Bridget Gilchrist

Recent Posts

Would You Like a Rotator With That?

Posted by Bridget Gilchrist on Sep 26, 2018 2:59:12 PM


The Pros and Cons of a Home Page Rotator.

There is a school of thought that an essential component of a successful home page design is a nice big rotator. Showcasing a handful of your most wonderful imagery, it’s considered a kind of democratic process, giving equal screen time to each picture. Often the rotator is the answer to that  “which image to use” question, a question often fuelled by the needs and wants of various – and very different - business stakeholders.

But the rotator doesn’t come without its problems. Ideally it will be implemented only after careful consideration of its pros and cons. Rather handily, we’ve written them down so you can make the right choice, either way:

Reasons Why Home Page Rotators Are Great.

  • They introduce animation so the site feels more vibrant and alive at first glance.
  • You can include multiple calls to action (CTA’s), providing more opportunities for conversion.
  • If you have a large image gallery, a rotator is very useful.
  • It’s possible to show off several large images which is visually pleasing and an effective way to keep all of the business stakeholders happy and/or display different products and services. We recommend no more than 3 messages, and that the order of those messages is changed on a regular (fortnightly or weekly) basis.

Reasons Why Home Page Rotators are Not So Great.

  • They’ll increase your page load time.
  • Studies show that there’s a roughly 85% drop off in click through rates from the first slide to the second, and the trend remains the same for each subsequent slide. Not great for those CTA’s, in fact you could argue that they’re actually hidden.
  • The average person’s attention span on a web page is about 10 seconds, which means you’re going to have to display each slide for a very short time before moving to the next. How fast can your customers read?
  • In UX terms, a rotator can distract the user’s attention away from the main messaging on the page.

So, before you tell your digital partner that you “definitely want a rotator on the home page”, take a step back and ask yourself if it’s going to add, or detract, from the user experience. And ask your digital partner’s opinion on the subject. If they’re good, you’ll get an objective opinion (beware of agencies selling rotators purely to add to the bottom line).

And of course, if you’d like our opinion on your rotator situation, we’re only too happy to talk it over. 

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Topics: Opinion, Digital Trends

Click Cannibalisation: Are you Guilty?

Posted by Bridget Gilchrist on Jul 14, 2017 1:00:00 PM

We all know that, these days, competition for organic traffic (traffic that lands on your site via unpaid sources) is fierce. There will always be someone doing more to beat you in the search rankings. A simple and effective way to improve your ranking is to pay for AdWords. It’s quick and easy to set up, you can control your expenditure to fit your budget, and sure enough, you start having people click through to your site from the ads you run.

The question is though, would they have discovered you anyway, without seeing and clicking on your ad?

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Topics: Digital Strategy, Digital Trends

To Scroll or Not to Scroll ...

Posted by Bridget Gilchrist on Jul 12, 2017 2:03:00 PM

A long time ago, in a galaxy far, far away, and in the early days of the internet, web design was a slightly different animal. It usually involved a certain amount of friction over who got their content displayed above the fold.

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Topics: Digital Trends

SEO: It's Not a Dark Art

Posted by Bridget Gilchrist on May 22, 2017 12:00:00 AM

In this day and age, when an online presence is an essential part of being in business, an increasing number of people are earning a living by selling SEO services. For the uninitiated, that’s Search Engine Optimisation – or in layman’s terms, tweaking the content and code ("meta data”) of your site, and promoting it on other sites, in ways that increase your chances of getting found on Google and other search engines.

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Topics: Opinion

Inlining Critical CSS: Do We Need to Panic?

Posted by Bridget Gilchrist on May 9, 2017 11:39:29 AM

One of the latest “must haves” for website optimisation is inline html for critical css, i.e. content above the fold, or what the user sees first. But is it entirely necessary for everyone?

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Topics: Digital Trends

Changes to the Google Site Search offering: How it could affect you and your business

Posted by Bridget Gilchrist on Apr 7, 2017 1:48:00 PM


On 22 February 2017, Google sent an email, addressed to “Legal Department”, that looked a lot like spam. The email was to inform all Google Site Search customers that Google have decided to “wind[...] down sales and renewals of Google Site Search (GSS)”, and that starting April 1st, 2017, new purchases and renewals of GSS will not be available.

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Topics: Digital Trends

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