Website Evolution: G-tech
This one may come as a surprise. G-tech is an ideal example to many smaller businesses (relative to previous blog posts) selling a physical product or tool. If this applies to you, it’s a great source of insight for improving your website sales.
G-tech is an emerging brand from the UK. It’s original flagship product the “AirRAM” vacuum cleaner went on to outsell Dyson’s vacuum cleaners in the UK. That’s an underdog story!
G-tech primarily known for their success with television advertising. It makes perfect sense – visual, household appliances product beamed directly onto your television. These worked wonders for marketing. What’s the call to action at the end of every ad? “Order online today at g-tech.co.uk” (or some times “for more information, visit g-tech.co.uk today”). Like many businesses, it’s the website that delivers the purchase decision and purchase itself. So website sales are essential to Gtech’s raise and continued success.
Let’s look at the website evolution of G-tech and how it can help when improving your website sales.
G-tech is a bit of a curveball website to showcase. It is however a great example of a young, product-focused business that’s scaled incredibly quickly through online sales. So we know it provides great tips for those looking to achieve a similar feat.
This isn’t necessarily the start to G-tech’s website – but it’s the start of an important shift. G-tech’s ads are picking up pace and with traffic to the site expected to rise, the website ups it’s game.
Good Content Proportions – It’s immediately apparent to the viewer what the website is about. The proportions of each piece of content scale down from most important to least important information. This is really simple, yet really challenging thing to get right.
Controlled Content – While there is a fair amount of text, it’s positioning and relative spacing makes it more digestible for the reader. It could be punchier, but it does a good job.
Essential Content – Website’s are fundamentally objective however in our opinion, committing valuable homepage real estate to the ‘About G-tech’ is misguided. For the majority of vacuum buyers, the priority is the cost, quality and convenience of the product. While the brand does speak to these elements, it can come across self indulgent.
There’s a nice, natural progression here. This is often the sign of a business that’s well attuned to it’s website users. The content remains largely similar. Visuals and composition of the content make up the lion’s share of changes.
Unblock – Looking back it tends to be quite clear that older sites tended to be quite ‘blocky’ and rigid structure and often quite hard, solid colours (frequently white). While Gtech are nowhere near the worst offenders for this, the 2017 site is a notable step forward. Pictures and colour gradients help the homepage flow and maintain structure while removing the rigid feel.
Menu Structure – The contents of the menu haven’t changed a great deal, but the positioning of it’s contents has. This is down to taste. Personally, we like the newer approach. The old menu’s two rows totalling nine pages looked close to overflowing. Now, despite still having eight pages, the spacing and positioning of the contents look far less overwhelming. Similarly, as the linked pages cluster into rough genres (products, my purchases, support), it makes sense to use this to help user wayfinding.
More Images, Less Struggle – What’s amazing is that there’s likely more text on this homepage than there was on the last. Despite this, the homepage feels easier to skim, navigate and process. We believe this is a great example of how richer content like pictures can help make your user’s experience that much smoother.
Credibility is King – Yes it’s obvious. Even after years of success, Gtech are making a point of giving their accolades and industry recognition pride of place. These are hard won and well earned. Most importantly, it communicates trustworthiness, reliability and quality. All key when your website visitors have chosen to visit your site and are likely contemplating a purchase.
In this context, the changes to the Gtech homepage almost start to feel a bit of a parody. Images getting bigger and bigger, while content becomes more and more simple. This is a common theme for product-based e-commerce sites and those trying to increase website sales.
Picture This | Products are clearly front and centre here. So much so that even if you couldn’t speak English, you would still likely be able to use this site with confidence. That’s a very good benchmark.
Contrast & Balance | Contrasting background colours, gradients and well proportioned text all allow the homage to retain an obvious structure and coherence. This simple structure also lends itself very well to mobiles and tablets. Make no mistake this is intentional and very much planned.
Method to the Menu Madness | Another change to the menu. Back to nine pages showing here – yet the wayfinding never really changes. Products become slightly more prominent while support becomes less noticeable.
The volume of offerings has exploded by this point at Gtech. An ambition many businesses with a product or two may well aspire towards. With this growth come significant changes to Gtech’s homepage design.
Mega Menu | The volume of the core menu has remained the same. That being said, new header content has been added above to introduce three additional links. Beyond this, the dropdown menu has also increase significantly. This is largely due to the increase in product lines and line extensions. While possible overwhelming to new users, the information is organised and categorised fairly well. Images are also used within the dropdown to avoid it becoming a wall of text.
Clash of the Content | Naturally as product lines and extensions compete for prominence, the website looks more busy. That said, proportion and content selection are done fairly well here – meaning that the actual amount of text on the homepage doesn’t increase significantly despite the explosion of content. Images, colours and spacing are used to incorporate the expansion of products.
Come Together | This homepage is an many was a hybrid of the previous pages. The winning elements of each come together. Since the early days the proportion of content has always been a strength. The evolution to a less block, more fluid page design lives on. This allows each section to feel different while maintaining an overall coherence to the page as a whole. Visuals are used to to the ‘heavy lifting’ for website visitors. Bringing these elements together and layer by layer.
G-tech’s Website Evolution
The purpose of G-tech’s marketing has been to direct viewers to their website. To turn traffic into website sales, the homepage has always tried to keep it simple. Make it easy to see and buy the product the user is looking for. This also keeps insight simple. The less there is to analyse, the harder it is to misinterpret the analytics.
Now as the products on offer grow in depth and breadth, Gtech are attempting to maintain simplicity to the overall look and feel. Ultimately, this will become increasingly difficult. The likely result will be to continue to add layers and click through to the website. This is a key challenge for businesses expanding their ranges and lines of products. Let’s look at a few key lessons to take away when improving your website sales.
Improving Your Website Sales
#1 – Why say it when you can show it?
There’s a balance to content. A necessary mixture to how to convey the information you want customers to see. All product based websites should show their product. Ideally in context. The richer the medium (video, etc.) the better. Text should be user to inspire action such as finding out more, prompting exploration, personalisation or purchase.
#2 – It’s all about the product
Your website is all about giving the user what they need. Finding out what that is and how best to do it are the only two questions you should ever ask. Particularly with a product website, the product should have pride of place. Certainly on the homepage, the only other content should be relating to information crucial to helping your customer make the decision to purchase the product or not. This could include certificates, accreditations, specifications, 3rd party references or reviews.
The effort put into improving your website is the single biggest contributor to success. Similarly to G-tech, you too will make mistakes. Stagnant websites suffer – not just in SEO. Websites that do not evolve stand still and become irrelevant to their users. By taking time each month (or even quarter) to get some feedback. Big or small, numerous or few, improving your website for your target audience snowballs into a seismic improvement for your business.
A Final Thought
We love website development, so we keep a keen eye on the different options, offerings and trends out there to stay ahead. It’s also about bringing our own style to the work be do and ensure we can give the best advice possible. We don’t have any ties to any of the parties mentioned. Our advice is based on experience, research and personal preference. We’re confident it will help you make a decision on what’s best for you. Naturally, we’re also keen to hear feedback and answer any questions you may have.
The aim of our blog is to share our experience and advice in the hope it saves you time, hassle and money. We’re keen to hear your ideas for future posts so if you have any questions or requests please don’t hesitate to get in touch. Thank you!
At Ngage, we’ve had the pleasure of developing websites for amazing organisations and entrepreneurs from around the world. From clean landing pages for aspiring start-ups to a ‘first of its kind’ tourism data platform for one of the most respected tourism data research organisations in Europe. So what have we learnt so far? More importantly, how can we use it to help you?