Viktor Khliupko

Magento 1 DIY

Viktor Khliupko

Duesseldorf, Germany

Any source code or other supplementary materials referenced by the author in this text is available to readers at www.apress.com . For detailed information about how to locate your book’s source code, go to www.apress.com/source-code/ .

ISBN 978-1-4842-2456-4

e-ISBN 978-1-4842-2457-1

DOI 10.1007/978-1-4842-2457-1

Library of Congress Control Number: 2016961761

© Viktor Khliupko 2016

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.

Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights.

While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein.

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Contents

  1. Chapter 1:​ Setup
    1. Downloading and Installation
    2. Server/​Hosting
      1. Local Hosting
    3. Magento Templates
      1. Marketplaces
      2. Top eCommerce Website Design Trends
    4. Magento Extensions
      1. Extensions
      2. Installation
    5. Payment Gateways
    6. Magento Shipping
    7. Data/​Product Import
      1. CSV File Structure for the Magento Products Import
      2. Magento Product Import Tips and Tricks
      3. Product Import Errors and Solutions
      4. Magmi
      5. Excel Import to Magento with Cobby
    8. Performance
      1. The Metrics
      2. Magento Server-side Performance
      3. Magento Application-side Performance
      4. Magento Cleaning
      5. Faster Re-index
      6. Varnish Cache
      7. Improved Magento Catalog Search
      8. How to Improve Checkout and Add to Cart Speed in Magento
      9. Enterprise-Class Magento Performance Solutions
    9. Security Guide
      1. Name and Password
      2. Custom Path for Admin Panel
      3. Two-Factor Authentication
      4. Encrypted (HTTPS/​SSL) Connection
      5. File Upload with Secure FTP
      6. Pre-Defined IP Addresses for Administrators
      7. Malicious PHP Functions
      8. Directory Listing
      9. MySQL Injections
      10. Magento Security Extensions
    10. SEO
      1. Stay Away from Manufacturer’s Descriptions
      2. Extract Benefits from Your Image Alt Tags
      3. Tool up with Link Building
      4. Get More Profit from Similar Products
      5. Utilize Popular Products Properly
      6. Make Discontinued Products Work for You
      7. What Should I Do with the 302 Redirects
      8. Create a Perfect 404 Page
      9. Better SEO Results with Good Navigation
      10. Clean up Your URLs from Store Codes
      11. Optimize your Magento Store Wisely with Google Analytics
      12. Turn Your Visitors into Buyers with the Aid of the Right Keywords
      13. Unleash the Power of Blogging
      14. Get More from Rich Snippets
      15. Enhance SEO with the Help of Security
      16. Never Forget About Your Robots.​txt File
      17. Stay Mobile-Friendly
      18. Be the King of Social Media
      19. More Complex Search Engine Optimizations
      20. Integration with Google Services
      21. Product Tags as a Powerful Cross Linking Tool
    11. Pre-Launch Checklist
      1. … and with Google Base
      2. Final Words About Performance
    12. Magento Store Audit
    13. Conclusion
  2. Chapter 2:​ Sales Generation
    1. Evaluate Your Marketing Campaign
      1. Understand Your Goals
      2. Identify Metrics for Measuring Your Campaign
      3. Implement Comfortable Metrics Tracking
      4. Be Original with All Media Representation on Your Site
      5. Use UTM Links to Direct Users to the Most Suitable Page
      6. Run Some Tests Before Publishing Your Ads
      7. See the Results
      8. Make a Conclusion and Prepare for Further Campaigns
    2. The Main Traffic Sources
      1. Direct Traffic
      2. Email Marketing
      3. MailChimp
      4. Organic Search Engine Results
      5. Paid Search Results
      6. The Best Magento Affiliate Modules
    3. Other Useful Traffic-Driving Techniques…
      1. …to Use on Your Website
      2. …to Use Outside of Your Website
    4. Banner Ads
      1. How to Use
      2. Where to Buy
    5. AdWords
      1. How It Functions
      2. How to Fit into Your Budget
      3. How to Structure Your Ad Campaign
      4. How to Manage Your Resources
      5. How to Launch an AdWords Campaign
      6. Creating a Shopping Campaign
      7. AdWords Conversion Pixel
    6. Alternatives to Google AdWords
      1. ExactSeek
      2. Facebook Paid Ads
      3. Clicksor
      4. Yahoo! Bing
      5. Yahoo! Gemini Ads
      6. BuySellAds
      7. BlogAds
      8. StumbleUpon Ads
      9. Partner Promotion
    7. Social Media Advertising and SMM Campaigns
      1. Facebook
      2. Twitter
      3. Instagram
      4. Pinterest
    8. Best Blogging Platforms Worth Using
      1. WordPress
      2. Movable Type
