eCommerce With Magento v3.2 Student Guide
Content
eCommerce with Magento
Student Guide
© Copyright 2013 X.commerce, Inc. All rights reserved. 07-15-13
Contents
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. iii
Contents
About This Guide .............................................................................................................................................................. v
Day 1 ................................................................................................................................................................................ 1
Section 1. Introduction .................................................................................................................................................. 1
Section 2. The eCommerce Landscape...................................................................................................................... 10
Section 3. What Every eCommerce Platform Must Do ............................................................................................... 29
Section 4. Increase Brand Awareness ........................................................................................................................ 47
Day 2 .............................................................................................................................................................................. 83
Section 4. Increase Brand Awareness (continued) ..................................................................................................... 83
Day 3 ............................................................................................................................................................................ 131
Section 5. Review ..................................................................................................................................................... 131
Section 6. Generate Revenue ................................................................................................................................... 134
Day 4 ............................................................................................................................................................................ 213
Section 7. Review ..................................................................................................................................................... 213
Section 8. Save Money ............................................................................................................................................. 216
Section 9. Increase Customer Satisfaction ............................................................................................................... 238
Section 10. Course Summary ................................................................................................................................... 272
Appendix: Answers to Poll Questions ........................................................................................................................... 277
Day 1 Poll 1: Functional / Strategic ........................................................................................................................... 277
Day 1 Poll 2: Customer Retention / Customer Acquisition ....................................................................................... 277
Day 2 Poll 1: Reaching New Customers / SEO ........................................................................................................ 278
Day 2 Poll 2: Reaching New Markets ....................................................................................................................... 278
Day 3 Poll 1: Reaching New Customers / SEO ........................................................................................................ 279
Day 3 Poll 2: Reaching New Markets ....................................................................................................................... 279
Day 4 Poll 1: Improve Your Efficiency....................................................................................................................... 280
Day 4 Poll 2: Engage Your Customers (Retention) .................................................................................................. 280
Contents
iv eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc.
About This Guide
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. v
About This Guide
This guide uses the following symbols in the notes that follow the slides.
Symbol Indicates…
A note, tip, or other information brought to your attention.
Important information that you need to know.
A cross-reference to the Exercise Guide for the course.
About This Guide
vi eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc.
Section 1. Introduction
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 1
Day 1
Section 1. Introduction
Slide 1
© copyright 2012 X.commerce, Inc.
eCommerce with Magento
Student Notes:
Day 1
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Introductions
YOU!
Your
Instructor
Student Notes:
Section 1. Introduction
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Introductions
Your Instructor
You…
• Name, company, and role
• Are you using Magento?
• What you’d like from this course
Student Notes:
Note: Please spend one minute answering the questions on the slide to introduce yourself to the class.
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Course Topics
• The eCommerce Landscape
• What Every eCommerce Platform Must Do
• Increase Brand Awareness
• Generate Revenue
• Save Money
• Increase Customer Satisfaction
Student Notes:
Section 1. Introduction
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eCommerce with Magento
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Open source eCommerce software platform
Varien was founded in 2001 and Magento project started in December 2006
Founded by Roy Rubin and Yoav Kutner
Global presence with headquarters in Los Angeles, CA
"Magento" is searched more than the term "ecommerce“
In 2011, Magento was acquired by eBay Inc. and became part of eBay’s
X.commerce business unit
Magento Quick Facts
Student Notes:
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Magento Solutions
Student Notes:
Magento eCommerce solutions (originally based on the Magento Community Project):
Magento Enterprise Edition (EE) – Flexible, robust open source eCommerce software platform with rich
capabilities to market, merchandise, sell, and manage a successful online commerce presence.
Magento Community Edition (CE) – The original open source offering from Varien. This project is our
testing and experiment environment. This is not product-level software.
Magento Go – Our SaaS (software as a service) product is a fully hosted turnkey solution for small and
micro-sized merchants.
Magento Mobile – Mobile Web or native app for iPhone, iPad, and Android OS devices. Extended and
controlled from the same admin.
Except for the mobile app, all Magento products are open source, providing flexibility and modularity for
customization. (The mobile app is also offered in source code, upon specific request.)
Section 1. Introduction
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Rules of Engagement
Cell phones off or on vibrate
Class days and hours
Be an Active Learner
Make sure to be on time!
Student Notes:
Important: This course has a lot of information to be presented in 4 days. Sessions will begin on time and the
instructor will not have time to go over anything that was missed by students who are not present when class
begins.
Note: Please write down information from your instructor regarding class hours and facilities, instructor contact
information, and so on for the remainder of the course.
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Q & A
Student Notes:
Section 1. Introduction
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Before we get started…
• Download Sample Data
• Exercise Handout
• Student Satisfaction Survey
Student Notes:
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Section 2. The eCommerce Landscape
Slide 10
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Current Trends In eCommerce
The eCommerce Landscape
Student Notes:
We’re now beginning the first section (shown in bold) in the course topics:
eCommerce Landscape – What’s going on out there right now? What trends are at play, and who is using
eCommerce.
What Every eCommerce Platform Must Do
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Trends in eCommerce
• Current
• Future
Who uses eCommerce?
Market size
New market channels
What’s the point?
Student Notes:
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Speaking of Current Trends…
The Telegraph , 16 July, 2013
Student Notes:
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Current trends in eCommerce:
• Adoption and use – still trending up
• Sample factoids:
₋ Cyber-Monday 2012 $1.465 B (up 17%
from 2011)
₋ 65% of Internet users have paid for online
content
₋ 40% of Internet users have posted
comments or reviews online about things
they have bought
Student Notes:
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Source: Pew Internet and American life Project Surveys
The eCommerce Landscape
Student Notes:
Note: This slide shows the results of a Pew survey completed in March 2010. It presents a summary of activity by
generation: the darker the blue, the more the increase in activity since the last survey. The solid line snaking up
the survey timeline indicates that More (above) or Less (below) than 50% of people are doing the activities noted
here.
What is one area of common increase among all generations? They buy products online!
The market spans generations and demographics – everybody’s doing it.
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Forrester makes projections for online
retail sales:
• 10% CAGR through 2017 (US)
• $¼ trillion market by 2014 (US) –
reached in 2012
• Growth to exceed secular US
economy generally
• US – $370 Billion by 2017
• Europe – 191 EU ($247B) by 2017
(+10.5 CAGR)
Student Notes:
Note: CAGR: Compound Annual Growth Rate
Online retail as % of total retail sales – maybe 4% -- will double to 8% by 2015.
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The eCommerce Landscape
Comscore reports:
• $290 Billion in US eCommerce for 2012
• U.S. Digital Year in Review – healthy increase in
online spending:
• US eCommerce up 13% over 2011 to $290 Billion
in 2012
• Travel eCommerce spending was 103 Billion (up
9%) over 2011
• Retail eCommerce was 186.3 Billion (up 15%)
Student Notes:
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Notable change in trend: The rise of smartphones and tablets…is
boosting the amount of time consumers spend online and generating
more buying opportunities. Forrester 3/2013
Student Notes:
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The eCommerce Landscape
Notable change in trend: Traditional retailers have recently invested
heavily in their web divisions, offering hybrid services (buy online, in-
store pickup). Forrester 3/2013
Student Notes:
Section 2. The eCommerce Landscape
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Other Forrester observations:
Selling online? Establishing a
presence? Be where your
customers are!
The eCommerce Landscape
Student Notes:
Your customers are all ages, they are ready to buy….and they’re getting younger every month!
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New channels:
Social
media
Social
shopping
The eCommerce Landscape
Student Notes:
Section 2. The eCommerce Landscape
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Hardware
Software
New Channels:
The eCommerce Landscape
Student Notes:
Your customers will expect to be able to interact with you MORE online in the years (months!) ahead, not less.
Magento takes this to heart – the platform is designed and built around the idea that you must address these
emerging technologies.
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The eCommerce Landscape
Sources to follow:
• Shop.org
₋ (http://www.shop.org/web/guest/researchandindustryinfo)
• Pew Internet and American Life Project
₋ (http://www.pewinternet.org)
• eMarketer (http://www.emarketer.com)
• Internet Retailer
(http://www.internetretailer.com/trends)
• Information Week (http://www.informationweek.com)
• About.com (http://ecommerce.about.com
• TechCrunch.com(http://techcrunch.com)
Student Notes:
Note: Here are some sources you can follow to keep tabs on current trends in your market areas.
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Student Notes:
Shop.org is the world’s leading membership community for digital retail.
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The eCommerce Landscape
Student Notes:
Pew Internet produces reports exploring the impact of the Internet on families, communities, work and home, daily
life, education, health care, and civic and political life. The project aims to be an authoritative source on the evolution
of the Internet through surveys that examine how Americans use the Internet and how their activities affect their lives.
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Student Notes:
The eMarketer site is a great source of published data, analysis, and insights on digital marketing, media, and
commerce.
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The eCommerce Landscape
Student Notes:
Internet Retailer, the creator of the IR 500 and organizer for the Internet Retail Conference & Exhibitions (IRCE),
focuses on providing business intelligence for eCommerce.
Section 2. The eCommerce Landscape
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The eCommerce Landscape
Student Notes:
InformationWeek is one of the largest, most trusted information networks for IT professionals and eCommerce.
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Review
Review
eCommerce Landscape
Now that you are aware of the current trends in eCommerce,
let’s discuss how this can be applied to understanding to
your business and how Magento allows you to stay on top of
those trends.
Student Notes:
Section 3. What Every eCommerce Platform Must Do
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Section 3. What Every eCommerce Platform Must Do
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What Every eCommerce Platform Must Do
Student Notes:
Where we are in the course:
What Every eCommerce Platform Must Do – Strategically and Functionally
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction
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What Every eCommerce Platform Must Do
In this section we look at what an
exceptional eCommerce platform must be
able to provide, functionallyand
strategically.
Student Notes:
Any good eCommerce platform must provide ways for you to handle the needs of your business:
Functionally: To keep on top of logistics and management
Strategically:
To position your business in the eyes of your market
To expand as new technologies and opportunities present themselves
Section 3. What Every eCommerce Platform Must Do
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must enable you
to:
Create and
manage
your
catalog and
inventory
Student Notes:
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must allow for:
Multiple
types of
products –
simple,
configurable,
bundled,
virtual, etc.
Student Notes:
You should be able to accommodate multiple types of products. The more configurable your catalog, the more
agile your offerings can be.
Section 3. What Every eCommerce Platform Must Do
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must enable you to:
Create and
manage
your
content –
be easy to
edit on a
merchant
level
Student Notes:
Your platform should be easy to configure, so that you can help your customers have a seamless shopping
experience.
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must enable you to:
Configure
the
checkout
process –
multiple
payment
types and
shipping
options
Student Notes:
Ensuring a seamless experience for your customer and configuring opportunities for your store are all part of creating
a win-win checkout process.
Magento has functionality around taxes, shipping options, payment types, and so on to help you provide this
experience.
Section 3. What Every eCommerce Platform Must Do
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must enable you to:
Manage
your orders
efficiently
Student Notes:
Being able to manage your orders well saves time and money – to quickly filter and search for an order, configure
multiple action options available to customers, and view your activity in a dashboard environment. This allows you to
grasp trends and capitalize on the flow of site information.
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must enable you
to:
Provide M-commerce
opportunities
Bring your store to multiple
devices
Integrate with store
catalog, checkout, and
reporting
Custom design ease-of-use
for owner and customer
Student Notes:
Section 3. What Every eCommerce Platform Must Do
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M-c0mmerce
MissKStyle
Edge Nails
Student Notes:
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What Every eCommerce Platform Must Do
Functionally, a good eCommerce platform must enable you
to:
Incorporate responsive
design elements
Make websites that fit
multiple screen sizes.
