Most popular e-commerce platforms: SEO pros and cons and migration issues
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An overview of the most popular e-commerce platforms, their merits and pitfalls and peculiarities of migration from one shopping cart to another.

An overview of the most popular e-commerce platforms, their merits and pitfalls and peculiarities of migration from one shopping cart to another.

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  • Shopify (there is 14 USD plan with 25 products) and BigCommerce unlimited (all. Products, bandwith and storage starting from Gold (75 USD)), but BigCommerce offers 5gb of space and Shopify – 1, Volusion – 100 products <br /> Fees – Volusion, for bandwith for shopping cart software etc etc, Bigcom – only 1 cheapest plan has trans fee, the rest – no, Shopify only one the most expensive does not <br />
  • Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1 <br />
  • Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1 <br />
  • Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1 <br />

Most popular e-commerce platforms: SEO pros and cons and migration issues Presentation Transcript

  • 1. Most popular e-commerce platforms: SEO pros and cons and migration issues June 26th, 2014 – online marketing session for e-commerce business owners
  • 2. About Promodo
  • 3. automated shopping cart migration service  Brief facts: Launched in 2009 as one of 11 000+ customers Key benefits: Quick and automated No tech skills required Secure and accurate 50+ supported carts including projects
  • 4. Speaker Yuriy Stakh MagneticOne/Cart2Cart Head of Marketing Department at MagneticOne. Yuriy started his career in MagneticOne back in 2012 as a Junior Marketing Manager and rapidly developed his skills and expertise in content, social media and search engine marketing. A year after joining the company Yuriy was responsible for all marketing activities of MagneticOne’s flagship product - Cart2Cart an automated shopping cart migration service. And finally Yuriy was promoted to a Head of Marketing Department position where his key responsibilities include strategic planning, marketing management and public relations..
  • 5. Speaker Anna Korolekh Promodo Marketing manager and, in past, an SEO consultant at Promodo. As an SEO consultant Anna has worked with large sites of the following niche: gambling, dating, travel, ecommerce. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events.
  • 6. Migration tendencies: how shopping cart popularity has changed over the last year
  • 7. 2008 – founded 200k - 240k – of live stores worldwide ~26% – e-Commerce market share Physical locations of businesses using Magento
  • 8. Websites using Magento in Alexa Top Million Sites
  • 9. Some curious Magento migration stats that are worth to tweet 40% of all e-Commerce migrations are performed to Magento In the last 12 months number of migrations to Magento increased by 24% 26% of all Magento migrations are actually Magento upgrades
  • 10. 2006 – founded 54k -100k – of live stores worldwide ~10% – e-Commerce market share Physical locations of businesses using Shopify
  • 11. Websites using Shopify in Alexa Top Million Sites
  • 12. Some curious Shopify migration stats that are worth to tweet 6% of all e-Commerce migrations are performed to Shopify In the last 12 months number of migrations to Shopify increased by 98% 2% of all e-Commerce migrations are performed from Shopify
  • 13. 2009 – founded 50k – of live stores worldwide ~7% – e-Commerce market share Physical locations of businesses using Bigcommerce
  • 14. Websites using Bigcommerce in Alexa Top Million Sites
  • 15. Some curious Bigcommerce migration stats that are worth to tweet 3% of all e-Commerce migrations are performed to Bigcommerce In the last 12 months number of migrations to Bigcommerce increased by 37% 3% of all e-Commerce migrations are performed from Bigcommerce
  • 16. 1999 – founded 25k-50k – of live stores worldwide ~5% – e-Commerce market share Physical locations of businesses using Volusion
  • 17. Websites using Volusion in Alexa Top Million Sites
  • 18. Some curious Volusion migration stats that are worth to tweet Less than 1% of all e-Commerce migrations are performed to Volusion In the last 12 months number of migrations to Volusion decreased by 20% More than 5% of all e-Commerce migrations are performed from Volusion
  • 19. Google Trends
  • 20. General migration issues and how to avoid them
  • 21. Avoid before migration: 1. Third-party modules 2. Non-default templates 3. Manual database customization
