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Month: May 2023

Why should developers learn SEO?

Posted on by LION Digital

Introduction

(0:00) MARTIN SPLITT: Don’t developers want people to use what they build? 

MONICA LENT: How do you prove your worth as an SEO? 

MARTIN SPLITT: How would you measure your work’s impact? 

MONICA LENT: Why don’t SEOs listen to developers?

MARTIN SPLITT: Hello, and welcome to another episode of “SEOs and Developers”. With me today is Monica Lent, who is a developer-turned-entrepreneur building her own software-as-a-service product, and she’s a seasoned blogger too. 

MONICA LENT: All right, and I’m here with Martin, who is a developer advocate at Google Search and a passionate underwater photographer. 

MARTIN SPLITT: Monica, I’m super, super happy to have you here as my guest today. We met at a developer conference, I think in Austria the first time when I remember correctly, back in the days when conferences were an actual thing. And I remember we talked about so many different stuff like technical topics, but also we talked a little bit about SEO because you started building your own product. And as a developer turning into product management and building a product, that must have been a super interesting challenge. And I’m guessing one of the challenges was also to pick up SEO and digital marketing skills, hasn’t it?

Build your website and they will come?

(01:19) MONICA LENT: Yeah, totally. I mean, when I started building the product, like a lot of developers, I started with the code. And figuring out where to get customers was, I wouldn’t say a secondary thought, but it was not something I realized was going to be as hard as it actually was. So SEO definitely played into getting customers and building the kind of pipeline that we have today, but it took so much longer than I was expecting.

MARTIN SPLITT: I got to say I’m not super surprised, but I have been exactly that way until relatively recently. Coming from a developer background, you’re like, oh, you just got to get all your technical ducks lined up in a row, and you’ll be fine, right? But yeah, it turns out to be a little trickier than that. So this makes you the perfect interview candidate for the series where I try to bridge the gap between the SEO world and the developer world. And you know there is this weird chasm that we somehow need to build a bridge over, and I would love to hear your perspective on these things. Like what has been the biggest cliff that you fell off when it came to SEO? What has been a thing that you needed to learn and explore to get there? What did you find hard coming from a developer’s perspective into the SEO world?MONICA LENT: Yeah, I think one of the most challenging things, especially for developers who are just getting started with SEO, is there is a lot of theory, misinformation. It’s really hard to separate the stuff that’s proven and the facts from one-off observations and anecdotes. And as a developer, when you’re used to working in code and concrete facts, things that either work or don’t, coming into the world of SEO, it feels like you don’t have those kind of more scientific tools or more fact-based tools that you can use to know for certain, if I do A, B, and C, this page is definitely going to rank. So you’re in this kind of nebulous space. And I think coming from the developer perspective, it’s almost disarming or it feels unnatural because you’re just not used to having so many variables at play which you can’t control and can’t even directly observe.

When reality and expectations aren’t the same

(03:47) MARTIN SPLITT: That’s true. That is true. But then again, sometimes in development you do have this, like, uncertainty, too, especially, when you are charting uncharted territory. And I know what you mean because I as a developer used to be very comfortable in this world of API documentation that you just happen to follow, and then the right things happen. But I don’t know what APIs you have implemented or integrated in your developer life. But oftentimes you have the same problem as developers because the API documentation says one thing, and then you try that, and it doesn’t work. And it turns out you actually need to do something slightly different to actually make the API work the way that you expected it to work. So it’s similar to SEO, I think, because oftentimes as you say, there’s a lot of lore, a lot of anecdotal evidence out there, and it’s missing bits and pieces. And it’s also mixed with misinformation– downright misinformation, unfortunately. Yeah.

Navigating the murky waters of SEO as a developer

(04:53) MARTIN SPLITT: I see that that’s a tricky one. How did you navigate that uncertainty?

MONICA LENT: I think ultimately I had to rely on my own experience and observation, which unfortunately is the very slow path. So if you’re not just taking courses or listening to what other people say, and you’re kind of putting it into practice and you have to find out what’s true for the topic that you’re covering– what’s the space like, what’s the competition like– all of those things are quite different in different spaces. So at the end of the day, even though when I talk to some people, they may say, oh, I don’t really believe that that made a difference. But it’s hard to take that at face value when you say, look, I made just this one change and saw that impact. So at the end of the day, it was a lot of trial and error and doing it for a very long time. And luckily, before starting to build my product, as you mentioned before, I ran a blog. And so that was kind of like baby steps, I would say, towards understanding how to get search traffic. But it changed quite a bit going from writing content for informational blog posts versus trying to get people to become customers. And yeah, there are just so many facets to figure out along the way. 

MARTIN SPLITT: Yeah, it is not easy, and it’s a hard thing. And I do hope that you did find and will find companions in the digital marketing space who are experienced enough to actually be able to kick start this kind of journey or accelerate this kind of journey thanks to their experience. But I see that this is tricky because as you say, it’s different for every niche. And finding an expert who is holistic enough and practical enough in the niche that you’re in is not necessarily easy, right? That’s a bit of a tricky thing.

Communities help you learn SEO

(06:53) MARTIN SPLITT: So did any resources pop up on your journey where you’re like, oh, that was definitely helpful? 

MONICA LENT: I ended up learning a lot from being in different SEO communities, so lots and lots of Facebook groups. And what I found most valuable about that is that instead of things like courses or blog posts where it’s really one person saying, this is the facts on the ground, this is my observations, you always had room for other people to contradict the advice or to offer different perspectives. So no matter what you’re learning about or what question you have, in SEO you can get directly contradictory advice from two different people who swear that it’s true. But at the very least, you’re exposed to all of those different options, and you can kind of reason through it yourself. So I think that’s something that has been really helpful, is being in these SEO communities as opposed to only consuming unidirectional course material. But it is a much less organized way to learn as opposed to doing a straight-up course or something like that.

