osCommerce Webmaster's Guide to Selling Online
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- Turn your e-commerce site into a money-making enterprise
- Full of practical tips and tricks to improve profit with osCommerce
- Professional advice on choosing the best contributions
Book DetailsLanguage : English
Paperback : 428 pages [ 235mm x 191mm ]
Release Date : December 2007
ISBN : 1847192025
ISBN 13 : 9781847192028
Author(s) : Vadym Gurevych
Topics and Technologies : All Books, Content Management (CMS), e-Commerce, Open Source
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Table of Contents
Chapter 1: Increasing Profits and Sales with osCommerce
Chapter 2: Advertising an Online Store
Chapter 3: Search Engine Optimization
Chapter 4: Dynamic Content to Improve Sales
Chapter 5: Building Customer Confidence
Chapter 6: Design to Sell
Chapter 7: Improving Product Catalog
Chapter 8: Increasing Order Value
Chapter 9: Increasing the Turnover via Promotions and Special Offers
Chapter 10: Improving Conversion Rates and Customer Experience
Chapter 11: Understanding and Using Reports
Chapter 12: Repeat Customers
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What you will learn from this book
- Calculate and monitor profits
- Monitor and track efficiency of advertising campaigns
- Optimize your osCommerce online store for search engines
- Internal and External Search Engine Optimization (SEO):
- Getting popular on search engines
- Web page optimization
- Structure and dynamic content
- Keyword selection
- Back-linking strategies
- Make your SEO campaigns pay off
- Superb ideas for appealing store design
- Reach profitable new markets by fine-tuning your product catalog
- Best practices for product listing and product information pages
- Build and maintain customer confidence
- Run a properly planned promotion campaign
- Use and extend the reporting facility of osCommerce
- Practical insights on creating custom reports
- Improve your process and efficiency while maintaining business profitability
- Convert customers into repeat customers
Detailed Table of Contents:
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 shareâ€”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 insiderâ€™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.
If you have an osCommerce-based online business, you need this book. Packed with expert guidance on all aspects of building a better online, this book will make your store stand out from the crowd.
All approaches and techniques described here are proven to have worked well for successful osCommerce-based online businesses among the, over 650, all around the globe with which the author has been actively involved as developer, project manager, or online business consultant.
osCommerce is an open-source e-commerce solution written in PHP and MySQL that can be set up on various platforms. More than 10,000 businesses and sole traders all around the world benefit from its features and flexibility. The importance of the osCommerce community consisting of over 100,000 can not be stressed enough as this is where both online merchants and web developers can communicate and find solutions. There are many "contributions" â€” modules for osCommerce that further extend its functionality â€” making it suitable for almost every business's requirements.
Practical techniques and proven strategies to increase online sales: learn from an expert! This book is for anyone administering a small/medium sized osCommerce site.
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.
Who this book is for
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.