3 Ways Magento Merchants Can Build Their Brand and Customer Following

3 Ways Magento Merchants Can Build Their Brand and Customer Following

customer following - part 2

By the Marketing Team at InteractOne

A Strong Customer Following Equals eCommerce Success – Part 2

In our previous post we discussed the reasons why growing your customer following is important. If you missed it, go check it out. Understanding the importance of building your brand and customer following is critical to your success not only as a Magento merchant, but as an entrepreneur and business owner. The Magento platform is a robust tool that when used correctly, is critical for building the success of your Magento store and customers. Here are our 3 ways Magento merchants can build their brand and customer following.

1. How to Build Customer Loyalty

Merchants earn customer loyalty by providing positive customer experiences and products that meet customer’s needs. Smart Magento Merchants select their online tools appropriately to support their brand needs. There are a couple extensions that Magento has to help build customer loyalty.  

Extensions such as Magebuzz Social Share make it easy for customers to create an account and log into your store via their favorite social platform. Valuable customer information allows merchants to remarket specific product suggestions via eMail and social remarketing platforms.

Rewards based extensions like Sweet Tooth provide benefits by giving points to frequent shoppers.

Notably, through an eMail provider like Dotdigital, merchants can sync customers point balance via Dotmailer’s campaign design and segmentation tools. Tailored eMails, including personalized product suggestions based on shopping behavior and purchase history, greatly increase the number of conversions.

Extensions like Magebuzz Social Share and Sweet Tooth combined with eMail providers like Dotmailer will increase customer retention, customer purchasing frequency, and customer lifetime value while lowering customer acquisition costs. Reward and loyalty programs help to build happy customers and purchase frequency.

2. How to Build Connected and Happy Customers

In today’s rapidly growing digital world, social media has become the most efficient way to connect and stay connected with customers. Monitoring and staying active on social feeds is the basis of that connection. Customers want to see a business taking an interest in what is being said on social media about your brand.

Tools such as Hootsuite can aid in measuring return on investment for social media and help protect reputation on social media through tracking capabilities.

Connect with customers and stay up-to-date with what is being said about your business. A pleasant customer service experience should be the goal of every customer interaction. Utilize online tools like Hootsuite to monitor and measure social efforts to build happy customers.

3. How to Define the Right Customers for Your Brand

Properly tracking user activity is the most critical step to building a customer following. Merchants need to identify what products customers are viewing, and have the ability to intelligently remarket to them. Finding a way to reach the right demographic for your brand can be a daunting task but there are several tools available to help simplify the process.

The easiest way to identify customers is to use data already being collected. Google Analytics is the most common way to track customer behavior. Google Analytics has very in depth demographic data that can give insight on customer behavior, but if the optional tracking isn’t configured properly it can cause issues. Make sure to have eCommerce tracking enabled and check that the sales funnel is setup properly. Some of the most valuable information about site usage and customers is within Google Analytics.

Create advanced segments based on demographics like location, age, past behavior and/or purchases. Use geographical segmentation to target customers with localized, personalized content, like special offers. With Magento Customer Segmentation and CMS banners, create locally targeted home pages for customers who are living in a certain region. Display promotions/discounts based on if-then statements that appear when a customer falls into a certain customer segment. Magento’s segmentation capabilities help to effectively and personally market to your audience without wasting effort.  

For more advanced tracking, Kissmetrics and Woopra offer in-depth demographic data for more insight on individual customer behaviors. These services can be used to further define your target audience. Kissmetrics offers behavior analytics, automated eMail campaigns and tracking for key growth segments. Track customer behavior and use helpful tools to engage with customers at every stage of the buying process. Woopra has the ability to create customer profiles, track analytics, send out automated eMails based on behavior and connects tracking across all your apps. Woopra’s customer profiles provide a comprehensive look at customers in every stage of the buying cycle. Woopra also has the capability to segment based on each customer’s individual behavior. Services like Kissmetrics and Woopra help to efficiently define your customer.

Interested in growing your customer following?

We’ve helped plenty of merchants over the years through their Magento site and marketing strategy. Contact us to learn more about how we can help you build your brand!

Are You Taking Advantage of the Marketing Functionality in Magento 2 Enterprise Edition?

Are You Taking Advantage of the Marketing Functionality in Magento 2 Enterprise Edition?