MARTIN SPLITT: Yeah. But I think that’s very important. That’s a very, very important point because it is such a wide field, and you can look at it from so many different perspectives and focus on so many different aspects. You might not necessarily get singular truth or singular advice in the right direction. And if you’re being honest here, the same is true for development courses or tutorials. If you read a tutorial on whatever framework is the framework of choice today in the front-end world, they’ll be like, oh, yeah, you can use this other framework, but, you know, it sucks. And it’s going to be terrible, and it’s going to ruin everything, and you’re going to have spaghetti code. And look at our beautiful code here. And then that kind of keeps rolling and changing all the time as well. So I think seeking out experience from as many perspectives as possible is a good idea. That’s not a bad idea.

Telling the good and bad apart

(09:04) MARTIN SPLITT: How did you then evaluate what worked and what didn’t? I mean, you said you experimented, and you made a change, and you watched the impact.How did you do that? What kind of tools did you use? Where did you find out if your changes had a positive effect or had no effect at all or a negative one? 

MONICA LENT: Yeah, to be honest, I wouldn’t necessarily say I have a super scientific process. There are definitely people who are running in-depth SEO experiments, single-variable testing, and so forth. But pretty much what I did is I know that when you publish something or create something, it takes time to rank. So at that point, you just have to kind of keep going and trust. Trust somehow that if you create something that is really good, one day the algorithm will be good enough to reward that. Doesn’t always happen off the bat, but that’s like, something I at least– I strive for or hope for. That if I know what I create is better than anything else out there, eventually– eventually, it will be rewarded as such, and sometimes that takes a long time. But as I learned, what I really did is I would go back through the entire corpus of content that I had written or published and regularly refresh it with the new lessons that I had learned, whether that’s making my title tags better. Hopefully, Google would use my new title tags. Or maybe it’s changing the structure, making the article more complete. Or even the opposite, taking out sections that were maybe not fitting the search intent so well and could be split out into their own articles, and just kind of doing this iteratively. And I could see that content that had previously never ranked at all would eventually start to rank once it fit into those patterns that I had learned. So any time I had a piece of content that did really well, especially really quickly, I would just say, OK, what’s different about this compared to all the other stuff that I have? And try to take those lessons and apply it to old content because it’s so much more efficient than just only publishing stuff that’s new. And yeah, it’s not so scientific, but observations, using, for example, Google Search Console– I am in there every single day. And being able to see, OK, something is starting to pick up impression. Something is starting to pick up clicks. Or what are the terms that this is getting impressions for but I’m not really mentioning in the content? What does that mean? Do I need to include it? Or does it mean that I’m showing up for stuff that’s kind of irrelevant? And maybe I need to hone in the messaging so that I get shown for the terms I really want people to find me with. So all of those were things that I use to take a library or backlog of content and iteratively upgrade it as I learned SEO slowly but surely in practice.

What devs can learn from SEOs

(12:18) MARTIN SPLITT: It sounds like a really, really interesting journey that you have been on coming from a developer’s background, looking more into the SEO bits and pieces. If you think back at the developers who are still working as part of a larger team and working in-house in a product company or in an agency, would you say that you as a developer benefited from this journey despite maybe not having your own product to build with? If you were part of a larger team of developers, would you benefit from this knowledge that you gathered now? 

MONICA LENT: I think so. I mean, the thing about SEO which I feel a lot of developers maybe get distanced from is just the business impact of your work. Because you can really see how certain kinds of rankings or showing up for certain terms means that you’re having a really direct impact on the bottom line of the business. And ultimately, the type of content that brings in customers has a specific search intent. It communicates specific information that draws in the target customer. You present a solution, and so forth. So kind of understanding how the product that you’re spending so much time laboring over actually gets discovered by people I think is really rewarding. Because especially with my background is a front-end developer as my technical focus, the thing that drives me and people who work in similar fields to me is getting something I’ve created in the hands of users, right? And SEO is one of the key ways that people can actually discover the thing that I’m creating. And I think a lot of times engineering teams end up being distanced from marketing because it’s seen like we’re building the product, you find the people. And at the end of the day, it doesn’t quite work that way unless there is this seamless journey from discovery to activation and so forth. And yeah, I think SEO’s a very valuable skill for developers to learn, and I am trying to get as many people interested in it and picking up the basics, at the very least, because it’s just such a valuable skill when it comes to getting people to actually use the stuff that you’re building.

Why discovery matters for devs, too

(14:55)  MARTIN SPLITT: Absolutely. And I never quite understood that because in the end, I’m building my product. The code I write is for people to do something, to accomplish something that they couldn’t accomplish or couldn’t accomplish as nicely without my code being out there. And I wonder, people to this day still think like, oh, I just build it and they’ll come, but that’s not true. If you just put a website online and do nothing else, no one will come. No one will find it. You have to make sure that you can actually be found. And how do people discover new content online? Intuitively, that’s through a search engine. You just search for something. 

MONICA LENT: It’s true. I think at the same time, a lot of people may rely on these kind of one-off channels. So while let’s say I launch on Product Hunt or I launch on Hacker News or something like that– and you can get an incredible wave of traffic, lots of people talking about you. But at the same time, that’s not as important as having the same number of people visiting your site every month or having some kind of consistent flow.

Web Dev and SEO – two parallel universes

(16:12) MONICA LENT: Yeah. It’s funny because as a front-end developer– and I’m sure you’ve seen this, as well– you learn so much about how websites work. But the kinds of technical aspects of a website that you learn when you are doing SEO is actually quite a bit different than what you learn when you’re making a typical website, going through a web development course or boot camp, or learning to build front-end apps. It’s like a completely different side of web development. And so you can talk to someone who is 10 years in the web development field, and they might still say, I don’t really know what a canonical URL is for. And that doesn’t mean that they are bad at their job. It’s just there is this entire parallel aspect to web development that you don’t necessarily learn when you’re learning to build apps or a typical website.

MARTIN SPLITT: It just happens to not be part of the learning path. Most tutorials are like, OK, we put in a title because you kind of need to put in a title, but we don’t touch it. It’s just like, demo app, here we go. That’s our title. “Hello, world” is our title. Done. Meta description? No, ignore that. Meta viewport? Maybe, because mobile is actually a thing these days, so fine, we’ll put in the meta viewport. Canonical URL? We don’t need that. None of this actually matters. None of this– the tooling is all there. It’s just you need to know that you need to use it because it’s not part of the learning path. So it keeps blowing my mind. 

