s instructions to its human raters, we can understand SEO best practices in a new way. In this post, we’ll comb the Google document for new information that’s relevant to ecommerce store owners.
A large portion of the document deals with mobile search results. While much of this information is not new, it’s great to have it all in one place, straight from the source. However, there are a few points to be made.
User Intent Behind Queries
Google classifies search types based on user intent. This is a great way to approach the keywords you’re trying to rank for. What is the user intent behind the keyword? It should always match what users will find on the page which you’ve optimized for that keyword. It’s a fairly obvious point, but it’s worth making. For example, if you’re a paid stock photo site trying to rank for the keyword “free stock photos” so you can persuade users to buy stock photos when they searched for free photos, the intent of your landing page does not respect the user intent behind the keyword. This practice is fundamentally deceptive. Just don’t do it. As Google’s instructions to raters show, Google continues to refine its ability to match user intent to honest search results.
If you’re a brick-and-mortar business, you should pay special attention to “Visit-in-Person” search intent—that is, local searches on mobile in which the user is looking for a nearby brick-and-mortar location. For example, a music store with both a physical retail location and an ecommerce store should prepare its online presence for Visit-in-Person search intent. As well as a fully functional, mobile-responsive online store, this business should have a fully populated Google Business page with accurate location, contact information, and hours. Incomplete or inaccurate information could stop mobile users from finding the brick-and-mortar location they’re looking for. You’ll find this information in section 12.7.4 of the PDF.
Google Is Getting Better at Understanding User Intent
Image Link
In that same section, you’ll find a discussion of ambiguous queries that could be the name of a restaurant (Visit-in-Person intent) or the name of a spice (purely informational query). In writing web copy for your site, you should be precise, leaving no room for semantic ambiguity, while also writing naturally. Be informative, clear, and natural. This will allow Google’s powerful Semantic Search to match precise contextual results to keywords that display ambiguous intent when examined out of context.
Take note here: fundamentally, Google is getting better at divining user intent behind queries. That means that SEO efforts will gradually move away from technical precision (e.g., including exact-match keywords in copy at a recommended density) and towards excellent, well-written copy that matches user intent. Good content marketing is fast becoming the most effective road to good SEO. We expect that trend to continue.
Special Content Result Boxes
Special Content Result Boxes Image
In Google’s PDF, you’ll also find a discussion of “Special Content Result Blocks” (section 12.8.2). If you haven’t noticed, this feature has started appearing at the top of SERPs when the query has a definite answer for which no entity can claim copyright. As the document makes clear, SCRBs only appear when the user has asked Google a specific question—for example, “how much does a gallon of water weigh?” In our screengrab, the SCRB appeared with a URL to a landing page—but not all SCRBs have landing pages associated with them.
Content Strategy
For ecommerce stores, that means checking content strategy very carefully. If some of your content strategy involves trying to rank for questions with definite, non-negotiable answers related to your niche, you should trim those topics from your content strategy. Google is so sophisticated at this point, it’s starting to give us answers directly, without sending us to 3rd party sites for the answers. That means content strategists must narrow the focus to topics on which they can provide fresh, useful information which Google can’t get elsewhere or prepare from aggregate data.
Give Users Fresh Content When That’s What They Want
For ecommerce stores associated with a niche that evolves regularly, that means publishing fresh, accurate content on news within your niche. If users google “boston marathon” and your business is associated with the marathon, you should publish timely content about the next marathon. That’s what users are likely searching for.
The Bottom Line
Google is always tweaking things. This causes some stress in the SEO community—but it shouldn’t. Google is trying to create a better experience for users. Keeping up with Google’s constant algorithm refinement helps us all to create better experiences for our users. For ecommerce store owners, happy users mean satisfied customers. There’s really nothing to lose.
Welcome to Part 5 in our in-depth analysis of major ecommerce platforms. In the previous four posts, we discussed WooCommerce, Shopify, Magento, and Bigcommerce. We examined the inherent pros and cons of each platform. In Part 5, we’ll talk about the ecommerce dark horse: Miva Merchant—or simply Miva, as it’s now called. Let’s get started.
How Does Miva Stack Up?
First, let’s talk about what Miva isn’t. Because Miva is so functional and expandable, it’s not for the entrepreneur on a shoestring budget. The old saying, “you get what you pay for,” holds true in ecommerce platforms as in everything else. While Miva isn’t free by any means, it provides great value and—if managed intelligently—great ROI. With a small but devoted development community and none of the inherent limitations we examined in Shopify and Bigcommerce, Miva customization is limited only by store owners’ imaginations.
[clickToTweet tweet=”Because @miva is a subscription service, PCI compliance comes built in. @216_Digital #ecommerce #saas” quote=”Because Miva is a subscription service, PCI compliance comes built in.”]
Also, note that like Magento, Miva isn’t for DIYers who don’t know code and can’t hire a developer. An entrepreneur considering WooCommerce likely isn’t in the market for Miva. Miva runs on a proprietary script, and major modifications are best left to professional web developers. However, just about every modification you can imagine is possible; and because Miva is a subscription service (unlike Magento), key functionality like PCI compliance comes built in, giving you one less thing to check off your list after signing up.
