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• Need to Update Business Processeso Better Way to Manage Orderso “Clunky” or Outdated Backendo Cut Costs with Efficiency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

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SEO ANALYSIS

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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…

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NAVIGATION / SITEMAP REVIEW

• Define Top 3 Competitors

• Determine Technology (Builtwith)

• Site Feature Matrix

• SEO Rank Check on Your Keywords

• Link Analysis

• Paid Search Review

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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

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EXTENSIONS & CUSTOMIZATIONS

301 Redirects

Proper Tagging

URL Optimizatio

n

Navigational Hierarchy

Internal Linking

Keyword Analysis

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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

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• Set Important Milestones

• Begin the Process with Time to Spare

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DEFINE A REALISTIC TIMELINE

Time vs. Quality

Time

Qua

lity

• What is Your Budget?

• Where Can You Leverage Internal Resources?

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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

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THANK YOU!

Making the Move to Magento: Preparing for an eCommerce Platform Transition| Groove CommerceMarch 2012 31