10 ways Magento can help increase your Ecommerce sales, November 2012

  • Published on

  • View

  • Download

Embed Size (px)


James Holmes and John Hickling from Blueclaw (www.blueclawecommerce.co.uk) talk through case studies from our client portfolio about how Magento can be used to help increase sales on your website. This will include tips about how to structure your site for maximum SEO benefit, how to add eBay and Amazon as sales channels to Magento and some of the favourite extensions we use. Magento is used by over 125,000 merchants worldwide and is now widely seen as the world's leading open source ecommerce platform. Let us show you why we have chosen to build ecommerce sites exclusively using Magento. Blueclaw (www.blueclaw.co.uk) is an award-winning internet marketing and web development agency specialising in SEO, PPC, conversion rate optimisation and ecommerce web development. We help companies build sales and profits online. We build ecommerce sites using the Magento platform, which we have done for a number of multi-million pound turnover businesses. Our client list includes blue-chip multi-national businesses, FTSE 250 companies as well as ambitious local companies and start ups. We work within the most competitive sectors such as online gaming, finance, travel and high-turnover retail ecommerce businesses. Our team of over 30 people is based in Leeds.


<ul><li> 1. 10 wayscan help increaseyour ecommerce sales2 November 2012 James Holmes, Director, BlueclawJohn Hickling, Lead Developer, Blueclaw www.blueclaw.co.uk</li></ul> <p> 2. About Blueclaw Based in Leeds, our team of over 30 people specialises in searchmarketing (SEO and PPC) and ecommerce web development. We have been building sites exclusively in Magento for the last two years(over 20 Magento sites to date). Our client list includes multi-nationals, FTSE 250 companies as well asambitious local companies and start-ups. Multi-award winning team. Client-side ecommerce experience frombrands such as Sportsshoes.com and La Redoute. 3. Why Magento? Leading open-source ecommerce platform used by over 125,000merchants globally. The principal benefit for us is the modular MVC structure that makescustomisation and adding new functionality more manageable. We will look at 10 key features and extensions for Magento that help ourclients acquire, convert and retain customers. 4. Why Magento?Source: Tom Robertshaw, Meanbee 5. Acquire 1: Long-tail traffic (SEO) 60%+ of non-brand keywords driving traffic to your site will be long-tailkeywords. Magento has a great out-of-the-box solution for on-page SEO-customisable page titles, meta-data and site map. We have taken this a step further by creating SEO Filters- search enginefriendly URLS and optimised header and title tags for layered navigationresults. 6. Acquire 1: Long-tail traffic (SEO) Womens Black Jeans- http://www.republic.co.uk/women/jeans/?q_facetTrail=2006%3awmsjns%3a10026%3aBlack&amp;facetOrder=10020%2c10022%2c10024%2c10026%2c10028%2c10030%2c10032%2c10034&amp;q_pageSize=28 7. Acquire 1: Long-tail traffic (SEO) Black waterproof dog bedshttp://www.dogbeds.co.uk/dog-beds/black/waterproof/ SEO-friendly URLs and automatedheader and title tags. 8. Acquire 2: Using product feeds Feeds to Google Merchant Center (Google Product Search/Shopping)should be optimised (up to 10% of traffic for some of our clients)- as wellas Product Listing ads within AdWords. Can also be used for affiliates and other comparison shopping engines. We have also developed a tool to convert product feed in to GoogleAdWords ads automatically- updating prices if they change or pausing adsif they go out of stock. 9. Acquire 3: eBay and Amazon Amazon Matters Now More Than Ever- Forrester: 30% of onlineshoppers in US now research a product on Amazon before they buy it(more than Google according to this research). M2E Pro can be used to integrate Magento with eBay (all 23 major eBaymarketplaces) and Amazon (UK, Germany, Spain, Italy, France, USA andCanada). 10. Acquire 4: International Sales International sales offer a significant opportunity: For ASOS for example,over 65% of the groups total sales are from overseas (Q1 2012). Magento supports multi-lingual, multi-currency sites (large brands havechosen Magento for their international stores): multi-store functionality isa key benefit of Magento. One of our clients for example directs traffic to local suppliers in severalcountries via their multi-store installation of Magento. 11. Convert 5: Mobile visitors 20% of U.K. online sales could be made through a mobile device byChristmas 2012, with the percentage of site visits through this channel at30%. (IMRG Capgemini Quarterly Benchmarking Index Sept 2012) Setting up a mobile-optimised website can be done quickly and cheaplyusing Magento. For tablet visitors we have used the desktop version of Magento sites,ensuring that navigation is touch friendly. 12. Convert 6: Customisation Magento gives full flexibility for developing customised functionality- e.gthis example of a fabric selector for one of our retail clients: 13. Convert 7: Customer reviews 61% of customers read online reviews before making a purchase decision,and they are now essential for ecommerce sites (Econsultancy) We have developed our own customised solution called Smart Reviews: 14. Retain 8: Customer Loyalty Updated promotions engine in version 1.7 of Magento- a powerfulsolution for voucher code offers. Wish lists and gift registries (e.g. a customised the gift list for a toy retailerclient ). Loyalty and rewards points (standard functionality within MagentoEnterprise) or we use Sweet Tooth for Magento Community sites. 15. Retain 9: Customer service Multiple payment options supported. Extensive customisation of delivery options possible (free deliveryoptions, timeslots, selected dates etc.). Easy to use admin section for order management and confirmationemails. Magento has both REST and SOAP APIs allowing for integration with thirdparty inventory and fulfilment solutions (e.g. Sage, Metapack, Linnworks,Elucid, SAP). 16. Retain 10: Segmentation Targeted email remains a key driver of sales for our clients. For Magento Enterprise standard functionality includes segmentation bycustomer type and behaviour. For Magento Community sites, using aheadWorks Follow Up Email andMarket Segmentation extensions allows for advanced segmentation ofcustomers. We also use Magento with MailChimp which allows for basicsegmentation. 17. Any questions?james@blueclaw.co.uk john@blueclaw.co.uk</p>