MONICA LENT: Yeah, totally. I don’t know. What do you think is the solution to that? MARTIN SPLITT: I don’t know. I’m trying to do a little bit of developer education there. So we did create a JavaScript SEO video series on our YouTube channel, the same channel that you’re probably watching this on. Javascript SEO series → https://goo.gle/3oxYY0e. And I explained the basics there because there are a lot of people who are using frameworks like Angular or Vue.js or React, and they’ve never even thought about it. And then they encounter these weird moments where an SEO pops in and goes like, are we using JavaScript? And then the developers go, duh, yeah. Of course we are using JavaScript. And they’re like, oh my god, if we’re using JavaScript, we can never be found in Google Search. This is a huge problem. We need to switch away from JavaScript. How can we do that? And then they’re like, I mean, I guess server-side rendering maybe, but that’s like, a lot of work. And they’re like, oh, but we have to do this. It’s very important, which is not exactly true. And there’s an education challenge on both sides because on one hand, what this SEO has said has been absolutely true, let’s say, like, five to 10 years ago, but it’s no longer true in today’s world. And the developer not even being prepared for something like this and not knowing where this is coming from or why this is a problem or how to solve this problem or how to even just come back with an informed decision-making is not necessarily a thing that happens in a lot of teams. And so I’m trying to do that with documentation and education, trying to go where developers are, to developer conferences, talk about SEO.

SEO – all smoke and mirrors?

(19:28) MARTIN SPLITT: But oftentimes, as you say, developers are like, SEO is this hand-wavy, black magic thing that I absolutely don’t care about. I care about technical things and technical decisions and technical, interesting stories. And it’s tricky. But I hope that videos like this maybe help to shed a different light on SEO and shed a different light on development as well.

MONICA LENT: Yeah, definitely. And I think there’s also this aspect where a lot of times, developers may not realize that a lot of SEO, or getting it right, also has to do with technical setup. And when I talk to developers about SEO, this is actually the part that they find most interesting. They love the tools. They love the analytics. They love, basically, how can you get a perfect score? Or how can you make sure it’s all dialed in correctly?

How to make SEO appealing to devs

(20:33) MONICA LENT: And so there are aspects that really appeal to developers about SEO. The trouble is most of them don’t realize that that’s even out there. But at the same time, they can have a really big impact by fixing a lot of these problems that tend to pile up over the years, especially when nobody’s been paying attention to it. It’s like the entropy of a website. If you don’t look at it– it’s like CSS. CSS will naturally decay. That’s my opinion. 

MARTIN SPLITT: It’s true, yeah. 

MONICA LENT: And in some ways, the “SEO,” quote unquote, or at least the technical aspects of SEO, they often also tend to do that because unless somebody took the time to explain to the developers, this is why we’re doing that, it will be forgotten. And they’ll be like, oh, I didn’t know that was important. We upgraded our framework and didn’t include that plugin that was generating the sitemap. Or we changed our styling system, and we decided to update all the headings so that they looked right, but now they are no longer ordered as you used to expect them. And these are examples of things that have happened to me when working in a tech company with an in-house SEO. And yeah, it just repeats itself that if you don’t explain the why, developers don’t want to do anything unless you can tell them why. That is in our nature. Because is not enough. 

MARTIN SPLITT: And it’s wild because both SEO and development are such broad fields.

Finding the right niches

(22:23) MARTIN SPLITT: You might have someone who focuses explicitly on back-end development. They might not touch the front-end side of things, and that’s perfectly fine. And it’s the same way with SEO. People are like, oh, there’s this SEO that talks about content and content strategy, and I’m not interested, so I’m not interested in SEO. But that’s ignoring that there’s also the technical SEO people, who are as nerdy, as geeky, as us developers are. And they’re like, oh, I’m really excited. I want to try to figure out how we can pre-render our shadow DOM in a puppeteer instance. Which is something where developers are perking up their ears and going like, that sounds like an interesting thing. How do you do this? Can’t you just serialize the DOM? And it’s like, no, because the shadow DOM is hidden behind the shadow DOM border. And that’s an SEO concern some search engines– not necessarily Google Search, but other search engines– might struggle with. So you might need to find a technical solution to overcome this challenge. And there are so many technical aspects. And as you say, if no one cares about them specifically, your SEO might accidentally not care about them or don’t know about them because they might not be in this specific niche of SEO where they are looking at the technical things. They might just use a tool that gives them a report, and depending on how good the tool is, you might get a complete or non-complete report. And the incomplete report might actually give misleading information, too, because it might just be the wrong tool for the job. And the problem there is that developers then tend to just downright dismiss everything that comes from the SEO department or from the SEO side of things instead of going like, oh, right. Let’s sit down and talk about our requirements from the technical side so that you can figure out what the requirements are or how we can fulfill the SEO requirements with this technical setup that we have. There are very, very few people out there that actually do this, and I would wish that developers would also look into this and pick it up. And I spoke with Bartosz. I spoke with Mike on previous episodes of this series. They are one of or part of this group of people, and it’s amazing to see how they work. And it’s unfortunate that from the developer side, there doesn’t seem to be much picking up on the SEO tasks. As you say, SEO naturally decays if you don’t pay attention, so yeah.

Sharing goals and wins

(24:55) MARTIN SPLITT: I don’t know how to make this more visible to developers or how to motivate developers more to look into these things. Any ideas? 

MONICA LENT: It’s tough, I think, because especially depending on the size of the company that you’re at, it’s really hard to see sometimes how your individual efforts move the needle. And that’s not what motivates developers. So I think on the one hand, if there was a way that you could actually show reports to people and say, all right, so we spent this time working on the technical SEO of our site, and there is a tangible increase in the organic traffic, that’s something that you can feel pretty good about. But on the other hand, a lot of times those improvements might be slow to show up. It’s also really hard to attribute changes in rankings, in traffic, to one specific change on your website. It’s really difficult unless you have a lot of patience and you’re just going to change only one thing for potentially weeks or months or however long it takes. It’s not really practical in some ways to just say, OK, we’re going to make this one improvement and not touch the entire site. So it’s always a bit of a mix. But I think getting developers to the point where they can see the impact and just actually explaining to them why it matters.