One version of the
website, instead of
designing one for
desktop computers and
another for mobile
devices.
Student Notes:
Section 3. What Every eCommerce Platform Must Do
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Responsive Design Examples
Squarespace.com
AdayinBigData.com
Student Notes:
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Responsive Design Examples
Responsive
templates scale to
fit browser size and
screen resolution
argentotheme.com
Student Notes:
Section 3. What Every eCommerce Platform Must Do
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Responsive Design Examples
Argento demo
example
Demo.argentotheme.com/argentoen/
Student Notes:
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Strategically, What Else Should Your eCommerce
Platform Allow You to Do?
• Make money
• Save money
• Increase brand awareness
• Improve customer satisfaction
Student Notes:
Remember this important first principle: eBusiness is just business. eCommerce is commerce. Don’t let the
technology trick you into forgetting everything you already know about your business and your customer.
The technology presents additional challenges and opportunities, but does not fundamentally change the nature of
retail.
Section 3. What Every eCommerce Platform Must Do
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Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s a question for you…
Student Notes:
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Review
Break
Take five!
We’ll take a quick break, and meet back here
in five minutes.
Student Notes:
Section 3. What Every eCommerce Platform Must Do
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Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 1: Create a Product
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Review
Review
What Your Platform Should Do
You are aware of key Magento platform features
to leverage in your functional and strategic
business planning.
Student Notes:
Section 4. Increase Brand Awareness
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Section 4. Increase Brand Awareness
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Increase Brand Awareness
Next Up:
Student Notes:
Where we are in the course:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction
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Increase Brand Awareness
Learning Objectives
Student Notes:
In this section we look at how to present your site brand in a coherent way, so the consumer experiences continuity
throughout the site, understands you as a leader in your market, and is influenced in online and offline buying
decisions.
We look at how to reach your current customers through a variety of campaigns and automated reminders, using
social media and email to engage shoppers and keep them updated.
Reaching new customers is examined through processes like SEO and SEM, which allow you to make your site
compatible with Search best practices.
And we look at being where you customers are – how to optimize your site for mobile, and use mobile apps to
stimulate conversions.
Section 4. Increase Brand Awareness
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Control Your Brand Experience
Student Notes:
Where we are in the course:
Increase Brand Awareness:
Control Your Brand Experience
Drive Traffic
Reach New Markets
Be Where Your Customers Are
Generate Revenue
Save Money
Increase Customer Satisfaction
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Increase Brand Awareness / Control Your Brand Experience
What Is Brand Experience?
It’s not just your logo!
Derek Knemeyer, brand strategist, offers some important
definitions:
• “Brand represents the intellectual and emotional
associations that people make with a company, product, or
person.”
• “Brand experience is the strategic approach to compelling
people to take productive action through the integrated,
coordinated planning and execution of every possible
interaction that they have with your company or products.”
It’s not just what you say it is, it’s what your customer thinks
it is based on their experience with your business.
Student Notes:
Note: This is a good background article about brand experience:
http://www.uxmatters.com/mt/archives/2006/07/brand-experience-in-user-experience-design.php
Section 4. Increase Brand Awareness
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Increase Brand Awareness / Control Your Brand Experience
Brands Are Multifaceted
Customer touch points
Products & packaging
Interaction with
company
Advertising &
marketing
Selling channels:
Store, catalog,
website
Your Brand
Student Notes:
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Increase Brand Awareness / Control Your Brand Experience
What That Looks Like on the Web
• Visual presentation
₋ Balance between imagery, text, and whitespace
₋ Representation of functional elements
₋ Color, fonts, visual elements, and iconography
• Writing style
• User experience
• Error-free delivery
Student Notes:
How does that appear on the Web? It’s a combination of how you present your site: the graphics, your message, is
your site busy and crowded (to grab the viewer), or do you use negative space to open up the site and allow the
viewer to interact more in a more leisurely way?
How’s your navigation? Clear and easy, with products available on a few clicks, or confusing and distracting?
Does your writing style complement the site and its products? Do you build a seamless, compelling user
experience?
How many seconds does it take a user to build a trusting experience of your site? Site performance, style, and
content are the key factors.
Section 4. Increase Brand Awareness
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Increase Brand Awareness / Control Your Brand Experience
Control Your Brand Experience
• Create a branded look and feel
• Give your writing (and visuals) a unique or
authentic voice
• Remember the role of the Web in influencing
offline buying decisions
Student Notes:
Notes to consider: Are you a thought leader in your field? Can you present your store as the voice of experience
or knowledge in your area? Give the shoppers the benefit of your experience and your opinion to create a sense
that they can trust your store for straight information that helps them buy.
How do you differentiate yourself from other sites? Your experience and “voice” can be the difference for your
shoppers.
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Increase Brand Awareness / Control Your Brand Experience / Branded Look And Feel
Look and Feel
Student Notes:
Section 4. Increase Brand Awareness
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Increase Brand Awareness / Control Your Brand Experience / Branded Look And Feel
Look and Feel
Student Notes:
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Increase Brand Awareness / Control Your Brand Experience / Authentic Voice
Authentic Voice
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Control Your Brand Experience / Authentic Voice
Authentic Voice
Student Notes:
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eCommerce with Magento
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Increase Brand Awareness / Control Your Brand Experience / Authentic Voice
Authentic Voice
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Control Your Brand Experience / Influence Offline Buying
Influence Offline Buying Decisions
Online search
fuels offline
conversions
comScore study, 2012
Student Notes:
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eCommerce with Magento
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Increase Brand Awareness / Control Your Brand Experience / Influence Offline Buying
Influence Offline Buying Decisions
Consumers increasingly base offline buying decisions on Web-
based information
eCommerce is an important element of brand awareness
• Control messaging
• React quickly to buyer inputs
Student Notes:
This Forrester 2009 study shows the projected increase in the influence of the Web in offline purchasing.
Proactive shoppers use the Internet to search for product information and reviews. They can be directed or referred to
your site and have their purchasing patterns affected by your message.
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Control Your Brand Experience / Influence Offline Buying
Influence Offline Buying Decisions
Student Notes:
Note: These are examples of store and site tools you can use to drive business in either direction and make it
easier for customers to find products at store locations.
Using the Adder Scent Boot style number, you can quickly find it in the catalog and purchase.
Click to find store locations – buy it here online or go to a store to convert.
Quick Response bar codes next to product images in print - scan with a mobile phone and direct the shopper
to your site for conversion or to a mobile site for a shopping cart build.
Pyow! lets you insert coupons in a MailChimp email campaign. Your customer uses the scannable coupon in
your store or is directed to your website. You can scan printed coupons or smartphone coupons, and you can
find out how many coupons were used.
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Drive Traffic
Student Notes:
Where we are in the course:
Increase Brand Awareness:
Control Your Brand Experience
Drive Traffic
Reach New Markets
Be Where Your Customers Are
Generate Revenue
Save Money
Increase Customer Satisfaction
Section 4. Increase Brand Awareness
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eCommerce with Magento
© copyright 2012 X.commerce, Inc.
Increase Brand Awareness / Drive Traffic
Drive More Traffic to Your Brand
Reaching existing customers
₋ Email campaigns
₋ Automated email reminders
• Opt-in notifications
₋ RSS/email when back in stock
₋ Social media
Reaching new customers
• SEO
• SEM
• Marketplaces
Student Notes:
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eCommerce with Magento
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Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Email
Reaching Existing Customers
Using email to build a relationship with your
customers
Your “house list” of customers and interested
visitors is one of your most valuable marketing
assets
• Campaigns to past customers convert at a
higher rate than other campaigns
• It’s cheaper and easier to convert an existing
customer than to acquire a new one
Student Notes:
Important: It’s cheaper to reach out to an existing customer than it is to acquire a new customer. An existing
customer already has a relationship with you. In Magento your website is a powerful way to gain users’
permission to continue to communicate with them.
Note: Magento allows you to segment out your users based on past behavior on your site. Build lists and
campaigns around these new segments.
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Email
Reaching Existing Customers
With Magento:
Capture email addresses in a variety of ways —
• Customer orders
• Newsletter
• Sign- up, etc.
Then, send email campaigns through Magento or
export your house list to a third-party email service
• A MailChimp extension allows you to easily track
user activity through email offers
And, configure Magento for automated reminder
emails with special offers to segmented customers
Student Notes:
Some extensions, like the MailChimp extension, allow you to easily track user activity through email offers. Brono
and Constant Contact are other emailers.
Combine Magento expertise with these other targeted extensions to create more robust campaigns.
Also, RSS – overlooked by many – is a great way to keep customers in touch with your latest campaigns and offers.
Incent them to sign up for your RSS by offering discounts on pricing, shipping, and so on.
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Reaching Existing Customers
Use opt-in methods
• Magento can also allow your customers to sign
up for and receive automatic notifications
₋ Product back in stock
₋ Product price change
• Prominently displayed social media icons with
links to your other online presences allow your
visitors to follow you in the channel they prefer
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Email
Reaching Existing Customers
Give them a reason to come back….
• Private sales, events, invitations
• Flexible coupons – pricing rules that restrict stores,
products, time period
• Promotional pricing with restrictions
• Free shipping
.… and make the landing soft
• Landing page tool for campaigns
• Create search-friendly URLs in Magento using
Admin URL rewrites
Student Notes:
Making your URLs search engine friendly is the practice of removing your long, un-search-friendly query strings from
your URLs and using meaningful identifiers for your pages instead.
Instead of
http://www.xyz.com/press/releasedetail.asp?pressid=5
you can use the simpler
http://www.xyz.com/press/newproduct
Magento’s URL Rewrite Management tool helps you do this.
In Magento Admin > Categories > Products > Pages – the URL key automatically creates an SEO-friendly key
based on the title.
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eCommerce with Magento
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Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Email
Reaching Existing Customers
URL Rewrite Management
Landing Page Editor
Student Notes:
Tools in Magento such as the Landing Page editor and URL Rewrite Management tool help you keep your
customer experience smooth and welcoming.
Note: The Landing Page editor allows you to create specific pages for specific events, campaigns, and so on.
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Newsletter Sign Up
Import/Export customers to
email software
Automatically send alerts
Link to social media accounts and feeds
Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Email
Reaching Existing Customers
Student Notes:
Note: All of these methods are permission-based and involve the customer giving you permission to contact
them.
Magento is generally configured to send out automatic and alert emails directly, and customer lists can be exported
for use in third-party tools such as MailChimp or others.
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eCommerce with Magento
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Client screenshot(s) using
goes here
Opt-In
Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Email
Reaching Existing Customers
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Social Media
Reaching Existing Customers
Social Media
• Males and females use social sites almost
equally (47% vs. 53%)
• 61% of Facebook users are middle-aged or
older, with the average age being 37
• 18- to 24-year-olds don’t dominate any
particular social networking site; they’re
spread out all over
Student Notes:
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Reaching Existing Customers
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Reaching Existing Customers
Student Notes:
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eCommerce with Magento
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Reaching Existing Customers
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Reaching Existing Customers
Student Notes:
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Reaching Existing Customers
Student Notes:
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Magento EE demo store
screenshot example
Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Social Media
Social Media
Student Notes:
All over the world, eCommerce sites use social media to capture shoppers’ attention and offer products, promotions,
and events.
Example: Tom’s shoes gives a free pair for every pair sold. Their company makes heavy use of social media.
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eCommerce with Magento
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Increase Brand Awareness / Drive Traffic / Reaching Existing Customers / Social Media
Social Media
Student Notes:
Are you having trouble getting people to review your site? You can use Facebook tools to allow comments on
your products and your site. Magento provides an easy Facebook interaction. You can also get the extension that
allows Facebook login to your site. This auto-populates the customer’s login info to your site, creating a more
seamless experience on your site.