For code-savvy entrepreneurs (or those with plenty of development budget), Miva and Magento might look like neck-and-neck contenders at first. However, as G2Crowd reports, Magento doesn’t stack up too well against Miva. While Magento offers a free platform with added robust functionality at a development price, Miva offers a subscription platform plus added functionality at a lower total cost. Since Miva comes with more functionality out of the box, Miva development is simply not as expensive as Magento development. And while you’ll have to outsource Magento support to your 3rd party developer, Miva support is included in every subscription—even at the boutique pricing tier. That means you don’t have to pay $20,000/year to get someone on the phone. As Miva puts it on their website, they offer an enterprise-quality ecommerce solution without the enterprise-level price tag.
Miva: The Ecommerce World’s Best-Kept Secret
Don’t tell, but Miva is awesome! – Photo courtesy of Steven Depolo. Licensed under CC 2.0.
Now, Miva isn’t as well-known as some of the big ecommerce players. But why should it be? Where Miva’s competitors win new customers with a glitzy marketing machine, Miva is arguably the ecommerce world’s best-kept secret. Remember, marketing is expensive, and businesses pass expenses to their customers. If you sign up with a marketing-heavy service, you’re paying for the marketing that convinced you as well as future marketing to net new customers. Ecommerce owners who choose Miva do so for quality and reliability, not for the feel-good experience of working with a great salesman.
Miva has always maintained a transparent relationship with its users. Miva executives can be found posting in Miva forums and responding to reviews on 3rd party blogs. While Miva script is proprietary and customizations require involvement from the development community, the culture of Miva has an open-source feel. Among Miva users and developers alike, the saying is, “if the solution doesn’t exist yet, it can be created.”
Let’s put it this way: if you google “best ecommerce platforms,” you may not see many mentions of Miva. But that’s a testament to the other companies’ focus—marketing. Miva has a dedicated community of longtime clients and experienced developers. If you search for Miva reviews, you’ll find many testimonials from store owners who’ve been using Miva for a decade or more. Most say they would never switch.
Miva isn’t super aggressive in pursuing the low-budget startup—and for good reason. The shoestring budget can’t afford the quality that Miva provides, and the uneducated entrepreneur will take the sales pitches of the big companies anyway. Miva’s strategy focuses more on providing the very best ecommerce platform possible to those who can pay for it. Where Shopify’s average customer does $10k/year in sales, Miva’s average customer does $500k/year. These average customers are both small businesses, but as Miva president Rick Wilson explains in this post, “it’s a different kind of small.”
Further, the average lifespan of a Miva store is 8 years. For Miva’s competition, that average store lifespan is 2.5 years. We think that says it all.
The Bottom Line
As in all things ecommerce, there’s no right answer to the platform question. That answer depends on your market’s growth potential, the functionality you need, your budget, your projected yearly sales, and more. For larger small businesses that need limitless functionality without the handicap of transaction fees and limited access to development tools, Miva and Magento remain excellent choices.
In the early days, like everything else, design was a male-dominated profession. Today, women designers are changing the face of design with incredible innovation. At 216digital, we’re design connoisseurs. We thrive on innovative design thinking. We keep a pulse on the design industry, and we take note when someone creates something amazing. In this blog post, we wanted to talk about our favorite women designers and their work.
You’ll see an incredible amount of innovation in these designers’ portfolios. In the disciplines of graphic design, illustration, typography, and more, these 26 designers are pushing the boundaries of convention and creating new visual expressions.
We’ve organized our favorite designers into several specialty areas. But let’s be clear—these designers aren’t ranked in any kind of order. They’re all great, and no two are alike.
Jiani Lu practices groundbreaking graphic design in Taipei, Taiwan. Her work integrates all aspects of visual communication—imagery, graphic elements, and typography—with a new kind of flair that we haven’t seen before.
Shown: To My Future Self. Used by permission of Jiani Lu.
Jiani is a Canadian designer working in multiple disciplines. She has won awards from AIGA, Graphis, Adobe, and others.
Fanny Öhlund is forging a career in cutting-edge design. Her work features beautiful graphics and typography integrated into a unique whole. She has done work in print design, album cover design, branding, and more.
Shown: Áhpi album cover. Used by permission of Fanny Öhlund.
Fanny’s sense of pattern, contrast, and color is truly beautiful. For this writer, her work is often more than the sum of its parts. For more of Fanny’s work, see her website or Behance page.
Teresa Sdralevich has forged a remarkable career in illustration, poster design, and cover design. Her work utilizes large blocks of color and bold typography. She often engages social, political, and cultural issues, and her approach draws the most out of a simple collection of elements.
Book cover: Vota Larry, by Janet Tashjian. Used by permission of Teresa Sdralevich.
Teresa was born in Milan in 1969. She currently lives and works in Brussels, where she practices silkscreen printing in a collaborative space shared with other artists.
Best Ecommerce Platforms for 2015 – Pt. 4 – Bigcommerce
Welcome to Part 4 of our series on ecommerce platforms. In the previous installments, we examined WooCommerce, Shopify, and Magento. We discussed the inherent pros and cons of each platform. We concluded that WooCommerce is an excellent basic option. We also mentioned that Shopify’s transaction fee schedule could hurt high-growth businesses. In looking at Magento, we concluded that almost every business model would need custom development to fully utilize Magento’s functionality. In Part 4, we’ll look at another big ecommerce name: Bigcommerce. Let’s jump right in!
Bigcommerce:
Bigcommerce is growing fast. The Revolution Fund invested $40 million in Bigcommerce in 2013. SoftBank Capital and others pitched in $50 million in 2014, bringing the company’s net worth to $500 million. With something like 90,000 online stores running on the platform, Bigcommerce has big market share. Its features are quite competitive, though customer complaints suggest a lack of adequate support.
