Are you looking to commission a new eCommerce site?

Are you looking to commission a new eCommerce site?

Are you looking to commission a new eCommerce site?
Posted by Sarah Willcocks, Screen Pages on 22/10/2018
Are you unhappy with your current website or not getting the service you want from your current supplier? Whether you are an MD, eCommerce Manager, Marketing Director or Business Owner, choosing the right platform and agency could make the difference between the success or failure of your online business.
At Screen Pages, we have helped over 300 companies build their brands online and as a result, have seen it all.

We don’t pretend to have all the answers, but we can help you to avoid some common mistakes and misapprehensions when it comes to deciding what is right for your business.

Below is a list of the top 5 mistakes merchants make when commissioning a new site:-


1/ The cheaper, the better


Warren Buffett, who’s widely considered one of the greatest investors of all time, says that the most important thing when it comes to thinking about money is opportunity-cost.

If you have a certain budget for your new site you’ll need to allocate it in a number of different ways:-

  • Platform license fee
  • Design fees
  • Development fees
  • Project Management fees
  • Testing fees
  • Ongoing hosting and support fees

Often the instinct is to try and keep costs to a minimum by  choosing the cheaper options such as low cost platforms (Woo Commerce, Shopify, etc), agencies with low day rates, or cheap and cheerful hosting solutions.

It is easy to think that if you pay less for certain things, you will have more money left to spend on other things. However, are you going to get the best return on your investment if you do so, and is it going to cost you more in time and money in the longer run?

For example, if you hire the agency with the cheapest prices, is it going to take them longer to deliver results? Why are their day rates so cheap? Do they have the skills needed to do a professional job? Will your project be delivered late as a result and cost you money in lost sales?

Another thing merchants don’t consider when going the cheaper route is the value of their own time. Time is money so consider how much time you are going to have to spend on your project if you don’t make the right choices for your site.

The best example is Ikea. The reason they are able to charge so little for their furniture is they effectively pass on much of the work that other furniture manufacturers would do, to their customer.

Once you have chosen your new bed, you have to pick it, pack it, deliver it and assemble it yourself. Clever. In addition, most of us are not professional flatpack assemblers therefore the quality and the output is not going to be as good as it looks in the catalogue or showroom. How many times have you put the wrong screw in the wrong hole or found out that you don’t have the right tool to do the job properly?

It is precisely for this reason that a whole industry of services has grown up around Ikea that can provide you with anything from delivery/collection to assembly of their products. Ironically, by the time you have paid for the product and the services, Ikea furniture is not that good a deal anymore.

That metaphor applies to website design and build so make sure that you hire a professional agency that knows about user journeys, personas, conversion ratios, integration, security, performance, online marketing, etc. If the agency you choose does not have these skills, you are going to have to fill these gaps yourself or pay someone else to do so.

2/ Thinking you need to spend more for better quality


This is the exact opposite of mistake #1. Spoiler alert! What most people don’t realise is that all websites are made from the same stuff. On the front-end it’s all just CSS, HTML and JavaScript.

If you go to,,, any website on the web, and you look at the source code, it’s just CSS, HTML and JavaScript. The HTML is the content, the CSS gives it design and structure, and the JavaScript gives it interactivity. That’s it.

A lot of people think they should hire a very large and expensive agency for their website because bigger means more successful and better right? Wrong. Bigger means bigger that’s all.

So, when you’re choosing an agency, the size of the agency is not what matters but the quality of their work is.

Do you like the quality of their portfolio? Have you taken references? What are their customers saying about them? Are they experts in their field?

For example, all Magento Solution Partners need to meet certain criteria to become a Magento partner. Make sure you choose a qualified and trained Magento Solution Partner but the biggest is not necessarily the best or right fit for you.

3/ Thinking you need an agency that is famous for design


The problem with this approach is that a lot of ‘designers’ are only concerned about the aesthetics of a site. Does it have that wow factor? Is it really cool? Is it trendy? All good stuff but not really the primary purpose of an eCommerce site.

If you’re running a commercial enterprise, the purpose of the website is to make money. And the only thing you should judge a website by is, ‘does it bring in more money?‘ Otherwise, what’s the point of getting it? Right?

What a professional agency does when working with clients is identify:

  • Who are the different types of people coming to the site?
  • What are they looking for?
  • What’s the next step that they want to take?
  • How can we get them to place an order?
  • How can we get them to come back again?

Defining those variables is the process for converting leads into customers.

And that’s marketing. At Screen Pages, we do marketing first and design second.

4/ Not taking into consideration how you will use the site once it’s built


Most people, when they’re buying the website only think about the front-end. They think about its appearance, and they don’t really think about the ease of use or the number of hours or frustration it would take to edit and update the site.