Explain the why

(26:35) MONICA LENT: Another thing that I think we’ve talked about before in some of our conversations is accessibility. So a lot of times it’s not so easy to convince the developer. Let’s say, oh, we want to do this for SEO reasons only. So usually when did you come to a developer and you say, we want to improve the SEO, and that’s why we’re doing this, this is a nonstarter, right? Because they’re like, well, I don’t want to make things for machines. I want to make things for users. Or in the case of accessibility, I want to make these things accessible to more people. So I think appealing to users as the reason you’re doing something as opposed to just search is a more pragmatic way to motivate people to get interested. Because at the end of the day, that’s what your focus should be on as somebody who is improving the SEO of your site. It should ultimately come down to users, although we all know that there are aspects that you have to do sometimes to appease the machine a bit. But that’s also just the way computers work. They’re not mind readers. So I think it’s that kind of balance of explaining the why, like, this is how Google discovers, indexes content, serves it, and ranks it. And then on the other hand, this is the impact it’s having on users. Here’s how we can make stuff work better for both search engines and users at the same time, make it more accessible, easier to understand. Cleaner DOM, more performant, all of those interests are actually aligned between SEO practitioners and developers. It just doesn’t usually get discussed. And I think part of that also comes down to the fact that both devs and SEOs struggle sometimes to get prioritization for these tasks so at the end of the day, you’re more hot-fixing stuff than you are working on strategic things together, and that’s a challenge too.

MARTIN SPLITT: True. It’s also that the departments are usually like, there’s an engineering organization, and then there’s the business or marketing organization. And bridging the gap, working proactively together, is not always easy on an organizational level. So that’s also probably hindering these kind of conversations and collaborations to happen. And yeah, interesting.

The search engines’ perspective

(29:10) MARTIN SPLITT: I just realized I remember the way that I usually try to get developers hooked is also to just have them think about building their own search engine. What would websites have to do to be friendly to these? And what kind of optimizations would you do as a search engine, where developers might choose a path that these optimizations cause problems. And that also sometimes works trying to figure out, turning it around and going, OK, so now you’re solving the engineering problem here on this side, on the website-creator’s side, but what would you be working on if you were on the engineering side of the search engine? And then things like accessibility and having properly ordered your headings and having a meta description, having links being actual links with URLs to point to so that you can crawl them. It becomes an obvious choice, which it is not when you don’t think of the other side. So that’s my approach to this. And I like your approach of saying here’s what you need to do and what needs to be happening for the bot to be able to consume your content, and this is the impact it’s having. I think I was missing the impact component a bit, so that’s really interesting. That’s really interesting. And you say measuring impact on ranking is so hard, and yeah, naturally, because the ranking also depends on what other people are doing. So it never is single-variable testing, right? 

MONICA LENT: Yeah. I mean, you can try to make a test, and then Google decides, well, it’s Christmas. Let’s have a code update.

The bittersweet core updates

(30:50) MONICA LENT: OK, I’m a little bit bitter because we’ve had a lot of updates this summer. But you can try to change something. And this has happened to myself. It’s happened to friends. Don’t mean to call you out, but you make some changes, and then it’s like, well, now there’s an update or whatever it is. And you’re like, well, anything that I was trying to test is now suddenly even less stable in terms of being able to give me some reliable learnings. So yeah, there are just so many factors that at the end of the day, I don’t obsess over it that much. I just try to keep making it better, keep iterating on old content until it ranks number 1, and I stop touching it out of fear, usually. Usually. Sometimes I have to, to make sure it’s still accurate. But I don’t know. I think at the end of the day, it’s a fluid situation and you have to treat it as such.

MARTIN SPLITT: Yeah. It’s exactly that. Focus on building the actual product and doing the right thing for the user, and as you say, eventually search engines usually reward good things. It just might take a while. And yeah, core updates are an unfortunate reality, but they are important to make sure that we keep adapting as the web keeps adapting. And to improve our search results, we need to change things around, which unfortunately collides with everyone trying things out and testing sometimes. But that’s just an inherent feature of the reality there. Cool, awesome.

Wrap up

(32:39) MARTIN SPLITT: So yeah, in that case, I am very, very grateful for the conversation, and also happy to see developers crossing into the SEO sphere. And yeah, it was great talking to you. Thanks a lot for your time. And thanks to everyone watching this. I hope you enjoyed it and learned something as well. And yeah, stay tuned for more episodes. And again, thanks a lot, Monica, for being here with me, and all the best for your product. And keep blogging. I really like the blog. 

MONICA LENT: Thanks, Martin. Really appreciate you having me. Yeah.

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Why Do Online Retailers Need to Create Dynamic Product Discovery?

Posted on by Asselya Sekerova
Why Do Online Retailers Need to Create Dynamic Product Discovery?

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Improve Customer Experience

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Increase Sales

Increase Sales. Why Do Online Retailers Need to Create Dynamic Product Discovery?

Dynamic product discovery can have a significant impact on sales for eCommerce retailers. By providing personalised recommendations and visual search results, online retailers can increase the likelihood that customers will find and purchase the products they want. Providing truly personalised experiences can also help retailers upsell and cross-sell products by suggesting complementary items that customers may not have considered, leading to increased sales and revenue.

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Meet Customer Expectations

Meet Customer Expectations. Why Do Online Retailers Need to Create Dynamic Product Discovery?

Customers now expect a seamless and personalised shopping experience across all online and in-store channels. They want retailers to understand their needs and preferences and offer personalised recommendations and promotions. Dynamic product discovery can help eCommerce retailers meet customer expectations by providing a more personalised and convenient product identification experience.