Industry insiders agree that Bigcommerce has one thing down pat: they’re a marketing powerhouse. An aggressive campaign has netted them tens of thousands of new users. When Magento pulled the plug on Magento Go, their SaaS (software as a service) version, they sent approximately 10,000 customers to Bigcommerce. However, big things develop their own kinds of problems. When a company’s goal is to eat up an entire market, other considerations can fall by the wayside. Though ecommerce beginners may not realize it, Bigcommerce has some serious shortcomings that limit its adaptability.
While Bigcommerce boasts tons of bells and whistles, it doesn’t give users some crucial features. As this thread in the Miva Merchant community forums explains, Bigcommerce doesn’t allow for template logic. In other words, you can’t add code to create a conditional statement like, “for this family of products, include a download link to the manufacturer’s docmuntation.” This is a serious shortcoming—and one with no workaround. Further, because of Bigcommerce’s API, you can’t integrate 3rd party functionality into the platform. This stands in stark contrast to Miva and Magento, which offer vibrant development communities and total freedom to develop custom 3rd party integrations.
Photo courtesy of Mark Sebastian. Licensed under CC 2.0. Modified by 216digital.
[clickToTweet tweet=”Unlike #miva and #magento, #bigcommerce can’t do template logic. @216_Digital” quote=”Unlike Miva and Magento, Bigcommerce can’t do template logic.”]
That’s not the only thing we worry about when we look at Bigcommerce. In the development area, user FTP access is limited to a few folders. Worse, Bigcommerce doesn’t provide any database access. That means if you want to change anything in those areas, you’re out of luck. Some developers complain that Bigcommerce’s code is too hefty, potentially dragging down SEO results. Finally, as with Shopify, you can only host a Bigcommerce store on Bigcommerce servers.
The Bottom Line
For a certain segment of the ecommerce market, Bigcommerce will work just fine. Ecommerce store owners who don’t need certain functionality and have no development background will love Bigcommerce. It works, it looks great, it provides a lot of power out of the box, it’s easy to use, and hosting is included. The trouble is getting functionality that’s not provided in the software itself. For store owners who want limitless custom functionality, Miva and Magento are lightyears ahead of Bigcommerce.
Stay tuned. In Part 5 of 5 in our series, we take an in-depth look at Miva. Mellier has built a remarkable career in graphic design, typography, and print design. Her work uses simple geometric shapes arranged in strategic placement. Her strong eye for color transforms her minimal geometry into vibrant, cohesive works.
Fanette completed her education at the Graduate School of Decorative Arts in Strasbourg. She learned from masters such as Pierre Di Sciullo and Pierre Bernard. With this background, she has contributed significantly to the world of typography and intellectual communication.
Anna Kuts is a graphic designer, photographer, and calligrapher from Kharkiv, Ukraine. Her work marries a strong emphasis on texture with a nuanced approach to color. She is passionate about logo design in particular. She often combines unique textures with clear vector elements, and the results are beautiful.
Kharkov Guitar Quartet Poster. Used by permission of Anna Kuts.
We see a little Soviet Constructivist influence in this poster, but the overall effect is unmistakably contemporary. The piece contains excellent contrast, and the overall look is quite balanced.
Mercedes Bazan specializes in UI, UX, and editorial design. She lives in Buenos Aires, Argentina. Her work features strong graphic elements, complex alignments, and refreshing color palettes. Her editorial designs in the magazine field are fresh, contemporary, and surprising.
Shown: Nikola Tesla Pressbook. Used by permission of Mercedes Bazan.
Cristina Pagnoncelli’s work utilizes great typography, balanced composition, and a clear sense of cohesiveness. Cristina shows an ability to weave seemingly unrelated elements into a total composition. Her use of type and lettering is particularly inspiring. Facebook asked her to create 10 letterings inspired by American cities. Now Facebook users can use these letterings on their photos.
Shown: Orlando lettering. Used by permission of Cristina Pagnoncelli.
With her sister, Raquel Pagnoncelli, she runs Des Figure, a communication studio. Cristina’s work shows an intuitive understanding of diverse graphic disciplines. She is one to watch.
Sue Doeksen is a graphic designer based in Amsterdam. She often focuses on bold color, eye-popping texture, and a fun approach to high-concept design. Her work is thoroughly contemporary, yet it knows its roots in great European design.
Shown: Landmark Pins. Used by permission of Sue Doeksen.
Sue describes herself as a “visual adventurer.” This approach shows in all her work. Sue’s designs are not static works; they seem to transform themselves as you look at them—even those that aren’t animated. Sue has collaborated multiple times with fellow Dutch designer Marta Veludo (see below).
9. Marta Veludo
Marta Veludo is an Amsterdam-based graphic designer, artist, and visual thinker. She works in a wide variety of design fields, including art direction, graphic design, brand communication, and set design. Her work regularly features playful colors and visual relationships.
Shown: D & R Wedding Invitation. Used by permission of Marta Veludo.
Marta’s work is truly unmistakable. She marries a quirky eye to a strong sense of formalism. The result is a dynamic visual language that is contemporary, yet knows its history. She has collaborated multiple times with fellow Dutch designer Sue Doeksen (see above).
Along with Enikő Deri (see below), Nora Demeczky runs De-Form, a design agency based in Budapest. Her work features a strong graphic impact and carefully-constructed balance across a cohesive whole. She achieves a great balance between form and content.