  • 22. Make sure your target store is hidden from Google and other search engines
  • 23. Whitelist IPs that you are going to run your migration from - short guide
  • 24. Pre and Post migration recommendations for Magento, Shopify, BigCommerce, Volusion
  • 25. General pre-migration tips: Make a backup
  • 26. General pre-migration tips: Setup proper folder permissions
  • 27. General pre-migration tips: Keep images in default folders
  • 28. Key pre- and post-migration tips: 1.Check if your hosting is compatible with Magento 2.Map your shops correctly during multi-store migration 3.Make re-index and clear cache after migration
  • 29. Key pre- and post-migration tips: 1.Notify your customers before the migration 2.Change non-standard letters (i.e. umlauts – ä) 3.Prepare API Key and API Password
  • 30. Key pre- and post-migration tips: 1.Make sure all of your products are named 2.Prepare API Path and API Token
  • 31. Key pre- and post-migration tips: 1.Check your pricing plan 2.Use .csv file format
  • 32. General post-migration tips: Ask clients to restore their passwords
  • 33. General post-migration tips: Customize your store (template, modules, other changes)
  • 34. General post-migration tips: Test your store before the launch
  • 35. What we usually want from a platform? • Affordable • Reliable (high up-times) • SEO/marketing friendly • User-friendly with various customizable design templates • Simple and intuitive admin dashboard • Helpful, accessible support • Additional features
  • 36. Prices: . Shopify Volusion BigCommerce Magento Minimum Package $29/mo $15/mo* $34.95/mo free Maximum Package $179/mo $135/mo* $199.95/mo up to $1,400/mo Transaction Fees 0%-2% 0* 0%-2% 0*
  • 37. Performance: . Shopify Volusion BigCommerce Magento Hosted/Self-hosted Hosted Hosted Hosted Self-hosted Storage 1GB-unlimited Unlimited Unlimited - Bandwith Unlimited 1-35GB Unlimited - Uptimes Very good Poor Excellent - Site speed OK More or less OK Slow
  • 38. Simplicity & Friendliness: . Shopify Volusion BigCommerce Magento Support Very good Poor Average Very little, only helpyourself kind Templates (variety, user friendliness) Very good Good Good Moderate Simplicity Very simple Simple Very simple Very difficult Mobile friendly Yes Yes Yes Yes
  • 39. Additional features: . Shopify Volusion BigCommerce Magento Blog Yes No Yes No Marketplace No No No Yes Social commerce No Yes Yes No Abandoned shopping cart features Yes Yes Yes Yes Daily deals, promos Yes Yes Yes No Reviews/ratings Yes Yes Yes No Forum Yes No Yes No Apps and add-ins Yes Yes Yes Loads!
  • 40. What do we need for SEO?
  • 41. Ecommerce platforms SEO checklist: SEO checklist 1 301 redirects control 2 Control of Titles with full possibility to customize them separately for each page and using templates 3 Control of Headings with full possibility to customize them separately for each page and using templates 4 Control of meta Descriptions with full possibility to customize them separately for each page and using templates 5 Control over pages content, possibility to add custom text to all pages 6 Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages 7 Control of Alt attributes for images with full possibility to customize them separately for each page and using templates 8 XML sitemaps automatically generated and regularly updated 9 SEO friendly URLs (control over URLs) 10 No duplicate URLs issues 11 Canonicalization of URLs 12 Search firendly navigation and structure 13 Breadcrumbs 14 Blog 15 Built-in Analytics integration 16 Schema.org integration 17 Social sharing (supporting Open Graph protocol) 18 HTML sitemaps 19 Internal linking opportunities 20 Google authorship verification
  • 42. Ecommerce platforms SEO checklist: SEO checklist Shopify Volusion BigCommerce Magento 301 redirects control + + + + Control of Titles with full possibility to customize them separately for each page and using templates +/- +/- +/- + Control of Headings with full possibility to customize them separately for each page and using templates +/- +/- +/- +/- Control of meta Descriptions with full possibility to customize them separately for each page and using templates +/- +/- +/- +/- Control over pages content, possibility to add custom text to all pages + + + + Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages - + + + Control of Alt attributes for images with full possibility to customize them separately for each page and using templates +/- +/- +/- +/- XML sitemaps automatically generated and regularly updated + + + + SEO friendly URLs (control over URLs) +/- +/- + + No duplicate URLs issues - - + - Canonicalization of URLs +/- + + + Search firendly navigation and structure +/- + + + Breadcrumbs + + + + Blog + - + + Built-in Analytics integration + + + + Schema.org integration - +/- + + Social sharing (supporting Open Graph protocol) - + + + HTML sitemaps - + + + Internal linking opportunities + + + + Google authorship verification - - - +
