November 2018 Orange Report: eCommerce & Digital Marketing Tips

November 2018 Orange Report: eCommerce & Digital Marketing Tips

NOVEMBER 2018 ORANGE REPORT

For this month’s Orange Report, we’re sharing a few of our best and most recent blogs that speak on all things Magento, eCommerce, and Digital Marketing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.

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Everything you need to know about eCommerce, digital marketing, and Magento.

How Social Media Affects SEO

Your company’s social media affects SEO more than you think. Read how your social presence (or lack thereof) impacts visibility, brand recognition, and more.

How to Simplify an Overly Complicated Site

Creating a simple, easy to use website is a lot harder to do than you might think. These design principles will help you master the art of simplification to increase conversions.

The Complete Magento Commerce Migration Checklist

Your eCommerce business decided to migrate to Magento Commerce. Here are all the boxes to check before you go live with your new website.

How Social Media Affects SEO

How Social Media Affects SEO

Social Media SEO

We’ll get straight to the point—social media does affect SEO. More interestingly, though, is the question of “How?” Business owners are told over and over again that having a social media presence is key, but sometimes it can be hard to see the benefits. Social media is a great asset for businesses for a lot of reasons: it’s a great customer service tool and a convenient place for customers to get information about a business.

Beyond those incentives, one of the best benefits of social media is the way it works in sync with an SEO strategy. Though social media does not directly impact website rankings, it is still a very powerful tool used to leverage SEO.

Read on to take a closer look at how social media affects SEO by increasing visibility, brand recognition, and more.

Increase Your Online Visibility and Traffic to Your Site

The simple truth is that the more a business puts itself out there, the more people will see it. The main driving force behind any marketing effort is to increase leads and sales—in order to convert potential customers, they must be coming to your site in the first place.

When searching for a company online, social profiles will most likely appear in the first page of search results, usually right under their website. This means that if your company has social media accounts like a Facebook page or Twitter profile, it will serve as another opportunity for potential customers to see you when they make a Google search.

Check out the example below:

Social Media SEO

A simple google search for the word “Magento” has the company’s Twitter account appearing second in the search listing. This may seem minor, but it does increase the chances that they will end up on one of the pages that you control. Remember: the bigger the net, the more fish you catch.

Boost Your Brand Recognition

Brand recognition is important for any company; when an audience can recognize a company by its logos, slogan, or brand colors, you’ve done something right. In order to further increase brand authority, utilize your various social media profiles to encourage social sharing. But, despite the common misconception, “popularity metrics” (like the number of followers or likes) do not cause higher rankings.

What does cause higher rankings, though, is the chance that someone on social media will share your link and increase the number of inbound links to your site. Content will gain popularity—as well as credibility—and this can improve your rankings. Check out this infographic below:

Social Media SEO

As you can see, a couple of things must go right in order to affect rankings in a positive way. In order to help this process, it benefits you to actively build relationships with content creators so they consistently cite your content.

In addition, social sites give customers a chance to review businesses. Reviews can be a huge factor in SEO, especially when it comes to local businesses. Search engine algorithms love reviews, and they make up 13% of ranking factors when it comes to local searches, and 7% for general searches. Be sure to encourage reviews with incentives or gentle reminders through social media; they can make a big difference with customer trust and SEO.  

Extend the Life of Your Content

There are over one billion active daily users on Facebook. That’s a lot of likes, comments, and shares for you to tap into. With a blog, once you publish a post, it can get buried underneath pages and pages of other posts and seem lost forever.

But with social media, you can repost old content when it’s relevant to do so, or blast out messages whenever you want so you know your word is getting out there in a more controlled way. In addition, you can target content towards the audiences you know will benefit most from your messages. That may mean reposting an older blog on Twitter when a similar topic is trending or referencing an older, more-detailed blog in a Facebook post depending on what followers have been most engaged with recently.

Get A Leg Up On Local Rankings

We’ve already discussed the importance of reviews for SEO, but it’s also important to be consistent with business listings and NAP (name-address-phone number) citations. This consistency in how your business is listed across the web (including social media) is essential for local SEO. Social media profiles need to have keyword-rich descriptions, clear indications of services, hours, phone number, and an address that is identical to the one on your Google My Business profile.

