Once a retailer has established its online store, the job isn't done. Continual work goes into ensuring this essential resource is doing the most that it can. Not only the venue where customers to purchase items, an e-commerce site represents the online face of a company. It's critical to ensure that optimization on the site is an ongoing process.
So, how do you identify the weaknesses of a store's website?
"One of the most important lessons a retailer can learn is the significance of a first impression."
One of the most important lessons a retailer can learn is the significance of a first impression. If a new customer has a bad experience with the brand or its online store, they are unlikely to become a loyal client. Therefore, it's critical to ensure that shoppers can appreciate the site from their very first visit.
The design and user experience of the site deserve special attention. Crazy Egg contributor Sharon Hurley Hall noted that one essential aspect is page load time. One study showed that retailers only have two seconds to capture a user's attention, and every second after this mark can result in a 10 percent loss of visitors.
"A slow loading site equals lost revenue: It's a simple equation," Hall wrote.
When optimizing website speed, work with an expert hosting provider to ensure that the site has the proper backend support. It may be necessary to increase the company's current resources to prevent performance issues.
When it comes to first impressions and overall UX, navigation is also key. Hall noted that customers can get frustrated when a site isn't easy to navigate, potentially costing them opportunities for conversion.
"If they can't find it, they can't buy it," noted Smashing Magazine contributor Christian Holst.
The website should have distinct categories shoppers can browse, as well as an accessible search bar for targeted queries.
It's also imperative to showcase available inventory in a way that helps shoppers understand what they'll be getting. Larger photos can really make a difference, as increasing image size can boost sales.
In addition, brands shouldn't take items that are out of stock off the site. Shoppers may still be searching for these products in particular, and keeping them on the site can help capitalize on these searches, boosting the site's ranking. Retailers can offer alternatives to these out-of-stock items, which can extend a visitor's time on the site and prevent them from leaving empty-handed.
Hall pointed out that product descriptions can be enhanced as well. Copying and pasting generic product description information straight from the manufacturer won't do anything for the site's search rankings or visitor engagement.
"Avoid generic descriptions; instead, make sure the description identifies the problem the product solves for the reader," Hall advised.
For many customers, the shopping cart is the point in the transaction when stumbling blocks can creep up. Information from Radware shows that a staggering 70 percent of carts are abandoned before checkout, and a mere 2 second delay in the process can boost abandonment rates by as much as 87 percent, Hall reported.
"People abandon shopping carts because they run out of time, because they don't want to create an account or because the process is too complex," Hall wrote. "Sometimes they leave because they get a nasty surprise about shipping costs or they can't pay with their preferred payment provider or method."
Besides using industry-leading shopping cart software, there are other ways to improve the website's cart. Hall suggested providing a step-by-step map for customers so they better understand where they currently are in the transaction process. This can include simple cues like, "Shipping information," "Payment details" and "Confirm and submit order."
It can also be helpful to allow shoppers to checkout as guests as opposed to forcing them to register an account.
Finally, brands should ensure payment is simple. Displaying the total cost of the purchase – including any tax and shipping costs – can help prevent sticker shock. The company should also provide support for a range of different payment methods, including debit and credit cards as well as digital wallets.
Finally, it's important to keep in mind that optimization is not a one-and-done project – it should be an ongoing process of continuously improving the site. New technologies and e-commerce strategies are emerging all the time, and this only scratches the surface of available optimization techniques.
Hostway has put together this informational graphic to help further guide these efforts. To find out more, contact Hostway today.
Thanks to an upcoming regulatory change, all websites will have the opportunity to go pro.
Beginning on the effective date of November 16, 2015, .PRO will become an unrestricted TLD open to all registrants. This change is a result of the renewal of the .PRO registry agreement under new terms recently entered into between the .PRO registry and ICANN.
Since its launch in 2002, .PRO eligibility has been restricted to certain specified professions, such as lawyers, physicians, engineers, and other licensed professionals. Registrants were required to maintain proof of licensure and provide supplemental data (such as profession, authority name, authority URL, and license number) at the registry’s request or risk losing their domains. The new contract eliminates these restrictions and procedures, enabling the .PRO domain to compete on a level playing field with the other generic domain extensions such as .com, .net, and .org that are marketed to registrants regardless of their professional standing.
