Magento U: SEO in Magento Implementations
Danny Essner, Head of Merchant Marketing @ Magento
- Ensure you enable canonical URLs through Magento to prevent duplicate content issues.
- Utilise microformats/Schema to enable rich snippets in the search engine results pages.
- Allow users to leave reviews on product pages using Magento EE/CE core reviews functionality, and provide delivery/service reviews via third party services e.g. TrustPilot.
- Create rich content for your website to attract external linkage and engage users; Q and A’s, reviews, guides, etc…
Apache Solr in Magento Enterprise
David Manners, Senior Software Architect @ Sitewards
Tobias Zander, CTO @ Sitewards
- Solr search includes rich text indexing; facilitating in-depth search of PDFs and other rich text formats.
- Implement clustering to manage traffic/search spikes.
- Solr search enables synonyms hints and excludes common stop-words (in, are as) to enhance search results.
- Test search queries and debug using Luke.
- Magento EE comes with a default schema.xml which should be copied to your Solr instance.
- Utilise JSON, rather than XML for search results as it is much more efficient.
- Enable “did you mean” type search hints. This can be enhanced using the Solr Bridge Search Magento Extension.
- Magento has released a patch for Solr which corrects spelling issues with Solr.
- Autocomplete can be speeded up by using direct integration between end user and Solr (bypassing Magento).
- Implement a separate Solr core for each storefront and development/staging environment.
- 64% of Merchants said that implementing Solr search increased customer satisfaction.
Magento on HHVM (Hip Hop Virtual Machine)
Daniel Sloof @ Independent Developer
- HHVM now translates into byte code rather than C++, byte code is then translated into machine code.
- HHVM is 5-10x faster than running PHP.
- HHVM only replaces PHP, so Varnish/memcache/APC can still be utilised alongside HHVM for increased performance.
- Third-party extensions are unlikely to work with HHVM, without effort.
- It is not recommended to use HHVM with Magento in a production environment (this will come over time).
- Keep an eye on Daniel’s GitHub.
Magento Performance Testing
William Harvey, Senior Product Manager @ Magento
- Users will abandon their carts after 8 seconds (100% abandonment).
- JMeter testing is now included within Magento core.
- Intent is to allow easy testing and benchmarking for developers, aim is for 95% of page loads to be under 2 seconds. Currently out of the box Magento runs at 3 seconds.
- Scaling Magento rule of thumb; for every 4 web servers you will require 1 database server.
- Adding new storefronts and extensions will impact performance. Audit extensions regularly. Many have poor coding standards.
Selling on eBay from Magento Made Easy
Henri Huch, Senior Manager Tool & Carts @ eBay UK
- 70% of all items sold on eBay are fixed-price and brand new (i.e. the same as most eCommerce stores).
- There are 22m unique visitors per month to eBay UK.
- The eBay mobile app has been downloaded 200m times worldwide.
- M2E Pro supports multiple accounts, marketplaces and channels on eBay.
- M2E Pro synchronises stock/inventory on multiple marketplaces (via Magento). Magento is the true record of stock for all marketplaces.
- Strikethrough pricing for eBay will be enabled on the next version of M2E Pro.
General Session #1
Roy Rubin, Co-Founder and COO @ Magento
- Magento CE/EE now powers 200,000 stores worldwide
- 2,500 of these stores run Magento EE
- There are now 2,000 certified developers worldwide, working for 200 Solution/Industry partners.
- Magento merchants will take $26bn in 2013 and are predicted to take $50bn by 2016.
- Return on investment period for Magento EE is typically 5.8 months.
- Merchants report an 80% uplift from Magento EE implementations.
Jimmy Duvall, Head of Product @ Magento
- Enterprise support provides a 60% reduction in resolution time for issues.
- Magento 2 will include HTML5, CSS3, jQuery and responsive base theme.
- Magento 2 will have a superior development experience, improved business user experience and a much improved checkout.
