Author: Graham Charlton

Graham Charlton

Graham Charlton is editor in chief at SaleCycle and is a former editor of the Econsultancy blog. He has worked in the digital industry for more than ten years.

His pet topics include UX, CRO, and ecommerce in general. Add to that mobile, SEO, ill thought-out EU laws, the use of web technology offline, email marketing and that covers quite a bit. He has written several best practice guides on ecommerce and mobile, with more to come.

He can be found prattling-on on Twitter as @gcharlton. search

What makes a travel website usable on mobile?

According to recent research, travel is the second poorest performing sector for mobile user experience. 

According to iProspect estimates, the travel industry is missing out on £900 million a year in potential revenue due to this poor mobile performance.

SaleCycle has recently conducted some research on increasing online travel bookings, looking at mobile optimisation. All but one of the top 50 travel sites were ‘mobile-friendly’ i.e. they were tailored in some way to a small screen, but good mobile UX goes deeper than that. 

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What I've learned from eight years of editing & blogging

After more than eight years and 2,564 blog posts, this is my last day as Editor at Econsultancy. 

In my last post I thought I'd share some of the lessons I've learned about blogging over the years...


Republishing older blog content: does it work?

I recently read a post on Hubspot, looking at the tactic of reusing older blog content to attract extra traffic and links. 

In a nutshell, older posts are updated and republished as new. This means they benefit from promotion on Twitter, in emails, and the attention that comes with being the latest post on the site. 

I'd come across this idea before but had dismissed it. However, while I have a couple of reservations about the tactic, I was interested enough to experiment so we've been trying this tactic over the last month. 


Ecommerce consumer reviews: why you need them and how to use them

61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites. 

User reviews are proven sales drivers, and something the majority of customers will want to see before deciding to make a purchase. 

Here are some compelling stats on user reviews, why they are great for SEO, why bad reviews are valuable, and how to use reviews in navigation and on product pages...


A year in Google algorithm updates

Google algorithm updates are a fact of life for brands and search specialists. 

With so many Google updates over the course of a year, we have a periodic collective outburst of stress around these changes. 

However, the effects of these changes are generally much more subtle and are not the cataclysmic events some fear. 


12 tiny UX elements that can make a difference

Little details can make a difference to the user experience, by making tasks easier for users or just by adding some fun to the process. 

Here I've compiled 12 examples of 'micro UX' from a range of sites... 


24 best practice tips for ecommerce site search

Users of site search are more likely to convert than the average user, so ecommerce sites should strive to produce the best possible experience. 

Here I've compiled a list of site search best practices, along with some excellent examples from retailers. 


21 ways online retailers can improve customer retention rates

Understanding how to retain the customers that you have spent money acquiring is vital for any online business. 

Attracting a new customer can cost five times as much as keeping an existing one, so companies need to pay as much attention to retention as they do to acquisition. 

Here are 21 tactics ecommerce firms can use to keep customers coming back for repeat purchases, and avoid losing them to competitors... 


Why is John Lewis charging for click and collect?

John Lewis announced yesterday that it would be charging £2 for all click and collect orders under £30. 

The retailer says this move will reduce costs and enable long term investment in the service, but is it a good idea? 

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How ecommerce sites can use microcopy

Microcopy is often overlooked, but it can have an important impact on the user experience. 

In an ecommerce context, microcopy is those little pieces of text which explain what to write in a form field, or the wording of a call to action. 

Here are some examples of how it can be used...

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31 things I need to see on your ecommerce product page

The features you need to add to product pages will vary according to the type of ecommerce site.

Some of the things on this list are essentials for any online retailer, while others are dependent on the sector and target market.

This checklist contains some of the more common elements that customers are looking for on ecommerce product pages, as well as some more advanced features that can enhance the experience.

Your product pages should contain the essentials listed below, and most of the others. I haven't listed product reviews as essential, but I'd say they're pretty close to it.

I've tried to think of everything here, but please let me know what I've missed, and what works for your site. 


The virtues of user testing under the influence

Richard Littauer is a UX designer and full stack developer. He has a side project, The User Is Drunk, in which he tests websites while under the influence.

He recently spoke at our Future of Digital Marketing conference. 

I've been asking Richard about the need for drunk user testing and the insights it can bring... 

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