To set up a Facebook store, you publish your Magento product information using Magento to export to a product
that will embed it into a Facebook page. You will want to create a specific Facebook-sized iframe site and theme for
your new Facebook page.
You can modify these themes to fit the market that uses a particular technology or software, such as Facebook.
Section 4. Increase Brand Awareness
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s a question for you…
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eCommerce with Magento
© copyright 2012 X.commerce, Inc.
Course Summary – End Session 1 of 4
You Are Here
Student Notes:
Overview: Review where we are now in the course:
Increase Brand Awareness:
Control your brand experience
Drive traffic
Reach new markets
Be where your customers are
Generate Revenue
Save Money
Increase Customer Satisfaction
Section 4. Increase Brand Awareness
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 81
Slide 81
eCommerce with Magento
© copyright 2012 X.commerce, Inc.
Thank you for your participation in this course.
Please complete the
Student Satisfaction Survey
We value your feedback, so please take a few minutes
to complete the survey.
Student Notes:
Note: Your instructor will provide detailed instructions for filling out the mid-course survey.
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eCommerce with Magento
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Next Session
Student Notes:
Section 4. Increase Brand Awareness (continued)
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Day 2
Section 4. Increase Brand Awareness (continued)
Slide 1
eCommerce with Magento
© 2012 X.commerce, Inc.
Course Summary – Session 2 of 4 – Welcome!
You Are Here
Student Notes:
Increase Brand Awareness:
Control your brand experience
Drive traffic
Reach new markets
Be where your customers are
Generate Revenue
Save Money
Increase Customer Satisfaction
Day 2
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eCommerce with Magento
© 2012 X.commerce, Inc.
Q & A
Section 4. Increase Brand Awareness (continued)
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Slide 3
eCommerce with Magento
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Reaching New Customers
Student Notes:
Overview: Review where we are now in the course:
Increase Brand Awareness:
Control your brand experience
Drive traffic:
Reach existing customers
Reach new customers
Reach new markets
Be where your customers are
Generate Revenue
Save Money
Increase Customer Satisfaction
Day 2
86 eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc.
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eCommerce with Magento
© 2012 X.commerce, Inc.
Search Engine Optimization
The practice of optimizing your website to maximize
the positioning for organic search results.
• There are many factors that influence your search ranking –
both onsite and offsite
• The technology that drives your website can help or inhibit
your search ranking
• It is important to ensure that your website employs SEO
best practices – and that you leverage these functionalities
to your advantage
• Some of those tactics involve structuring and configuring
your website in a certain way to ensure adherence to SEO
best practices
• Magento provides numerous capabilities to leverage in
optimizing your website for search engines
Increase Brand Awareness / Reaching New Customers / SEO
Student Notes:
Notes for search engine optimization (SEO):
SEO involves optimizing your website for organic search results. It’s an entire practice of emarketing.
Each search engine has its own algorithm that determines what shows up when you search.
You need to use the tools Magento provides, but you can also go further with general SEO best practices.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Reaching New Customers
http://www.seomoz.org/article/search-ranking-factors
Search Engine
Optimization
Student Notes:
Notes for SEO:
SEOMOZ comes up with ranking factors in use by search engines each year or month (!) to help keep
merchants up-to-date with trends in search. This is a great resource for you.
As you can see, the top ranking factors do not include those that are driven by your technology. However,
there are many other factors that play a role so it is important to consider each of them to maximize your
“search engine friendliness.”
Of those factors listed, only #4 is influenced by your platform. Magento helps you put keywords in the title
tags.
Product descriptions, title tags, depth of content – you provide this stuff. This accounts for 60% of the total
effect.
Technical factors make up maybe 15% of the total. Magento accounts for all these factors and helps with
features and functionality to keep you from ignoring key issues like these.
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Reaching New Customers
http://www.seomoz.org/article/search-ranking-factors
Search Engine
Optimization
Student Notes:
Note: These are the elements judged most negative: cloaking, spam, poor performance.
Cloaking: Is the user a user or a spider or spy? Cloaking is used to show one site to users and another to spiders.
VW was kicked off the SEO scale by Google because they cloaked by showing different sites to different “users.”
Link acquisition: How do you get more links to come to you? You must be more valuable, important. It shows you in
a position of authority.
Bottom line: Don’t try to influence SEO ranking through manipulation.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
What can you do in Magento for SEO?
• Control your meta information such as titles
and descriptions
• Control your URLs and structure
• Define internal linking structure and anchor
text
• Keyword usage in heading tags
• XML Sitemap
• Performance
• Multi-store / domains
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
Keywords in Titles
For products, categories, and CMS pages –
make sure you populate custom meta
information for your meta titles.
If you leave this data blank – Magento will
populate this for you – but don’t let this
happen
http://www.seomoz.org/article/search-ranking-factors
Student Notes:
Important: Keywords in your title tags are the top factor giving you control in SEO appearance.
Be proactive in providing meta data for your page titles – it aids in search friendliness and give you control of the title
content, rather than having Magento tools provide it for you based on page content.
Magento will populate meta information based on the meta information entered as the default in Admin /
Configuration.
Note: Google no longer factors keywords for ranking, while other search engines might.
For more information, see: http://www.mattcutts.com/blog/keywords-meta-tag-in-web-search/
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Search Engine Optimization
Meta Descriptions
Meta descriptions may
not help you rank
better for SEO.
However, they have
good value in
increasing the click-
through of your listing
in a search result.
Increase Brand Awareness / Reaching New Customers / SEO
Student Notes:
Note: The meta description often shows up in many search engine results as a summary of your site. So it can be
a big help in getting your message into the search engine results pages.
A well-written meta description presents visual appeal and summarizes the who, what, where, when, why, and how of
it all. Be unique and descriptive!
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
Control Your URLs and Their Structure
SEO-friendly URLs
• URLs can be highly configured to incorporate
keyphrase usage and to indicate depth of site
• Category URLs can be configured differently
from products
http://www.seomoz.org/article/search-ranking-factors
Student Notes:
Notes for using SEO-friendly URLs:
Use plain descriptive terms in your URLs, replacing query strings with meaningful identifiers.
Configure your category landing pages with summary keywords to differentiate them from product
pages. This adds to the indication of the depth of your site.
Magento gives you simple URLs. You have the ability to configure URLs to the root of your site or to the
path of the product description. You define the URL Key.
Use the canonical URLs setting in Magento to avoid duplicate URLs.
By custom defining your URLs for each product, you give yourself better searchability.
Generally, direct product URLs to the root.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
Define Internal Linking Structure & Anchor
Text
• Internal links anchor text inherits the names of
your products and categories
₋ Optimize the names of products and categories for
keyphrase optimization
• Don’t “over-optimize” by repeating the same
keyphrases on all products or categories
http://www.seomoz.org/article/search-ranking-factors
Student Notes:
Note: Anchor text usually gives the user relevant descriptive or contextual information about the content of the
link's destination. Build product and category descriptions knowing that they feed into the anchor text, so you can
ensure that your links are easily understood and followable for your shoppers.
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
Using Keyphrases in Headings
Leverage Magento’s flexible attributes to
create unique heading tags on your pages
• Don’t just use the product/category/page
name
• Leverage h1, h2, and h3 tags in your
templating
http://www.seomoz.org/article/search-ranking-factors
Student Notes:
Note: Use heading tags in your page templates, and insert keywords in the heading tags for increased click-
through and searchability.
Tags let you target specific content for a particular page. Just don’t overuse the h1 tag – use h2, h3, and so on to
provide variety for Google to notice.
Section 4. Increase Brand Awareness (continued)
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Slide 13
eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
XML Sitemap
Magento has native XML
sitemap generation
Leverage this when
• Search engines have
difficulty crawling your
site
• You’ve migrated your site
and have new URLs
Student Notes:
Notes for sitemaps:
If search engines are having trouble crawling your site, a sitemap can help. A sitemap is a list of all pages in
your site. You can weight pages here and influence search.
Some sites have a large number of dynamic pages that are available only through the use of forms and user
entries. The sitemap files contain URLs to these pages so that web crawlers can find them.
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eCommerce with Magento
© 2012 X.commerce, Inc.
Search Engine Optimization
Multi-Store
Instances
Magento makes it
easy to operate
multiple websites
from one instance
But – make sure you
leverage its
capabilities to have
unique content across
each store
Increase Brand Awareness / Reaching New Customers / SEO
Student Notes:
Multi-store instances: This example shows various stores that each have unique structure and content. Tailoring
your search information in this context is very useful for getting your distinct stores found and for directing traffic to
your products.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEO
Search Engine Optimization
Site speed is now considered
by Google (and other search
engines) in the ranking of
websites
• Minor factor for ranking
• Major factor for customer
experience
http://www.mattcutts.com/blog/site-speed/
incorporating
site speed in
search rankings”
- Matt Cutts (April 2010)
Website Performance
Student Notes:
You can leverage Magento’s caching, indexing, compression, CDN, compiling – which are tools at your disposal to
improve the performance of your website.
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eCommerce with Magento
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Search Engine Marketing (SEM)
SEM is different from SEO:
Focuses on purchased keyword programs like:
• Google Ad Words
• Yahoo!
• Bing keywords
Increase Brand Awareness / Reaching New Customers / SEM
Student Notes:
Keyword programs promote your site using PPC (pay per click) to direct searchers directly to your product pages.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / SEM
Search Engine Marketing (SEM)
In Magento, Admin capabilities supporting
your SEM program allow you to:
• Craft landing pages appropriate to keywords
• Include promotions for visitors who click
through where it makes sense
You must review the quality of keywords all the
time…
Clicks should convert!
Student Notes:
Note: These SEM practices can be highly profitable, but they do require constant vigilance to keep your keywords
and promotions current and relevant.
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eCommerce with Magento
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Marketplaces
Marketplaces and shopping comparison
websites help shoppers looking for a specific
product find yours!
Three examples of comparison websites:
• Google Merchant Center
• Nextag
• Buzzillions
Increase Brand Awareness / Reaching New Customers / Marketplaces
Student Notes:
Google Merchant Center (previously called Google Base): Lets you submit any type of online or offline content,
which then becomes searchable on Google. Items you post can be given attributes, making them easier for people to
find when running related searches.
Nextag: A comparison shopping site – click on an item type to see multiple places to buy and the price range for the
item.
Buzzillions : A user-generated review site that provides product feedback and persona typing from reviews from
various types of users.
You can export product information via CSV file to a comparison shopping server. Magento lets you automate this
process to keep it updated more easily. You can custom format the data, making it easier for you to get your product
information onto those sites. You create an export profile for each specific site’s requirements for export.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / Marketplaces
Marketplaces
How to get your products on a shopping
comparison website:
• Prepare a data feed or export from your
Magento store
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Brand Awareness / Reaching New Customers / Marketplaces
Marketplaces
Student Notes:
Section 4. Increase Brand Awareness (continued)
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Slide 21
eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s a question for you…
Student Notes:
Day 2
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eCommerce with Magento
© 2012 X.commerce, Inc.
Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 2: Increasing Brand Awareness
Section 4. Increase Brand Awareness (continued)
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 105
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eCommerce with Magento
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Review
Break
Take five!
We’ll take a quick break and meet back here
in five minutes.
Student Notes:
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Reach New Markets
Student Notes:
Overview: Review where we are now in the course:
Increase Brand Awareness:
Control your brand experience
Drive traffic
Reach new markets
Be where your customers are
Generate Revenue
Save Money
Increase Customer Satisfaction
Section 4. Increase Brand Awareness (continued)
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 107
Slide 25
eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Brand Awareness / Reach New Markets
Reach New Markets
• Multi-lingual websites
• Targeted microsites
Student Notes:
Note: Magento provides multiple ways for you to reach new markets:
Languages: Magento provides capabilities for you to create your retail store site in more than one language,
so you can reach out to your vertical demographic in additional cultures, either locally where multiple
languages are spoken, or by targeting expanded geographical territories.
