Saturday, December 21, 2013

In our article on the importance of e-reputation, we have explained to you the interest that represents the opinion of your customers to your online store. Indeed, 70% of users admit to being sensitive to customer opinion. That said, another more general criterion seems to be gaining more and more importance in the eyes of potential buyers. It is trust. Indeed, studies have shown that this criterion gradually climbed the ladder of triggers purchases. In addition, this is where the various quality labels offer a significant interest. If you have quality labels and customers think, your chances of winning new customers will also increase. In this paper, we present a selection of the most recognized quality labels, their meaning and the selection criteria for a conversion rate revised upward and greater turnover.

Create a climate of trust in e-commerce: quality labels

What type of shop will take advantage of a quality?

According to a study by Trusted Shops, 46% of respondents consider quality labels as a very important aspect of an online store. In addition, the criteria of safety and trust are among the most relevant in the eyes of consumers e-criteria. The price is not the only important factor in the purchase decision, it is important to consider other criteria mentioned above when you put products online. This is particularly significant to reassure a new customer, ensure his loyalty, provide and enhance expensive products or sell abroad.

What are the tangible benefits of quality labels for my shop?

  • SEO: quality labels improve your visibility on Google and opportunities to appear in search results in comparison with a free quality labels shop: a clear competitive advantage.
  • Increased revenue: through increased confidence of your customers regarding your store, you will be able to advance your conversion rate and thereby your sales.

What quality label fits best for me?

Before you decide to institute a guarantee of a quality label, check what the criteria that best match your shop are.
  • Cost & validity: for certification, it is sometimes necessary to pay expenses related to the procedure. In addition, some quality labels have only limited validity. In this case, it will provide the board the necessary checks to benefit from this new label. It is also important to consider your area, type of supply and your customers.
  • International Reference: active online traders at European and global level should take into account the international dimension of quality labels and legitimacy to the extent that no EU quality label still exists.
  • Communicate to its target group: it is important to analyze the target group to know what kind of quality label, which test and what type of evaluation are relevant to him.

Summary

Quality labels are an important benchmark that can win the trust of your customers and increase your conversion rate. The label corresponding quality for you depends mainly on your shop and factors that we have indicated above. Obtaining a quality label could cost it would be better calculated before starting the proceedings, especially when you are a small entrepreneur. A free alternative to quality labels is consumer reviews for which we have already described the positive effects in a previous post.

Saturday, December 7, 2013

1) Presentation of Lengow

Founded in 2009 by Jérémie Peiro and Mickaël Froger, Lengow is an innovative solution that enables online retailers to quickly and simply distribute their products on all distribution media catalogs: marketplaces, comparison, affiliation platforms, retargeting, sponsored links and blogs, or social networks, etc... However, Lengow constantly developing new tools to go beyond the management of e-commerce campaigns. Lengow TagCapsule has created such an innovative tracker that encapsulates dozens of others to lighten the weight of the pages. The objective of these new features remains unchanged: to enable e-merchants to take control of their profitability, measure and especially to improve over time.

Lengow now has 55 employees, 2500 e-commerce shops (including LaRedoute, RueDuCommerce Fnac.com, Quicksilver, Office Depot, Castorama, etc.) and more than 1100 broadcast partners worldwide. Lengow is available in 18 countries.

2) What are the most of your solution?

Lengow offers commercial sites a web interface to centralize, optimize and control the distribution of their product catalog. These three aspects are essential for:
  • Optimize SEO by adapting its flow to the specificities of each diffuser
  • Save time by centralizing management in a single interface
  • Measure the profitability of each product on each support broadcast
  • Reduplicate effective sales.
Example: A merchant that uses Lengow is able to accurately assess what CA is generated for each diffuser but can also go further, such as a breakdown of sales of a product on each support. The merchant can also disable automatically from the solution products with conversion rate or ROI too low opposite its objectives.

3) What are the technical requirements to use it?

Lengow addresses Traffic Managers and Marketing Managers / Ecommerce Lengow but has been designed to simplify your life, so to be easy to use! Users do not need technical skills Lengow also supports all types of formats product catalogs: XML, TXT, CSV, etc...

In addition, support tools are set up to help: a periodically updated Wiki, online training and ultra-responsive customer support! There are even certification programs, called "Lengow Academy", offering specific training: price comparison, market places, affiliations and social networks.