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Gather Valuable Data

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Gather Valuable Data. Why Do Online Retailers Need to Create Dynamic Product Discovery?

A Reliable Partner for Implementing Dynamic Product Discovery

We strongly believe online retailers should consider incorporating recommendation engines, visual search, optimisation and other product discovery technologies into their strategy — to increase conversion rates and user engagement, improve search results, enhance personalisation and relevance, and ultimately stay competitive in the fast-paced and ever-changing retail landscape.

In LION Digital, we work with the market-leading platform Nosto to meet evolving customer expectations and improve business optimisation for brands that have chosen us as their trusted eCommerce advisor. Nosto was born from the idea that every shopping experience can and should be personal. With the help of powerful machine learning and a team of global eCommerce experts, Nosto uses shopper behavioural data to design digital commerce experiences that create customers for life.

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Article by

ASSELYA Sekerova –
MARKETING & PROJECT MANAGER

Why Shopify Plus is a Game-Changer: The Top 10 Ways it Can Grow Your eCommerce Business and Drive More Sales

Posted on by Asselya Sekerova
Why Shopify Plus is a Game-Changer: The Top 10 Ways it Can Grow Your eCommerce Business and Drive More Sales

Wondering what the fuss is all about with Shopify Plus?

Selecting the right eCommerce platform is critical to the success of any online business, as it can provide the necessary tools, features, and flexibility to thrive in the competitive world of online retail. The top eCommerce platforms help businesses manage their online stores, from inventory management and order fulfilment to payment processing and shipping. They also provide tools to optimise the user experience and a marketplace of 3rd-party integrations. 

Over the past few years, many eCommerce companies have chosen to migrate to Shopify or Shopify Plus from their current platforms. Shopify vs. Shopify Plus comparison and related questions are very common. While both platforms offer the same dashboard and editor, Shopify Plus offers more advanced features and is tailored to high-volume businesses — offering enterprise-level tools to support growth and scalability. 

In this article, we will explore the top 10 benefits of Shopify Plus. By the end, you will understand why Shopify Plus can be a game-changer for online retailers and how it could help take your eCommerce business to the next level.

1. Scalability and Flexibility

Is your business growing quickly? 

Shopify Plus excels in scalability and flexibility, making it an ideal solution for rapidly growing businesses. It can seamlessly handle high-volume sales and sudden spikes in traffic or orders without compromising performance or speed. 

  • Scalability
    Shopify Plus is built on a cloud-based infrastructure that can adapt to changing business requirements. This means you can easily add new product lines, expand into new markets and handle large order volumes without worrying about infrastructure limitations or downtime. With Shopify Plus, businesses can customise their online store infrastructure to meet their specific needs, allowing them to scale quickly and efficiently.
  • Flexibility
    Shopify Plus offers a range of APIs and development tools that make it easy for businesses to customise their online store and integrate with third-party applications — giving them complete control over their growth and evolution. This level of flexibility is a significant competitive advantage for businesses requiring a platform to keep up with their changing needs.
  • Handling traffic spikes and large order volumes
    Shopify Plus is designed to meet the demands of high-volume sales, providing businesses with the infrastructure and tools to handle large spikes in traffic and orders without slowing down or crashing. The platform can handle millions of visitors and orders daily, ensuring that it remains stable and always available. Additionally, its scalable architecture allows businesses to expand and contract their resources as required, enabling them to handle sudden surges in traffic and orders during peak seasons without any performance issues or downtime.

2. CUSTOMISABLE CHECKOUT PROCESS

Customisable Checkout Process. Why Shopify Plus is a Game-Changer: The Top 10 Ways it Can Grow Your eCommerce Business and Drive More Sales

Looking to improve your buyer experience and conversion rate?

Shopify Plus allows businesses to customise their checkout process and improve the user experience — leading to higher conversion rates and increased sales. By customising the entire checkout process, businesses can create a seamless and intuitive experience for their customers, reducing cart abandonment rates and increasing customer satisfaction.

One way to customise the checkout process is using the one-page checkout feature. This allows customers to complete their purchases on a single page without having to navigate through multiple steps, simplifying the checkout process and reducing the likelihood of cart abandonment. 

Another feature is adding custom checkout fields, such as gift messaging or engraving, which can be especially useful for businesses that offer personalised products or services.

Shopify Plus also offers a wide range of payment options, including credit cards, PayPal, Apple Pay, Google Pay, Stripe and others. This allows businesses to cater to a wide range of customers and provide a convenient and secure checkout experience. Additionally, Shopify Plus allows for custom payment gateway integrations, which can be useful for businesses with unique payment processing needs.

3. ADVANCED MARKETING AND SALES FEATURES

Shopify Plus is a game-changer for businesses looking to boost their eCommerce sales and revenue. The platform offers a range of advanced marketing and sales features that can help businesses to better engage with their customers and drive more sales.

One helpful marketing feature of Shopify Plus is abandoned cart recovery, which automatically sends reminder emails to customers who have left items in their cart without completing their purchase. These emails can include incentives like discounts or free shipping to encourage customers to return and complete their purchases.

For businesses not running their email marketing through a tool like Klaviyo — Shopify Plus also offers a range of email marketing capabilities, including creating and sending newsletters, product updates, and promotional emails to specific segments of your customer base. Additionally, businesses can create and manage discount codes to incentivise purchases or reward loyal customers with exclusive discounts.

Moreover, Shopify Plus seamlessly integrates with third-party marketing tools such as Facebook Ads, Google Analytics, Klaviyo and many others. By integrating these tools, businesses can gain deeper insights into their customers’ behaviour and tailor their marketing efforts accordingly. This includes tracking conversions from social media ads, analysing website traffic, and creating personalised email marketing campaigns based on customers’ past purchases and browsing behaviour.

4. ROBUST REPORTING AND ANALYTICS

Robust Reporting and Analytics. Why Shopify Plus is a Game-Changer: The Top 10 Ways it Can Grow Your eCommerce Business and Drive More Sales

Shopify Plus’s advanced reporting tools and analytics features can help businesses make data-driven decisions to boost sales and drive growth. Businesses can track their performance, monitor key performance indicators (KPIs), and gain valuable insights into customer behaviour and sales trends.