Targeted microsites: Magento allows you to easily target different customer segments. For example, you
could have a retail store site and an outlet/clearance site that are both managed with one Admin backend.
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eCommerce with Magento
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Multilingual
Opportunities for multi-language websites
• It makes sense to have a multilingual website
when your target audience speaks multiple
languages
• Serve this market via:
₋ Translated content
₋ Locale-specific currencies
• Advantages
₋ Tap an existing underserved market
₋ Build trust and relationships with these consumers
by displaying cultural sensitivity
₋ Beat your competitors to it
Increase Brand Awareness / Reach New Markets / Languages
Student Notes:
Magento doesn’t “do translation” but through the Language File it provides phraseology for useful situations; for
example, cart phrases, currency, theme language, etc.
Magento supports many features that help present your sites in multiple locales:
Magento is a fully global platform
Multiple versions
Over 60 languages
Multiple currencies, taxes, and payment methods
Full internationalization of online channel
Ability to specify shipping destinations per shipping method
Ability to specify billing addresses per payment method
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Magento EE demo store
screenshot example
Magento EE demo store
screenshot example
Increase Brand Awareness / Reach New Markets / Languages
Support for Multiple Languages and Locales
Student Notes:
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eCommerce with Magento
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Support for Multiple Languages and Locales
Increase Brand Awareness / Reach New Markets / Languages
Student Notes:
Note: Information that is text rather than graphic is easier to change using the Magento language settings.
Section 4. Increase Brand Awareness (continued)
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Slide 29
eCommerce with Magento
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Increase Brand Awareness / Reach New Markets / Targeted Microsites
Reach New Markets
Small, self-contained Web destinations:
• Separate from a company’s primary site
• Have their own distinct URLs
• Consist entirely of content focused on a
particular product or service
Targeted Microsites
Student Notes:
Example: Hayneedle – 200 sites that are phrase-specific.
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eCommerce with Magento
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Increase Brand Awareness / Reach New Markets / Targeted Microsites
Reach New Markets
Because of that narrower focus:
• Hubs for a specific marketing campaign
• More easily optimized for search engines
• Also make good “landing pages” for some
campaigns
• Drive word-of-mouth or viral marketing
through linking and pass-along
Student Notes:
Because of their focused content, these sites can separate out products, campaigns, or other content, yet still share
the catalog, inventory, and customer data of the parent.
For example, you can offer alternative shipping, promotions, or other inducements, but still process orders using the
parent infrastructure.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reach New Markets / Targeted Microsites
Reach New Markets
Magento’s Manage Stores page allows
creation and management of multiple
microstores.
Student Notes:
You can create a separate website or a separate store – for example, to provide different pricing for wholesalers, and
so on. You can target access to the site to only certain viewers.
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Client screenshot(s) using Magento
goes here
Targeted
Microsites
for Direct
Response
Increase Brand Awareness / Reach New Markets / Targeted Microsites
Student Notes:
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s another question for you…
Student Notes:
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Be Where Your Customers Are
Student Notes:
Overview: Review where we are now in the course:
Increase Brand Awareness:
Control your brand experience
Drive traffic
Reach new markets
Be where your customers are
Generate Revenue
Save Money
Increase Customer Satisfaction
Section 4. Increase Brand Awareness (continued)
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 117
Slide 35
eCommerce with Magento
© 2012 X.commerce, Inc.
Be Where Your Customers Are
In this section we look at:
Mobile
• Optimized websites
• Apps
Social Media
Increase Brand Awareness / Be Where Your Customers Are
Student Notes:
The key in this section is being in the channels your customers want to be in.
Shoppers may prefer to shop on their mobile device, yet purchase using their computer or iPad.
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Client screenshot(s) using Magento
goes here
… are you “done?”
Once your website is running on Magento …
Increase Brand Awareness / Be Where Your Customers Are
Student Notes:
Section 4. Increase Brand Awareness (continued)
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Slide 37
eCommerce with Magento
© 2012 X.commerce, Inc.
Be Where Your Customers Are
Mobile-
optimized
websites
and apps let
you reach
your
customers
wherever
they are
Increase Brand Awareness / Be Where Your Customers Are / Mobile Optimization and Apps
Student Notes:
“In this mobile era, winning brands must be 'experience enablers' and Magento Mobile will create a cohesive and
fulfilling brand experience for consumers who connect via their mobile phone – anytime, anywhere.”
– Michael Serrano, North Face EMEA
Important: Mobile and social media are experiencing rapid growth. Within a few years the majority of transactions
will occur through mobile devices. So, ROI will be long-term as the market shifts.
Configure your site for mobile. Magento Mobile enables customers to experience your brand via mobile devices on a
variety of platforms, including our optimized theme for iPhone, iPad, Android, and others.
Integrate mobile with your Magento storefront and manage multiple platforms from one installation to extend your
reach.
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eCommerce with Magento
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Optimize Your Theme for Mobile Browsing
Increase Brand Awareness / Be Where Your Customers Are / Mobile Optimization and Apps
Student Notes:
Note: Magento Enterprise Edition includes the capability to have optimized mobile themes. The iPhone theme is
now included with the latest version of EE.
There are extensions to support Android mobile themes, for example:
http://www.magentocommerce.com/magento-connect/BelVG/extension/5992/android_mobile_theme
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Be Where Your Customers Are / Mobile Optimization and Apps
Create Native Apps for Smartphones and Devices
iPhone
iPad
Android
Student Notes:
Magento Mobile: A mobile web or native app for iPhone, iPad, and Android OS devices. It is extended and controlled
from the same Admin.
How do you enable it?
1. Enable the Mobile Tab in your Admin panel.
2. Purchase an application key (license) and submit your app to Magento using the Admin panel in your
Magento installation.
3. Magento completes the submission process to the respective marketplaces and maintains code for a low
annual or monthly fee.
Benefits: You can create a more robust feature set for a specific platform, to create an individualized experience.
Notes for Magento Mobile:
The mobile app is offered in source code upon specific request. It has a cost separate from Enterprise in
Magento, but it’s a very small cost, and has a very short set-up time in Magento.
Mobile Menu came out in Enterprise Edition 1.9. If it’s not in your version, you can add it through Magento
Connect.
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eCommerce with Magento
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Increase Brand Awareness / Be Where Your Customers Are / Social Media
Be Where Your Customers Are
Social Media and Other Channels
• Should you be on Facebook? Twitter?
GetSatisfaction? Have a blog?
• Digital and social media marketing promise
endless options.
₋ The key is choosing the right channels to reach
customers
• What’s the “right” channel?
₋ It’s the one your customers are using
Student Notes:
Is social media right for your store? Is it required? You can make that determination in a variety of ways.
You can add links to your store’s Header/Footer, or get robust – add commenting on your site through Facebook, and
so on. Post a quiz on Facebook and answer it on Twitter to get cross-platform engagement. Use social media as a
customer engagement tool. This leads to revenue generation.
Important: Have a strategy first! Nothing looks worse than a stale social presence. Be able to maintain it.
It can be difficult to measure the impact of social media. But there are so many channels being exploited, it pays to
engage your customers here if they use these platforms.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Be Where Your Customers Are / Social Media
Be Where Your Customers Are
Find Out Where Your Customers Are:
Ask them!
Sounds overly simplistic, but sending a formal
survey to customers or more informally polling
them on your website can provide a wealth of
information
Student Notes:
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eCommerce with Magento
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Increase Brand Awareness / Be Where Your Customers Are / Social Media
Be Where Your Customers Are
Monitor Social Sites
• Discover how and where customers are
talking:
• About your brand
• About your competitors
• Using target keywords
• Use tools to monitor the effectiveness of your
social media efforts
• Revenue per social media post
• How users engage with you
• Time of day for posting effectiveness
Student Notes:
Here are some social media monitoring tools and services that you can research:
Social Mention
Trackur
Radian6 (more robust tools)
TweetDeck: You can monitor key phrase use. Customers comment, and you can respond to them.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Increase Brand Awareness / Be Where Your Customers Are / Social Media
Be Where Your Customers Are
Leverage the Stats
Some sites like Facebook are transparent when it
comes to user statistics.
• Or leverage research conducted by third-party firms like
eMarketer.
Review
Regularly view your competitors’ backlinks to check
their online marketing health:
• Job postings
• News announcements
• Keyword rankings
Student Notes:
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eCommerce with Magento
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Increase Brand Awareness / Be Where Your Customers Are / Social Media
Be Where Your Customers Are
Monitor What Your Competitors Are Doing
• Competitive intelligence can be very useful
• Conduct a competitive audit of your top five
competitors on the social web
₋ The number of followers/fans/views they have on
each site
₋ How they promote specific products, programs, or
events via social media
Student Notes:
Note: Backlinks are links to your site from other sites. Backlinks make you look like an authority others are
referencing, which adds weight to your search ranking factors.
Important: Social media references are becoming more heavily weighted as ranking factors – number of tweets,
etc.
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 3: Brand Awareness
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Increase Brand Awareness
Review
Increase Brand Awareness
You have seen multiple tools and methods in the
Magento platform for extending your brand message.
You now have an understanding of how to drive
business to your site, and how to create new markets
for your business, using a variety of methods including
SEO techniques and the use of social media and mobile
devices.
Student Notes:
Section 4. Increase Brand Awareness (continued)
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eCommerce with Magento
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Course Summary – End of Session 2 of 4
You Are Here
Student Notes:
Overview: Review where we are now in the course, and what’s coming up next:
Increase Brand Awareness:
Control your brand experience
Drive traffic
Reach new markets
Be where your customers are
Generate Revenue
Save Money
Increase Customer Satisfaction
Day 2
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eCommerce with Magento
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Next Session
Student Notes:
Section 5. Review
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Day 3
Section 5. Review
Slide 1
eCommerce with Magento
© 2012 X.commerce, Inc.
Course Summary – Session 3 of 4 – Welcome!
You Are Here
Student Notes:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
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eCommerce with Magento
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Q & A
Student Notes:
Section 5. Review
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Slide 3
eCommerce with Magento
© 2012 X.commerce, Inc.
Q & A
Student Notes:
Day 3
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Section 6. Generate Revenue
Slide 4
eCommerce with Magento
© 2012 X.commerce, Inc.
Next up:
Generate Revenue
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
Section 6. Generate Revenue
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 135
Slide 5
eCommerce with Magento
© 2012 X.commerce, Inc.
Generate Revenue
Learning Objectives
Student Notes:
Review the learning objectives for this section of the course:
Make it easy for customers to shop: Use easy search and navigation layouts to create easy routes to
products.
Merchandise effectively: Use up-sells, cross-sells, reviews, ratings, and other tools to present your products
in a way that eases customer doubts, answers questions, and leads them to the shopping cart.
Use promotions to encourage conversion: Use coupons, timed sales, hurdle-based discounts, free
shipping, and so on.
Remove any roadblocks: Provide tax and shipping estimators, in-store pick-up, simple checkout
procedures, multiple payment methods (there are 4 in Magento), and use Trust Seals to remove concerns.
Let them buy! Use simple checkout, multiple payment methods, easy alternative ordering methods, and so
on to help customers complete the sale quickly and easily.
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eCommerce with Magento
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Generate Revenue
Buying Online Is a Process
Called “conversion”
Site content and
features should help
move visitors from
one stage to the
next
The right feature or
message depends
on where the visitor
is in the process
Bonus: Repeat
Customers
Visitors to the site:
10,000 visitors
Awareness:
100% of visitors
Consideration:
60%
Intent/
Preference:
30%
Action:
3%
54
Total visitors
Visit shopping area
Place item in cart
Complete purchase
Visitors completing purchase
Student Notes:
Buying online is a process… and at the moment of sale, the person is converted from a visitor to a purchaser. A
conversion is made.
