Packed with expert advice and practical examples of effective store design and report creation to help you make better decisions, formulate more effective strategies, and measure your success. This book is for anyone administering an osCommerce site, including webmasters, content managers, store owners, and marketing managers, who do not need to understand PHP or MySQL to benefit from this book. The tips and techniques described in this book can be applied to any small, medium sized e-commerce site. This is not an implementation guide; developers implementing osCommerce-based e-commerce sites would benefit from reading Deep Inside osCommerce: The Cookbook.
By:
Vadym Gurevych
Imprint: Packt Publishing Limited
Country of Publication: United Kingdom
Dimensions:
Height: 235mm,
Width: 191mm,
Spine: 22mm
Weight: 733g
ISBN: 9781847192028
ISBN 10: 1847192025
Pages: 428
Publication Date: 02 April 2023
Audience:
General/trade
,
ELT Advanced
Format: Undefined
Publisher's Status: Active
In Chapter 1 you will see a brief introduction to osCommerce, and learn how to calculate and monitor profits. Attracting visitors to your website is an essential task to gear the business up. In Chapter 2 we review several ways to advertise and get visitors to your site, including: organic search, banners, pop-ups, link exchange, affiliate programs, newsletters, forums and blogs, and online directories. This chapter has extensive insights on how to track the efficiency (and other variables) of an advertisement campaign. Chapter 3 shows you how to race to the top of search engine result pages. You will learn methods, techniques, and actions to make your store easily accessible to and indexed by search engines. If you decide to keep ahead of the game and hire a professional SEO consultant, you will want to dig deeper into this chapter where we review aspects of hiring professional SEO consultants and show how to track SEO campaign results. This chapter familiarizes you with the good and bad search engines practices and helps you find which keywords work best Chapter 4 concentrates on solutions and practices that help authoring original dynamic content, for your users and customers to post content online. We review the benefits of using dynamic content solutions like CMS, forums, blogs, and feeds, and their integration with osCommerce. Chapter 5 gives you insight on why it is important to build customer confidence and how to do it. We review ways to improve your online store and business model to make customers more confident about placing orders online with your online store. A good design often spells the difference between failure and success. Chapter 6 covers effective design of an online store; here you will learn to optimize design for different types of customers and customize it to match your corporate identity. We discuss common-sense approaches to developing design templates and also tackle practical issues like caching and improving page loading speed using database and PHP script optimization to ensure a smoother customer experience. In Chapter 7, you will learn how sales can be improved in osCommerce by improving your product catalog. It concentrates on improving navigation and making customer interaction intuitive and friendly. In Chapter 8 we discuss how and why order values can be increased, and what effect this has on the turnover and profit figures. It shows how to increase order values by putting both the customer and the online merchant in a win-win situation. Understand the dynamics of cross-linking products, creating product bundles, configurable products, and employing the minimum order amount strategy. Chapter 9 covers how to run a properly planned promotion campaign, while keeping an eye on operational costs. The turnover of an online store can be increased by increasing its market share this chapter shows your how. From grabbing customers to maximizing what you get from your suppliers, running affiliate programs, and B2B programs for trade customers. Chapter 10 shows you how important it is to monitor and constantly improve the conversion rates of online business, and analyzes how conversion rates affect profitability of the business. It shows how to improve the checkout process in osCommerce, and how to utilize individual customer accounts to increase sales. In Chapter 11 we further explorer monitoring of the performance of the website by creating and of course understanding various reports, and using statistical information to improve the efficiency of an osCommerce-based online business. In this chapter you will get an insider s understanding of using and extending the reporting facility of osCommerce, including: reports to plan your advertisement budget, re-arrange advertisement campaigns, track and forecast sale figures, find bestselling and most profitable products, manufacturers, and categories and highlight certain products by marking them as featured, locate best-buying customers and reward them, track stock and ease re-ordering of the most popular products from suppliers, track customers and use previous order history for marketing purposes, send targeted newsletters to customers, and even plan your online store's net profit figures and its profitability. In Chapter 12 you will learn how the online store can benefit from having repeat customers, and how to convert customers into repeat customers. This chapter shows how to increase this conversion rate by providing loyal customers additional benefits, like a loyalty points, referral bonuses, etc.
Vadym Gurevych holds a Masters of Software Development degree from Kharkov National Technical University (Ukraine) and has been creating commercial software products for businesses for 10 years. His interest in learning more about the management and business side of the process led him to join the DataLink UK Ltd. in 2001 as Project Manager. Based in the UK, Datalink (which also trades as Holbi) concentrates on providing a wide range of bespoke e-commerce solutions to its local and international customers. In those days Vadym didn't imagine managing open-source projects, but since 2002 he has been creating osCommerce-based sites and this has become Datalink's main source of revenue since 2004. Now Managing Director of DataLink UK Ltd., Vadym is responsible for strategy development and business decisions, and for ensuring that his team of 30 provides customers with the most efficient solutions. Since he finds it exciting and sometimes challenging, he still personally supervises major sales deals and manages major projects. He has been happily married to his wife Elena for almost eight years now, and also finds time to write/maintain a popular blog, osCommerceBlog.com, and contribute to DatalinkUK.com and Holbi.co.uk. Vadym writes: 'Talking to a customer, finding out the best solution for the business, making sure that solution is properly implemented, and seeing the business improving – is what brings satisfaction and makes me happy about the way my career has developed to date.'
Reviews for osCommerce Webmaster's Guide to Selling Online
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