Enikő Deri runs De Form, a Hungarian design agency, along with Nora Demeczky (see above). Her work often features dramatic use of geometry in strict black-and-white. Her shapes and organization are incredibly fresh, and the overall effect she creates is mesmerizing.
Shown: Albert. Used by permission of De Form.
II. Branding Design
12. Kelsy Stromski
Photograph by Kyle Caldwell.
Kelsy Stromski founded Refinery 43 to design cohesive visual identities for her clients. She has designed unique branding for interior design studios, personal brands, nonprofits, food products, and more. Her design expertise is highly fluid and adaptable.
Shown: Bouchard Family Farms Ployes pancake mix packaging. Used by permission of Kelsy Stromski.
Kelsy’s work is firmly grounded in a thorough knowledge of her clients. She combines this knowledge with a deep understanding of the intended audience for the brand. The result is highly-targeted branding.
Ipek Eris is a freelance designer working in the fields of branding, logo design, and corporate identity. She has lived in Kenya, France, Germany, and England. This experience has given her an eclectic visual sense, and it shows in her work.
Shown: Rumeli70 Pharmacy branding package. Used by permission of Ipek Eris.
Ipek’s work shows a keen awareness of her client’s needs, married to a great visual sense. She establishes unity between separate elements by repeating motifs with variation.
We didn’t have to look far to find this designer. Sarah Yeager works for us! And while you may chuckle at the fact that we included our own designer in this list, wait till you see her work. It’s why we hired her.
Shown: MatVacay app design.Shown: Textbookly.com website.Shown: Sarah’s award-winning design of EmpoweRING, a piece of jewelry that lets the wearer send a distress signal to emergency contacts if he or she is in danger.Shown: #BrainCandies branding for WedoWE.
Sarah received a Bachelor of Fine Arts in Visual Communication Design from Kent State University. Aside from her design education, Sarah’s wide range of interests also informs her design process. She has worked in entrepreneurship, videography, photography, and painting. She finds these experiences invaluable as she designs websites, logos, and creatives for our clients.
Shown: John French with Hasselblad, paper collage on panel, 18×12.5 inches. Used by permission of Lola Dupré.
Lola Dupré has created an incredible illustration style. Working exclusively with paper and scissors, she makes surreal, distorted images, often using the human body as her subject. In enlarging some parts of her source image, she criticizes cultural assumptions about gender and beauty. Her work is beautiful, disturbing, and unmistakable.
Nina Geometrieva is a rising star in photography, graphic design, and branding. She brings a strong sense of geometry to her design as well as her photojournalism. For this writer, her most incredible work is the stunning photoshoot of Tokyo which she produced with Damjan Cvetkov-Dimitrov—including the capsule hotel photos which you’ve probably seen somewhere on the internet already.
Shown: Tōkyō desu. Used by permission of Nina Geometrieva.
Nina and Damjan documented their Tokyo trip in this Medium post. Check it out for more incredible animated GIFs.
Nadzeya Makeyeva is an illustrator and designer based in Minsk, Belarus. Her work features ingenious use of texture and line, and each piece seems to create and inhabit its own world. Check out her Psilocybin Rabbit:
Shown: Psilocybin Rabbit. Used by permission of Nadzeya Makeyeva.
Nadzeya attended College of Arts #26 in Minsk. She has worked as a concept artist, illustrator, designer, and UI/UX designer, at multiple firms and as a freelancer. Her work shows a remarkable fluidity and ability to adapt to different purposes, styles, and materials.
Vicki Turner is a British designer and illustrator with a strong eye for color, shape, and line. Her work features incredible geometric representations of common shapes. Vicki has developed her own consistent style, almost an iconographic language which is easily understood by anyone.
Shown: Misty Morning Commute, shortlisted for the AOI & TFL Prize for Illustration. Used by permission of Vicki Turner.
Vicki has worked with non-profits, startups, and everything in between. She brings a problem-solving mindset to the client relationship, and she offers insight on product and branding. She is also the founder of Feist Forest, a boutique builder of fine wooden tables for creatives.
Erin Zingré started her illustration career in style, at age 4, with a preschool drawing of the Headless Horseman, a Guillotine, and Death Himself. As she puts it, this drawing still captures the essence of her work: “kinda cute, kinda creepy, and altogether not-quite-right.” It’s a beautiful kind of not-quite-right.
Shown: Coloring Book for Grownups. Used by permission of Erin Zingré.
Erin is a multidisciplinary designer now working out of Seattle. She is not taking freelance work at this time, due to her work designing at Amazon. With this talent, it’s no surprise she’s been snatched up.
Anna Grosh is a Siberian designer working in San Francisco, CA. She specializes in illustration, typography and lettering, and design. Her illustration shows a nuanced touch and a powerful expression of emotion.
Shown Circus D’Hiver Bouglion poster. Used by permission of Anna Grosh.
Anna also excels at highly ornamented work and calligraphy. In the digital age, it’s refreshing to see a human touch and detailed hand work. Anna is one to watch.
V. Typography, Calligraphy, and Typeface Design
21. Marian Bantjes
Marian Bantjes has forged a remarkable career. Her work spans graphic design, typography, calligraphy, and lettering, and it has won her international acclaim. In the following piece, which she created for AGI’s annual special project, she used dirt and sand from around the world to create a Coexistence poster. Note the obsessive attention to detail—and the transience: she didn’t glue the sand down, and she wiped the poster away after photographing it.
Marian worked as a book typesetter from 1984-1994. From 1994-2003, she ran Digitopolis, a graphic design studio which she cofounded. From 2003 to the present, she has pursued freelance work in design, art, and lettering.