4) Now why a merchant should use this solution? A merchant managing its cash only is it a disadvantage?

A merchant can obviously manage its cash only if it has the necessary technical skills. The problem is not the ability but the time he has to devote to this task ... In practice, e-trader will spend a lot of time to adapt, update and send their product catalog. During intense periods (sales, back to school, Christmas), optimization of product specifications for each broadcaster can simply work full time! However, it has many other things to deal with. A solution as Lengow allows him to overcome all these constraints winning a lot of time, so money!

In addition to spare him the technical side, the team will advise him Lengow broadcasters to use, and help to improve its performance with practical solutions.

5) We note that some merchants use managers without really optimize. What (s) board (s) would you give them so that they make good use?

These merchants are cannot be present on the right distribution media or are not aware of the benefits of optimizing their product listings. Through regular and advice made innovations, Lengow pushes merchants to maximize their cash to achieve the best possible performance.

Two examples:
  • Price Watch is a tool designed by Lengow to monitor the price of products sold by competitors and indicate directly Lengow. The merchant can then act on the stream according to this indicator, for example: "Lowering the price of product X by 20% if I am the most expensive of all my competitors."
  • The Lengow technical support and commercial team with their clients. With their expertise, they can advise merchants on the most suited to their problems and help optimize media campaigns.

6) What are your plans for 2013?

In 2013, Lengow continue its ongoing development to better meet the challenges of merchants (also changing) to provide the entire key to succeed.

Friday, November 29, 2013

Dissemination of catalog price comparison sites or marketplaces can be a headache, especially when you want to be present on several platforms e-commerce. This issue concerns both the technical implementation as reporting. To maximize your time and energy, many workflow solutions provide centralized distribution of your product catalog in the blink of an eye while controlling your budget.

Advantages at a glance:
  • One source stream for all comparators, marketplaces and platforms Affiliate
  • Normalizing your data so that they are adapted to each comparator
  • Possibility to choose which part (s) (s) of the catalog published on a given comparator
  • Control ROI (by category and / or product) by disabling or unprofitable products categories
  • Steering streaming from a single interface

In the coming weeks, we will give the opportunity to more flow management solutions arise. In the meantime, we would be curious to know what solution you use.

Thursday, November 21, 2013

In a previous article, we discussed the impact that the choice of colors can have on the subconscious of users and recommend you conduct tests to better target preferences of your visitors. Today, we present the solution of AB testing or multivariate testing, which, in a significant traffic to test directly to your users. To illustrate this solution, we will rely on the DYMO case.

Impact of color on the subconscious Users

A judicious use of color contributes greatly to the success of a website. Thus, it will take into account the psychological meaning of colors. The subconscious of many people, for example, tend to associate red with a sense of danger. It may therefore be disadvantageous to opt for a red "disconnect" button, the intention is not to create a sense of danger to potential buyers. However, red can suggest several positive like love, passion or enthusiasm impressions. In some industries, it is strongly recommended to cause such associations. For now DYMO, he even found a "Buy Now" red button encouraged purchases. DYMO is how he achieved this? By conducting a simple test A / B. Presentation.

Experience the colors

DYMO, a manufacturer of printers this label globally, conducted a field survey on its online store in 2007 to observe the effect of different colors on its conversion rate. The first phase of testing focused around the "Buy Now" button that was previously shown in light blue. Under the test, a dark blue button, in line with the Corporate Design, and a bright red stain version ostensibly the rest of the page were compared. Despite their doubts about the likely uptake of red button with a stop sign, testers still experimented with 90% of visitors to the shop to get a relevant result. Only 10% of visitors were confronted with the old version of the site during this test A / B. In the end, it turned out that red was higher than the light or dark blue 4.03% impact. This result is significant, site designers have decided to replace the "Buy Now" button light blue with a red button on the long term. According to the results of a survey conducted by the developers of the HubSpot marketing software, it is a good choice since this color turns better than the green, other colors commonly used for the "add to cart" button. The study asserts that the red button saves 21% more clicks than the green button.

