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Take a tour through an overview of the most popular e-commerce platforms,regarding Magento, Bigcommerce, Shopify and Volusion. Also, you will learn more about their merits and pitfalls and peculiarities of migration from one shopping cart to another.
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Most popular e-commerce platforms:
SEO pros and cons and migration issues
June 26th, 2014 – online marketing session for e-commerce business owners
About Promodo
automated shopping cart migration service Brief facts:
Launched in 2009
as one of
11 000+ customers
Key benefits:
Quick and automated No tech skills required Secure and accurate
50+ supported carts including
projects
Speaker
Yuriy Stakh MagneticOne/Cart2Cart
Head of Marketing Department at MagneticOne. Yuriy started his career in MagneticOne back in 2012 as a Junior Marketing Manager and rapidly developed his skills and expertise in content, social media and search engine marketing. A year after joining the company Yuriy was responsible for all marketing activities of MagneticOne’s flagship product - Cart2Cart an automated shopping cart migration service. And finally Yuriy was promoted to a Head of Marketing Department position where his key responsibilities include strategic planning, marketing management and public relations..
Speaker
Anna Korolekh Promodo
Marketing manager and, in past, an SEO consultant at Promodo. As an SEO consultant Anna has worked with large sites of the following niche: gambling, dating, travel, ecommerce. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events.
Migration tendencies: how shopping cart popularity has changed over the last year
2008 – founded
200k - 240k – of live stores worldwide
~26% – e-Commerce market share
Physical locations of businesses using Magento
Websites using Magento in Alexa Top Million Sites
Some curious Magento migration stats that are worth to tweet
40% of all e-Commerce migrations are performed to Magento
In the last 12 months number of migrations to Magento increased by 24%
26% of all Magento migrations are actually Magento upgrades
2006 – founded
54k -100k – of live stores worldwide
~10% – e-Commerce market share
Physical locations of businesses using Shopify
Websites using Shopify in Alexa Top Million Sites
Some curious Shopify migration stats that are worth to tweet
6% of all e-Commerce migrations are performed to Shopify
In the last 12 months number of migrations to Shopify increased by 98%
2% of all e-Commerce migrations are performed from Shopify
2009 – founded
50k – of live stores worldwide
~7% – e-Commerce market share
Physical locations of businesses using Bigcommerce
Websites using Bigcommerce in Alexa Top Million Sites
Some curious Bigcommerce migration stats that are worth to tweet
3% of all e-Commerce migrations are performed to Bigcommerce
In the last 12 months number of migrations to Bigcommerce increased by 37%
3% of all e-Commerce migrations are performed from Bigcommerce
1999 – founded
25k-50k – of live stores worldwide
~5% – e-Commerce market share
Physical locations of businesses using Volusion
Websites using Volusion in Alexa Top Million Sites
Some curious Volusion migration stats that are worth to tweet
Less than 1% of all e-Commerce migrations are performed to Volusion
In the last 12 months number of migrations to Volusion decreased by 20%
More than 5% of all e-Commerce migrations are performed from Volusion
Google Trends
General migration issues and how to avoid them
Avoid before migration:
1. Third-party modules
2. Non-default templates
3. Manual database customization
Make sure your target store is hidden from Google and other search engines
Whitelist IPs that you are going to run your migration from - short guide
Pre and Post migration recommendations for Magento, Shopify, BigCommerce, Volusion
General pre-migration tips:
Make a backup
General pre-migration tips:
Setup proper folder permissions
General pre-migration tips:
Keep images in default folders
Key pre- and post-migration tips:
1.Check if your hosting is compatible with Magento
2.Map your shops correctly during multi-store migration
3.Make re-index and clear cache after migration
Key pre- and post-migration tips:
1.Notify your customers before the migration
2.Change non-standard letters (i.e. umlauts – ä)
3.Prepare API Key and API Password
Key pre- and post-migration tips:
1.Make sure all of your products are named
2.Prepare API Path and API Token
Key pre- and post-migration tips:
1.Check your pricing plan
2.Use .csv file format
General post-migration tips:
Ask clients to restore their passwords
General post-migration tips:
Customize your store (template, modules, other changes)
General post-migration tips:
Test your store before the launch
What we usually want from a platform?
• Affordable
• Reliable (high up-times)
• SEO/marketing friendly
• User-friendly with various customizable design templates
• Simple and intuitive admin dashboard
• Helpful, accessible support
• Additional features
Prices:
. Shopify Volusion BigCommerce Magento Minimum Package $29/mo $15/mo* $34.95/mo freeMaximum Package $179/mo $135/mo* $199.95/mo up to $1,400/moTransaction Fees 0%-2% 0* 0%-2% 0*
Performance: . Shopify Volusion BigCommerce Magento Hosted/Self-hosted Hosted Hosted Hosted Self-hostedStorage 1GB-unlimited Unlimited Unlimited -Bandwith Unlimited 1-35GB Unlimited -Uptimes Very good Poor Excellent -Site speed OK More or less OK Slow
Simplicity & Friendliness: . Shopify Volusion BigCommerce Magento
Support Very good Poor AverageVery little, onlyhelpyourself kind
Templates (variety,user friendliness) Very good Good Good ModerateSimplicity Very simple Simple Very simple Very diffi cultMobile friendly Yes Yes Yes Yes
Additional features: . Shopify Volusion BigCommerce Magento Blog Yes No Yes NoMarketplace No No No YesSocial commerce No Yes Yes NoAbandoned shoppingcart features Yes Yes Yes YesDaily deals, promos Yes Yes Yes NoReviews/ratings Yes Yes Yes NoForum Yes No Yes NoApps and add-ins Yes Yes Yes Loads!
