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77 Takeaways from MagentoLive UK 2013

Magento U: SEO in Magento Implementations

Danny Essner, Head of Merchant Marketing @ Magento

  1. Ensure you enable canonical URLs through Magento to prevent duplicate content issues.
  2. Utilise microformats/Schema to enable rich snippets in the search engine results pages.
  3. 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.
  4. 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

  1. Solr search includes rich text indexing; facilitating in-depth search of PDFs and other rich text formats.
  2. Implement clustering to manage traffic/search spikes.
  3. Solr search enables synonyms hints and excludes common stop-words (in, are as) to enhance search results.
  4. Test search queries and debug using Luke.
  5. Magento EE comes with a default schema.xml which should be copied to your Solr instance.
  6. Utilise JSON, rather than XML for search results as it is much more efficient.
  7. Enable “did you mean” type search hints. This can be enhanced using the Solr Bridge Search Magento Extension.
  8. Magento has released a patch for Solr which corrects spelling issues with Solr.
  9. Autocomplete can be speeded up by using direct integration between end user and Solr (bypassing Magento).
  10. Implement a separate Solr core for each storefront and development/staging environment.
  11. 64% of Merchants said that implementing Solr search increased customer satisfaction.

Magento on HHVM (Hip Hop Virtual Machine)

Daniel Sloof @ Independent Developer

  1. HHVM now translates into byte code rather than C++, byte code is then translated into machine code.
  2. HHVM is 5-10x faster than running PHP.
  3. HHVM only replaces PHP, so Varnish/memcache/APC can still be utilised alongside HHVM for increased performance.
  4. Third-party extensions are unlikely to work with HHVM, without effort.
  5. It is not recommended to use HHVM with Magento in a production environment (this will come over time).
  6. Keep an eye on Daniel’s GitHub.

Magento Performance Testing

William Harvey, Senior Product Manager @ Magento

  1. Users will abandon their carts after 8 seconds (100% abandonment).
  2. JMeter testing is now included within Magento core.
  3. 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.
  4. Scaling Magento rule of thumb; for every 4 web servers you will require 1 database server.
  5. 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

  1. 70% of all items sold on eBay are fixed-price and brand new (i.e. the same as most eCommerce stores).
  2. There are 22m unique visitors per month to eBay UK.
  3. The eBay mobile app has been downloaded 200m times worldwide.
  4. M2E Pro supports multiple accounts, marketplaces and channels on eBay.
  5. M2E Pro synchronises stock/inventory on multiple marketplaces (via Magento). Magento is the true record of stock for all marketplaces.
  6. Strikethrough pricing for eBay will be enabled on the next version of M2E Pro.

General Session #1

Roy Rubin, Co-Founder and COO @ Magento

  1. Magento CE/EE now powers 200,000 stores worldwide
  2. 2,500 of these stores run Magento EE
  3. There are now 2,000 certified developers worldwide, working for 200 Solution/Industry partners.
  4. Magento merchants will take $26bn in 2013 and are predicted to take $50bn by 2016.
  5. Return on investment period for Magento EE is typically 5.8 months.
  6. Merchants report an 80% uplift from Magento EE implementations.

Jimmy Duvall, Head of Product @ Magento

  1. Enterprise support provides a 60% reduction in resolution time for issues.
  2. Magento 2 will include HTML5, CSS3, jQuery and responsive base theme.
  3. 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

  1. PayPal Here will work as a Point of Sale (POS) till.
  2. PayPal Bounce will enable in-isle checkout.
  3. PayPal Check-In enables in-store and advance purchases. Faces of customers appear on tills of store owners for checked-in customers.
  4. 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.
  5. 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

  1. 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.
  2. 75% of all eCommerce websites do not use CDNs.
  3. Use a global CDN, such as Amazon S3 to maximise performance (content is loaded as close to the user as possible).
  4. 22% of all eCommerce websites do not use compression.
  5. The majority of eCommerce websites use HTTP KeepAlives – however this has a much smaller impact on load time than CDNs and compression.
  6. Firefox reported a 1 second increase in performance resulted a 2.7% increase in downloads.
  7. Google trialled 30 organic listings on the SERPs (Search Engine Results Pages) – however this resulted in 25% fewer clicks overall.
  8. People expect a 2 second load time. When over 3 seconds a 40% site abandonment rate is typical.
  9. Use Web Page Test, NewRelic and Y Slow to test performance.
  10. Adhere to the Pareto Principle to focus effort on performance.
  11. 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

  1. 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).
  2. If it’s Christmas send the voucher code earlier in the process (after an hour) as Christmas is much more ruthless.
  3. Used dynamic content in welcome emails to personalise based on the data you have so far.
  4. Segment email data to provide specific marketing/campaign messages to relevant subscribers.
  5. In transactional emails add up/cross-sells – some merchants have 1/3rd of all email-attributed revenue from this stream.
  6. Ensure your emails are responsive so they can be read on a mobile/tablet device.

Matt Althauser, Head of European Sales @ Optimizely

  1. Carry out incremental split-testing to validate and refine website amendments, rather than intuition/”best practice”
  2. 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.
  3. In one case Optimizely replaced an image slider with plain text navigation and saw a 600% increase in engagement.
  4. Watch the Rationally Irrational Ted Talk by Dan Ariely.
  5. Read Thinking Fast and Slow by Daniel Kahneman.
  6. 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.
  7. 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

  1. Google have started removing keyword data for organic search traffic from Google Analytics (see this article for more information).
  2. Set up Google Analytics dashboards to monitor key metrics at a glance.
  3. Track the checkout funnel to spot opportunity to improve conversion throughout.
  4. 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.
  5. Implement an enclosed checkout to reduce distraction and improve conversion rate.
  6. Add a survey (using a service such as SurveyMonkey) to the order confirmation page to obtain customer feedback from customers immediately after purchase.
  7. Ultimately happy customers will return and recommend your website.

Notes taken by; James Sims, Dave Sims and Sam Rutley.

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