The usability of the website for you and your employees is a crucial consideration when choosing the right platform and agency.

At Screen Pages, we recommend Magento because it comes out of the box with rich, easy to use content management marketing and merchandising capabilities designed for merchants, not techies.

In addition, we design and build sites taking into consideration how they intend to be used moving forward to make it easier for merchants to focus on the task of growing their traffic and orders.

So ask if you can look through the backend of one of their sites to see how easy it is for you to edit and update because that should definitely factor into your decision.

5/ Not doing your due diligence


Take references! Look them up on Google and LinkedIn. See what people are saying about them and if that resonates with you.

Check out their sites on mobile. Mobile is now the primary source of traffic for most eCommerce sites so their credentials and capabilities in this area are crucial.

Find out what kind of support they can give you after your site has been built. The reality is that you are going to want to change and update your site almost as soon as it has been built so you need to understand what kinds of services you can expect to receive going forward.

To conclude, choosing the right platform and agency is a difficult process but getting it right could save you a lot of money, sweat and tears in the long run. Start by choosing an agency you know has the right skills, expertise and approach.

If you choose the right agency, they will advise you on the best platform, hosting, support contract, etc to suit your business. If you choose the wrong agency, all of those decisions are at risk.

For more information and advice, give us a call on 01932 359160 or email us at

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Sarah Willcocks invited to participate on the panel at Amazon Pay Agencies Connect

Sarah Willcocks invited to participate on the panel at Amazon Pay Agencies Connect

Sarah Willcocks has been invited to participate on the panel at Amazon Pay Agencies Connect

Posted by Screen Pages on 22/05/18

Screen Pages CEO Sarah WIllcocks has been asked to join the panel at Amazon Pay Agencies Connect. Register today and join us for an afternoon of insights and networking as Amazon introduce the new partner programme, talk about Alexa Voice Commerce and the latest innovation trends. The day will finish with networking drinks and canapés, we hope you can join us.
Register now

23rd May, 2018
15:00-17:30 followed by drinks
Principal Place
115 Worship Street
London EC2A 2FA

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Bisley Direct

Bisley Direct


Bisley is the largest manufacturer of steel office furniture in the U.K.
Bisley Direct, the premium online storage provider, appointed Screen Pages Ltd in May 2017 to design and develop two new Responsive websites. The sites were built on Magento 2.1 and launched on September 12th. They can be visited at and
Founded by Graeme Winship, an experienced professional in operations and logistics and formerly Logistics Director at Bisley Office Furniture, Bisley Direct offers a wide range of filing and storage solutions for business, home office and the warehouse, backed by a premium delivery service. was developed to offer an enhanced range of UK manufactured storage products, desking and seating. With a wide range of products they can now offer a one stop shop for office solutions in the UK.
The new Magento 2.1 website’s capabilities include:
  • Responsive Redesign on Magento 2.1
  • Migration of customer, order & product data from Magento 1 to Magento 2
  • Integration with the SagePay, PayPal & Amazon Pay payment gateways
  • Integration with the Mailchimp email marketing platform
  • Integration with the Klevu search platform
  • Integration with the PCA Predict address lookup service
  • Integration with the TrustPilot reviews system

“Our business was expanding rapidly on Magento and we recognized that we needed to deliver an improved user experience for our customers who are increasingly accessing the site from mobile devices. We appointed Screen Pages – a Professional Magento Solution Partner – to build two Responsive websites on Magento 2.1. We have been exceptionally pleased with the results so far: the sites are running smoothly, quickly and we can see positive results already.”

Graeme Winship, Managing Director of Ebonium

“Bisley Direct is a great example of a successful owner – managed business that has grown over the years, developed with a clear focus and sound execution. We are pleased to have been able to assist them in their growth plans by delivering two best practice eCommerce sites for their customers on the Magento 2 platform, and all that in under 3 months.”

Sarah Willcocks, CEO at Screen Pages

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4 Reasons Your eCommerce Business Needs an App

4 Reasons Your eCommerce Business Needs an App

4 Reasons Your eCommerce Business Needs an App

Posted by Screen Pages on 29/08/17

If you’re an eCommerce vendor, your shopping app is more important than ever.

That’s because mobile apps are the best performing channel in eCommerce right now. Case in point: ASOS Chairman Brian McBride recently announced that their app drives 50% more transactions than their website, with users buying more; staying longer; returning more often.

Meanwhile 29 of the UK’s top 50 eCommerce retail stores already have an app, and the remaining 21 are about to join them.