      3. Squarespace
      4. Typepad
      5. Tumblr
      6. Pen.​io
      7. Weebly
      8. Anchor
      9. Best Magento Modules for Blogging
    9. Real-Time Social Experience with Periscope and Meerkat
    10. Social Influencers for Promoting Your Products Online
      1. Get to Know Some Instagram Influencers
      2. Look for Popular YouTube Vloggers, Bloggers, and Press
      3. Do Some Smart Advertising on Reddit
      4. Convert Your Family and Friends into Customers Through Facebook
      5. Extend Your Website to Twitter
      6. Mention Your Potential Influencers in a Profound Blog Post
    11. Amazon Product Advertising
    12. Conclusion
  3. Chapter 3:​ Growth
    1. Conversion Rate Optimization
      1. How to Increase Your eCommerce Conversion Rates
      2. Magento Extensions for Conversion Rate Optimization
      3. How to Optimize Each Page of Your Magento Store
      4. Trusted Shops
    2. Cart Abandonment
    3. Referral and Affiliate Marketing, and Promotions and Discounts
      1. Referral and Affiliate Marketing
      2. Promotions and Discounts
    4. Customer Support
      1. Live Chat
      2. Helpdesk Services
    5. A/​B Testing
    6. Extended Admin Management
    7. Magento Tax Management
    8. Extended Invoice Management
    9. Advanced Shipping Management
    10. Order Management
    11. Extended Analytics Extensions
    12. How to Keep Your Magento Website Clean and Healthy
    13. Migration to Magento 2
      1. Architecture and Technology Stack
      2. Performance and Scalability
      3. New Shopping Experiences
      4. Productivity Features
      5. Customization
      6. File Structure
      7. Migration
      8. Magento 2 Migration Tools
    14. Conclusion
  4. Chapter 4:​ Enterprise
    1. Turning Magento Community Edition into Magento Enterprise Edition (How to get all Magento EE features on the Community Platform)
      1. Order Archiving
      2. Solr Search
      3. Full Page Caching
      4. Optimized Indexing
      5. Configurable Order Tracking Widget
      6. Support for Alternate Media Storage:​ CDN and Database
      7. PA-DSS Certification/​Payment Bridge Magento
      8. Strong Data Encryption, Hashing, and Key Management
      9. Backup and Rollback
      10. Merging and Rollback of Content
      11. Customer Attribute Management
      12. Administrator Permission Roles on Website and Store Levels:​ Price and Promotion Permission
      13. Logging of Administrator Actions
      14. Category View and Purchase Permissions per Customer Group (Limited Catalog Access)
      15. Reward Points
      16. Store Credits
      17. Multiple Wish Lists
      18. Add to Cart by SKU (Stockkeeping Unit)
      19. Return Management Authorization (RMA)
      20. Content Management System
      21. Scheduled Import/​Export Functionality
      22. Customer Segmentation, Targeted Promotions, and Merchandising
      23. Dynamic Rules
      24. Persistent Shopping
      25. Automated Email Marketing Reminder
      26. Private Sales
      27. Gift Registry
    2. Multichannel Marketing
    3. PIM
      1. Five Reasons to Use PIM in eCommerce
    4. ERP
    5. CRM
    6. SAP
    7. Dropshipping
    8. B2B
      1. Magento B2B
      2. Magento Extensions for Quick/​Fast Order
      3. Customer Activation
    9. Multivendor Marketplace
    10. Dynamic Pricing
    11. Conclusion
  5. Chapter 5:​ Custom Magento Development
    1. Upwork (oDesk)
    2. Elance
    3. Toptal
    4. Freelancer
    5. PeoplePerHour
    6. Guru
    7. Magento Community Events
      1. Meet Magento Events
      2. Imagine Commerce
      3. Developers Paradise
      4. Magento Unconference
      5. Mage Titans
      6. MagentoLive
      7. MageStackDay
    8. Conclusion
  6. Index

About the Author and About the Technical Reviewer

About the Author

A435246_1_En_BookFrontmatter_Figb_HTML.jpg

Viktor Khliupko is an ecommerce expert, consultant, and developer. He is also a traveler and metal music fan. He has built successful Magento-based ecommerce businesses and startups worldwide. He is the founder of the Firebear Studio.

About the Technical Reviewer

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Richard Carter is a seasoned web designer and front-end developer based in the North of England. His interest in SEO comes from a desire to help clients fully understand the implications of the ways websites are built and how they perform in search engines.

Richard lives in Newcastle upon Tyne. He is the founder of established UK web design agency Peacock Carter. He has worked with clients that include the University of Edinburgh, NHS, City & Guilds, University College Dublin, and the Scottish government.

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