Note: This is a higher-level funnel than you would find in Google Analytics. Many visitors are just window-
shopping. Some are comparing pricing or shipping costs, etc.
Section 6. Generate Revenue
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eCommerce with Magento
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Generate Revenue
Remember the Customer and Their Needs
Websites aren’t about something, they’re
for someone
Customers are busy and time/attention
constrained
They want:
• Instant results!
₋ Site needs to perform quickly
₋ Don’t overload graphics
• To be able to quickly determine if what they
want is likely to be on the website
• To find it quickly if it’s there
• Useful information to assess the product
• Assurance that you’re a reputable seller
• A quick, easy way to buy
Student Notes:
Important: Keep in mind that your website isn’t about something… it’s for someone.
It’s all about the customer: What is your site doing to win their business?
Performance: They don’t want to wait.
Landing pages: Show them what they came to see – don’t make them search after they have clicked to see
something.
Find it quickly: Search should be optimized so they can see the product lines quickly and make their
choices.
Remove any doubts about you as a seller: Put them at ease.
Give them an easy way to buy: The combination of all the above lends itself to providing a simple way for
the customer to get where they need to be, physically and emotionally, in order to purchase.
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Generate Revenue
The Right Feature Depends on the Customer
Strong branding
Easy to understand
categories
Ability to find the
right product
Rich product
information,
Awards, honors
Free shipping offers,
Clear return policy
Process visitors go through
on a eCommerce website
Awareness
Consideration
Intent/Preference
Action
Buy
Student Notes:
Optimizing revenue generation is about making choices that help move your visitors from one stage to the next.
What we know about customers is that they’re busy. They’re not into your website, they’re looking to fulfill their own
need. And they’re poor searchers.
So it’s a balancing act – how do you address the needs of all these people, depending on where they are in the
process?
What you can do is know you customers well, and balance the content of your landing pages to lead people
through the process.
Section 6. Generate Revenue
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eCommerce with Magento
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Generate Revenue
Site Performance
• Site needs to perform quickly!
₋ Don’t overload graphics
₋ Optimize performance
Student Notes:
Important: The performance of your site directly impacts your customer conversion rate.
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eCommerce with Magento
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Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s a question for you…
Student Notes:
Section 6. Generate Revenue
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eCommerce with Magento
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Make It Easy to Shop
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
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eCommerce with Magento
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Generate Revenue / Make It Easy to Shop
Make It Easy to Shop
Get Visitors to the
Right Product
• Navigation
• Search
• Featured merchandise
lists & banners
Usability = Shopability
• Make what the visitor
can do obvious
• Make what you want
them to do prominent
Student Notes:
In the same way that in a physical retail space we would not make the merchandise hard to get to, or the cash register
hard to find, we have to pay attention to the same details online.
What’s the desired course of action? Make the next step obvious. Don’t give people too many options on the page.
You have to strike a balance between features and functionality and usability.
Section 6. Generate Revenue
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Slide 13
eCommerce with Magento
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Generate Revenue / Make It Easy to Shop
Getting Visitors to the Right Product
Navigation
(category and
layered)
Search
Featured
product
banners
Student Notes:
So how to get visitors to the right product?
This all goes back to the very beginning, in how you set up your catalog. The categories determine the way products
are organized on the site.
We’re talking about organization, information architecture, and navigation.
These Magento features help your customers find what they’re looking for:
Layered navigation, which is enabled through categories and product attributes
Featured product banners, which can be easily swapped out and activated on a schedule
Search with the autocomplete feature
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eCommerce with Magento
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Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Some Shoppers Are Navigation Inclined
Site Architecture
• How would someone shop
your site if they were in a
store?
• Reproduce the flow…
• Layered navigation
• Callouts, featured
products, promos
Awareness
Consideration
Student Notes:
Section 6. Generate Revenue
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eCommerce with Magento
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Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Some Shoppers Are Search Inclined
Searchers Are Higher Converting
Most retailers spend a great deal of time
planning their navigation, but very little time
thinking about their search results
Student Notes:
Searchers tend to be higher converting, so they start further down the sales funnel. Because of this, it is well worth
your time and attention to focus on improving your site’s search capabilities. It’s also worthwhile to examine your site’s
search results to find out more about your customers.
Here’s an example of a site that provides extensions for Magento Commerce, including ones that help you improve
your site’s search capabilities:
http://www.aitoc.com/
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eCommerce with Magento
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Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Some Shoppers Are Search Inclined
Search Results Manipulation in Magento
• Look at common search terms (and
misspellings) to learn your customers'
terminology
• Look for searches that have a high frequency
0f results
• Shape the results that are produced by various
search terms
Student Notes:
Section 6. Generate Revenue
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eCommerce with Magento
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Searching in Magento
Search Terms
Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Student Notes:
Note: You can use the Search Terms widget to let people know what others have searched for. Often shoppers
will take the most used path to find what they want.
People do pay attention to what other shoppers are doing. Popular search terms, tags, and product ratings are
powerful influencers.
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Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Using Searches and Search Results Strategically
Search Terms
All saved search terms can be accessed in the
Magento backend
• Catalog / search terms
₋ All new search terms used by customers are saved
here
₋ Admin can manually enter additional terms
• Engage customers through an easier path
₋ Record searches being made
₋ Add terms for easier search
Student Notes:
There’s quite a bit you can do with search terms from the backend Admin panel.
Go to Admin > Catalog >Search Terms in Magento.
Also see Admin > Reports > Search Terms.
Note: If your changes are not immediately apparent, refresh the cache and index using Admin > System > Cache
management and Index Management.
Section 6. Generate Revenue
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eCommerce with Magento
© 2012 X.commerce, Inc.
Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Catalog Search with Solr
• Powerful search engine
• Supports stemming, plurals, replacements,
layered navigation and more
• Allows user to locate products, filter products
by pricing, etc.
• Use the default Magento MySQL-based search
or use the external Solr server
Student Notes:
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eCommerce with Magento
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Generate Revenue / Make It Easy to Shop / Get Visitors to the Right Product
Hybrid Search: Guided Selling
Whenever possible, look at hybrid approaches
that combine both techniques
• Shoppers start a search for product or need
and the site assists them.
• Examples:
₋ Gift finders
₋ Outfit matchers
₋ Battery finders
Student Notes:
What do we mean by hybrid search? This is guided selling.
Examples of hybrid search:
Shoppers identify a general category and the site helps them narrow it
Shoppers identify a specific product and the site helps them accessorize it
Shoppers identify a need and the site provides recommendations
You can start by running a search terms report and then taking the top ten phrases people are searching for. Use the
results to help you think about how to give a wizard-like approach to the user.
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Catalog Search with Solr
• Improved search performance
• Improved search results relevance
• Support for spelling/synonyms/stop words
• Improved layered navigation performance
Student Notes:
You can also weight search results so that some are higher than others, to manipulate the results toward your best
sellers, highest margins, etc.
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Student Notes:
Using a hybrid, drop-down search, you can search by price, by type, by country, etc. to narrow the search quickly. It
also helps present things to the user that they might not have thought of.
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Student Notes:
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“Searchandising” Best Practices
“Merchandising on search pages may include
keyword-triggered banners, but can also
include features like best-selling items above
regular search results.”
—Linda Bustos, GetElastic
Student Notes:
The term “searchandising” refers to the way you want your search results to be presented.
Some search tools allow you to apply weighted scores to product conditions; for example, you can rank results based
on relevance [40%], margin [20%], stock level [20%], sales velocity [10%], customer rating [10%].
Note: Veering away from pure relevance-ranking is controversial, but it can produce “better” results, especially if
your site search receives a lot of general “head” terms that return a very large number of matching items.
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Tips for Improving Site Search
• 6 Tips for Site Search Reporting: Things to Look For in Site Search Data
http://www.getelastic.com/site-search-tips/
• Search Illustrated: 22 Features for Site Search Nirvana
http://www.getelastic.com/22-site-search-features/
• 7 Sources for Tweaking Your Site Search Thesaurus
http://www.getelastic.com/7-sources-for-tweaking-your-site-search-thesaurus/
• 11 Tips for Advanced Search Usability
http://www.getelastic.com/advanced-search-usability/
Courtesy of the GetElastic eCommerce Blog by Linda Bustos
http://www.getelastic.com
Student Notes:
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=
=
=
=
J
Can you find me now?…
Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 4: Generate Revenue
Section 6. Generate Revenue
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Usability Is Often About Just Getting Out of the Way
Focus your site on usability. From design to
workflow, keep things intuitive and easy to
understand
• Clarity of action
• Remove distractions
Student Notes:
Examples of usability problems:
Too many distractions
A confusing next step
Sit back and squint your eyes at your site. If you can’t see anything pop out at you, then something’s wrong.
Note: The things that stand out the most should be:
Call to action
Proceed to checkout
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Usability Is Often About Just Getting Out of the Way
Ciplex Usability Team, 2011
Student Notes:
Note: The image on this slide is courtesy of the user experience team at Ciplex.
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“Shopability” Is About Usability
Student Notes:
Important: Make it clear what the next step is.
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peaceloveworld.com
Student Notes:
Notes for usability:
Does Red = “stop?” This is not supported by studies – it may just be that it stands out.
Don’t use grey on grey – it looks disabled.
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How Customers Scan the Page
• Heat Maps as
Appropriate
• “5-second
Test”
Student Notes:
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Performance’s Impact on Usability
• Optimize performance
₋ Smaller, cleaner = faster
• Click death = about 3 seconds
₋ The time a user will wait after clicking until they
leave
• Reduce bounces
₋ Visitor enters site and leaves without viewing other
pages in site
Student Notes:
Important: Most browsers cache a local version of your site for faster reload on repetition. So the first time they
visit the site is the longest load time, and then subsequent loads will be faster as repeated. “Click Death” refers to
repeated or subsequent visits – they must load quickly – within 3 seconds from the cache.
Notes for reducing load time:
Reduce image, CSS, and JavaScript sizes to improve page load time
Use clean underlying HTML code to allow the page to render more quickly
Work with your host and system administrator to tune servers if necessary
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powermat.com
Student Notes:
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Merchandise Effectively
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
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Merchandise Effectively
Rich product
information
Up-sells, cross-
sells and related
items
Reviews and
testimonials
Student Notes:
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Commitment
• Get visitors to commit
to purchasing
• Encourage and
persuade people to
make a choice and
add products to the
cart
Intent/Preference
Student Notes:
Get people to commit.
Do they have a vested interest? If so, they won’t back out of a purchase.
Get them to add a product to cart – that’s a vested interest.
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What Is Merchandising?
Definition
• “Activities aimed at quick retail sale of goods using
bundling, display techniques, free samples, on-the-
spot demonstration, pricing, shelf talkers, special
offers, and other point-of-sale methods. According
to American Marketing Association, merchandising
encompasses ‘planning involved in marketing the
right merchandise or service at the right place, at
the right time, in the right quantities, and at the
right price.’”
Source: BusinessDictionary.com
How to encourage and persuade people to add
something to the cart
Student Notes:
Important: In order to know what is the right place, time, and so on, you need to know your customer.
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Shopping Personas You Should Consider
Student Notes:
Note: These four shopping personas are outlined in the slide:
Competitive: Those who know what they want. They are logical and fast. They want fast service – search,
cart, buy.
Spontaneous: Hip, stylish customers – fast, impulse oriented, usually lower price-point.
Methodical: Categorical and detail-oriented shoppers who are slower, use navigation, and search more.
Humanistic: Relationship-oriented – emotional, slower, what are others buying?
These are conversion optimization concepts. You will have certain percentages of these shoppers represented on
your site visits.
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Rich Product Information
Make product information as rich as possible:
• Text
• Images
• Videos
• Samples
Remember that customers can’t pick up the
product, read the box, try it on, etc.