The platform allows businesses to generate reports on various metrics, including sales, customer behaviour, and inventory levels. Shopify Plus also offers customisable dashboards that allow businesses to track KPIs and monitor the health of their online store. By using these tools, businesses can identify areas for improvement, optimise marketing and sales strategies, and increase conversion rates.

Shopify Plus enables businesses to gain insights into how customers interact with their website, what products are popular, and which channels drive the most sales. With numerous different report templates, businesses can generate custom reports tailored to their specific needs and receive them daily, weekly, or monthly. The platform also offers the ability to create custom dashboards that consolidate data from various reports, allowing businesses to gain a holistic view of their performance.

5. MULTI-CHANNEL SELLING

Shopify Plus offers several benefits to businesses looking to expand their reach and increase their sales. One of the platform’s key features is its integration with social media platforms. With Shopify Plus, businesses can easily create and manage their social media accounts and connect them to their online store. This allows businesses to sell products directly through social media channels like Facebook, Instagram and TikTok, reaching a wider audience and driving more traffic to their online store.

Another advantage of Shopify Plus is its ability to sell through multiple channels, including popular marketplaces like Amazon, eBay and Etsy. This feature allows businesses to expand their reach and tap into new markets without investing significant resources into building new sales channels from scratch. Shopify Plus seamlessly integrates with these marketplaces, enabling businesses to manage their product listings and orders from a central location and providing tools to help manage inventory across all sales channels.

Centralised inventory management is another significant benefit of Shopify Plus. With this feature, businesses can track inventory levels across all their sales channels in one place, eliminating the need for manual updates and preventing overselling, out-of-stock items, and order cancellations. Shopify Plus also offers an advanced inventory management feature that allows businesses to track their inventory levels in real-time, set up automated reorder points, and manage their suppliers. By having a clear overview of their inventory, businesses can make informed decisions about their stock levels, reduce their storage costs, and prevent stockouts.

6. ENHANCED SECURITY AND COMPLIANCE

Shopify Plus is a platform that takes security very seriously. Being certified as Payment Card Industry Data Security Standard (PCI DSS) Level 1 compliant, which is the highest level of certification available, Shopify Plus ensures businesses comply with industry standards and provide the highest level of security for handling credit card data. This means that Shopify Plus is protected against credit card fraud and data breaches. By using Shopify Plus, businesses can be confident that they have a secure and reliable payment processing system that uses advanced encryption and security measures to protect customer payment data during transactions.

Another way Shopify Plus protects customer data is through SSL encryption. SSL encryption is a standard security technology that establishes an encrypted link between a web server and a browser, ensuring that all data passed between the two remains private and integral. This feature is important for keeping customers’ personal information safe and building trust and credibility. By displaying the SSL padlock icon in the browser’s address bar, businesses can show their customers that their website is secure, which can go a long way in boosting customer confidence and encouraging them to purchase.

To further ensure the security of its users, Shopify Plus provides a dedicated security support team. This team is available 24/7 to assist with security-related questions and provide guidance on best practices for keeping customer data and transactions secure. The team is made up of experts in the field of security and compliance who work closely with businesses to ensure that they are meeting industry standards for security. They also ensure that they have the necessary safeguards in place to protect customer data.

Shopify Plus also offers compliance with various industry standards, including the General Data Protection Regulation (GDPR). The GDPR is a set of regulations implemented by the European Union to protect personal data privacy and ensure that companies handling such data are transparent about their processing activities. Shopify Plus offers GDPR compliance features such as data portability, data access, and data erasure, which help businesses meet the requirements of the regulation. In addition, Shopify Plus provides features such as cookie consent banners, GDPR-friendly form builders, and privacy policy generators to help businesses comply with the GDPR.

7. CUSTOMISABLE APIS AND INTEGRATIONS

Shopify Plus’s customisable APIs and integrations can greatly benefit eCommerce businesses by helping them streamline their operations and improve efficiency. By using these APIs and integrations, businesses can easily connect with third-party tools and services that they may already be using, such as marketing automation platforms, accounting software, and shipping providers. This allows businesses to automate repetitive tasks and reduce manual data entry, freeing time for growth and revenue-generating activities.

For example, integrating Shopify Plus with accounting software like QuickBooks or Xero can automate financial tasks such as invoicing and expense tracking. This saves time and reduces the likelihood of errors that may occur with manual data entry. Similarly, businesses can integrate their Shopify Plus store with shipping carriers to automate the fulfilment process, reducing the time and resources required to ship orders and ultimately improving efficiency and customer satisfaction.

Shopify Plus also offers pre-built integrations with popular third-party tools like Salesforce, HubSpot, and Zendesk, among others. These integrations are designed to work seamlessly with Shopify Plus, providing businesses with a unified view of their data and a more holistic approach to managing their online store.

8. DEDICATED SUPPORT AND RESOURCES

Dedicated Support and Resources. Why Shopify Plus is a Game-Changer: The Top 10 Ways it Can Grow Your eCommerce Business and Drive More Sales

With Shopify Plus, merchants enjoy exclusive priority support. This includes:

  • 24/7 Priority Technical Support
    One of the most significant benefits of Shopify Plus is its 24/7 priority technical support. This feature enables Shopify Plus customers to access expert help whenever needed, regardless of location or time zone, with support via phone, email, and live chat. This ensures that businesses can quickly resolve any issues or technical difficulties they encounter without having to wait for the next business day. This is especially important during peak periods, such as Black Friday, Cyber Monday or Christmas when businesses are more likely to experience high traffic and increased sales.
    Shopify Plus users also have access to a dedicated support team with a named Account Manager who can help with any questions or concerns. This team is specifically trained to handle the unique needs of enterprise-level businesses and can provide advice on everything from site optimisation to app integrations. With this level of support, businesses can ensure they are maximising the potential of the Shopify Plus platform and driving sales growth.
  • Access to Exclusive Resources and Training Materials
    Shopify Plus offers its users exclusive resources and training materials to help businesses learn and develop their skills. These resources are designed to help users get the most out of the platform and maximise their potential for success. The platform’s community of experts, developers, and partners are also on hand to provide advice and support.
    Shopify Plus users can access webinars, workshops, tutorials, documentation, and best practices on various topics, including marketing strategies, design tips, and technical support. They can also access the Shopify Plus Academy, an exclusive online learning portal offering training courses, certifications, and many other resources to help users build their expertise and advance their careers.