Laura Pol is a designer, photographer, and videographer based in Venice, CA. As a designer, she has created a wide variety of logos, both type-based and graphic, in which she integrates clean typography with an overall aesthetic. She has also created several fonts, which are available for free (donation suggested) on her website.
Shown: Tyde Font sample. Used by permission of Laura Pol.
Typography and typeface design aren’t Laura’s only pursuits. She has also collaborated on editorial designs, art direction, branding, and more.
Lisa Pan (Pan, Yi) is a graphic designer based in Taipei, Taiwan. She has developed an incredible illustration style, and she also excels at creating beautiful typography. She often combines lettering with illustrative work. Her pieces are truly jaw-dropping.
Shown: Typoholic Zoology Collection. Used by permission of Lisa Pan.
Lisa shows an incredible ability to adapt her illustration style and her typographic sense to any project. Her work also shows a great balance between complex and simple textures.
Louise Mertens received bachelor’s and master’s degrees in graphic design at Sint-Lucas Antwerpen. While in school, she interned at Mirror Mirror. After an internship at Sagmeister and Walsh, she launched Louise Mertens Studio in 2014. She now specializes in art and art direction, with a strong emphasis on collage. In the work below, she achieves a dynamic unity from several competing elements.
Shown: Jiyu 4. Used by permission of Louise Mertens.
Louise’s use of color and her carefully-combined textures are unmistakable. As she says on her website, she is “inspired by the female body, the mysterious, and the incomprehensible.” She has developed a truly unique style.
Marta Gawin practices design in Katowice, Poland. She specializes in editorial, poster, exhibition, and visual identity design. Her work features strong contrast between graphic elements, plus incredible typography.
Shown: JazzArt Festival 2015. Used by permission of Marta Gawin.
Marta earned her MA in Graphic Design from the Academy of Fine Arts, Katowice, in 2011. She works as a freelancer now, and she is regularly hired by both commercial organizations and cultural institutions. Her work is high-concept, with a heavy emphasis on unique content.
Candy Chang takes her background in urban planning, her expressive sense, and her training in design and combines them to create beautiful public art installations. Among many incredible works, she created the Before I Die phenomenon—a black wall stenciled with the phrase, “Before I die _____”.
Shown: Before I Die. Used by permission of Candy Chang.
This is a participatory public artwork which invites passersby to share their deepest longings in public. The original Before I Die wall in New Orleans gained international attention, and now there are over 1,000 Before I Die walls in 70 countries around the globe.
Design is changing faster than ever. New trends are always emerging, and in our opinion, things just keep getting better and better. These 26 women are pushing design to new places we’ve never seen before. This is truly a golden age of design, whether in web, branding, typography, illustration, or photography.
From 216digital, a hearty THANK YOU to these designers for their willingness to share their work. Keep at it!
Best Ecommerce Platforms for 2015 – Pt. 3 – Magento
Welcome to Part 3 of our ecommerce platform comparison series! In Parts 1 and 2, we examined WooCommerce and Shopify. We discussed each platform’s strengths as well as its weaknesses. We concluded that WooCommerce is excellent for basic, low-budget ecommerce startups. We also noted that Shopify’s transaction fees could seriously hamper business models that forecast high growth rates. In Part 3, we’ll examine one of the biggest players in ecommerce: Magento. Let’s get started!
Magento:
Magento occupies a unique place in the ecommerce software market. The platform is available in two major divisions. The Community Edition, or CE, is a free, open-source download with a vibrant user and developer community. It’s a robust framework, but it requires thorough knowledge of code to get it running (and keep it running).
Magento Enterprise is a subscription-based service aimed at high-volume online retailers. Enterprise prices start at around $18,000/year and may range up to $70,000/year. Note that a custom quote for the Enterprise version can only be obtained from the Magento Enterprise sales team.
Magento Maintenance: Sold Separately
This guy can’t help you update your Magento installation. You’ll have to do it yourself. Photo courtesy of Pedro Ribeiro Simões. Modified by 216digital.
While Magento CE is free, maintaining a Magento CE store isn’t free. It will cost you, either in time (if you’re already a professional developer) or in money (if you’re not). Since the software is open-source and hosted on your server, Magento doesn’t help you with upgrading its software, fixing problems, or keeping your backend architecture in good shape. If you don’t have the time or expertise to do all this yourself, you’ll need to hire a developer, potentially on a recurring basis.
However, you get what you pay for. Businesses that can afford ongoing professional web development will find great value in Magento. The platform is powerful, scalable, and ready to integrate with countless 3rd parties.
How Big Is Big Enough For Magento?
That’s a great question. Some sources say Magento provides value for stores doing $500,000/year and above in gross sales. However, some developers who work with Magento don’t recommend it for stores doing under $1 million/year in online sales. Needless to say, Magento is not for the bedroom entrepreneur with a laptop and a dream. For startups on shoestring budgets, WooCommerce for WordPress may be a more reasonable solution—as long as WooCommerce’s fairly basic functionality is sufficient for the business model.
Support is part of the ongoing development cost associated with Magento. Magento itself does not offer phone or email support for its CE users. Magento forums are available, with a large community of users and developers posting regularly. However, as with any online forum, it’s “buyer beware” with regard to the quality of any given answer. In this regard, hiring an experienced development team is a great solution for firms that can afford it.