After clicking "Buy Now", DYMO customers were redirected to a page to order accessories designed for the selected product. The first version of the site, you had to click on "Add to Cart" light blue button to proceed to the next step of the purchase. Web designers also studied the potential impact if the same button was represented in a bright color such as red and green. Unlike the previous experiment, the light blue face has become red. Once the "Add to Card" button is clicked, visitors arrive at a page for selecting the desired amount of product. Again, the color of the button has been tested and the green was a surprise because users were significantly more responsive to your clear that blue. If DYMO did not quantify the exact percentage of this preference, the difference would be striking.

In addition, web designers DYMO led other experiments in which the colors were not playing the leading role. Thus, they have seen a "Proceed to Checkout" button improves the largest conversion of 44%! The choice of text written in the buttons has also been a source of improvements. Also, the "Proceed to Cart" recorded more than the "Add to Cart" score 21%. Meanwhile, DYMO has done a complete overhaul of its website. Therefore, the results of A / B testing conducted in 2007 are currently only visible on the screenshot inserted earlier in the article.

Michael Klazema, Web Director Marketing & Customer Relations Manager at MarketingSherpa DYMO told that it was "interesting to see that some colors at point’s data could generate a positive effect in some situations when they had a negative impact on the contrary. If the green worked well for the "Shopping Cart" button, it did not convince in other situations. Users are in another state of mind when making the disconnection. We realized that we needed to test the appearance of the site in the long term to ensure that we are by draw wrong conclusions rather than settle for a unified look and feel across the site. "

Our advice: test the influence of different colors. Several tools such as Google Website Optimizer or Virtual Website Optimizer make the implementation of A / B testing very easy. In these tests, two versions of the site are generated and then compared. At the end of the test, a winner will be chosen, if indeed one of the two versions apart. Since this technique depends on the number of visitors exposed to some version of the online store, you can carry out original experiments without losing your customers over the long term.

Saturday, November 16, 2013

The colors of a website play a significant role in the subconscious of users since they convey different feelings, impressions. When creating your website, it is advisable to pay special attention to this parameter. To guide you in your choice, here are the results of a study on the significance of color and a graph showing the use of the latter by the most successful e-tailers.

Study Trinity Advise on the meaning of colors

The team of consultants, writers Trinity Advise published a dossier on the meaning of colors in E-Marketing and Web Usability in January 2011. Their study has several aspects: the meaning and the choice of colors, multi-cultural approach and religious as well as combinations and contrasts. An overview of the results of their study on the meaning of colors:

Color
Meaning
RedLove, passion, heat, anger, emergency
Orange Dynamism, optimism, creativity, joy
Yellow Joy, hope, creativity, wealth, lie
Green Balance, safety, confidence, ecology
Blue Serenity, serious, dream, melancholy
Violet Discretion, intelligence, friendship, eccentricity
Black Mystery, simplicity, luxury, dark
Gray Neutrality, respect, discipline, monotony
White Purity, innocence, cleanliness, vacuum
Brown Calm, philosophy, earth, neutral

Our advice: each site has its peculiarities and different objectives. We invite you to ask yourself the following questions before you start: do I want to do my reflected seriously, my calm and show the variety of products listed on my site? My goal is to attract it by all means the attention of users on my unbeatable prices? The most important in this step is not only to rely on theories but also on the preferences of YOUR customers.

Friday, November 8, 2013

What are the deciding factors when buying online? How to better promote your products and increase your conversion rate?

We will answer these questions in this article in the form of practical advice for your product descriptions.

Checklist: a successful product to optimize conversion rates

Online Shopping: the importance of personal assistance

According to a recent study on LivePerson expectations of online shoppers worldwide, 56% of online shoppers admit leaving the page of a product if its description is not sufficient. It is therefore important to consider this aspect when planning the launch of your products.

