Making the Move:Prepping for a Magento Transition
Groove Webinar SeriesMarch 2012
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 2
THE PANELISTS
Ethan GiffinCEO
Groove Commerce
Mack McGeeVP Sales & Marketing
Groove Commerce
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 3March 2012
ABOUT GROOVE COMMERCE
Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.
Services include:• eCommerce Website Design
• Magento Development & Integration
• eCommerce Site Analysis
• Conversion Rate Consulting
• Search Engine Optimization (SEO)
• Social Media Marketing
• Pay Per Click (PPC) Management
2400 Boston Street, Suite 320, Baltimore, Maryland 21224
www.groovecommerce.com
How Can I Be Successful?
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 4March 2012
1. Ask Why Am I Making the Move?
2. Assess Your Business
3. Define Your Project
4. Have Realistic Expectations
5. Choose the Proper Partner
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 5
GROOVE’S FIVE STEPS TO SUCCESS
Why Make the Move?
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 6March 2012
• Current Site Performance Lackingo Slow Load Timeso Poor SEO Traffic or Conversion RateoUnsatisfactory User Experience
• Need to Update Business Processeso Better Way to Manage Orderso “Clunky” or Outdated Backendo Cut Costs with Efficiency
• Hampering Future Growtho Lacks Features You Need/Want o Poor Scalability/FlexibilityoMissing 3rd Party Integrations
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 7
WHY MAKE THE MOVE?
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 8
CALCULATE YOUR POTENTIAL
1. Increase CR
2. Increase AOV
3. Increase Traffic
4. Do it Yourself!
http://groov.co/GHsOVS
eCommerce Opportunities CalculatorInput Your Site Data Below:
Average Monthly Visitors: 24,000 <--Enter Data
Average Monthly Sales: $80,000 <--Enter Data
Average Orders Per Month: 300 <--Enter Data
Average Markup/Gross Profit: 30% <--Enter Data
Your Current Site MetricsYour Average Order Size: $267
Your Conversion Rate: 1.25%
Your Gross Profit Per Order $80
Increase Your Conversion RateVisits Conversion Rate Orders Avg Order Sales Revenue Sales Increase Gross Profit
24,000 1.25% 300 $267 $80,000 N/A N/A
24,000 1.45% 348 $267 $92,800 $12,800 $3,840
24,000 1.65% 396 $267 $105,600 $25,600 $7,68024,000 1.85% 444 $267 $118,400 $38,400 $11,520
24,000 2.05% 492 $267 $131,200 $51,200 $15,360
24,000 2.25% 540 $267 $144,000 $64,000 $19,200
Increase Your TrafficVisits Conversion Rate Orders Avg Order Sales Revenue Sales Increase Gross Profit
24,000 1.25% 300 $267 $80,000 N/A N/A
25,200 1.25% 315 $267 $84,000 $4,000 $1,200
26,400 1.25% 330 $267 $88,000 $8,000 $2,400
30,000 1.25% 375 $267 $100,000 $20,000 $6,000
31,200 1.25% 390 $267 $104,000 $24,000 $7,200
36,000 1.25% 450 $267 $120,000 $40,000 $12,000
Increase Your Average Order SizeVisits Conversion Rate Orders Avg Order Sales Revenue Sales Increase Gross Profit
24,000 1.25% 300 $267 $80,000 N/A N/A
24,000 1.25% 300 $280 $84,000 $4,000 $1,200
24,000 1.25% 300 $293 $88,000 $8,000 $2,400
24,000 1.25% 300 $307 $92,000 $12,000 $3,600
24,000 1.25% 300 $320 $96,000 $16,000 $4,800
24,000 1.25% 300 $333 $100,000 $20,000 $6,000
©2009 Groove Commerce
Assess Your Business
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 9March 2012
• Current Site Features (Front Office)
• Order Processing (Back Office)
• SEO Analysis
• Navigation/Sitemap Review
• Competitor Review
• Catalog & Customer Data
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 10
HOW TO ASSESS YOUR BUSINESS
• What Features/Customizations Do You Have?