Because Magento is free and open-source, it doesn’t come with PCI compliance out of the box. You’ll need to work with a 3rd party solution to achieve PCI compliance. However, Magento’s $0 price tag comes with benefits, too. Unlike Shopify, Magento doesn’t charge transaction fees—though of course, you’ll still pay transaction fees with your 3rd party payment gateway. Lastly, as a free product, Magento CE offers another advantage over more “user-friendly” platforms: it has no inherent restrictions in bandwidth or number of products.
The Bottom Line
For larger firms with the development budget to get the custom store they need, Miva and Magento are the most powerful options. A Magento license is free, while Miva is an SaaS (software as a service) subscription. However, Miva may be cheaper in the long run, since more features come bundled into that subscription and won’t require custom development.
Ready for more? In the next post, we look at Bigcommerce.
Miva Retro ReadyTheme Customization: Tailored To Your Needs!
Miva users know that Miva is the ecommerce world’s best-kept secret. With Miva now offering responsive ReadyThemes free with every license, it’s easier than ever to put a functional, beautiful skin on your Miva store. In fact, most of our clients agree: Miva ReadyThemes really nail it after just a little customization.
Bee Bald Man Care Products sells skin care products for the head. Their products offer incredible value for bald and non-bald men alike. But men aren’t the only ones who love Bee Bald; women use their products, too. Bee Bald has a developed a great brand. Clearly, they needed a great website to match.
When Bee Bald came to us for a redesign, we knew that the Miva Retro ReadyTheme was perfect—well, nearly perfect. Bee Bald founder Dennis Fisher wanted to make a few changes to the theme. He had some ideas on how to optimize this theme for his business, and we were happy to help. The fact is, a pre-loaded theme is rarely a perfect fit for a business owner’s vision. Every business is unique, and themes are designed to please a wide user base. Bee Bald needed something unique. We agreed that Dennis had some great ideas to take his online store to the next level.
So how did we take the Bee Bald store to the next level? Let’s dive right in.
Dennis liked the Retro ReadyTheme overall. “As a template, it was great,” he says. “But it’s not all things to all people.” Specifically, he wasn’t happy with the theme’s homepage layout. The stock layout was functional and looked great, but that functionality didn’t quite fit his product line. We adjusted the homepage product offering template, replacing the stock configuration with a product carousel. We also tweaked the colors and the copy to match Dennis’s specifications.
As you can see, the resulting Bee Bald homepage looks stunning. Dennis has developed an amazingly cohesive brand—one that really sells his product to his niche. Clearly, Dennis’s design decisions were one key part of building that awesome brand. Honestly, we think a lot of marketers could take a cue from Dennis.
It’s obvious that a great ecommerce design appeals to online shoppers. However, a great design coupled to a cohesive brand also makes a great impression on other businesses. In Dennis’s case, as he hammered out relationships with distributors the old-fashioned way, his website turned into a stellar asset. Dennis could throw someone a link with confidence, knowing his website design would showcase the excellent quality of his product line.
Responsive Web Design: Critical In Today’s Ecommerce Market
Ouch. Looks like non-responsive design. (Original photo courtesy of Jan Vašek; modified by 216digital.)
Dennis was getting a lot of mobile traffic on his old site, but mobile users weren’t converting. Dennis thought that mobile users were leaving the site because it wasn’t resizing to the small screens of phones. We agreed—and the same is true for all non-responsive sites today. If you’re not serving pages optimized for mobile devices you’re losing sales.
For ecommerce store owners, mobile website design isn’t an option. It’s a necessity.
The Retro ReadyTheme is fully mobile responsive out of the box. However, when you add custom extensions to a responsive theme, you have to ensure that the customizations look great on mobile, too. Dennis needed a store locator module for his site. We integrated a powerful store locator module into the new Bee Bald site—but we knew that that alone wasn’t enough. We made sure the store locator module was fully mobile responsive and integrated into the look and feel of the theme. That way, customers could find a Bee Bald store on the go—and they wouldn’t be distracted by a clunky store locator experience.
Bee Bald looks great on mobile.
We believe it’s the little things that count, so we also tightened up the overall look of Dennis’s Retro ReadyTheme installation. These incremental changes added up to a great overall brand impression—on mobile and on desktop.
The Cleveland Connection: A Local B2B Partnership
photo by: Rick Harris
An entrepreneur often wears all the hats. When Dennis started gearing up for the launch of Bee Bald, he was learning about the ecommerce world from scratch. Since the technical aspect of ecommerce was so new to him, he realized only shortly before launch that he needed to make changes to the proposal he’d submitted to his developer. The developer was local to the Cleveland, OH area, but they weren’t quite prepared to deal with the nuances of changing a Miva project on the fly. While Dennis’s relationship with his original developer had showed initial promise, he began to realize it wasn’t till-death-do-us-part. He needed a dedicated Miva developer.
Enter 216digital. Justin Sims, our lead web developer, took over Dennis’s project. When we asked Dennis to reflect on his experience with us, we could hear the genuine appreciation in his voice. “Justin did a terrific job,” Dennis said. “He was accessible and responsive. He helped streamline the process.” Now that’s an aspect of responsive web design that you don’t hear about every day—responding right away to a client’s needs and concerns.
In the process of working with us, Dennis learned a lot about Miva. We didn’t keep any secrets from him. Dennis can now perform many store updates himself, meaning we’re billing him less. A lot of companies wouldn’t do that. Why give away the secrets that build value into your services? We simply don’t see it that way. Dennis is our client, and it was our job to build the best ecommerce tool we could for him. Dennis was equipped to learn Miva, and we were happy to teach him.