When you are consistent with your NAP (meaning the same information shows up on all profiles and directories) search engines understand who you are, what you do, and how users can find your business.

Good Rankings Take Hard Work

Recognize that rankings are an outcome, not an action. The best search optimizers understand the importance of indirect benefits that come from social media. Many aspects of modern marketing are based on relationships—including search. And relationships are created on social media.

If you need any more information on SEO or social media, feel free to contact us today.

Death by Magento Customization

Death by Magento Customization

Death by magento customization

The dream website for many eCommerce merchants contains every feature they can imagine, plus any customizations required to make growing and running their eCommerce business a breeze.  

For many retailers, Magento has been that dream. A feature-rich, low-cost, easy-to-customize solution. Unfortunately, we’ve seen that dream morphed into a nightmare for many poor souls who over-extended themselves by adding too many features and customizations to their Magento site.

Upon initial build, it may seem feasible to clear up the outstanding bugs of an overbuilt site. But as time goes on, issues can pile on top of one another, potentially leading to your entire site going down and many customers being lost (along with the corresponding sales revenue).

So — How Much is Too Much?

That question has a unique answer for every individual business. There is a certain limit to the number of features and customization that can reasonably be created and maintained by any organization. Companies with great budgets and technical acumen can support incredibly complex software (ie. Google and Amazon). But every company must understand what their limits are and how to operate and grow within the confines of their capabilities. First, let’s discuss what kind of issues over-customization can cause:

  • Rising Costs – Not only do you have high costs of maintaining and upgrading the customizations, but you also have costs of maintaining documentation and know-how for them.
  • Security Risks – Sometimes extensions can contain code that opens a backdoor breach into your website. Third party extensions can offer some great functionalities for your eCommerce store but they should be thoroughly vetted for quality and security by an experienced developer before being installed.
  • Sluggish Speed – It goes without saying that in a competitive environment today, an eCommerce company must place website speed as one of their top priorities. Most extensions make HTTP requests to load assets like CSS, scripts, images, etc. If coded incorrectly, extensions can cause many different types of performance issues, some of which can be difficult to troubleshoot. Page speed should always be critically evaluated when a new extension or customization is being tested in a staging environment.
  • Website Continuity (or lack thereof) – Due to Magento’s vast and complex architecture, difficulty with code can cause extensions to conflict with one another. This can cause pages to crash unless the code has been fixed. Nothing is more unnerving than a “Page not Found Error,” except for when a customer sees that error. Per the following statistic: “Around 74% of visitors leave and never visit a website again after just one instance of a ‘Page Not Found’ error.” Those aren’t great odds.

I’m sure we’ve spooked you by now. So, how do you prevent these unfortunate consequences? Ultimately, we have to take a look at your company size, revenue, and resources.

Smaller Merchants – Is Magento Right for You?

With the onset of Magento 2, we’ve received migration quote requests from many smaller merchants running Magento 1 Community Edition that would be much better served by instead using a software as a service (SaaS) platform like BigCommerce or Shopify. These companies may have been lured into running Magento because of its many features and flexibility, but the cost to maintain Magento is way beyond what these SMBs are capable of. Instead of Magento working as an engine for growth, it becomes a liability, forcing these merchants to spend precious resources they should be dedicating to marketing on upgrades, patches, and support. In addition to the maintenance costs being (commonly) too steep, these merchants lack the resources in-house to properly administer Magento which further lowers their ROI.

In our opinion, it is usually best for small to midsize merchants with less than $5 million in annual online sales to try and limit their use of custom modules for Magento to 10 or fewer. While this number is somewhat arbitrary, it is a good benchmark for merchants wishing to mitigate the risk of getting into more customization than they can safely handle.  

Most merchants selling less than $1 million online will likely be best served by a SaaS solution like Shopify or BigCommerce. If these merchants using a Saas are looking to safely mitigate any risk of performance issues or compatibility bugs, they should likely look to leverage existing templated themes and fewer than 5 apps.

Larger Merchants – You Aren’t Immune to the Bugs of Over-Customization

While larger online merchants have the budgets and technical acumen to properly run a website platform like Magento, they are not impervious to serious harm from adding too many features and customizations. We’ve unfortunately witnessed large merchants greatly reduce the effectiveness of Magento with too many features and customizations.  Many times in these situations, bullish executives (in an attempt to make a big splash with the launch of a new and better site) demanded the addition of excessive amounts of features and customizations while building a new site on Magento.