9. PRICING AND FEES

In contrast to Shopify’s defined pricing plans, the pricing for Shopify Plus varies based on factors such as your business model, monthly turnover, and marketing needs. Also, Shopify sets fixed fees per transaction for both platforms, but transaction fees for Shopify Plus are negotiable during the quote process.

10. THE SHOPIFY PLUS PARTNER PROGRAM

Shopify Plus is a game-changer for eCommerce businesses, providing a powerful platform and support system to help businesses thrive and succeed in today’s highly competitive eCommerce market. But there is one more amazing benefit that merchants can access for growing their stores and taking their business to the next level — the partner program

The Shopify Plus Partners program supports merchants by linking them with trusted world-class service providers (such as LION Digital) that have the platform expertise to help brands grow. By utilising the platform efficiently with the help of one of the Shopify Plus Partners, merchants can benefit from a complete eCommerce solution and tailor it to their specific needs and goals.

LION Digital has successfully applied the platform’s best practices and generated online growth for brands like Ledlenser, OneWorld Collection, Nutrition Warehouse, and Havaianas, to name a few. We encourage eCommerce businesses to consider Shopify Plus as a tool to grow their brand, increase customer loyalty, and drive sales. In June of 2022, our agency was recognised for its long-term partnership with Shopify, and LION Digital has achieved the very exclusive Digital Marketing Partner status with Shopify Plus.

GET IN CONTACT TODAY AND LET OUR TEAM OF ECOMMERCE SPECIALISTS SET YOU ON THE ROAD TO ACHIEVING ELITE DIGITAL EXPERIENCES AND GROWTH

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Article by

ASSELYA Sekerova –
MARKETING & PROJECT MANAGER

How to make your ecommerce website mobile friendly (8 Tips)

Posted on by LION Digital

Introduction

ALAN KENT: (0:00) How mobile-friendly is your e-commerce website? And does it really matter? Hi, I’m Alan Kent, a developer advocate at Google. In this episode, I will talk about the importance of making sure your e-commerce website is mobile-friendly. The most obvious reason to worry about mobile friendliness is that more than half of Google’s search traffic comes from users on mobile devices. That is traffic we are potentially going to send to your site. Designing great experiences on mobile devices can be challenging due to the limited physical screen real estate compared to desktops and laptops. But guess what? Simpler mobile website designs often also perform well on larger screens. Simpler pages can help shoppers focus on their shopping journey with fewer distractions. Mobile friendliness is clearly important to users. And Google wants to direct users to sites that best meet their needs. For this reason, Google has published numerous articles on how best to create mobile-friendly websites. Check out Google Search Central and web.dev in particular, for great in-depth articles. So let’s dig in, starting with some technical tips and then moving on to user experience tips.

Tip #1. Keep mobile and desktop sites in sync

(1:29) Some sites prefer to have a separate domain name for mobile traffic so they can present a simplified user experience to mobile users. If a user lands on the wrong domain name, they are redirected over to the other site. The first tip in such cases is to keep the two sites in sync. There’s nothing inherently wrong with maintaining two websites. But it can result in content, functionality, or performance lagging on one of the two sites. Content and functionality differences can be particularly jarring to shoppers when they visit from different devices. If you choose to maintain two sites, you may find automated tools such as Puppeteer useful to check that the two sites behave similarly. Puppeteer provides an API to control a headless instance of Chrome, which makes it great for automating tests as part of your build process. With discipline, you can keep two sites in sync. Just make sure you always allocate a sufficient budget to cover the work on both sites. A better solution, however, may be to consolidate the two sites using responsive web design. Responsive web design uses techniques such as CSS media queries to change page layout based on the width of the display area. This can make it easier to deliver consistent experiences across all devices and potentially lower total development costs.

Tip #2 Design for mobile indexing

(3:01) The second tip is to make sure you design your mobile site for indexing by Google. Because most users issuing searches are on mobile devices, Google crawls sites looking for content to index using a mobile device user agent in the HTTP headers. If you are new to search engine crawling and indexing of websites, check out our how search works page on Google Search Central. Examples of problems that can occur when indexing mobile pages include mobile sites may omit information important for indexing from pages in order to reduce the page size. While this may reduce the number of bytes to download, improving load performance marginally, it may result in your pages not appearing in search results as often, not a good side effect. User experiences such as infinite scroll and load more buttons are often popular on mobile devices. They can, however, cause crawling problems as the full-page content is not loaded by default. This can lead to Google not finding all of your content to index. To detect problems with Google indexing your mobile site, check out Google Search Console. Google Search Console provides rich insights into what Google has indexed on your site, including reports of problems found. For more information, check out Daniel’s wonderful series of videos on getting the most out of Google Search Console. To help Google find all of your pages, consider using a sitemap file or providing Google Merchant Center with a feed of all your product pages. These provide alternative paths for Google to discover pages on your website rather than relying on crawling alone.

Tip #3 Optimise your site speed

(4:51) Tip number three is to optimise your site for site speed. Site speed is generally a greater concern for mobile devices, as they are often lower powered with lower network performance. In previous episodes, I covered improving image and JavaScript performance on your site. But there are other problems that can occur, such as when using web fonts. If a web font takes a while to download, content may be displayed first with a default font, which is then replaced with the web font when available. This can cause content layout shifts as the page reflows due to the font change. Potentially worse, rendering may be blocked completely until the font is loaded.  Page speed insights are a useful tool for analysing web pages. It provides a number of performance-related reports. Page speed insights is particularly useful as it includes both lab data from artificial tests it performs on your site and field data based on real user experiences on your site. Most issues identified by the page speed insights report include advice on how to resolve the issues. For web fonts, review your site to see if you can reduce the number of fonts you use. Also, try to reference the most important fonts early on a page so they are loaded promptly. Check out Katie’s web.dev  article on web fonts for more detailed advice. The final advice regarding site speed is if you cannot make it fast make it meaningful. For example, if submitting an order takes some time to complete, and there’s nothing you can do about it, show the customer special offers or upcoming events while they wait.

