Weekly Roundup #26 – Mobile Transactions, Returns and Google Snippets

Like clockwork, here’s your latest roundup. This week we’re going to be discussing further evidence of eCommerce transactions coming from mobile, why shoppers return their orders, and Google Snippets – what they are, how to get them and more. Don’t forget to sign up at the end to have these hand delivered to you weekly.

More Evidence That Mobile Is Taking Over

If there’s one thing we’ve mentioned frequently, it’s that mobile is taking over and we’re not stopping now. Further evidence has emerged that mobile is taking eCommerce by storm with Criteo – a performance marketing technology company – revealing that 48% of all UK eCommerce transactions now happen on mobile. That’s a rise of 6% year by year.

Criteo’s latest data, combined with the ‘The Future of eCommerce: The Road to 2026’ Ovum report explores the journey towards a mobile-centric retail environment and discusses the steps that UK businesses should be taking to maximise on it.

Among the interesting stats:


  • – Apps continue to be the main force that drive mobile commerce, constituting 65% of transactions on mobile devices globally and 35% taking place on the mobile web.
  • – The most advanced UK retail industries in the journey towards mobile commerce are fashion and luxury, holding 55% of all eCommerce transactions that take place on mobile.
  • – 39% of UK eCommerce transactions now involve multiple devices along the path to purchase but we’ve discussed that with you before.


Eden Zoller, Principle Analyst at Ovum ponders that “as retail becomes ever more mobile-centric, the range and depth of customer data insights will continue to grow, enabling a richer, contextual view of consumers that will provide retailers with new business models and ways to engage…retailers need to create ever more persuasive, interactive, personal brand experiences.”

Royal Mail Study: Why Do Shoppers Return Online Purchases?

What is it that makes an online shopper return what they’ve bought? According to new Royal Mail research, buyers send products back when they fail to live up to their expectations, but what is that supposed to mean?


  • – 12% of 2,032 people questioned in a YouGov survey claimed they had returned online items because they looked different to pictures online
  • – 20% said the quality wasn’t as they expected
  • – 36% because it didn’t fit


These shoppers are quick to return, with over half sending the item back within 3 days of receiving it. London College of Fashion’s Consumer Psychologist Patric Fagan says one factor could be how difficult it is in perceiving colour through a screen. “That dress, and more recently the jacket, showed us just how varied human colour perception can be, especially when clothes are viewed online.” He continues ““It may well be that many online shoppers see the items they order completely differently once they arrive and suddenly realise that they have made a mistake…In addition, more and more consumers are looking to try on clothes in the comfort of their own home, where they are in control of the lighting and can team them up with their own accessories to get a better idea of how suitable the item is.”



Two Web Design Trends Killing Conversions

We love to stay up to date on the latest web design trends. The more superfluous, the better. However there are some decent trends out there, which are actually being followed – but are also killing your conversion rate. Want to know what they are? Good job CrazyEgg told us!

The Hero Image

As you’ll know, it’s the large visual that spans across a home page. Most of them have no content, which can cause trouble. So what’s bad about this one?




  • – “Book a Table” is pretty much the only indication this website is for a restaurant
  • – That being said it’s a weak way of showing people it’s a restaurant
  • – There is no evidence this restaurant is better than the other fine dining competitors
  • – There’s no motivation to scroll or explore the website


Without clear and persuasive copy, the visual can stop visitors getting past the home page and into the sales funnel.

Well designed hero images entice viewers to dig deeper into a website. A decent example of this is KinderCare’s home page redesign which had boosted sales leads by 18%. Let’s take a look:




  • – The headline is clear and tells you it’s an education resource for children
  • – The visual reinforces the headline and the teacher guides you to read the message. Clever.
  • – Supporting text is present outlining the value of KinderCare.
  • – The copy speaks to new customers too.


Using the Right Number of Fields in Forms

We’ve discussed the idea of shortening forms to make them more digestible for users, but some are going so far as to only collect email addresses. There’s always a few who take the trend too far, isn’t there? Of course this isn’t something you’d want to do. We don’t know how anyone thought that was a good idea. Has anyone even considered the fake information normally filled in when signing up for an email? Or what about the Experian Study that shows getting personal with your subscribers improves click-through rates: “Personalised promotional mailings have 29% higher open rates and 41% higher click rates than non-personalised mailings”

What Are Featured Snippets and How Do We Get Them?

google snippets


A featured snippet is a summary of an answer to a user’s query that is displayed at the top of Google search results. It’s normally extracted from a web page that includes the page’s title and URL. You’ve got 3 types of snippets, depending on the query: Paragraph, List and Table. According to Rob Bucci at STAT, paragraph snippets are most common, occupying 82% of all featured snippets, with list snippets appearing in at 10.8% and table snippets at 7.3%.

So how do you get one? Unfortunately you’ve got to earn it, pal. Rob Bucci offered some of his own basic steps to help you acquire them though:

1. Analyse keyword opportunities – use the right tools to start searching for keywords to target. Find the right opportunity that could be ideal for your site.

2. Create new strategic content targeted at snippets – Why not create new content with snippets in mind? As long as it doesn’t result in un-natural content, consider one of the three layouts to make it “snippet-able”.

3. Bring in Q&A formatting – this one is nice and easy. Dedicate a whole page to questions your customers might be asking or if you can’t, find a way to incorporate FAQ into content.



Google Featured Snippet Shows User Comment

Following on from our previous resource, let’s take a look at an anomaly. Bill Elward spotted something really interesting about this featured snippet in Google:



Source: Bankrate.com


It doesn’t use the primary content on the page, but rather pulls from the comments section instead. The query was “how much is gap insurance” and a page for Bankrate.com appears, but the content in the featured snippet is from the comments section. It’s not just any comment, either. It’s from Disqus comments that you need to expand to see it anyway. This is really interesting, for a few reasons.

1. Google should be using primary content for featured snippets.

2. Google should not use user generated content for snippets – when is there ever true accuracy?

3. This comment is hidden! It’s in a hidden click to expand area, which Google has said they don’t index or rank well. What a weird one.

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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.