The Bottom Line
At 216digital, we have a passion for all things Cleveland. Cleveland beers, Cleveland sports teams, we’re 216 all the way. (That’s the area code around here, by the way.) It was exciting to help a Cleveland-area entrepreneur achieve his business goals.
Of course, our clients come from all over. If you aren’t from the Cleveland area, we’ll show you the Cleveland work ethic as we create a stellar ecommerce site for you. So, when you’re ready to start that next project, remember 216digital. With 15 years of experience as a Miva certified partner, we can make your Miva ReadyTheme nail it!
Best Ecommerce Platforms for 2015 – Pt. 2 – Shopify
If you search Google for “ecommerce platforms,” you’ll find a lot about WooCommerce, Shopify, Magento, and Bigcommerce. If you do a little digging, you might find Miva, a longstanding ecommerce platform that’s not as well-known. Each platform has its own selling points and drawbacks. For some businesses, hidden drawbacks to any given platform may eventually overshadow that platform’s selling points. In this in-depth series, we’re examining the benefits and drawbacks of 5 major ecommerce platforms. In Part 1, we talked about WooCommerce. In Part 2, we’ll look at Shopify. Let’s dive in!
Shopify:
Shopify is a major player in the ecommerce game. With 150,000 active stores, Shopify is responsible for an incredible amount of online commerce. Shopify offers a range of responsive themes, Paypal integration, blogging functionality, a CMS (content management system) and a fairly basic abandoned cart email integration. In that regard, Shopify is generally competitive among ecommerce platforms. However, Shopify has some serious drawbacks which entrepreneurs should consider before committing.
Watch out for those transaction fees!
The biggest problem with Shopify is its transaction fee schedule. This is tied to your choice of payment gateway. If you go with Shopify’s own gateway, Shopify Payments, you’ll be charged 1.8%-2.4% plus $0.30 on every transaction. The percentage charge depends on your plan tier. If you want to use Shopify Payments, you’re in luck. But if you want to integrate with a 3rd party payment gateway, you’ll pay two transaction fees every time you make a sale: one to your 3rd party, and one to Shopify itself. In this scenario, Shopify’s fee goes down to 0.5%-2.0%, depending on your plan tier. Keep in mind that you’re already paying Shopify for the software and hosting. If you’re considering Shopify, you should really crunch the numbers on your projected sales and margins and see how this all adds up.
Shopify’s discount functionality is also limited. The only discounts you can apply are percent off, dollars off, and free shipping. Clearly, these are the most common discount types; but what about scenarios where you need a different type of discount solution? Miva’s built-in discount functionality is far more robust. Without add-ons, Miva offers volume pricing, add-on products, basket discounts, buy product X and get product Y, product discounts, and two types of shipping discounts—entire order, or per-product.
Some developers have claimed that Shopify’s code is not lightweight. Shopify contains in-line javascript at the beginning of the page. Experts generally recommend using external javascript or putting it at the end of the page. Note that Miva in stock configuration has no in-line javascript at the beginning of the source code.
Shopify gives you two shipping methods out of the box. However, carrier-calculated shipping rates aren’t available in any plan below the $179/month tier. This puts smaller operations at a disadvantage. In Miva, shipping options are in no way tied to your website hosting setup.
Overall, Shopify provides a good value to startups and small online stores that don’t need unlimited functionality and have big enough margins to take the transaction fees. Shopify is feature-rich, and those features will work just fine for many smaller operations. However, the limitations we discussed could hamper a store that starts to take off. That’s a key question that entrepreneurs should ask themselves when considering an ecommerce platform: will this software still serve me well in 3 years? In 5 years? In 10 years? And in the case of Shopify, as business grows, how will those transaction fees add up over the years?
The Bottom Line
Shopify offers excellent functionality and features. However, its transaction fee schedule represents a serious drawback for businesses doing larger sales volumes. In this regard, Shopify is more suited to small operations that will stay small. For larger operations, or for fast-growing stores, Miva and Magento offer more freedom and flexibility and have no inherent transaction fees. Note, however, that they may be more expensive than Shopify to get off the ground.
Miva Suivant ReadyTheme Customization: The Sky’s The Limit!
If you use the Miva shopping cart platform, or if you’re looking to start a Miva store, you’ve probably heard of Miva ReadyThemes. These themes offer beautiful, functional styling right out of the box. However, they look even better with a little customization. Here at 216digital, we regularly customize Miva ReadyThemes for our clients. One of our favorite recent projects was a redesign via ReadyTheme for D’Andre New York, a seller of fine shearling coats. In this post, we’ll talk about that project and explain the Miva Suivant ReadyTheme customization that we performed.
D’Andre New York: A Great Product Deserves a Great Website
D’Andre New York sells fine shearling coats. These jackets feature beautiful, understated styling. Since they’re made of real wool, the moisture-wicking property of the material gives the wearer natural climate control. That means shearling coats can be worn comfortably in summer or winter. With this natural flexibility and their finely-tailored lines, shearling jackets are the pinnacle of outerwear style. Of course, high quality comes with a price tag. Shearling jackets typically range in price from $1000 to $3000.
D’Andre New York’s target customer is affluent, style-conscious, and expects high quality. If the product itself delivers on all these—which it certainly does—then shouldn’t the website that sells the product display that same excellence? That was our reasoning, and Tatiana, owner of D’Andre, agreed. She wanted a redesign of her website, something that would showcase the beauty, durability, and value of her shearling products.