Tip #4 Ensure content is readable

(6:49) Tip number four is less of a technical issue and more of a usability consideration. It is to make sure pages from your site are readable on smaller mobile device screens. This includes making sure content does not spill off the sides of the screen, making sure text is large enough to read comfortably, making sure users can zoom in on content if they want a closer look, and making sure button icons are large enough to be easily recognisable. To test for these issues, you can obviously try your website on your own phone, as well as ask some friends with different brands of phone to try it too. But during development, you can also use tools like Chrome Developer Tools to pick a mobile device to emulate with your desktop browser. This can make it easier to test how your site will appear on a range of devices. If you like automating tests, again, Puppeteer may be useful. Fixing your site once you’ve identified any problems is typically a matter of reworking your website’s HTML and CSS markup.

Tip #5 Ensure site usability

(8:03) In addition to readability, make sure your site does not suffer from common mobile usability issues. Examples include navigation structures, such as menus, being too hard to use on a small device, buttons being too small to tap easily, buttons being placed in a way not friendly to single-handed use, and relying too heavily on keyboard input to navigate your site. Many usability issues are best found by conducting a usability analysis of your site. It can be eye-opening to watch a new user try to find a product and complete a purchase on your site. What is obvious to you is not always obvious to a first-time visitor. And don’t forget to check the experience of refining on-site search results. Entering text is generally harder on a mobile device. So make sure you don’t require a re-entry of text to refine a search. In addition to manual inspections, tools can be used to find some issues. Tools have the benefits that you can integrate them into your website’s build and release process. For example, check out the mobile-friendly test tool. Simply enter the URL of a page on your site. And it will analyse for common issues such as the site using an obsolete plugin, such as Flash, the viewport property is not defined in a meta tag, and the font size being too small to read comfortably. Google Search Console also has a mobile usability report for pages Google has indexed on your site. Look for mobile usability in the sidebar menu. Usability issues are, again, generally solved by reworking the HTML and CSS on your website and then testing to ensure the problem has been fixed.

Tip #6 Simplify user experiences

(9:51) Tip number six is to understand and simplify user experiences on your site. Examples of common areas for improvement include forms for collecting payment and shipping details in the checkout flow. And carousels are a popular way to pack more information into limited-screen real estate. The use of techniques such as progressive web apps, or PWA for short, can also deliver users richer app-like experiences on your website. Detecting problems in your user flows generally requires manual usability analysis. Tools can help spot well-known issues. But they cannot be relied on to find all usability issues. When using forms, ensure your site correctly supports autofill for payment and shipping details. To learn more, check out great content on forms from Sam Dutton on web.dev. If a site maintains a customer database with passwords, make sure form fields are marked correctly so browsers can offer to remember passwords for users. Passwords, compared to standard autocomplete and autofill fields, must be treated with special care to ensure their security. Better yet, consider using a third-party identity provider such as Google so shoppers are not required to remember yet another password. Each site that manages its own database of passwords increases the risk of password theft, which can in turn, make other sites vulnerable as many users reuse passwords across sites. If you use carousels on your site, check out Katie’s great advice on web.dev. Practices such as auto-advancing carousels can look flashy but often result in a poorer user experience. Progressive web apps and potentially related single-page apps, or SPAs, are a large field and beyond the scope of this video. Check out web.dev for great articles on PWAs.

Tip #7 Personalisation Matters on Mobile

(12:01) Tip number seven is personalisation matters on mobile devices. Users on mobile devices generally have a greater expectation of personalisation. This is influenced by multiple factors, including mobile devices are typically not shared and so are inherently personal. And smaller screens mean it’s more important to make what is displayed relevant to the user. An effective way to determine if your site could benefit from personalisation is to perform a site audit. For example, shopper interviews are a great way to gain deeper insights into the expectations of your users. Personalisation comes in many forms. It can be as simple as displaying products on the home page that the user viewed on their last visit or showing hand-curated offers based on the user’s profile. Personalisation can also be advanced using AI-driven recommendation engines based on user actions on the site. There are many great personalisation and recommendation products on the market today, including from Google. Personalisation often benefits from remembering users. The use of cookies is a common way to remember a user’s tastes from a previous visit without knowing their full identity. Alternatively, a site may offer a more personalised visit if the user creates an account and logs on, accepting any terms and conditions to collect and hold details about the shopper.

Tip #8 Leverage mobile-specific capabilities

(13:37) The last tip is to review if your site can leverage more advanced input methods provided by mobile devices such as touchscreens, cameras, geopositioning location services, and voice input. They can offer new and engaging ways for customers to interact with your website. Examples of advanced interactions include using pinch and swipe gestures to zoom and browse through product images on your product page, using location services to show the user products in the nearest physical store first, supporting voice input to reduce the need to type on a mobile keyboard, providing the user with an augmented reality experience so they can better visualise what a piece of furniture looks like in their own home before purchase, and performing image searches for products based on sample material patterns captured with a camera using services such as Google’s Vision API. Many but not all native app features are now supported by mobile web browsers. Check out Google’s Project Fugu for a list of such advanced capabilities to see what is possible. You can also use sites like caniuse.com to see how widely a specific feature is supported across browsers before using the feature on your own site. Note that if a feature is not in all browsers, JavaScript can typically detect if the feature is available or not and react appropriately. That means it is not necessary for all browsers to support a feature for you to take advantage of it on your own site. 

Wrap up

(15:15) Thanks for watching this episode on making your website mobile-friendly. To be notified of new content as it becomes available, please subscribe. Until next time.

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