Marketing Functionality in Magento 2 Enterprise

Marketing Functionality in Magento 2 Enterprise Edition – More Marketing Power!

Magento 2 Enterprise Edition offers many out-of-the-box features for merchants. Notably, the marketing functionality components help streamline the planning and management of new campaigns and product roll outs. Four key features that every Magento Enterprise merchant should be using include content scheduling, customer loyalty programs, automated eMail, and analytics. These capabilities give your marketing team the power tools they need to be successful.

New Content Scheduling

Enterprise enables merchants to set-up, test, and schedule new content, including product updates, categories, and promos. Notably, links to scheduled content can be shared amongst your team to make reviews and approvals easier. Testing your work is simple, since you can preview your changes in the checkout to make sure all promotions are working as they should before they go live. The timeline dashboard provides an overview of all scheduled updates, so your team can easily coordinate and manage new campaigns.

Customer Loyalty

Enterprise offers more opportunities to make your buyers loyal customers. Reward your customers with coupons, rewards points and private sales. Include bulk ordering to make it easier for customers to buy what they need. Encourage your customers to do more than window shop with wish lists and gift registries. You can also provide in-store credits and and gift cards. With these loyalty options available in M2 Enterprise Edition, your customers will be frequent flyers in no time!

Automated eMail

Automated emails are extremely successful when targeting shopping cart abandonment. Enterprise addresses this important functionality by offering customizable automated eMails. Merchants can set up the emails to offer special discounts based on the contents of the cart. There is also an automated email option for wish lists updates. Now you can work on your conversion rates through nudging customers via updates on their favorite items.

Analytics

Learn how your marketing campaigns are performing while monitoring how your customers are using your site with the Google Tag Manager (GTM) integration. GTM allows you to add tracking tags or code snippets to your  Magento site to measure performance like audience, personalization, retargeting, and search engine marketing. GTM will transfer data to Google Analytics Enhanced eCommerce, to show how well your site, products, and promotions are performing.

Need some assistance getting started?

In theory, these out of the box features seem simple to manage. Although, unless you’re the marketing and implementation expert on your team and have loads of time for planning and execution, you may need some assistance. We’ve got years of experience with Magento marketing implementation and can help set up and streamline the technical side of your marketing campaigns.

Contact us today to see how we can help you setup your content scheduling, loyalty program, automated emails or implement Google Tag Manager into your code.

3 Reasons Why Magento Merchants Need to Build Their Brand and Customer Following

3 Reasons Why Magento Merchants Need to Build Their Brand and Customer Following

Customer Following

By the Marketing Team at InteractOne

A Strong Customer Following Equals eCommerce Success

It’s easy to get caught up in the day-to-day tasks of maintaining your Magento website, managing inventory, and coming up with new sales and marketing initiatives. Although, it’s important to take a step back, not only to keep your sanity and perspective, but to focus on long term goals. Building your brand and a strong customer following is an important long-term investment in your business.

Brand building tools can easily be implemented through your Magento site that can help achieve customer loyalty, connections, and define your target audience. Building your brand and customer following needs to be part of your long term marketing strategy. Loyal (aka repeat) customers are critical for your success on Magento and in eCommerce. Here are our 3 reasons why Magento merchants need to build their brand and customer following.

1. Loyal Customers = Repeat Customers

A brand builds loyalty not by only driving sales transactions, but by helping people meet their needs. Merchants build that trust through consistently meeting the needs of their customers. A user-friendly website, quality products and service makes brands dependable. In today’s world, customers are losing patience with marketing that makes promises but does not deliver.  They want real value, not just perceived value. Merchants need to stay engaged with their customers throughout the purchase cycle and beyond to build a strong customer following. Magento merchants can build trust into their marketing strategy through features available via the platform or extensions. Tools like rewards programs, strategic email campaigns and social share features will help develop a loyal following that will only grow. Loyalty is the goal – trust is how you build it.

2. Connected customers = Happy Customers

A strong connection with your customer breaks down barriers that leave them feeling like they are just a number. When you’re connected to your customers, you’ll be able foresee and stop problems before they happen. Whether it’s monitoring your social feeds, customer service eMail inbox or analyzing reviews and purchase trends, your connection will help identify issues and stay ahead of problems. Magento offers a lot of flexibility and tools to help monitor and resolve issues. A Magento merchant grows from exceeding customers’ needs – not by ignoring and capitalizing on them.