D’Andre’s Legacy Site
D’Andre New York’s old site had excellent functionality, and it had served the business well for years. However, the site was built in the days of low-resolution screens, and it looked a little small on today’s larger monitors. Worse, the site was built long before the mobile responsive revolution. It was awkward and cumbersome to use on a mobile device. With more and more customers shopping and purchasing products directly from their phones, D’Andre stood to lose out on potential business. With each sale worth a few thousand dollars, D’Andre needed to convert every prospect who came their way.
D’Andre New York’s legacy site in mobile simulation. Get ready to zoom and scroll!
It wasn’t just the resolution and lack of mobile responsiveness that worried us. D’Andre sells a fine product to an affluent market. We believed that D’Andre’s old site didn’t quite convey the level of luxury and comfort that wearers could expect from a shearling jacket. We thought the site ought to display the excellence that D’Andre’s shearling coats provide. Clearly, it was time for a redesign.
Miva Suivant ReadyTheme: Almost Ready To Rock And Roll
Miva ReadyThemes give Miva store owners beautiful, functional online stores right out of the box. But as with all cookie-cutter solutions, ReadyThemes leave a bit to be desired in the details. A little customization takes a Miva ReadyTheme to the next level. D’Andre New York had chosen the Miva Suivant ReadyTheme. We agreed that this theme was perfect for a retailer of fine shearling jackets. It just needed a few tweaks.
For starters, the Miva Suivant ReadyTheme has a large header. This isn’t necessarily a problem—except that by default, that header anchors to the top of the screen when the user scrolls. It’s not too noticeable on desktop, but on a mobile device, that pinned header eats up a lot of real estate. For every client using the Suivant ReadyTheme, we routinely recommend customizing the header. In D’Andre’s case, we changed the header so it wouldn’t stick to the top of the screen. We reasoned that users know where the header is. They know to scroll up if they need to use the navigation bar. This change significantly improved the user experience of D’Andre’s new website.
The header wasn’t the only tweak that the Suivant ReadyTheme needed. With the ongoing evolution of SEO (search engine optimization), Google now values good content more than ever, and many web users find value in useful, informative content. Blogs and magazines can display the entirety of a piece of content without compromising other organizational goals. However, in an ecommerce setting, selling product is critical. Too much content on a product or category page could keep the all-important buy buttons hidden from site visitors. Yet content is critical for SEO! What’s a webmaster to do?
For all our clients doing customized ReadyThemes, it’s a simple fix. We custom-code an option to display the first 150 characters or so of the content, followed by a “read more” button. This gives us the best of both worlds: 300+ word content for SEO purposes (and for those readers who want to educate themselves fully), and product imagery and buy buttons still displayed above the fold for users who are close to making a purchase. For D’Andre New York, this solution was a no-brainer.
Optimizing D’Andre’s Onsite Content
Speaking of content, it’s one of the most important components of branding. Content that doesn’t convey the right brand impression negatively affects marketing. In the case of D’Andre New York, we recognized at once that Tatiana’s great luxury brand needed content that created an opulent, luxurious impression. With Tatiana’s permission, our SEO content writing team began writing new copy for the D’Andre website.
Our process was simple. We researched other luxury brands, such as Rolex and Mercedes-Benz, to get a feel for the appropriate voice and tone. We settled on two points of focus for D’Andre. For Tatiana’s women’s collection, our content revolved around the word “elegance.” For the men’s collection, we chose the word “achievement.” These words matched D’Andre’s brand perfectly. With these two ideas in place, the rest of the content flowed. The result was a unique, memorable brand identity in all D’Andre’s onsite content.
Image Optimization: A Key Element In Ecommerce Marketing
Customers want to see what they’re buying. In the case of D’Andre’s fine shearling coats, customers want to see not only the overall look of the jacket, but also the elegant details of accents and trim. With D’Andre’s old site, product images looked small on larger screens, preventing customers from getting a complete picture of the jacket they were considering. Every product image on the site existed in two separate files: a tiny thumbnail version, and the full-sized version. Since the thumbnail had to be created manually in an image editor, and since both images had to be uploaded manually, the old system required double the work on catalog updates.
Enter the Miva Image Machine. This state-of-the art functionality dynamically creates multiple image sizes from one image file, eliminating the need to create thumbnail sizes manually and upload them separately. The Image Machine also allows alternative images. These show up as thumbnail images below the main image on a product page. Users can click on any of these alternative images and view the full-sized image in a popup. This allows store owners to provide multiple views of a product, giving customers a sense of what the product looks like from different angles.
The Bottom Line
We saw at once that Tatiana’s company offered a great product. We wanted to improve the overall value of her brand by optimizing the impression her company made on web visitors. With a little Miva Suivant ReadyTheme customization, Tatiana’s redesign was ready to go, clearly communicating the luxury and style that customers could expect from D’Andre New York.
It was a pleasure to work with Tatiana. Through deep market analysis and ongoing communication, we formed a partnership with her to improve the marketability of her brand. We think you’ll agree—the new D’Andre New York website looks beautiful, fully matching the luxury and elegance which D’Andre offers its customers.
If you’re considering a responsive Miva design for your ecommerce store, get in touch with us today. We specialize in Miva design and development, and all our work is fully mobile-responsive. Whether you need tweaks to a Miva ReadyTheme or a ground-up custom design, we’ll turn your vision into a reality. Drop us a line, and let’s start talking about your next big thing.
