James Holmes and John Hickling from Blueclaw (www.blueclawecommerce.co.uk) talk through case studies from our client portfolio about how Magento can be used to help increase sales on your website. This will include tips about how to structure your site for maximum SEO benefit, how to add eBay and Amazon as sales channels to Magento and some of the favourite extensions we use. Magento is used by over 125,000 merchants worldwide and is now widely seen as the world's leading open source ecommerce platform. Let us show you why we have chosen to build ecommerce sites exclusively using Magento. Blueclaw (www.blueclaw.co.uk) is an award-winning internet marketing and web development agency specialising in SEO, PPC, conversion rate optimisation and ecommerce web development. We help companies build sales and profits online. We build ecommerce sites using the Magento platform, which we have done for a number of multi-million pound turnover businesses. Our client list includes blue-chip multi-national businesses, FTSE 250 companies as well as ambitious local companies and start ups. We work within the most competitive sectors such as online gaming, finance, travel and high-turnover retail ecommerce businesses. Our team of over 30 people is based in Leeds.

1. 10 ways can help increase
your ecommerce sales
2 November 2012
James Holmes, Director, Blueclaw
John Hickling, Lead Developer, Blueclaw
www.blueclaw.co.uk

2. About Blueclaw
• Based in Leeds, our team of over 30 people specialises in search
marketing (SEO and PPC) and ecommerce web development.
• We have been building sites exclusively in Magento for the last two years
(over 20 Magento sites to date).
• Our client list includes multi-nationals, FTSE 250 companies as well as
ambitious local companies and start-ups.
• Multi-award winning team. Client-side ecommerce experience from
brands such as Sportsshoes.com and La Redoute.

3. Why Magento?
• Leading open-source ecommerce platform used by over 125,000
merchants globally.
• The principal benefit for us is the modular MVC structure that makes
customisation and adding new functionality more manageable.
• We will look at 10 key features and extensions for Magento that help our
clients acquire, convert and retain customers.

4. Why Magento?
Source: Tom Robertshaw, Meanbee

5. Acquire 1: Long-tail traffic (SEO)
• 60%+ of non-brand keywords driving traffic to your site will be “long-tail”
keywords.
• Magento has a great out-of-the-box solution for on-page SEO-
customisable page titles, meta-data and site map.
• We have taken this a step further by creating “SEO Filters”- search engine
friendly URLS and optimised header and title tags for layered navigation
results.

6. Acquire 1: Long-tail traffic (SEO)
• Womens Black Jeans- http://www.republic.co.uk/women/jeans/?
q_facetTrail=2006%3awmsjns
%3a10026%3aBlack&facetOrder=10020%2c10022%2c10024%2c10026%2c10028%2c10030%
2c10032%2c10034&q_pageSize=28

7. Acquire 1: Long-tail traffic (SEO)
• Black waterproof dog beds
http://www.dogbeds.co.uk/dog-beds/black/waterproof/ SEO-friendly URLs and automated
header and title tags.

8. Acquire 2: Using product feeds
• Feeds to Google Merchant Center (Google Product Search/Shopping)
should be optimised (up to 10% of traffic for some of our clients)- as well
as Product Listing ads within AdWords.
• Can also be used for affiliates and other comparison shopping engines.
• We have also developed a tool to convert product feed in to Google
AdWords ads automatically- updating prices if they change or pausing ads
if they go out of stock.

9. Acquire 3: eBay and Amazon
• “Amazon Matters Now More Than Ever”- Forrester: 30% of online
shoppers in US now research a product on Amazon before they buy it
(more than Google according to this research).
• M2E Pro can be used to integrate Magento with eBay (all 23 major eBay
marketplaces) and Amazon (UK, Germany, Spain, Italy, France, USA and
Canada).

10. Acquire 4: International Sales
• International sales offer a significant opportunity: For ASOS for example,
over 65% of the group’s total sales are from overseas (Q1 2012).
• Magento supports multi-lingual, multi-currency sites (large brands have
chosen Magento for their international stores): multi-store functionality is
a key benefit of Magento.
• One of our clients for example directs traffic to local suppliers in several
countries via their multi-store installation of Magento.

11. Convert 5: Mobile visitors
• 20% of U.K. online sales could be made through a mobile device by
Christmas 2012, with the percentage of site visits through this channel at
30%. (IMRG Capgemini Quarterly Benchmarking Index Sept 2012)
• Setting up a mobile-optimised website can be done quickly and cheaply
using Magento.
• For tablet visitors we have used the desktop version of Magento sites,
ensuring that navigation is touch friendly.

12. Convert 6: Customisation
• Magento gives full flexibility for developing customised functionality- e.g
this example of a fabric selector for one of our retail clients:

13. Convert 7: Customer reviews
• 61% of customers read online reviews before making a purchase decision,
and they are now essential for ecommerce sites (Econsultancy)
• We have developed our own customised solution called Smart Reviews:

14. Retain 8: Customer Loyalty
• Updated promotions engine in version 1.7 of Magento- a powerful
solution for voucher code offers.
• Wish lists and gift registries (e.g. a customised the gift list for a toy retailer
client ).
• Loyalty and rewards points (standard functionality within Magento
Enterprise) or we use Sweet Tooth for Magento Community sites.

15. Retain 9: Customer service
• Multiple payment options supported.
• Extensive customisation of delivery options possible (free delivery
options, timeslots, selected dates etc.).
• Easy to use admin section for order management and confirmation
emails.
• Magento has both REST and SOAP APIs allowing for integration with third
party inventory and fulfilment solutions (e.g. Sage, Metapack, Linnworks,
Elucid, SAP).

16. Retain 10: Segmentation
• Targeted email remains a key driver of sales for our clients.
• For Magento Enterprise standard functionality includes segmentation by
customer type and behaviour.
• For Magento Community sites, using aheadWorks Follow Up Email and
Market Segmentation extensions allows for advanced segmentation of
customers.
• We also use Magento with MailChimp which allows for basic
segmentation.

17. Any questions?
james@blueclaw.co.uk
john@blueclaw.co.uk