With that in mind, there’s no better time to take a look at what’s happening in the world of mobile apps today. In this article, we’ll show you what you need to know by covering the 4 main reasons your eCommerce business needs an app.

We’ll start with…

Reason #1 – Better Mobile User Experiences

User experiences are the single most important factor in desktop and mobile-based purchasing decisions. For example, a one-second delay in page load times can result in a 7% loss in conversions.

This means that a page that takes over 7 seconds to load will lose you half (49%) of your potential business. And this is just load times! As you can imagine, there are many other ways in which UX (user experience) can make or break your business. 

When it comes to eCommerce, this makes native apps a natural choice. These apps are different from mobile websites in two key ways.

First, they’re (partly) stored on a user’s device. Second, they’re developed for a specific operating system (like iOS or Android). These advantages mean native apps load faster, work more intuitively and offer extra features like push notifications. All of this improves consumers’ experiences, helping you win their business more effectively.

Just consider that research from Compuware shows that 85% of customers prefer apps over mobile sites because of reasons like…

1. Convenience
2. Fast product page load times
3. Ease of use
4. Faster, easier check-outs
5. Stored user information
6. Better deals

Naturally, these benefits apply to native apps above all other kinds.

Of course, this doesn’t mean that all your customers want to use your app. It’s best to give them a choice; for example, by prompting them to download your app when they visit your mobile website through a smart app banner. That way, consumers can decide for themselves – and you can win by using both channels for your marketing

Reason #2 – Retailers Need Apps to Drive User Engagement

You can have a perfect website, app or social media page, but if users aren’t engaging with it… If they’re not actively opening it, consuming content and driving referrals… Your asset is doing nothing for your bottom line.

That’s why it’s important to know that apps are not only superior, but necessary for driving engagement in 2017 and beyond. This is mainly because consumers aren’t using their browsers these days. Only 10% of mobile uptime is spent surfing the internet. The remaining 90% of mobile device usage is driven by apps. Put simply, this means you can’t have any real mobile engagement without an app.

This is especially relevant for eCommerce businesses. Retail apps get opened more than any other app type, at 17.5 launches a month. Marketing statistics can be misleading at times, but here, it’s clear that consumers love using (and returning to) mobile apps.

And they’re not just returning, either. Mobile app users make more repeat purchases too. With apps, users return 2x faster, spend 30% more and view 4x more products than they do on websites. This is confirmed in multiple studies – like the one where web app consumers beat the control group by 30% in terms of spending.

Of course, it helps that push notifications are opened up to 90% of the time, compared to 10-20% for e-mails (depending on industry). This means you can just about press a button and send most of your previous consumers running back to your store. Wonderful, right?

Next up, let’s take a look at how the engagement and UX advantages of apps affect conversions: the factor that shapes your bottom line more than any other.

Reason #3 – Retailers Need Apps for a Better Conversion Rate

Engagement and excellent user experiences are wonderful… But let’s take a minute to discuss exactly how they affect your bottom line: the one thing that really matters.

Today, mobile devices drive 62% of all eCommerce traffic. That’s a massive opportunity… But when consumers use mobile websites, they end up leaving their carts up to 97% of the time. Horrid, right? If you don’t have an app, almost all your customers are going to leave your store without buying anything. How disappointing!

Getting an app fixes this by dropping cart abandonment down to 20%: a massive difference of nearly 5x. Together with the boost provided by better user experiences and superior engagement, this results in 189% more conversions than you get with a mobile website.

This is the kind of difference that can make or break a business – and it’s the bottom line for why retailers need eCommerce apps. And as a cherry on the proverbial cake, apps don’t just help you convert a lot more business. They also drive hordes of interested customers your way, making it real easy to benefit from high conversion rates.

Reason #4 – Retailers Need Apps to Rank Well with SEO

Modern search engines index app content alongside website content when determining your SERP position. This means that having an app, indexing it and syncing it with your site gives you a strong search engine boost.

If you do everything right, this can double your SEO and slingshot you up SERP and App Store rankings.

Results obtained through app indexing actually are prioritised above regular web results by both Apple and Google. Without an app, it will become almost impossible to be on page 1 of the mobile search results – and with an app, you’ve got double the chances to rank highly. Today, app indexing is available for both Android and iOS apps. Google recently announced that it will even index locked content inside apps, conferring even more SEO benefits to app owners and developers.

And there you have it – 4 key reasons retailers need and rely on apps today are:

1. Better user experiences
2. Superior engagement
3. Improved conversions
4. More organic SEO traffic

The only reason not to have an app in 2017? None.