Tips for your product description
  • Sobriety: go straight to the point. Avoid long sentences; express yourself in a simple and relevant. Few people linger too much on the description of a product.
  • Clarity: present the most significant features of your product as a list. Your client must be able to understand what it is in a wink.
  • Originality: Be sure to provide a unique description, put the special value of the product and speak directly to your customers. You have to sell the product but also the experience that accompanies it.
  • Emotions like a great story, your product description to arouse emotions. Through positive associations of ideas, your customers will keep in memory products and then seek again that positive feeling.
  • Choice of colors: the colors have a strong psychological power of impregnation. The choice of color depends on your description of the proposed product, your graphic and your target group.
  • Display: pictures say more than words. Present thumbnails. Most users are unaware of the product without image. More you offer declined in different sizes client’s images, more you facilitate their decision-making, and in the best cases, the purchase of your product.
  • Personal contact: cross selling. Automatically display other types of products as well as customized to entice your customers to buy more recommendations.
  • Hyperlinks: insert links to accessories and manufacturers of the products offered. Anticipate the questions your customers.
  • Value-added offer downloading documentation, manuals or brochures on the products. Your customers will appreciate the benefit and will recommend.
  • Interaction: Give your customers the opportunity to express their views and communicate with them. If your clients have any questions, they should be able to get answers as quickly as possible.
  • Warranty: offer guarantees to your customers by providing them quality labels, certificates and references as positive evaluations of experts and other customers.
  • Copyright: when using external content, it is recommended to contact the rights holders and ask their permission to use. Otherwise, you may have to pay a fine and your reputation will suffer irreparably.

Legal aspects to consider
  • Veracity of the data: avoid erroneous concerning the characteristics of the product data. You are obliged to inform the correct data and not disguise anything.
  • Copyright and trademark law: use only authorized pictures and be careful when citing brand names. You cannot turn the reputation of a brand to your advantage.
  • Back obligation and environmental tax: the sale of appliances means specific legislation such as the obligation of recovery from the old device or environmental taxes. Be sure to inquire.
  • Labeling requirement: According to the regulation on the labeling of textile products, you are required to specify precisely the composition of the product.
  • Packaging regulations: Each trader is responsible for packaging waste it produces and must have a system for handling waste.
  • Regulation batteries: the consumer must be aware of the meaning of different symbols used and the ability to refer to a collection point.
  • CE: Be careful when using the "CE" in advertising. This symbol indicates that the product complies with European legislation.
  • Protection of minors: be sure to comply with the obligations relating to the sale of restricted products and use a system for verifying the age of users.

Summary

With a successful product, you put all the chances on your side for a visitor to your site enters into a sale. However, this requires a complete upstream and meticulous preparation. To retain your customer, it is important to know your target group, gather technical requirements, comply with a time of preparation and limited sending and provide professional customer service.

Saturday, November 2, 2013

Make a List of your Product Categories

Each item inside the keep must become allocated up to a category. If you only own some goods then chances are you can easily simply list them all below that the single category however if you have got dozens, hundreds and/or huge number of products then you're likely to wish some categories to about reach this possible for the your customers to fast come across the product they like to purchase.

So prior to installing the items, its best to setup the groups.

How to choose categories? Eventually this choice is actually around you and yet as being a basic rule I such as to imagine that if your certain function of a system is needed by that the client for consumers to purczase the product and then that component describes a category. So if you offer things such as underwear, footwear, or even golf groups, I can believe of two groups you might immediately have – Mens as well as Womens – because your consumer will definately need their item in order to both stay concerning guys or concerning ladies.

Login to your OpenCart Admin

Login to your OpenCart Admin

Open your browser and type in your OpenCart admin address. This will be something like ‘http://www.yourdomain.com/admin‘. Of course, replace yourdomain.com with your registered domain name.

The exact address will have been generated when you installed OpenCart onto your web server so if you are unsure of it, check your notes from the install.

Access your Categories Menu

Once logged in, your admin dashboard appears and along the top of the screen is a menu bar. Hover over ‘Catalog’ and from the drop down menu click on ‘Categories’.

If you’ve performed a standard installation of OpenCart, your store is filled with sample data and in this Categories section you will see quite a number of sample categories. It’s well worth having a good look through the sample data to learn about all the different settings. You will eventually want to delete them before going live with your store and you could start on that deletion now but be advised that you won’t be able to delete any sample categories if they have sample products within them – you’ll have to delete the products first.

Anyway, for much of these tutorials I’m leaving the sample data in place and will delete it later on.

So, after clicking on ‘Categories’ a list of the sample categories appears with two options at the top right of the screen: ‘Insert’ and ‘Delete’.

Access your Categories Menu

If you want to delete a category, you simply check the box next to the name of the category you want to delete and then click ‘Delete’. I’m not going to delete any of the sample data now, rather I’m going to create a new category…

Create a New Category

To create a new category, click ‘Insert’.

The three tabs at the top of the page (General, Data, Design) each contain various fields or selections for you to complete or make to create the new category.

