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Magento store development tips: Things to avoid

Magento. One of the world’s leading digital commerce platforms. Used by 13% of the industry, Magento store development provides a flexible framework for maximum control. From the singular dashboard, custom themes and store designs, all the way through the inventory management, the best of the best stops here.

However, using Magento is only half of the equation. The platform you use is irrelevant if it’s not properly utilised for customers and increasing overall brand value. As the site owner or developer, it’s your responsibility to avoid common mistakes during the Magento store development process. If not designed properly, you run the risk of affecting conversion rates and failing to deliver a premium digital shopping experience for your customers.

Below are six common mistakes that you could unknowingly make when building a website:

Magento Store Development: What to Avoid

magento store development

1. Using default settings

Understandably it’s tempting. If it fits the bill, why bother tweaking something that doesn’t need a tweak? However using these settings will damage your search engine rankings and thus your click-through-rate. Avoiding the following areas will minimise this risk:

Default homepage:

Have you ever come across a successful Ecommerce store with ‘Home’ as the title of the homepage? Maybe back in the old days, but Google’s updated algorithm now requires a primary keyword followed by the secondary keyword for the home page title.

Solution: Use the name of your brand as your landing page title.

Default descriptions:

One of the fastest way to kill your customer’s experience and search engine rank. Physical store fronts allow products to be personally examined. Digital stores shoppers only rely on photos and information to be convinced that they should make a purchase. The dodgier the description, the less likely a transaction will occur. In addition, you should also avoid using the original manufacturer’s description. Google can easily identify duplicates and decrease the search engine rank of your store.

Solution: write a fresh and SEO-friendly content for every product.

Default Magento XML sitemap:

Sitemaps help you increase the ranking of your store on Google, Yahoo and Bing. However most store owners forget to add sitemaps during the Magento web development process, or refresh the setting whilst putting the site on live.

Solution: Create or upload a new site map or use premium Magento Sitemap extensions.

2. Poor theme choice

Magento store development websites offers an extensive theme choice for your online store front. However during the Magento web development process, the following errors need to be avoided:

  • Basing their decision on personal choice rather than customer suitability
  • Choosing heavy themes that slows down responsiveness of the site after adding new products or extensions.

Solution: Choose simple and user-friendly themes that offers unlimited customization option and doesn’t reduce loading speed (20 microseconds).

3.  Layered navigation issues

In this type of navigation, different categories are organised on one page. However due to the design of this, users can face overlapped categories, obscured images and slow loading speed. These obstacles can be enough to immediately leave the site and thus decrease your sales.

Solution: Make use of Ajax navigation for easy product filtering and don’t allow search engine crawlers to crawl via your pages.

4. Shared resources and server

Technically Magento powered stores can be shared with other stores and websites on the server, which is something that must be avoided if you don’t want to taint your online reputation. It reduces the website loading speed and makes the website vulnerable to hackers, exposing your customer’s sensitive information and affecting your Magento store sales.

Solution: Configure your store to another server of your choice. MySQL and PHP5 are highly recommended.

5. Unresponsive Site

The number of people using mobile now outnumbers those on desktops and this gap is only set to increase over the next few years. A responsive website automatically adjusts itself according to screen size without compromising content and accessibility. This is a powerful and necessary feature to have if you don’t want to see your sales drop to oceans bottom. Users are quick to exit sites that haven’t been optimised for mobile-friendly access – and given the mobile usage rate, that’s too many customers you’re potentially losing.

Solution: Ensure your website is responsive and scalable to maximize user-friendliness.

6. Underestimating SEO

Many people believe that the era of SEO is just about over and it’s not a bad assumption to make. Many online retailers turning to celebrity endorsements or social media influencers to make themselves known to the public and in some ways, it’s more effective than how your website ranks on search engines. However it’s a poor move if it’s the only brand marketing tactic you rely on. If your chosen public figure does not have the right audience mix, you’ll find it’s ineffective and a waste of money. Instead, focus on who you want to attract and incorporate keyword research in different hot spots of your website. Product titles, descriptions and even blog posts will unlock the door to skyrocketing sales.

Solution: Create various SEO-friendly blog posts and utilise social media sharing for maximum audience reach.

As you can see, it is not essential to develop your Magento store from scratch to improve sales. A few minor modifications can significantly boost your sales and audience reach to surprising numbers. However as effective as these tips are, it’s only the start. It’s important to still be updated in the latest audience trends and continuously update your website strategies to improve your online shopping experience and online reach.

Acidgreen is an award winning Magento Australia company with over 15 years of  e-commerce experience. Our certified magento developers and designers are highly qualified to deliver Magento store development results that generate the highest amount of conversions and provide the best ROI. For more information on our Magento ecommerce stores and commerce expertise and how to get started with Acidgreen’s magento design  and development services, contact us today. 

 

 

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The Importance of Customer Lifetime Value (CLV)

Aiming to get a customer to purchase a product has been the overall crux of commerce marketing strategies – they are designed to gain and retain customer attention and demand, in hope to convert first time buyers into long-term loyal customers.