For larger merchants needing a large number of complex features on their website, we recommend ensuring that their customizations are loosely coupled and operating by interfacing with the Magento API to minimize performance and code compatibility issues. For example, a merchant wishing to solve complex shipping quote requirements can mitigate the risk of over-customization by using the 3rd party app ShipperHQ. ShipperHQ is a SaaS solution that integrates to Magento via a small bit of extension code and APIs.  Hence the app is very loosely coupled and thus has minimal risk of causing code conflicts or performance degradation.

Customization Doesn’t Have to be Scary

Customization can become overbearing, but it doesn’t have to. Don’t fear Magento extensions — but don’t trust them blindly either. Not all extensions are created equal. As long as you follow these guidelines and are strict about having a senior developer vet and test extensions before using, you can proceed with caution. As always, if you have any questions about this or are in over your head with customizations, call us today to speak with a Magento Developer.

How to Simplify an Overly Complicated Site

How to Simplify an Overly Complicated Site

simple site design

By Tom Deutsch, VP Creative Services at InteractOne

The word “simple” can be a little deceptive. For eCommerce sites, conversion is the ruling metric. So, simplification is a tactic that you HOPE will give you better conversion.

Often, what we describe as simplification is not achieved by removing content from the page. Instead, site simplification uses UI design principles to focus and compartmentalize shopper activity.

Google is not strictly an eCommerce site, but it is the most-offered example of simplicity.

On the first impression, this baby is zen. You know exactly what to do here, not only because you’ve seen it a million times, but because it is obvious the first time you see it.

Really though – just like on your site – there is a lot going on here.

Given these requirements, Google could easily have looked something like this:

Simple looks easy, but it’s obviously not. As the illustration shows, how a given set of content is formatted and arranged can result in brilliance or an uninspired mess. Obviously, you and I don’t have Google’s resources, but we can take some lessons from the example.

Conquer the impulse to decorate

Communicating your visual brand doesn’t require elbowing aside the eCommerce path to purchase. For example, Magento’s default theme provides for an image at the top of each category. Key to remember – it is optional.

Designers can and do use banners to display beautiful and inspirational images and promotion reminders. In most cases, they are a distraction or an obstacle. They push the products down the page and are literally in the way, whether the user landed here directly or via navigation. Category pages are high-shopping intent; let the people shop! One innovative idea is to package small promotional blocks within the product grid, as seen on Lush:

Another source of clutter included in most eCommerce themes is the sidebar, which often says to the shopper: “you probably don’t want what is on this page; here’s another thought.” Think carefully before including sidebar elements, which do not translate readily to mobile, anyway.

Background textures, colored text, underlining, too many control elements (arrows, buttons and open fields) can stress out your page visitor, often evidenced as increased bounce rates. Use control elements extremely selectively and they’ll provide prominent and effective visual direction for your visitors.

Don’t fear the click

In your home, clothes would be easier to pick out if they were carefully arranged by color on the floor. Will you stop wearing clothes if they are put in a drawer instead? On your website, there are many categories, tools, features, and benefits all competing for attention. It is tempting to use the flexibility of a web page to find places to display all of them. That is designing by fear – thinking the shopper will not click to explore. Instead, set filters to closed by default. Place content in collapsing divs, dropdowns or tabs.

Matsonline.com has a complex product configuration and extensive product documentation, but with a well-managed UI, the goal of the page is still clear.

Think of your shopping pages not as billboards or directories, but as a neatly organized and well-labeled closet. Present a confident, simple and intuitive experience and trust the shopper to shop – that’s what they came to do!

Plan to succeed

To get simple, think integrated. Focus heavily on the things that spur conversion in eCommerce: Blazing fast page load, intuitive user interface, high-quality product images, authentic reviews, high-authority links. When those essential elements are in place, then your site will have the freedom to shed or reduce the emphasis on promotional content, memberships, forums and offers better suited to ads and social media.