3. Defined Customers = Right Customers

Analyzing and defining your target customers needs and purchasing behaviors is critical for building a strong customer following. As a merchant, you need to know who you’re marketing to, what motivates them, and why your brand is right for them. Analyzing tools like market research, customer reviews, and even your analytics (we can certainly help you with that) will give you the opportunity to listen to your audience directly and refine your customer personas. As a Magento merchant, find out everything possible about your audience – make your efforts more efficient.

Understanding the importance of building your brand and customer following is critical to your success not only as a Magento merchant, but as an entrepreneur and business owner. The Magento platform is a robust tool that when used correctly, is critical for building the success of your magento store and customers.

Stay tuned for the next article we have planned that will discuss our favorite Magento extensions and tools we use to help our clients build their businesses.

Interested in growing your customer following?

We’ve helped plenty of merchants over the years through their Magento site and marketing strategy. Contact us to learn more about how we can help you build your brand!

Four Tips for Preserving Magento’s Core Code

Four Tips for Preserving Magento’s Core Code

Magento’s Core CodeBy Brian Holecko Certified Magento Developer at InteractOne

Preserving Magento’s Core Integrity

Magento’s Core Code is intended to be preserved – not modified – so that upgrades can be completed gracefully and without error. The common procedures for extending the core using observers, overriding functions for blocks, helpers, models, and controllers are often leveraged appropriately.

However, there are a handful of techniques for the front-end that are worthy of discussion and exploration. Often, these are not used owing to controversy over what is actually included in Magento’s core code and what is not.

Here are four important front-end tips for preserving Magento’s core code.

styles.css and other base CSS files
In regard to the skin, styles.css and other base CSS files should be treated like core files. A separate CSS file (local.css or custom.css) should be used to override styles, even if there are many changes to be made to the default styles.

Theme base files
Theme base files should be treated similar to core files in regards to layout files. Too often, layout files are copied over to a custom theme directory for minor edits. These edits should instead be put into a single layout file named local.xml or custom.xml. Any edits made to the layout files after being copied over can be achieved using a custom layout file including removing CSS/JS references and other functions which may not be necessarily obvious how to code.

Template files
Template files sometimes have hooks to add additional content, so instead of copying over a template file, try to create a new block in the layout if possible. Also, it is  best-practice to defer to using CSS to correct templates instead of changing the HTML.

/js/ directory
The /js/ directory should be treated as core as well. Modifying these files are discouraged, however, if it is required, be sure to place them into the skin JS directory instead of the core directory.

With these four tips in mind, you will have a cleaner theme with reduced amounts of core edits.  Your site will be easier to upgrade when necessary and will be closer to standard Magento development best practices.

Concerned that your core code may have been compromised? Contact us to learn more about our Code Review and Maintenance and Support options or call us 513-469-3361

Patch or Upgrade Magento?

Patch or Upgrade Magento?

patch or upgrade Magento
By Brian Holecko Certified Magento Developer at InteractOne

The Security Patch Conundrum

Patch or upgrade Magento? When it comes to your Magento site, it is less of a question of philosophy, and more a question of security. Magento promotes security patches through admin notifications. These notifications can alarm merchants, causing them to request urgent patching of their online store. Do not be alarmed, security patches are far more numerous than indicated via the admin notification system. It is actually “best practice” to upgrade to the latest Magento version which often includes dozens of security fixes, including the latest security patches. If a security patch is released before its inclusion in an upgrade, be patient and focus on staying up-to-date on upgrades instead.

What if you get hacked?

One very important reason to stay up-to-date on Magento is what if your site is hacked? There is no simple way to easily tell which security hole was breached. Best case scenario, it’s a hole that an existing security patch can fix. Or worst case, it could be an issue that won’t be patched for a long time to come in older versions of Magento.

When new weak points are discovered in Magento and even if they’re urgent, patch requests take time. They have to pass through project management, development, and QA testing before being released to production. This is critical time in which your site can be exploited. Even if you patch the security breach, a hacker still may resort to another weak point, potentially leading your development team into a game of whack-a-mole with the hacker.

Security Patches violate a key Magento rule – never edit core code. 