General Tab

Category Name: Enter your chosen name of the category. This should be something descriptive as it will appear on any menus in the store. For that reason it should be brief as well.

Meta Tag Description: This description is used by search engines to describe this category in search results.

Meta Tag Keywords: Keywords are a list of terms, separated by commas that highlight important information on your page. Search engines used to place great importance on the meta tag keywords when ranking websites but that focus has reduced significantly in recent times. Don’t abuse this feature. Listing popular words that have no relationship to the content of your category (let alone your website) in the hope that it will generate higher search rankings will not work. Limit your keywords to appropriate words or phrases that accurately describe or relate to the information on your page.

Description: This description will appear when this category’s page is displayed on your store front. You can include HTML, flash, and images.


Parent Category: OpenCart categories can be structured in a hierarchy. Here you can choose to make the category you are currently adding a subcategory of another category. The parent category must already have been created in order to appear in the drop down list.

Stores: OpenCart supports the administration of multiple stores from the one admin panel. If you have multiple stores setup then here you select which store(s) you would like this category to appear in.

SEO Keyword: By default, OpenCart categories have a URL along the lines of: ‘http://www.opencarttutorial.com/store/index.php?route=product/category&path=20′ which is not very SEO friendly. If you enable SEO URLs in the system setup (covered in …) and here you entered, say, ‘desktops’ then the above example would become ‘http://www.opencarttutorial.com/store/desktops’. Much better, dont’ you think. It is important that whatever keyword (or phrase with each word separated by a hyphen) that you use is not used as the SEO Keyword for any other category or product on your site!

Image: Click the ‘Browse Files’ link to open up the OpenCart Image Manager and select the image you want to appear on this category’s page. (The Image Manager is pretty much self explanatory but I will publish a brief tutorial on its use in a separate post because it is used in many sections of the OpenCart admin, not just the categories section).

Top: If you would like this category to appear in the top menu bar then check this box. Note that there is finite space on the top menu bar so depending on the length of the titles you give you categories only so many can fit on the bar without breaking the design. Best thing to do is to play around with it until you find a satisfatory result from both design and usability perspectives.

Columns: If this category has (or is going to have) subcategories, and if you will position this category in the top menu bar such that it occupies any of the three most right-hand-side positions, then the number you enter here will determine how many columns are used to display the subcategories in the auto drop down box.

This can be a difficult feature to explain and I’m not sure if I’ve done an adequate job. Perhaps the best way to learn about it is to open up the front end of your newly installed store with all the sample data still intact (another good reason to leave the sample data untouched) and hover your mouse over the right most category in the top menu bar … ‘MP3 Players’. You should notice that its subcategories appear in a drop down box containing four columns. If you then take a look at the settings for the category ‘MP3 Players’ in your admin section you will see that the columns field has been filled with the number 4.

Sort Order: The sort order determines what order your categories appear in your menu(s) with the lowest number appearing first. So the category with a sort order of 2 will appear above or to the left of a category with a sort order of 6 depending on whether it is appearing in a vertical or horizontal menu.

It is tempting to simply number your categories 1, 2, 3 … and so on but I would recommend that you number them at least 5 numbers apart. ie. 5, 10, 15 … etc. Reason is, if you number them with consecutive numbers and later on realise you want to add a category into the middle of the list, you have to re-number most of your categories to accomodate the insertion of the new one. That could be a crazy amount of work that you could have avoided from the outset. So, your sequence doesn’t have to have a spacing of 5, it can be anything you want, but I really would urge to leave some space.

Status: Two options here, Enabled/Disabled. For this category to appear in your store front you need to select ‘Enabled’.

Why the disabled option you ask? It allows you to remove a category from your store and yet retain its settings in case you want to reintroduce it in the future. The alternative would be to delete the whole category and if you want to bring it back … you guessed it … you have to go through this whole setup process again.

Design Tab

Within this tab there is only the one option …

Layout Override: The layout options within OpenCart require a guide of their own so I won’t go into them here but if you are familiar with the use of them, and have setup different layouts, then use the drop down box here to choose the layout you want to apply to this particular category.

If you have not setup up different layouts, or are unsure of their use then leave the drop down box blank.


Only one step to go, and it’s pretty important … click the ‘Save’ button on the top right!