  • 43. Ecommerce platforms SEO checklist: • Navigation & Structure • Breadcrumbs • Schema.org
  • 44. Ecommerce platforms SEO checklist: SEO checklist Shopify Volusion BigCommerce Magento 301 redirects control + + + + Control of Titles with full possibility to customize them separately for each page and using templates +/- +/- +/- + Control of Headings with full possibility to customize them separately for each page and using templates +/- +/- +/- +/- Control of meta Descriptions with full possibility to customize them separately for each page and using templates +/- +/- +/- +/- Control over pages content, possibility to add custom text to all pages + + + + Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages - + + + Control of Alt attributes for images with full possibility to customize them separately for each page and using templates +/- +/- +/- +/- XML sitemaps automatically generated and regularly updated + + + + SEO friendly URLs (control over URLs) +/- +/- + + No duplicate URLs issues - - + - Canonicalization of URLs +/- + + + Search firendly navigation and structure +/- + + + Breadcrumbs + + + + Blog + - + + Built-in Analytics integration + + + + Schema.org integration - +/- + + Social sharing (supporting Open Graph protocol) - + + + HTML sitemaps - + + + Internal linking opportunities + + + + Google authorship verification - - - +
  • 45. Ecommerce platforms SEO checklist: •Open Graph protocol •HTML sitemap •Internal linking opportunities
  • 46. Migration impact on rankings, Precautions
  • 47. 301 redirects: • 200 OK • 301 Redirect • 404 Not Found
  • 48. 301 redirects: • Create & map a complete list of page URLs! • Only! If for some very serious reasons the above is totally undoable, consider the following options: • Download for Google Analytics most successful in terms of traffic pages and map them in the first place • Download the most linked to pages report from your Google Webmaster Tools and map them • Map all of your category pages • Redirect top-selling products (E-commerce performance report in Google Analytics) • Test the redirects (Xenu, ScreamingFrog (free for up to 500 URLs only)) • Create good, custom 404 pages • Try to use server redirects if possible and use regex redirects to minimize the server load
  • 49. Other precautions: • At lest for the first couple of months after the migration keep the content (Titles, H1’s, texts) the same • Make sure to notify your customers of the changes - possible slow load times, structure and design and other changes • Make sure to ONLY use new URLs in your internal linking • If you have control of any backlinks to your site, change them to new URLs too • Think about the internal linking patterns, try not to change those much too
  • 50. Other precautions: • Update XML and HTML sitemaps with new URL and submit the new one to Google Webmaster Tools • Measure your traffic and rankings (at least with SemRush) before the migration and after • When you have moved be prepared to fix at once SEO bugs of your new platform (duplicate URLs usually) • Measure and test everything – your conversion rates, load times, abandoned carts etc
  • 51. 21.3.1121.3.11 Analytics tip: After migration you can have 2 options in terms of Analytics: •Create new Analytics property and start tracking the new site from scratch •Use the same Google Analytics code https://www.google.com/analytics/web/template ?uid=wgYGwhy1RtW8aBkj4Z5qfA Create a Custom report with full URL displayed:
  • 52. 21.3.1121.3.11 Small prediction: Your organic traffic will decline anyway! But if you have done everything right and keep monitoring your site’s performance, organic traffic will be going back during 4-10 weeks after the migration.
  • 53. Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization; - General online marketing strategy insights. Free online marketing audit
  • 54. Special 10% discount code: Webinar-Gift
  • 55. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva Yuriy Stakh Head of Marketing at MagneticOne e-mail: yura.stakh@magneticone.com Skype: cmo-m1
  • 56. Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo Plus.google.com/+Promodo-com Please follow Shopping-cart-migration.com/blog Twitter.com/Cart2CartBlog Facebook.com/Cart2Cart Plus.google.com/+Shopping-cart-migration