• What is in Your Workflow?oOrder Managemento Fraud Protectiono Shipping or Sales Tax DataoOther 3rd Party Integrations?
• Should You Change More than One Thing?
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 11
ASSESS YOUR FRONT/BACK OFFICE
• Review Current Keyword List
• Perform Baseline Rank Check
• Link Analysis
• Top Rev Generating Keywords
• Top Rev Generating Landing Pages
• Setup Google Webmaster Central
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 12
SEO ANALYSIS
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 13
TOOLS WE USE
• Are You a Left Nav or Top Nav?
• Document Current Sitemapo Categorieso Sub-Categorieso Content Pages / Buyers Guides / Etco Blog Pageso Anything Else?
• Be Careful What You Change…
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 14
NAVIGATION / SITEMAP REVIEW
• Define Top 3 Competitors
• Determine Technology (Builtwith)
• Site Feature Matrix
• SEO Rank Check on Your Keywords
• Link Analysis
• Paid Search Review
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 15
COMPETITOR REVIEW
• Define What Must be Brought Over?o Catalog DataoOrder Historyo Customer Accountso Product Reviewso Promotions/Coupons
• Determine What’s Missingo Custom Product Descriptionso Product Attributes
• Assess Internal Resourceso Is there an Excel Whiz in the House??
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 16
EVALUATE DATA MIGRATION NEEDS
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 17
OPTIMIZE THE CATALOG
Products for Promotion
• Low Traffic• High Conversion
Top Selling Products
• High Traffic• High Conversion
Products to Remove
• Low Traffic• Low Conversion
Products Need Optimization
• High Traffic • Low Conversion
Con
vers
ion
Traffic
Define Your Project
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 18March 2012
• Document Your List of Features
• List “Must Have” vs. “Nice to Have”
• 3rd Party Integrations
• What is Available Out of the Box?
• What Requires an Extension?
• What Requires Customization?
• Document your SEO Transition Plan
• Define Internal Roles & Responsibilities
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 19
DEFINING YOUR PROJECT
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 20
SET PRIORITY OF FEATURES
Phase One
Phase Two
Phase Three
• Not All Extensions are Created Equal
• EE vs CE Compatibility
• You Get What You Pay For…
• Magento is a Complex Platform
• You Can’t Just Hack Things In
• Customizations Take Longer to Complete
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 21
EXTENSIONS & CUSTOMIZATIONS
301 Redirects
Proper Tagging
URL Optimizatio
n
Navigational Hierarchy
Internal Linking
Keyword Analysis
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 22
DOCUMENT SEO TRANSITION PLAN
• Who is Your Internal Champion/Contact
• Design Review
• Development/QA Review
• Data Import
• Who Has Final Signoff?
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 23
DEFINE ROLES & RESPONSIBILITIES
Be Realistic
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 24March 2012
• Set Important Milestones
• Begin the Process with Time to Spare
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 25
DEFINE A REALISTIC TIMELINE
Time vs. Quality
Time
Qua
lity
• What is Your Budget?
• Where Can You Leverage Internal Resources?
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 26
DEFINE A REALISTIC BUDGET
Investment vs. Quality
Investment
Qua
lity
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THE CLASSIC PROJECT TRAINGLE
Fast Good
CheapProject GOLD!
Select the Right Partner
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 28March 2012
• Keep the Proposal Process Consistent!
• Fixed Price vs Time & Materials
• Domestic vs Off-Shore
• Be Open to Discussions/Conversions/Recommendations During the Process
• Analyze Magento Experience & Expertise
• Ask Lots of Questions
• Be Open with Budget
• Always Pick Groove! (hint, hint…)March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 29
CHOOSING THE RIGHT PARTNER
Please join us on April 18th
for our next webinar:
Name of Webinar
www.groovecommerce.com/webinar
March 2012 Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove Commerce 30
THANK YOU!
Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove CommerceMarch 2012 31