The implementation of security patches violates a Magento standard which says that modifications should not be made directly to the core code, which patches do. This can cause confusion during a code analysis when determining whether core edits to the code have been made by a developer or not. Future upgrades will overwrite the patches which have been applied, providing little gain for having applied the patch over upgrading.

Ok, so do I Patch or Upgrade Magento? Upgrade!

To get the most protection, it is best to stay up-to-date on the latest upgrade. With an upgrade, you get the protection of multiple security fixes via upgrading, rather than get the protection of only one security patch at a time. It is recommended that you meet with your team to develop an upgrade plan which will define the time and effort to upgrade, as well as a test plan and of course, budgetary constraints to determine when and how to upgrade to the latest version and when not to upgrade.

Magento Imagine 2017

Magento Imagine 2017

nevada-932708_640

VIVA LAS VEGAS!

We’re gearing up for another year of the Magento Imagine Conference here at InteractOne and are particularly excited to be teaming up with our friends and partners at BluePay. InteractOne and BluePay have joined forces to bring Magento merchants the secure payment processing they need for their stores and customers.

A few features of what BluePay has to offer:

  • Customers want a fast, secure checkout – BluePay delivers in just one step
  • Single-source reporting (one merchant vendor) increases reporting accuracy and efficiency
  • Fully PCI compliant – strongly secures customer data away from your server

Our CEO, Brian Dwyer will be at booth #41. Be sure to stop by and say Hey! If you want to schedule a session with Brian at Imagine, email him at [email protected] or call at (513) 469-3355.

Several other team members are attending including Barb Scales, our Magento Solutions Advocate Extraordinaire. Barb is looking forward to meeting with our clients and talking to Magento merchants about our 100% on-shore development expertise. If you want to schedule a chat or coffee break with Barb, shoot her an email at [email protected] or give her a call at (513) 469-3361.

What we are looking forward to this year at Magento Imagine 2017

There are always excellent speakers and major Magento announcements made at Imagine but, what we look forward to most is meeting with YOU!

A lot of merchants are still wondering how Magento 2 will affect their Magento 1.x sites and their overall business. Are you considering an upgrade to Magento 2? If so, when? Or, are you thinking of moving to a new platform all together? Do you have questions and need answers?  We’re hearing a lot of good questions from the community:

  • We’re running on M1, should we upgrade to M2?
  • What are the differences between Community M2 and Enterprise M2?
  • How do I maintain my SEO rankings with this change?
  • How do I improve conversion with M2?
  • Is M2 more secure for my customers?

If you’re interested in setting up a one-on-one meeting, please email Barb for Magento development at [email protected] or Brian at bdwyer@interactone.com. Barb and Brian are happy to schedule a quick meet up anywhere, a hallway, the pool, how about one of the food and beverage stations? You name it, we’ll be there!

See you at Imagine!

Magento 1 vs. Magento 2 – What’s the Difference?

Magento 1 vs. Magento 2 – What’s the Difference?

By Brian Holecko Certified Magento Developer at InteractOne

Magento 1 vs. Magento 2

After about 10 years from the inception of M1, M2 was released to address many of the shortcomings of M1 using lessons learned from many years of community feedback. Some of the most critical architectural issues resolved in M2 involve extension conflicts, large class files, and JavaScript files. In addition, there are many upgrades to the admin and front end to improve customer experience. 

Architectural Differences in Magento 2

Extension conflicts

  • Due to a thriving community extensions market, clients tend to rack up on pre-made extensions, with 30 or more community extensions being the norm. The trouble here comes with extension conflicts when two or more extensions try to rewrite the same functionality. This has to be resolved manually and can be very time consuming to determine where the conflict is and how to fix it so that any conflicting extensions are fully functional.
  • Magento 2 introduces plugins which allow code to overlap core code rather than override it. This significantly reduces the chance of conflicting code.

Large class files

  • Class files which are most critical to M1 are often large, so large it made it difficult to quickly determine the core functionality of its functions. An architectural decision inherited from less enterprise grade platforms, this eventually became more of a problem as additional functionality was packed on in later releases.
  • M2 solved this issue through dependency injection: abstracting out the dependencies of a class to make it lighter weight and easier to read.