Persuasive appeals:
• Logos (logic)
• Ethos (character)
• Pathos (emotion)
• Use one!
Student Notes:
Note: Providing rich product information is particularly effective with methodical and competitive personas.
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screenshot(s) using Magento
goes here
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Rich Product Information
Student Notes:
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Generate Revenue / Merchandise Effectively / Up-sells, Cross-sells, Etc.
Up-sells, Cross-sells, Related Products
Three methods serving fairly similar functions:
• Up-sell
₋ Higher level of quality of the same product
₋ Offers appear at bottom of page in Magento sites
• Cross-sell
₋ Purchase similar products
₋ “Those who bought….also liked….”
₋ Offers appear in the checkout process in Magento
sites
• Related Products
Purchase products related to the current choice
₋ Offers appear with checkbox on right side of page in
Magento demo sites
Student Notes:
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Up-sell
41
Student Notes:
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Up-sells, Cross-sells, Related Products
gento EE demo store
screenshot example
Related products
Cross-sells
Student Notes:
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Reviews and Testimonials
55% of surveyed Internet users consulted other
people's opinions online, making reviews the #1
resource for product research – AvenueA/Razorfish Digital
Consumer Behavior Study, 2007
• Having reviews on your site provides confidence
Google – new search algorithm “Panda” – (March
2011)
• Gives higher values to user-generated content
• Sites with reviews get higher ratings
Personas that value reviews:
• Competitive, Methodical
Student Notes:
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Reviews and Testimonials
Offer rewards
to encourage
customer
reviews
Student Notes:
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Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s another question for you…
Student Notes:
Section 6. Generate Revenue
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How can I make you want me?…
Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 4: Generate Revenue
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Review
Break
Take five!
We’ll take a quick break, and meet back here
in five minutes.
Student Notes:
Section 6. Generate Revenue
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Use Promotions to Inspire Purchases
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
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Use Promotions to Inspire Purchases
Coupons
Hurdle-based
discounts
Free shipping
Targeted
promotions
Student Notes:
Appeal to various levels of customers. Try coupons for lower-priced markets and hurdle-based promotions to keep
people buying at higher levels of average order value.
Note: Free shipping is the king.
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Economics Is About Incentives
Free shipping is the king of all promo types
• 61% of online shoppers prefer to shop with a
retailer that offers free shipping rather than one
that doesn’t.
—Forrester Research (2007)
• 43% of shoppers abandon their shopping carts
because of unexpectedly high shipping charges.
—PayPal, comScore (2008)
• 60% claim free shipping is a reason they are more
likely to shop online.
—Harris Interactive (2008)
• 90% believe free shipping offers would entice them
to spend more online.
—The Conference Board (2008)
Student Notes:
How the Offer of 'Free Shipping' Affects On-line Shopping:
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1449
This article, plus the statistics shown on the slide, illustrate the value of incentives.
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Economics Is About Incentives
David Bell, marketing professor at the
Wharton School, even observed:
“For whatever reason, a free shipping offer
that saves a customer $6.99 is more appealing
to many than a discount that cuts the purchase
price by $10.”
Student Notes:
Note: The cost to you of free shipping can be offset, of course, by increasing price or by other means.
Your aim is to provide what you can in the way of overall benefit for the customer, but to present it in the best way for
you as the merchandiser.
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Promotions Help Inspire Purchases
Consumers like discounts but make sure it
makes sense for you
• “One day only”
• Hurdle-based
Catalog and shopping cart price rules
Scarcity can overcome final resistance
Student Notes:
Note: The scarcity concept works best for already committed buyers who need that final nudge.
These promotions are easy to do in Magento – you can show inventory availability on the product page.
Hurdle-based offers: For example, you could offer a promotion for orders over $100.
Catalog price rules: These rules affect product descriptions in the site.
Shopping cart price rules: Use these to present additional offers during the cart phase of checkout.
Whether these are tied to coupons or not, they can tip the customer over the conversion point by offering
something more for their action.
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Targeted Promotions
Tailor promotions and offers to the customer
• Don't bother customers with information or
discounts they don't want
Segmentation allows you to target some aspect of
the shopper
• Magento customer segmentation specifies
information for target audiences
₋ Market Segmentation Suite extension
Best of breed in targeted promos:
• Shopping cart reminder emails
Student Notes:
Magento Enterprise Edition allows you to set up customer segments to dynamically identify customer groups
based on specific characteristics.
You can then dynamically target different content and promotions to those groups.
You can generate reports and export customer information, as well as optimize marketing initiatives based on those
segments including shopping cart price rules and banners.
Note: Customer segment information is constantly refreshed, so that customers can become associated and
dissociated with a Segment as their information changes.
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Segmentation in Magento
Student Notes:
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What’s Persuasive Will Depend on Your Customer
Student Notes:
Different kinds of offerings will affect customers differently, so you need to know your audience to provide the best
promotion options.
Note: You can control which banners and offers appear, based on customer behavior.
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Coupons
Magento EE demo store
screenshot example
Student Notes:
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Targeted Promotions
Magento EE demo store
screenshot example
Student Notes:
Section 6. Generate Revenue
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Client screenshot(s) using
goes here
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Timed Sale
Student Notes:
This slide shows an example of a countdown timer, which creates urgency.
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What’s in it for me?...
Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 4: Generate Revenue
Section 6. Generate Revenue
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Remove Surprises and Roadblocks
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
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Remove Surprises and Roadblocks
Shipping and
Return Policies
Clarify All Costs
Early in the
Process
• Shipping and tax
estimators
• In-store pickup
options
Trust Seals
Student Notes:
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Conversion
• Now that people
have shown intent
to purchase the
products, how do we
capture that sale?
• Reassurance
• No surprises
• Clean checkout
Action
Student Notes:
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Shopping Cart Abandonment
Up to 75% of carts are abandoned before conversion
Why shoppers abandon carts
• High shipping charges: 46 percent
• Wanted to comparison shop: 37 percent
• Lack of money: 36 percent
• Wanted to look for a coupon: 27 percent
• Wanted to shop offline: 26 percent
• Couldn’t find preferred pay option: 24 percent
• Item was unavailable at checkout: 23 percent
• Couldn’t find customer support: 22 percent
• Concerned about security of credit card data: 21 percent
Source: Comscore.com
Student Notes:
This is a recent study cited in the following McAfee report:
https://www.mcafeesecure.com/content/mfes/DWSCampaign.jsp
Note: This site requires registration.
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Conversion
Tips on Shopping Cart
Abandonment
Security and Reassurance
₋ SSL
Clear Navigation
₋ Cross-browser testing
₋ Progress indication
No Distractions
₋ Live help / phone or chat
assistance
Currency Conversion
Student Notes:
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Removing Surprises Builds Confidence
Shipping and
return policies
Clarify all costs
early
Student Notes:
Section 6. Generate Revenue
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Trust Seals
Awarded by proprietary companies to
businesses for display, to boost customer
confidence.
Examples:
• Privacy Seal
• Business Identity Seal
• Security Seal
Student Notes:
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Trust Seals
Student Notes:
These are examples of trust seals.
Note: GSA = Government Services Agreement
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Trust Seals
Student Notes:
These seals indicate that our site is safe, we are vetted by the BBB, and our tools are tested.
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Let Them Buy!
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
Section 6. Generate Revenue
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Generate Revenue / Let Them Buy!
Let Them Buy !
Easy Checkout
Multiple Payment
Methods
Don’t Ignore
Offline Ordering
Options
• Visible 1-800
number
• Catalog quick
order form
Student Notes:
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Easy Checkout
Balance of Design
Vary button color/size – some are more
important than others
Examples of both AJAX carts and standard
carts
Checkout page – the one-page accordion does
a good job making it very clear what is the
next step (Next button)
Make sure this is retained in your design for
continuity
Student Notes:
Notes for designing your site for easy checkout:
The “Next” button should be more prominent than the “Back” button, etc.
Asynchronous JavaScript and XML: All the changes and refreshes happen on the same page, rather than a
total page refresh.
Magento native checkout is accordion style, which breaks the page down into separate steps. This provides a
faster refresh than a multi-page process.
If you’re interested in providing One-Step checkout, you can get an extension for Magento and test it for your site.
Important: Studies show that a one-step process is 20% worse than the default Magento style for getting a
shopper through the process. So consider whether this provides a better user experience!
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Ajax Functionality
Hover to
View “Quick
Overview”
Student Notes:
Ajax functionality can provide features like this hover-to-view-image in the Magento demo site.
Other Ajax features include things like updating the shipping cart to remove or add products without having to wait for
the entire page to update.
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eCommerce with Magento
© 2012 X.commerce, Inc.
Generate Revenue / Let Them Buy!
Easy Checkout
One-page
Accordion
Checkout
Student Notes:
This checkout page expands like an accordion as checkout progresses.
All steps are visible on one page – there are no surprises. It loads quickly and shows progress throughout the
process.
Section 6. Generate Revenue
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eCommerce with Magento
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Generate Revenue / Let Them Buy!
Customers Want the Best Ordering Experience for Them
Multiple Payment Options Raise Conversion Rates
A CyberSource poll showed that sellers who accept
four types of payment options have more visitors
convert (+ 20% conversion increase) than merchants
offering a single payment method.
Payment examples:
• Bill Me Later
• Credit Cards
• Online Checks
• PayPal
Student Notes:
Recommendation: Why not accept every option available? It widens your reach.
Possible downside: Too many options can lead to confusion, overload.
At a minimum you should accept credit cards and PayPal; at maximum you should accept four payment methods.
Note: Bill Me Later works well for expensive items.
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eCommerce with Magento
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Generate Revenue / Let Them Buy!
Easy Checkout
Student Notes:
Section 6. Generate Revenue
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eCommerce with Magento
© 2012 X.commerce, Inc.
Generate Revenue / Let Them Buy! / Multiple Payment Options
Multiple Payment Options
Magento EE demo store
screenshot example
Student Notes:
Multiple pay options are configurable in Magento Enterprise Edition.
Note: PayPal is especially useful for mobile devices because there’s less for your customer to enter.
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eCommerce with Magento
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Generate Revenue / Let Them Buy! / Offline Ordering Options
Offline Ordering Options
Student Notes:
Section 6. Generate Revenue
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eCommerce with Magento
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Generate Revenue / Let Them Buy! / Test
When In Doubt —Test
Every eCommerce site has unique visitors,
products, design etc. What works for others,
might (not) work for you. Use 'best practices'
as a guideline, not as fixed rules!
Test changes to your website
• Usability testing
• Formal or informal
Tools:
• Google Website Optimizer
• Visual Website Optimizer
Student Notes:
Important: Always test your configuration changes to see how they affect usability.
Note: When you change many things in the same week, you have a less than scientific test environment,
because you have changed many things at once. So try to test whenever you change major functions or make
major additions to your site.
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eCommerce with Magento
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Generate Revenue
Review
Generate Revenue
You now understand how to use Magento design
and layout methods to make it easy for your
customers to shop on your site, and how to use
promotions and effective merchandising to move
your customers down the conversion funnel to
successful conversion.
Student Notes:
Section 6. Generate Revenue
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eCommerce with Magento
© 2012 X.commerce, Inc.
Course Summary – End of Session 3 of 4
You Are Here
Student Notes:
Where we are in the course, and what’s coming up next:
Increase Brand Awareness
Generate Revenue:
Make It Easy to Shop
Merchandise Effectively
Use Promotions to Inspire Purchases
Remove Surprises and Roadblocks
Let Them Buy!
Save Money
Increase Customer Satisfaction
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eCommerce with Magento
© 2012 X.commerce, Inc.
Next Session
Student Notes:
Section 7. Review
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Day 4
Section 7. Review
Slide 1
eCommerce with Magento
© 2012 X.commerce, Inc.