What do we need for SEO?
Ecommerce platforms SEO checklist:
SEO checklist1 301 redirects control2 Control of Titles with full possibility to customize them separately for each page and using templates3 Control of Headings with full possibility to customize them separately for each page and using templates4 Control of meta Descriptions with full possibility to customize them separately for each page and using templates5 Control over pages content, possibility to add custom text to all pages6 Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages7 Control of Alt attributes for images with full possibility to customize them separately for each page and using templates8 XML sitemaps automatically generated and regularly updated9 SEO friendly URLs (control over URLs)
10 No duplicate URLs issues11 Canonicalization of URLs12 Search firendly navigation and structure13 Breadcrumbs14 Blog15 Built-in Analytics integration16 Schema.org integration17 Social sharing (supporting Open Graph protocol)18 HTML sitemaps19 Internal linking opportunities20 Google authorship verification
Ecommerce platforms SEO checklist:
SEO checklist Shopify Volusion BigCommerce Magento 301 redirects control + + + +Control of Titles with full possibility to customize them separately for each page and using templates +/- +/- +/- +Control of Headings with full possibility to customize them separately for each page and using templates +/- +/- +/- +/-Control of meta Descriptions with full possibility to customize them separately for each page and using templates +/- +/- +/- +/-Control over pages content, possibility to add custom text to all pages + + + +Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages - + + +Control of Alt attributes for images with full possibility to customize them separately for each page and using templates +/- +/- +/- +/-XML sitemaps automatically generated and regularly updated + + + +SEO friendly URLs (control over URLs) +/- +/- + +No duplicate URLs issues - - + -Canonicalization of URLs +/- + + +Search firendly navigation and structure +/- + + +Breadcrumbs + + + +Blog + - + +Built-in Analytics integration + + + +Schema.org integration - +/- + +Social sharing (supporting Open Graph protocol) - + + +HTML sitemaps - + + +Internal linking opportunities + + + +Google authorship verification - - - +
Ecommerce platforms SEO checklist:
• Navigation & Structure
• Breadcrumbs
• Schema.org
Ecommerce platforms SEO checklist:
SEO checklist Shopify Volusion BigCommerce Magento 301 redirects control + + + +Control of Titles with full possibility to customize them separately for each page and using templates +/- +/- +/- +Control of Headings with full possibility to customize them separately for each page and using templates +/- +/- +/- +/-Control of meta Descriptions with full possibility to customize them separately for each page and using templates +/- +/- +/- +/-Control over pages content, possibility to add custom text to all pages + + + +Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages - + + +Control of Alt attributes for images with full possibility to customize them separately for each page and using templates +/- +/- +/- +/-XML sitemaps automatically generated and regularly updated + + + +SEO friendly URLs (control over URLs) +/- +/- + +No duplicate URLs issues - - + -Canonicalization of URLs +/- + + +Search firendly navigation and structure +/- + + +Breadcrumbs + + + +Blog + - + +Built-in Analytics integration + + + +Schema.org integration - +/- + +Social sharing (supporting Open Graph protocol) - + + +HTML sitemaps - + + +Internal linking opportunities + + + +Google authorship verification - - - +
Ecommerce platforms SEO checklist:
•Open Graph protocol
•HTML sitemap
•Internal linking opportunities
Migration impact on rankings, Precautions
301 redirects:
• 200 OK
• 301 Redirect
• 404 Not Found
301 redirects:
• Create & map a complete list of page URLs!
• Only! If for some very serious reasons the above is totally undoable, consider the following options:
• Download for Google Analytics most successful in terms of traffic pages and map them in the first place
• Download the most linked to pages report from your Google Webmaster Tools and map them
• Map all of your category pages• Redirect top-selling products (E-commerce
performance report in Google Analytics)
• Test the redirects (Xenu, ScreamingFrog (free for up to 500 URLs only))
• Create good, custom 404 pages
• Try to use server redirects if possible and use regex redirects to minimize the server load
Other precautions:
• At lest for the first couple of months after the
migration keep the content (Titles, H1’s, texts)
the same
• Make sure to notify your customers of the
changes - possible slow load times, structure
and design and other changes
• Make sure to ONLY use new URLs in your
internal linking
• If you have control of any backlinks to your site,
change them to new URLs too
• Think about the internal linking patterns, try not
to change those much too
Other precautions:
• Update XML and HTML sitemaps with new URL
and submit the new one to Google Webmaster
Tools
• Measure your traffic and rankings (at least with
SemRush) before the migration and after
• When you have moved be prepared to fix at
once SEO bugs of your new platform (duplicate
URLs usually)
• Measure and test everything – your conversion
rates, load times, abandoned carts etc
21.3.1121.3.11
Analytics tip:After migration you can have 2 options in terms of Analytics:
•Create new Analytics property and start tracking the new site from scratch
•Use the same Google Analytics code
https://www.google.com/analytics/web/template?uid=wgYGwhy1RtW8aBkj4Z5qfA
Create a Custom report with full URL displayed:
21.3.1121.3.11
Small prediction:Your organic traffic will decline anyway!
But if you have done everything right and keep monitoring your site’s performance, organic traffic will be going back during 4-10 weeks after the migration.
Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.
Free online marketing audit
Special 10% discount code: Webinar-Gift
Thank you for your attention!
Anna KorolekhMarketing manager at Promodo
e-mail: [email protected]: ann.moseva
Yuriy StakhHead of Marketing at MagneticOne
e-mail: [email protected]: cmo-m1
Promodo.com/blogTwitter.com/promodo_enFacebook.com/promodo
Plus.google.com/+Promodo-com
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