Too many JavaScript files

  • M1 made a mistake by choosing Prototype as their core JavaScript library over the more popular jQuery library. This led to most implementations importing jQuery in addition to Prototype, often mixing calls to both libraries which were designed to do the same thing. Also, many extensions require additional JavaScript libraries, resulting in a large number of JavaScript files which were applied to every page of the site, whether in use or not.
  • M2 solved this problem by removing Prototype in favor of jQuery and also adding the RequireJS library. Now, the JavaScript libraries required for any script must be specified beforehand. This change improves performance by reducing the number of JavaScript files which can be called.

Many of the architectural decisions made in Magento 1 were most likely influenced by its predecessor, osCommerce. Magento 2 clearly stands on its own as an independent enterprise platform which is up-to-date with industry trends, both frontend and backend.

New Key B2B Features in Magento 2

  • Account management – You are able to manage accounts, create sub-accounts, and set permissions and roles easily.
  • Negotiated Pricing Terms – You can associate accounts with specific price lists, payment options, and shipping methods.
  • Mobile Responsive Design – your customers will be able to order on any device or platform.
  • Quick Order – Your B2B customers will be able to create a quick and easy re-order, large scale orders, and even recurring orders.
  • Credit Accounts – You can customize for the businesses to make purchases based on their needs. They can check out now and pay later.
  • Inventory Tracking – You will be able to manage your inventory across multiple warehouse locations.

Magento originally said that support for M1 will likely end after 3 years from when M2 was initially released. That means that patch and upgrade support could end sometime around Q4 of 2018. Although, Magento recently said they will be supporting M1 for the foreseeable future with an 18-month notice before any changes are made.

However, with many features and extensions for M2 created and even free, there’s not a lot of reason to stay on M1 if you don’t have to. With support coming to an end possibly sometime next year, mixed with the cost of upgrading to M2 vs the cost of maintaining M1, now is the time to make the move.

If you’re currently experiencing issues and conflicts on M1, contact us about moving to M2.

Why We’re Sweet on Magento 2.1

magento 2.1

By Amanda Watkins, Marketing Communications Manager at InteractOne

Magento 2.1 is still pretty sweet, even with its imperfections.

Over the last year, we noticed some casual unrest within the Magento community as we all eagerly awaited to reap the rewards of sticking with the number 1 eCommerce platform in the world. When Magento 2 was released at the end of 2015, there was a lot of excitement and so much to look forward to. We were wide-eyed and hopeful that Magento’s decision to launch Magento 2 (even though we knew it wasn’t totally ready) would be the best thing to happen for us as a development partner and for the community as a whole.

We were enthralled with Magento 2. We held webinars, wrote blogs and built landing pages touting how great it was. We were set. We were ready.

Then 2016 happened.

The first half of 2016 wasn’t easy. In a lot cases, we were talking with clients and prospects advising them to wait to upgrade. We explained that Magento 2 just wasn’t ready due to bugs being worked out and extensions needing built. The first half of the year felt like a stale waiting game. While we waited, we optimized and maintained Magento 1.x sites with the hope that when Magento 2 was ready, we could easily upgrade our clients.

Towards the middle of the year, and with the release of Magento 2.1, we were finally able to start confidently building new sites in Magento 2.  By the end of the year, we were starting to remember those positive feelings we had started 2016 out with. It was coming together and Magento was going to feel great again.

Here’s looking at 2017.

When we read the very real and honest post from our good friend Karen Baker at WebShopApps last month, we felt her frustrations and concerns in every way. The first half of 2016 was frustrating and we hope that Magento is working to make things better. We were also pleased to see that important folks within Magento offered some responses to valid concerns here and here.

We’re continuing into 2017 wiser and more prepared. We know and believe Magento is going to stick around and we’re going to stick with the platform we’ve been with since its inception. There are other tempting eCommerce platforms to watch and definitely keep an eye on, but for now, we’re still sweet on Magento.

As a long time Magento partner, we’re still very excited about Magento 2 and we’re ready to help merchants make the jump. If you want to talk strategy for your next eCommerce move, contact us or give us a call (513) 469-3361.

SUPEE-8788 – Addresses Payment Vulnerabilities

SUPEE-8788 – Addresses Payment Vulnerabilities

SUPEE-8788 – Old Patch – Renewed Urgency!

SUPEE-8788 was released in October of last year but we are still seeing shops without it. We’ve also seen hackers recently continuing to steal data from merchants who have not installed the patch. The two critical fixes address Zend framework and payment vulnerabilities and ensures sessions are invalidated after a user logs out. In addition to the two critical vulnerabilities, there are 15 additional points of concern addressed in the patch.

