An overview of the most popular e-commerce platforms, their merits and pitfalls and peculiarities of migration from one shopping cart to another.

1. Most popular e-commerce
platforms: SEO pros and cons
and migration issues
June 26th, 2014 – online marketing session for e-commerce business owners

2. About Promodo

3. 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

4. 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..

5. 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.

6. Migration tendencies: how
shopping cart popularity has
changed over the last year

7. 2008 – founded
200k - 240k – of live stores worldwide
~26% – e-Commerce market share
Physical locations of businesses using Magento

8. Websites using Magento in Alexa Top Million Sites

9. 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

10. 2006 – founded
54k -100k – of live stores worldwide
~10% – e-Commerce market share
Physical locations of businesses using Shopify

11. Websites using Shopify in Alexa Top Million Sites

12. 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

13. 2009 – founded
50k – of live stores worldwide
~7% – e-Commerce market share
Physical locations of businesses using Bigcommerce

14. Websites using Bigcommerce in Alexa Top Million Sites

15. 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

16. 1999 – founded
25k-50k – of live stores worldwide
~5% – e-Commerce market share
Physical locations of businesses using Volusion

17. Websites using Volusion in Alexa Top Million Sites

18. 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

19. Google Trends

20. General migration issues and
how to avoid them

21. Avoid before migration:
1. Third-party modules
2. Non-default templates
3. Manual database customization

22. Make sure your target store is
hidden from Google and other
search engines

23. Whitelist IPs that you are going to run your
migration from - short guide

24. Pre and Post migration
recommendations for Magento,
Shopify, BigCommerce, Volusion

25. General pre-migration tips:
Make a backup

26. General pre-migration tips:
Setup proper folder permissions

27. General pre-migration tips:
Keep images in default folders

28. 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

29. 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

30. Key pre- and post-migration tips:
1.Make sure all of your products are named
2.Prepare API Path and API Token

31. Key pre- and post-migration tips:
1.Check your pricing plan
2.Use .csv file format

32. General post-migration tips:
Ask clients to restore their passwords

33. General post-migration tips:
Customize your store (template, modules, other changes)

34. General post-migration tips:
Test your store before the launch

35. 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

36. Prices:
. Shopify Volusion BigCommerce Magento
Minimum Package $29/mo $15/mo* $34.95/mo free
Maximum Package $179/mo $135/mo* $199.95/mo up to $1,400/mo
Transaction Fees 0%-2% 0* 0%-2% 0*

37. Performance:
. Shopify Volusion BigCommerce Magento
Hosted/Self-hosted Hosted Hosted Hosted Self-hosted
Storage 1GB-unlimited Unlimited Unlimited -
Bandwith Unlimited 1-35GB Unlimited -
Uptimes Very good Poor Excellent -
Site speed OK More or less OK Slow

38. Simplicity & Friendliness:
. Shopify Volusion BigCommerce Magento
Support Very good Poor Average
Very little, only
helpyourself kind
Templates (variety,
user friendliness) Very good Good Good Moderate
Simplicity Very simple Simple Very simple Very difficult
Mobile friendly Yes Yes Yes Yes

39. Additional features:
. Shopify Volusion BigCommerce Magento
Blog Yes No Yes No
Marketplace No No No Yes
Social commerce No Yes Yes No
Abandoned shopping
cart features Yes Yes Yes Yes
Daily deals, promos Yes Yes Yes No
Reviews/ratings Yes Yes Yes No
Forum Yes No Yes No
Apps and add-ins Yes Yes Yes Loads!

40. What do we need for SEO?

41. Ecommerce platforms SEO checklist:
SEO checklist
1 301 redirects control
2 Control of Titles with full possibility to customize them separately for each page and using templates
3 Control of Headings with full possibility to customize them separately for each page and using templates
4 Control of meta Descriptions with full possibility to customize them separately for each page and using templates
5 Control over pages content, possibility to add custom text to all pages
6 Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages
7 Control of Alt attributes for images with full possibility to customize them separately for each page and using templates
8 XML sitemaps automatically generated and regularly updated
9 SEO friendly URLs (control over URLs)
10 No duplicate URLs issues
11 Canonicalization of URLs
12 Search firendly navigation and structure
13 Breadcrumbs
14 Blog
15 Built-in Analytics integration
16 Schema.org integration
17 Social sharing (supporting Open Graph protocol)
18 HTML sitemaps
19 Internal linking opportunities
20 Google authorship verification

42. 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 - - - +

43. Ecommerce platforms SEO checklist:
• Navigation & Structure
• Breadcrumbs
• Schema.org

44. 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 - - - +

45. Ecommerce platforms SEO checklist:
•Open Graph protocol
•HTML sitemap
•Internal linking opportunities

46. Migration impact on rankings,
Precautions

47. 301 redirects:
• 200 OK
• 301 Redirect
• 404 Not Found

48. 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

49. 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

50. 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

51. 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:

52. 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.

53. Free online marketing audit
We 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

54. Special 10% discount code: Webinar-Gift

55. Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo
e-mail: a.moseva@promodo.com
Skype: ann.moseva
Yuriy Stakh
Head of Marketing
at MagneticOne
e-mail: yura.stakh@magneticone.com
Skype: cmo-m1

56. Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Plus.google.com/+Promodo-com
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