Course Summary – Day 4 OF 4 – Welcome!
You Are Here
Student Notes:
Where we are in the course, and what’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction
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Slide 2
eCommerce with Magento
© 2012 X.commerce, Inc.
Q & A
Student Notes:
Section 7. Review
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Slide 3
eCommerce with Magento
© 2012 X.commerce, Inc.
Q & A
Student Notes:
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Section 8. Save Money
Slide 4
eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money
Next up:
Student Notes:
Where we are in the course, and what’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money:
Help Customers Self-serve
Improve Your Efficiency
Integrate to Other Tools
Increase Customer Satisfaction
Section 8. Save Money
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Slide 5
eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money
Learning Objectives
Student Notes:
Help customers self-serve by using order tracking and support information that lets them manage ordering without
assistance.
Improve efficiency by:
Versioning your content to create staging events – launch new offers when they have been fully prepped
Using import/export utilities to move batches of customer and order information to other utilities
Scheduling content publication
You can also integrate with other tools, including third-party extensions, to add new features and functionality to
your store – particularly in the areas of accounting, order processing, and analytics.
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eCommerce with Magento
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Help Customers Self-serve
Student Notes:
Where we are in the course, and what’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money:
Help Customers Self-serve
Improve Your Efficiency
Integrate to Other Tools
Increase Customer Satisfaction
Section 8. Save Money
eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc. 219
Slide 7
eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money / Help Customers Self-serve
Help Customers Self-Serve
• Order Tracking and Management
• Support Information
Student Notes:
Two major areas where you can affect customers to proactively manage their experience of your site:
Implementation Costs: Running the Business
Order Tracking and Management: Support Information
Notes for cost of support:
Phone-based support is the most expensive to provide.
Live Chat is second most expensive.
Email support is the least expensive.
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eCommerce with Magento
© 2012 X.commerce, Inc.
Help Customers Self-serve
Order Tracking and Management
Self-serve for customers helps deflect call center
calls (and costs)
• Order tracking
• Order lifecycle
Customer self-management
• Address books
• Preferred billing and shipping information
• Newsletter sign-ups
• Continuity/recurring orders
• Store credit
• Gift card balances
Save Money / Help Customers Self-serve
Student Notes:
Give customers their order information proactively, through self-service features in your site.
In Magento, the order lifecycle can be tracked:
Order processing statuses
Shipment tracking numbers
Special comments and instructions
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Help Customers Self-serve
Support Content
Rich support information allows customers to
answer their own questions
Important examples include:
• FAQs (real ones)
• A searchable or well-organized knowledge base
• User manuals and specs for products
• Detailed information about additional services your
company offers
Customers’ ability to answer their own questions
improves their overall satisfaction with a brand
Save Money / Help Customers Self-serve
Student Notes:
Magento’s ability to create rich content pages allows for FAQ pages from real questions, with updates from real
questions you get via customer service. The same goes for updating product information.
Example: Creating an order success page – “Thanks for your order” – gives you the opportunity to present a What
Happens Now offering from the store to tell the customer what will ensue, and that they don’t have to do anything
more, etc. This removes confusion about the process and empowers users to move on with confidence.
To do this, you create a CMS Block and publish it on your order success page.
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eCommerce with Magento
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Magento EE demo store
screenshot example
Help Customers Self-serve
Magento EE demo store
screenshot example
Save Money / Help Customers Self-serve
Student Notes:
Section 8. Save Money
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eCommerce with Magento
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Save Money / Help Customers Self-serve
Help Customers Self-serve
Customers can
track many of
their own
changes and
account
information
Student Notes:
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eCommerce with Magento
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Improve Your Efficiency
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money:
Help Customers Self-serve
Improve Your Efficiency
Integrate to Other Tools
Increase Customer Satisfaction
Section 8. Save Money
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Slide 13
eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money / Improve Your Efficiency
Improve Your Efficiency
• Versioning content
• Scheduling content publication
• Importing and exporting information
Student Notes:
Versioning content: Without it you have a convoluted process of making new content available, with a lot of manual
steps such as copying and pasting, and forgetting which version is the one you want to use.
With Magento Enterprise Edition, the process is automated. You can schedule content to be published at a specific
day or time.
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eCommerce with Magento
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Save Money / Improve Your Efficiency / Versioning Content
Versioning Content
Magento’s versioning system for Content
Management (CMS) pages allows you to:
• Create multiple versions of a page
• Track the revision history of each version and
restore
• Separate the ability to create and publish
based on permissions
₋ Private - only version creator has access
₋ Protected - only users with Publish Revision
permissions have access
₋ Public - all users with CMS pages permissions have
access
Student Notes:
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money / Improve Your Efficiency / Scheduling Content Publication
Scheduling Content Publication
To change and develop your store over time,
Magento enables setting up a staging or testing
environment to test ideas before applying them to
the live store.
This environment can be used when updating new
versions of Magento as well.
• Like any other Magento installation
• Not accessible to the public
Sync modified files with live files:
• Version control tools
Student Notes:
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eCommerce with Magento
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Save Money / Improve Your Efficiency / Importing and Exporting Utilities
Importing and Exporting Utilities
Use the import/export tool in Magento to do mass
imports of products. This enables adding multiple
products to your site at once.
1. Create a CSV or XML file
2. Ensure matching fields in the database
3. Import the products
The export utility allows export of single or
multiple products from your site. Use for:
• Moving your website
• Reinstalling the application
• Upgrading your website
Student Notes:
Magento allows for import/export of a variety of information for many uses:
Migrating from another system? Create a sample product and export it to Excel with proper formatting, then
import to the new site.
Reinstalling Magento? Use Import/Export to save (export) and migrate (import) data.
Bulk editing of product data: For example, you could do a bulk update of new pricing:
Export data into Excel, create a formula to update pricing, then Import data.
Export sales and other data to QuickBooks, for example, for accounting and tax work.
Important: Import is a Create/Update process, which means that only those fields that have been modified or
updated are imported, to avoid overwriting information you want to protect.
Performance tips:
Use Magento settings to improve import performance.
Turn off all indexing during import to keep Magento from re-indexing all Magento data.
Then manually run the index and turn indexing back on. This gives faster import performance because
indexing is a separate process.
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Magento EE demo store
screenshot example
Save Money / Improve Your Efficiency / Importing and Exporting Utilities
Improve Your Efficiency
Import / Export
Student Notes:
Magento allows you to save Import/Export profiles and reuse them.
Example: You could use a profile to do a bulk pricing update.
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eCommerce with Magento
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Save Money / Improve Your Efficiency / Auto-deploy
Improve Your Efficiency
Auto-deploy
sites for specific
events
Student Notes:
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s a question for you…
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Magento EE demo store
screenshot example
Magento EE demo store
screenshot example
Save Money / Integration with Other Tools
Integration with Other Tools
Import / Export
Products and / or
Customers
Student Notes:
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Integrate to Other Tools
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money:
Help Customers Self-serve
Improve Your Efficiency
Integrate to Other Tools
Increase Customer Satisfaction
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eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money / Integration with Other Tools
Integration with Other Tools
Magento Enterprise Edition allows you to create
custom attribute sets for customers and products.
You can then export these sets to other
applications for additional functionality:
₋ Accounting
• QuickBooks
₋ Email Marketing / Pay Per Click
• MailChimp , Tentail
₋ Shipping
• ShipWorks, Stone Edge
₋ Contact Management
• vtiger
₋ Analytics
• Google Analytics, Clicky Web Analytics
Student Notes:
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Integration with Other Tools
MailChimp
Save Money / Integration with Other Tools
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 5: Saving Money
Section 8. Save Money
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eCommerce with Magento
© 2012 X.commerce, Inc.
Save Money
Review
Save Money
You have seen several ways to save money generated by
your site, including the use of customer self-management
techniques.
You have seen how to improve efficiency through versioning
and scheduling of Magento sites and page content,
import/export of products and customer information, and
through integration with other software and tools for
accounting and customer management.
Student Notes:
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Section 9. Increase Customer Satisfaction
Slide 26
eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Customer Satisfaction
Next up:
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction:
Engage Your Customers
Create Brand Advocates
Reward Your Best Customers
Understand and Respond to Your Customer
Section 9. Increase Customer Satisfaction
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Slide 27
eCommerce with Magento
© 2012 X.commerce, Inc.
Learning Objectives
Increase Customer Satisfaction
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Engage Your Customers
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction:
Engage Your Customers
Create Brand Advocates
Reward Your Best Customers
Understand and Respond to Your Customer
Section 9. Increase Customer Satisfaction
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Slide 29
eCommerce with Magento
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Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
• Reviews and tags
• Polls
• Refreshed and timely content
(blogs)
• Contests
Student Notes:
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eCommerce with Magento
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Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
82% of online buyers
satisfied with shopping
experience (Forrester)
Only 61% of buyers crossing
to brick-and-mortar from
Web satisfied with shopping
experience (Forrester)
American Customer
Satisfaction Index (ACSI)
demonstrates U.S.
consumers more satisfied
with eCommerce sector than
any other
• Moving to eCommerce
should increase
customer satisfaction
Student Notes:
Section 9. Increase Customer Satisfaction
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eCommerce with Magento
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Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
Search Terms
All saved search terms can be accessed in the
Magento backend
• Catalog / search terms
₋ All new search terms used by customer saved here
₋ Admin can manually enter additional terms
• Engage customers through an easier path
₋ Record searches being made
₋ Add terms for easier search
Student Notes:
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eCommerce with Magento
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Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
Search Terms
Student Notes:
A robust search environment decreases frustration for customers in finding what they want.
Section 9. Increase Customer Satisfaction
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eCommerce with Magento
© 2012 X.commerce, Inc.
example
Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
Customer
Generated
Tags
Student Notes:
As the merchant you need to find out which keywords buyers associate with your products. Are these different from
the designer’s ideas, or from the store owner’s concept?
You can use customer-generated tags to help identify these terms.
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eCommerce with Magento
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Engage Your Customers
Reviews and Tags
Allowing customers to add content and share their
experiences and perceptions draws them into your brand
You can also provide loyalty points to customers who
provide input
• Rating and review functionality in Magento enables
customers and web storeowners to give their opinions,
feedback, and comments about products
₋ Customizable
₋ Approvable by Admin
• In Magento, popular tags provide an additional property
that can be assigned to products for easier customer
viewing
₋ Words or phrases
₋ Approvable by Admin
Increase Customer Satisfaction / Engage Your Customers
Student Notes:
Notes for tags:
Tags are descriptors that you can assign to any product to help you organize and remember them. They’re
essentially keywords or keyword phrases.
Any logged-in user can add as many tags to a product as he or she wants and rename or delete them later.
Tags will be viewable by everyone browsing the product, and will be displayed in a block on the
product info page.
The Admin has to approve a tag the first time it is used, before it appears in the frontend.
Once the tag has been approved by the store owner it is available for use on other products, and will not
have to be approved again.
User-created content (tags) on your site:
Empowers users to function in their own language.
Empowers the merchant to understand the customers better by using their own terminology and culture.
Section 9. Increase Customer Satisfaction
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eCommerce with Magento
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Engage Your Customers
Polls
Polls are another way to keep your customer
interacting with your website and brand
• Powerful marketing tool
₋ Customer opinions
• Products
• Store
• Service, etc.
• Small real estate commitment
₋ Shopper engagement
₋ Add to user profiles
₋ Demographic info
Increase Customer Satisfaction / Engage Your Customers
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
example
Magento EE demo store
screenshot example
Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
Referral
programs
Polls
Student Notes:
Note: They’ve got to be able to find the poll easily. Remember, lost navigators become lost sales!