John Lunn, Global Director of Developer Relations @ PayPal
- PayPal Here will work as a Point of Sale (POS) till.
- PayPal Bounce will enable in-isle checkout.
- PayPal Check-In enables in-store and advance purchases. Faces of customers appear on tills of store owners for checked-in customers.
- PayPal have completely written their API to use REST, rather than SOAP – a single API for all PayPal products. A new Magento extension is coming soon.
- PayPal are currently researching ways of utilising the big data they have to allow merchants to understand and respond to consumer behaviour/habbits/trends.
How to Leverage Site Performance to Maximize Sales
Chris Wells, President @ Nexcess
- Use Percona, rather than MySQL as it is much more efficient for more than 10 concurrent transactions. If using Percona enable XtraDB as the table type.
- 75% of all eCommerce websites do not use CDNs.
- Use a global CDN, such as Amazon S3 to maximise performance (content is loaded as close to the user as possible).
- 22% of all eCommerce websites do not use compression.
- The majority of eCommerce websites use HTTP KeepAlives – however this has a much smaller impact on load time than CDNs and compression.
- Firefox reported a 1 second increase in performance resulted a 2.7% increase in downloads.
- Google trialled 30 organic listings on the SERPs (Search Engine Results Pages) – however this resulted in 25% fewer clicks overall.
- People expect a 2 second load time. When over 3 seconds a 40% site abandonment rate is typical.
- Use Web Page Test, NewRelic and Y Slow to test performance.
- Adhere to the Pareto Principle to focus effort on performance.
- There is a 2% difference between Apache and Nginx – use what you know and feel comfortable with.
Mobile and Website Conversion Optimization Strategies
Kestrel Lemen, Marketing Strategist @ Bronto
- Send abandoned-cart emails after 1 hour (customer service email), 1 day (urgency email; your cart is about to expire) and 7 days (incentive; voucher code).
- If it’s Christmas send the voucher code earlier in the process (after an hour) as Christmas is much more ruthless.
- Used dynamic content in welcome emails to personalise based on the data you have so far.
- Segment email data to provide specific marketing/campaign messages to relevant subscribers.
- In transactional emails add up/cross-sells – some merchants have 1/3rd of all email-attributed revenue from this stream.
- Ensure your emails are responsive so they can be read on a mobile/tablet device.
Matt Althauser, Head of European Sales @ Optimizely
- Carry out incremental split-testing to validate and refine website amendments, rather than intuition/”best practice”
- In some instances having product reviews enabled throughout the site can have a negative effect on sales of low volume/high value products as the frequency/volume of reviews will be much lower than high volume/lower value products.
- In one case Optimizely replaced an image slider with plain text navigation and saw a 600% increase in engagement.
- Watch the Rationally Irrational Ted Talk by Dan Ariely.
- Read Thinking Fast and Slow by Daniel Kahneman.
- Make sure you dig deeper into results of split-testing to see how each test impacts on different customer segments – what results in a 10% increase in sales in Germany, may result in 10% fewer sales in France, producing a 0% increase overall, however we can target specific countries.
- There is an Optimizely extension for Magento, which can be downloaded through connect.
Using Website Analytics to Improve Sales & Conversion Metrics
Roger Willcocks, Owner @ Screenpages
- Google have started removing keyword data for organic search traffic from Google Analytics (see this article for more information).
- Set up Google Analytics dashboards to monitor key metrics at a glance.
- Track the checkout funnel to spot opportunity to improve conversion throughout.
- In Magento it is difficult to track the one-page checkout, implement custom tracking code to track each step, or use the Fooman Google Analytics+ extension.
- Implement an enclosed checkout to reduce distraction and improve conversion rate.
- Add a survey (using a service such as SurveyMonkey) to the order confirmation page to obtain customer feedback from customers immediately after purchase.
- Ultimately happy customers will return and recommend your website.
Notes taken by; James Sims, Dave Sims and Sam Rutley.