Vulnerabilities fixed in SUPEE-8788:

  • Remote Code Execution in checkout – With some payment methods, it might be possible to execute malicious PHP code during checkout.
  • SQL injection in Zend Framework – It allows a malicious user to inject SQL through the ordering or grouping parameters.
  • Stored XSS in invitations – It is possible to use the Magento Enterprise Edition invitations feature to insert malicious JavaScript that might be executed in the admin context.
  • Block cache exploit – An attacker with administrator permissions can use static blocks to exfiltrate information stored in cache.
  • Log in as another customer – In certain configurations, it is possible to log in as an existing customer without a password and with only an email address.
  • Remote Code Execution in admin – The import/export functionality in Magento unserializes data supplied from the Admin dashboard without proper checks.
  • Full Page Cache poisoning – It is possible to manipulate the full page cache to store incorrect pages under regular page URL entries. This issue affects only Magento Enterprise Edition.
  • XSS vulnerability in URL processing – Magento function related to URL processing incorrectly uses user-supplied data from request headers. This can result in a cross-site scripting issue.
  • XSS in categories management – It is possible to create a category that contains malicious JavaScript code in the category name. This code will then be executed in other parts of the Admin panel, such as URL rewrites.
  • GIF flooding – A malicious user can upload a modified image that could cause a script timeout.
  • Cross-site scripting in Flash file uploader – Reflected cross-site scripting is possible on sites that use the file custom option.
  • Filter avoidance – Implementing filters for XSS in email templates and other admin features might not be sufficient to stop specially crafted exploit strings.
  • CSRF in several forms – Improper form key validation leads to possible CSRF attacks on several forms throughout Magento.
  • CSRF on removing item from Wishlist or Address Book – It is possible to create a phishing page that would delete the customer’s address or wishlist items.
  • Session does not expire on logout – Session does not expire after logout, making it possible to steal session cookies and access a customer’s account.
  • Lack of certificate validation enables MitM attacks – Lack of certificate validation on calls to external services enables man-in-the-middle attacks on those calls.
  • Timing attack on hash checking – It is theoretically possible to execute a timing attack on the password checking functionality. This is a low-risk vulnerability due to the effort required to execute this attack successfully.

Do you know if your site has the SUPEE-8788 patch installed?

Go to MageReport and check your site for free in a less than a minute, all you need is your URL. When it comes to Magento, security patches should be taken seriously and installed and configured by Magento experts. Contact us today to see if we can get you patched up. 

 

Give us a call to see how we can get you patched up: (513) 469-3361

Do you know if the patch was installed correctly?

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Developing With Large Magento Databases

Developing With Large Magento Databases

large magento databases

By Brian Holecko Certified Magento Developer at InteractOne

A large database can significantly slow down Magento development

When it comes to Magento, one hindrance is developing with a very large DB. This can slow down Magento development considerably making page load speeds grind to a crawl.

With a few techniques, you can reduce page load times and enhance security by removing unneeded data.

First, let’s make sure you are running the system log cleaners on a regular basis in all environments. Under System > Configuration > System > Log > Enable Log Cleaning, make sure this is set to Yes, and Save Log, Days is set to the minimum value required by the client for production systems and about 3 days for development. There is another log cleaner in Enterprise Edition which might be overlooked at System > Configuration > Index Management > Index Clean Schedule > Enable Scheduled Cleanup which should be set to Yes. These settings will prevent some of the most commonly oversized DB tables from filling up too quickly.

Second, make sure you are aware of magerun’s db:dump command. With the @trade and @stripped tags added to the command, you can export a Magento DB with dozens of tables sanitized of their data which will negligibly affect development. Examples include orders, customer, and report data.

Third, you may want to consider a custom shell script to delete large numbers of objects not needed for development. A large product catalog is a common source of slowing down Magento when it comes to page load and reindexing times, however, deleting this data with SQL commands can cause errors and should really be isolated to local development. If you are concerned about truncating tables without adding errors to the system, create a custom shell script to select the objects with a collection and delete them one-by-one. This will ensure only the correct tables are deleted from and will prevent SQL constraints from causing exceptions afterward.

With the above techniques, you should be able to develop without a bottleneck caused by the size of your DB as well as providing enhanced performance to your production environment.