The primary technique for maximizing simplicity is something you’ve often heard but is not often practiced: Mobile first design. Designing for desktop usually means you are starting with a grand and polished vision of a home page – that usually gets marked up and appended by numerous well-meaning hands. Designing for mobile forces discipline on your requirements. The best mobile sites behave like a guided tour – with each landing page focused on one thing and branching out from there, presenting choices in clear and manageable chunks. A desktop site that looks and functions like a mobile site is far preferable to a mobile site that looks like a squished and peeled version of a desktop site.

Your website will reflect the state of your business. Clutter within the business will produce clutter on the website. Simplicity breaks down when complex features are tacked on to the middle or end of a project, or if internal buy-in of the requirements was not secured up front. Whether embarking on a new eCommerce site build or revamping an existing one, have a specific plan. Know your requirements and make sure your platform can fill them without major customization. Pick designers and programmers you trust, then let them guide you to achieving a simple, user-friendly, high-converting site.

If you would like assistance with streamlining or otherwise improving the user interface of your eCommerce site, please feel to connect with our team. We’d be happy to lend a hand.

The Complete Magento Commerce Migration Checklist

The Complete Magento Commerce Migration Checklist

magento commerce migration

After spending countless hours researching whether or not to upgrade to Magento Commerce or keep with your existing platform, you’ve finally decided to make the jump. If you haven’t decided yet, read our recent blog to help inform your decision-making.

Before you can bask in the success you’re sure to see from making the upgrade, there are a few things you’ll need to do to ready your eCommerce business for it. Make sure to check off the following boxes before actually upgrading to ensure a smooth and successful process:

Take Inventory of Your Current Implementation ☑

Upgrading your eCommerce website is a long, ongoing process that never really feels completed if your business is looking to stay ahead of the next trend. If your website features this kind of next-level functionality and capabilities, chances are the complexity of implementing a new platform will be greater. This is why it’s essential to review the current state of your website through the lens of user experience, configuration, and customization. For more information on how to best review these components on your website, take a look at this Magento article.

Check Extension Compatibility ☑

Another component to review before making the upgrade is what extensions your website currently has installed. Most eCommerce websites feature a variety of extensions, some that are useful and some that seemed important but don’t have much functionality. The extensions that you plan to keep should be reviewed and tested to make sure they run properly or will need to be upgraded on the new platform before making the switch, otherwise you could run into a slew of functionality issues. If making the jump from M1 to M2, every extension must be updated to the M2 version in order for them to function properly. If you aren’t sure what other extensions will need attention when you make the upgrade, be sure to ask a Magento-certified developer. This is also an opportunity to clean up your website from unnecessary or non-functional extensions that you may have installed in the past, which could end up helping your website run faster.

Jumpstart UX Design ☑

Whether you’re upgrading from a different version of Magento or another platform altogether, design is something you should consider right out of the gate. Though there are many third party templates out there, we recommend skipping those and reaching out to Magento-certified developers (like us) instead. We can tailor Magento’s template to fit your needs and ultimately avoid any headaches shabby templates can create.

If you do decide to go with a third party theme, reach out to a reputable Magento expert before you purchase. Though the most popular themes are usually the most well built, that’s not always the case. Be sure to check with an expert first.

Test Your Website—Extensively ☑

When you make the upgrade, it’s important to test out your website before you publish it. Put your website in ‘maintenance mode,’ a Magento feature that allows you to test your website without it being live. To do so, create a maintenance.flag file in the root of your site. Once completed, many Magento Specialists use this 3-step process to see if their eCommerce website is ready to roll:

  1. Start at the homepage, navigate to a category page, then a product page. Add a product to your cart. Repeat these steps by choosing all the different possible paths to find that and other products. 
  2. Run a full checkout to test the various payment and shipping methods. 
  3. Test other functionalities such as price rules.

After extensively testing your website and checking all of the other boxes listed above, it’s time for the big moment: going live with your new, upgraded website. 

Be sure to continue running tests after publishing your website to ensure everything is working smoothly. To do so, consider running analytics and comparing the results to your old website. If you find any glaring differences in traffic or conversion rates, there could be an issue as a result of upgrading.

Making the upgrade to a new platform is a long process, but one that can pay large dividends to a growing eCommerce business. If you need any help along the way, be sure to contact our team of Magento-certified experts.