However customer acquisition is proving to be more and more difficult as acquisition costs via Google and social media increases and the new generation develop preferential taste to companies who rely heavily on mobile devices. A more cost effective and efficient method of reeling in successful repeat customers is obtaining and correctly interpreting Customer Lifetime Value (CLV) data.

magento retail

The Customer Lifetime Value is a crucial factor in determining the best approach for your marketing strategy for your company. In essence, it is an educated prediction of the net profit attributed to the entire future relationship with a customer. When studied carefully, it reveals customer behaviour from their first purchase and how they fluctuate over time with any consecutive purchases. This data contains invaluable patterns that will heavily assist with important decisions your company has to make, especially when it comes to marketing strategies.

CLV is determined by the following factors:

  1. How much a customer spends in a given order
  2. How many orders a customer makes

Evidently, the higher your CLV is, the better outcome for your company since it increases competitive value through:

  • Outbidding competitive ad spend
  • The ability to provide service customers at a premium level
  • Affording to invest more or upgrade products and services

Companies that correctly interpret the information in the study will have a competitive advantage over the brands who continue to prioritise conversation rates over customer relationships.

 

UNDERSTANDING THE STATISTICS

Most of the time, customers who purchase for the first time are only fulfilling an impending need rather than being interesting in a continuous consumer-customer relationship. According to data from RJMetrics, new customers spend on average $154 in the first year with 69% of this spent in the first month – 32% of this number is likely to make a secondary purchase. This initial number helps determine those who are more likely to be a recurring customer, thus revealing to companies who they should be targeting to secure loyal buyers.

 

 The Loyal Buyers

The top 10% of company clients are worth 6x more than the $154 average, with the 1% worth 18x more – this figure displays that a single customer in the top percentile will bring more billings than the lower 50% combined. Ideally, your company should spend more time identifying and recreating the marketing campaigns that attract this demographic as they have more worth than hundreds of lower value customers.

magento retail

 

USING THE STATISTICS

By properly predicting the lifetime value of a customer, it gives you an instrumental insight in their future behaviour and buying patterns, allowing you optimise your strategies to cater for whatever statistics may present. This is done through looking at these three key facts:

  1. The majority of customer’s 365-day (1 year) CLV) is reduced within the first 30 days as a customer
  2. The most intense buying behaviour is within these 30 days.
  3. Customers that outspend their peers at 30 days have a likelihood to continue doing so and fall into the loyal customer category.

A good retailer who exposes him or herself to thoroughly research techniques and a strong understanding of their data won’t need to wait the full year to know which marketing campaigns, products or promotions are bringing in the best customers. Instead, they look at the first 30 days of a customer’s buying behaviour and cross referencing the numbers with pre existing regular buyers. In addition, the following can also be studied to further the accuracy of these predictions:

  • Product category – the way your products are managed and organised can have a major influence on the likelihood of your customers finding themselves at the checkout page.
  • Acquisition – Customer Acquisition Costs (ACA) is the cost associated in convincing a customer to buy a product or service and a vital business metric. By calculating this correctly, it aids your company decide how much of your resources can be profitably spent – basically it helps you determine how much dollar signs your customer is worth.

Customer Lifetime Value

  • Number of items ordered – A customer who purchases multiple items have a greater chance of being a recurring customer verses a patron buying the one off item; most likely they were simply fulfilling a need than being interested in becoming a regular.
  • Days between orders – Much like the point above, a regular pattern of purchase behaviour sends very strong signals of them developing into a loyal customer.

 

IMPROVING YOUR STATISTICS

Two ways of improving your company’s rank is by focusing on the following:

  1. Acquiring high value customers
  2. Increasing the value of your customers

As stated earlier, most of the customer’s buying behaviour is found within the first 30 days. Only 32% of customers actually order a second time over the course of the first year, with this likelihood increasing exponentially with each additional purchase.

If this information were to be utilised in a smart manner, retailers would then have an invaluable playbook on how to turn first-time buyers into recurring loyalty members, increasing their overall CLV and thus increasing your company billings. Looking closely at campaigns that encourage their consumer activity (e.g. discounts, loyalty rewards etc) are a sure fire way of achieving CLV success.

However the right campaigns being targeted at the right customer is not the only way to keep a constant flow of loyalty members. Your customer retention starts right at the first point of contact, which is your website. By strategically designing your online retail environment to give a premium user experience, this positive impression could affect the likelihood of them making a transaction. Price setting thresholds and attracting shipping deals are also enticing to customers and may encourage recurring purchases.

magento retail

For more information on how to improve your online retail presence and increase your overall CLV, talk to us today – we specialise in magento ecommerce solutions.

Acidgreen is an award winning digital marketing agency and is one of the first Magento Partners in Australia. With a team of certified Magento developers, we ensure our clients that we provide them with a fully optimized magento website that is both efficient and durable for all your online commerce needs.