Section 9. Increase Customer Satisfaction
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eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Customer Satisfaction / Engage Your Customers
Engage Your Customers
Provide
Memberships
for Targeted
Customers
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Brand Awareness / Reaching New Customers / Marketplaces
Here’s another question for you…
Student Notes:
Section 9. Increase Customer Satisfaction
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Slide 39
eCommerce with Magento
© 2012 X.commerce, Inc.
Customers as Brand Advocates
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction:
Engage Your Customers
Customers as Brand Advocates
Reward Your Best Customers
Understand and Respond to Your Customer
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eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Customer Satisfaction / Customers as Brand Advocates
Customers as Brand Advocates
Your eCommerce site can provide many tools
and opportunities for shoppers to show their
brand preferences and to share those
preferences with others.
Turn your customers into brand advocates
₋ Wishlists
₋ Gift cards
₋ Gift registries
₋ Invitations
Student Notes:
These tools allow engagement with shoppers to create advocacy. They become an extension of your marketing team.
Section 9. Increase Customer Satisfaction
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eCommerce with Magento
© 2012 X.commerce, Inc.
Increase Customer Satisfaction / Customers as Brand Advocates
Customers as Brand Advocates
Make it easy for your satisfied customers to
share your brand with others.
Word-of-mouth recommendations are the
most persuasive
• Email a friend – built in
• Like – Facebook, embed using an extension
• Tweet –Twitter, embed using an extension
• RSS feeds – built in
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Magento EE demo store
screenshot examplesss
Magento EE demo store
screenshot example
Increase Customer Satisfaction / Customers as Brand Advocates
Customers as Brand Advocates
Student Notes:
The Email to a Friend feature is managed through Magento. It’s managed using an intuitive interface in the backend.
Section 9. Increase Customer Satisfaction
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Slide 43
eCommerce with Magento
© 2012 X.commerce, Inc.
Client screenshot(s) using Magento
goes here
Increase Customer Satisfaction / Customers as Brand Advocates
Customers as Brand Advocates
Student Notes:
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eCommerce with Magento
© 2012 X.commerce, Inc.
Reward Your Best Customers
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction:
Engage Your Customers
Customers as Brand Advocates
Reward Your Best Customers
Understand and Respond to Your Customer
Section 9. Increase Customer Satisfaction
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Slide 45
eCommerce with Magento
© 2012 X.commerce, Inc.
Reward Your Best Customers
Encourage your best customers to
return and continue shopping by using
their buying profiles to create loyalty
programs:
• Premium shipping clubs
• Email-only promos
• Subscriptions
• “Going steady”
• Gift reminders
• Special dates list
Increase Customer Satisfaction / Reward Your Best Customers
Student Notes:
You can give your best customers breaks on pricing or shipping, a first look at new products, and so on.
For email-only promotions, you can segment your customer list by multiple orders, and then give them an offer to
reward them.
Use demographics info (birthdays, etc.) to remind people of anniversaries and other significant dates.
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eCommerce with Magento
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Increase Customer Satisfaction / Reward Your Best Customers
Reward Your Best Customers
Private sales are another way to target and
reward your best shoppers.
• Market to existing customers through email
promotions
• Import customer lists
• Magento Admin
₋ Customer segments
₋ For example: Women / Spend over $500.00
Student Notes:
Create private sales by importing lists of targeted customers that you have purchased, and then using Magento
Segmentation to isolate targeted segments of your customer list.
Note: Enterprise Edition is the only edition of Magento that allows for this level of segmentation.
Section 9. Increase Customer Satisfaction
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Increase Customer Satisfaction / Reward Your Best Customers
Reward Your Best Customers
Segment:
Female
newsletter
subscribers,
spending over
$500.00
Student Notes:
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Magento EE demo store
screenshot example
Increase Customer Satisfaction / Reward Your Best Customers
Reward Your Best Customers
Student Notes:
Section 9. Increase Customer Satisfaction
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Client screenshot(s) using Magento
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Increase Customer Satisfaction / Reward Your Best Customers
Reward Your Best Customers
Student Notes:
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Understand and Respond
to Your Customer
Student Notes:
What’s coming up next:
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction:
Engage Your Customers
Customers as Brand Advocates
Reward Your Best Customers
Understand and Respond to Your Customer
Section 9. Increase Customer Satisfaction
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Understand and Respond to Your Customer
Analytics provide the data you need to profile
and address customer habits.
• Buying and shopping habits
• Mouse-path tracking
Site tools and extensions can power your
understanding of customer wants and needs.
• Google Analytics
• Clicky Analytics
Student Notes:
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Increase Customer Satisfaction / Understand and Respond to Your Customer
Analytics
Student Notes:
The Magento database captures data on visitors, buyers, how many are at which levels in the buying process, etc.
Extensions and third-party apps allow you to explore and exploit that data.
Dashboard extensions in Community also give you information on customer activities and status.
Important: What you do with this information is the most important factor.
Note: 1.9 and above versions of Magento allow copying and pasting of js code in the Admin area to set up
customer tracking.
Section 9. Increase Customer Satisfaction
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Increase Customer Satisfaction / Understand and Respond to Your Customer
Understand and Respond to Your Customer
Your site should send a variety of
automatically generated, customizable
customer emails with triggers such as
these:
• Placing an order
• Opening an account
• Abandoned cart
Student Notes:
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Magento EE demo store
screenshot example
Magento EE demo store
screenshot example
Increase Customer Satisfaction / Understand and Respond to Your Customer
Understand and Respond to Your Customer
Student Notes:
Examples of automatic transactional emails:
You can automate an email to go to the customer 3 days after product arrival. How do you like your new
<product>?
“We have received your email change. By the way, thanks for being a customer, and here is a discount on
your next order.”
Note: You have control over the content of the emails. You might decide to include some marketing in the
transactional emails you send.
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Client screenshot(s) using Magento
goes here
Increase Customer Satisfaction / Understand and Respond to Your Customer
Understand and Respond to Your Customer
Student Notes:
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Increase Customer Satisfaction / Understand And Respond To Your Customer
Understand and Respond to Your Customer
Analytics
Student Notes:
Section 9. Increase Customer Satisfaction
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Student Notes:
For solutions to the exercise, refer to the Exercise Guide for the course.
Exercise 6: Customer Satisfaction
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Thank you for your participation in this course.
Please complete the
Student Satisfaction Survey
We value your feedback, so please take a few minutes
to complete the survey.
Student Notes:
Note: Your instructor will provide detailed instructions for filling out the survey.
Section 9. Increase Customer Satisfaction
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Increase Customer Satisfaction
Review
Increase customer satisfaction
You have now gained insights in how to establish
customers as advocates of your brand by engaging
them with interaction, promotions, and reward
programs for loyalty. You have seen how the use of
analytics and customer feedback can give you the
edge in creating satisfied consumers.
Student Notes:
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Section 10. Course Summary
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Course Summary
Student Notes:
What we covered in the course:
eCommerce Landscape
What Every eCommerce Platform Must Do
Increase Brand Awareness
Generate Revenue
Save Money
Increase Customer Satisfaction
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Review
Review
eCommerce Landscape
You are now aware of the current trends in eCommerce and can
apply this understanding to your business.
What Your Platform Should Do
You are now aware of key Magento platform features to leverage in
your functional and strategic business planning.
Increase Brand Awareness
You have seen multiple tools and methods in the Magento platform
for extending your brand message. You have an understanding of
how to drive business to your site, and how to create new markets
for your business, using a variety of methods including SEO
techniques and the use of social media and mobile devices.
Student Notes:
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Review
Review
Generate Revenue
You understand how to use Magento design and layout methods to
make it easy for your customers to shop on your site, and how to
use promotions and effective merchandising to move your
customers down the conversion funnel to successful completion.
Save Money
You have seen several ways to to save money generated by your
site, including the use of customer self-management techniques.
You have seen how to improve efficiency through versioning and
scheduling of Magento sites and page content, import/export of
products and customer information, and through integration with
other software and tools for accounting and customer
management.
Increase Customer Satisfaction
You have gained insights in how to establish customers as
advocates of your brand by engaging them with interaction,
promotions, and reward programs for loyalty. You have seen how
the use of analytics and customer feedback can give you the edge
in creating satisfied consumers.
Student Notes:
Section 10. Course Summary
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Here are more helpful resources:
Designer’s Guide to Magento (new and improved!):
www.MagentoCommerce.com/design_guide
Magento Knowledge Base:
http://www.magentocommerce.com/knowledge-base
Magento Community:
www.MagentoCommerce.com/boards
www.stackoverflow.com/questions/tagged/magento
The EE User Guide:
Available on the customer support portal
Magento feed aggregation:
http://mage-page.net
Student Notes:
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Magento offers other courses for developers, designers, and
business users:
• Fundamentals of Magento Development
• Core Principles for Theming in Magento
We continue to add to our training portfolio. Please check in to
www.magentocommerce.com/services/training on a regular basis
for updates on our courses and training schedule.
Student Notes:
Day 1 Poll 1: Functional / Strategic
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Appendix: Answers to Poll Questions
Day 1 Poll 1: Functional / Strategic
Poll Topic – Functional / Strategic
Which of these are you most likely to do? (There’s no right or wrong answer)
a) Set up the database (functional)
b) Define target customer groups (strategic)
c) Configure checkout options (functional)
d) Design a promotion (strategic)
e) All of the above
f) None of the above
Day 1 Poll 2: Customer Retention / Customer Acquisition
Poll Topic - Customer Retention / Customer Acquisition
Which effort is most likely to reach new customers?
a) Launch a social media campaign
b) Set up an RSS feed to a marketplace site (correct answer)
c) Publish a regular newsletter
d) Offer free shipping
Appendix: Answers to Poll Questions
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Day 2 Poll 1: Reaching New Customers / SEO
Poll Topic - Reaching New Customers / SEO
Which of these ranking factors is influenced by your eCommerce platform?
a) Keyword focused from external links
b) External link popularity
c) Diversity of link sources
d) Keyword use anywhere in the Title tag (correct answer)
e) Trustworthiness of domain based on link distance from trusted domains
Day 2 Poll 2: Reaching New Markets
Poll Topic – Reaching New Markets
Which of the following is an effective use of a targeted microsite?
a) As a hub for a marketing campaign
b) To target specific a specific customer group
c) To focus on a specific product line
d) To offer wholesale pricing
e) To reach customers who speak other languages
f) All of the above (correct answer)
Day 3 Poll 1: Reaching New Customers / SEO
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Day 3 Poll 1: Reaching New Customers / SEO
Poll Topic - Reaching New Customers / SEO
Which of these ranking factors is influenced by your eCommerce platform?
a) Keyword focused from external links
b) External link popularity
c) Diversity of link sources
d) Keyword use anywhere in the Title tag (correct answer)
e) Trustworthiness of domain based on link distance from trusted domains
Day 3 Poll 2: Reaching New Markets
Poll Topic – Reaching New Markets
Which of the following is an effective use of a targeted microsite?
a) As a hub for a marketing campaign
b) To target specific a specific customer group
c) To focus on a specific product line
d) To offer wholesale pricing
e) To reach customers who speak other languages
f) All of the above (correct answer)
Appendix: Answers to Poll Questions
280 eCommerce with Magento: Student Guide, v. 3.2 © 2013 X.commerce, Inc.
Day 4 Poll 1: Improve Your Efficiency
Poll Topic - Improve Your Efficiency
Fill in the blank:
Order tracking by ______ is the most expensive type of support to provide.
a) Phone (correct answer)
b) Live Chat
c) Email
d) Self-serve
Day 4 Poll 2: Engage Your Customers (Retention)
Poll Topic - Engage Your Customers (Retention)
____________ are considered to be the most effective way to find new customers.
a) Online ads
b) Word-of-mouth recommendations (correct answer)
c) Targeted email blasts
d) Best SEO practices