A lot of people don’t know that you can turn a Magento online store into a native shopping app in just a few days or weeks without any big set-up costs. Once you’ve installed the plugin, the app is deeply integrated with your Magento backend and payment gateways.

Due to this integration all in-app orders, user id’s, payments and stock levels are synched 24/7, making app management super easy. This is why Magento chose to give its innovation award to JMango360: the #1 solution for shop owners who want a top-notch app quickly and for a fair price.

JMango-apps feature unlimited and rich push messaging, advanced app analytics, stored data for fast checkouts and customisable designs to match your brand’s look & feel perfectly.

You can request a demo here. During the demonstration you will see a sneak preview of what your app will look like and how easy app-management will be.

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How to increase post purchase engagement

How to increase post purchase engagement

How to increase post purchase engagement

Posted by Screen Pages on 14/06/17

How often do you thank customers for every purchase they make with your brand? Whether it’s their regular weekly grocery shop or a shiny new luxury car, customers have made a conscious decision to part with their hard earned cash to purchase your product or service but are often not rewarded for it. To help increase engagement and brand loyalty, customers need to feel valued and appreciated for more than just purchases. Many brands are great at rewarding purchases offline; coffee shops will give customers loyalty cards whilst fashion stores provide vouchers for future purchases. But how can brands translate this success online too?

Treat customers like Rockstars

Customers should always be celebrated and rewarded when they make that crucial decision to purchase from you. If you’re looking for creative and cost effective ways to thank them, why not give them the celebrity treatment by making them brand ambassadors instead of some glossy influencer? Leading fashion and beauty brands like Dove, Boots and TK Maxx are well known for using real customers in their advertising campaigns and this is a fantastic way to engage customers by not only putting them centre stage in your brand’s output, but also making them feel important and most of all valued.

Consumer marketing is often one of the best ways to encourage customers to evangelise about your brand; they have first hand experience using your products and unlike costly celebrity endorsements, they can provide unbiased reviews to their peers and wider network. Encourage customers to market on behalf of your brand by incentivising them with anything from VIP invites to product launch parties to a glittering drinks reception with your CEO; the more a customer feels invested and included in your brand, the less they feel like just a number and much more like an engaged stakeholder.

Personalise your communication

Email marketing is a crucial part of any successful eCommerce growth strategy and brands hoping to increase engagement rates following purchase must ensure their marketing communication is segmented, personalised and automated for effective email marketing at scale. Premium platforms like dotmailer are perfect for eCommerce brands looking for a more data driven solution that provides tangible and measurable results. When a customer chooses to share their email address with your brand, they are inviting you to send them relevant and helpful information without aggressively spamming them. You can do this by implementing a post purchase email strategy where you send a personalised email to a new customer thanking them for their purchase, invite them to leave a product review and encourage them to sign up to your company newsletter. Future email campaigns can be segmented by anything from gender, location and purchase history for a more targeted approach that will result in more conversions.

Even with thousands of customers on your mailing lists, your brand should still ensure all emails are personalised where relevant; for example addressing customers by their name and sending them a promotional discount on their birthday. With marketing automation you can ensure personalisation and segmentation is at the heart of your email strategy as that is the most effective way to increase both conversion and engagement rates post-purchase.

Encourage repeat purchases

The challenge for most retailers is how to improve customer retention rates as statistics continue to indicate that it costs 6-7 times more to acquire a new customer than it does to retain one. Despite these statistics, most online retailers continue to focus on customer acquisition instead of retention. With repeat shoppers accounting for 40% of online sales, it’s absolutely imperative to have a watertight strategy in place to improve customer retention. A popular way of increasing customer engagement rates amongst long time customers is to ensure your eCommerce store implements a loyalty program. It’s important that your program does much more than just reward your customers for making purchases. A loyalty program from LoyaltyLion for example enables stores to reward customers for a wide range of actions including account sign up, newsletter subscriptions, reviews, referrals and much more. By enabling customers to collect and redeem points against products, your store will gradually see an increase in repeat purchases as customers have a much stronger motivation to continue shopping with your brand.

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Tadhg Bowe speaking at Mage Titans Spain

Tadhg Bowe speaking at Mage Titans Spain

Screen Pages are delighted to announce that our Technical Lead Tadhg Bowe is set to talk at at Mage Titans Spain. For more information on Mage Titans Spain click here

Tadhg started in the world of e-commerce back in 2005. He joined Screen Pages an e-commerce website provider in 2006 and has been developing Magento sites since 2010. Tadhg has helped plan, develop, lead and when needed project manage many online shops for leading UK brands. In recent years he has also been focused on things like “how can we develop better as a team”. In late 2015 he started studying Magento 2 with a particular focus on data migration.

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