From November 16 forward, .PRO registration requests no longer need to include the supplemental data mentioned above. Opening the .PRO domain to all registrants creates a significant opportunity for those who were not eligible in the past. The .PRO domain will continue to be marketed as the domain for professionals, but the target market will expand dramatically to include businesses, service providers and individuals who consider themselves to be a “PRO.”
For more information on registering a .PRO domain, visit our website.
An online presence is an indispensable opportunity to connect with new customers and cement relationships with existing clients. But building a website from scratch can be quite an undertaking. What needs to be done, and where do you start?
At Hostway, we understand this struggle. We've helped countless small businesses get their online presence up and running. With this expertise, we created a helpful checklist of the items necessary to establish a site that will support the brand's overall success. Let's take a look:
1) Register your domain name
The first step is to register the company's domain name – the web address at which customers can find the website. The domain name should be short, concise and reflect the name or nature of the organization. Within our checklist, you'll find a special tool that enables you to see whether or not the domain name you want is already taken. With a little tweaking, you'll surely find a domain that will suit your business.
2) Select a hosting plan
Next, you'll need hosting services to support the website. The host can manage the servers and other necessary computing equipment while ensuring that you and your customers can access the website.
Hostway offers several different hosting plans perfect for every organization. Whether you have little experience with websites, or you're more technically savvy, we have a plan to fit your needs. This way, you can select one that makes it easy to configure support, or one that gives you more granular control over your computing resources.
3) Build your website
Once the domain and hosting are in place, it's finally time to build the actual website. Hostway includes an easy-to-use Website Builder with each of our hosting plans to help facilitate this process.
When it comes to building your site, there are a few best practices to keep in mind:
"There are several strategies you can to drive traffic, including email marketing and submitting the site to major search engines."
4) Drive traffic
Next, it's time to drive users to your website. Several strategies should be employed, including email marketing, submitting the site to major search engines and having it listed in local directories.
In addition, Web Savvy advised using keywords in content to better support search engine optimization and writing content headlines that will captivate the reader without being spammy. Headlines or titles should directly relate to content and include keywords, but only when it makes sense to do so. Forcing in keywords can do more harm than good when it comes to user engagement.
Social media is also a powerful tool. A well-timed post that is relatable to clients while still supporting the brand can make all the difference. Circle S Studio pointed out that solely promotional posts won't garner as much attention as sharing blogs, eBooks, webinars or other materials.
5) Add e-commerce
Finally, you can choose to add e-commerce capabilities to the site. This includes a shopping cart and other special features that enable users to make purchases directly from the website.
Hostway offers several industry-leading e-commerce solutions, including shopping cart, merchant account and SSL certificates.
To find out more about building a website, establishing an online presence or adding e-commerce capabilities, contact Hostway today.
Choosing the software you'll use to support your brand is one of the most important decisions you'll make for your online business. The right e-commerce platform can set your company up for success for many years to come.
Selecting the best merchant software is no easy task. There are plenty of options available, each with its own unique capabilities, features and benefits. So how can you choose the optimal fit for your business both now and well into the future?
There are a few questions to answer along the way:
1) Does it have the capabilities your business needs?
Examine the features and tools included with each software. Depending upon the type of online business you are running, you may have unique functionality needs. Make a list of the capabilities you will need and compare this to each platform's features.
"Not only do you need features to help you drive conversion – stuff like suggested products, behavioral discounts and more – you need ease of use from a back-end management perspective," SparkPay pointed out.
Many merchants will offer trial periods so you have the opportunity to ensure that the platform has the tools your brand needs. Such a test drive can be the best way to pick a product.
2) Does it offer a beneficial end-user experience?
It's also critical to examine the solution from the point of view of the end user. Not only does the platform need to have specific tools for the business owner, but it must address the needs and pain points of the end user as well. An enjoyable end-user experience can not only help attract and retain customers, but it can also set your brand apart in the marketplace.
"If your store requires [customers] to jump through hoops to complete their purchase. odds are they'll head for the hills without spending a penny," SparkPay noted. "Your customers are the ones who'll use your shop, so make sure their experience is paramount."
3) What are the top platforms being used today?
It can also be helpful to see which platforms have the most users. For example, according to Datanyze, Magento has the most users among the Alexa top 1 million websites, with a 26 percent market share. WooCommerce, PrestaShop and Shopify are also leading solutions, each powering more than 2,000 of today's top sites.
4) What security protections does the platform offer?
In the current environment, security is more important than ever. With threats ever increasing, it is paramount to ensure that your customers' sensitive information will be continually protected. Therefore, it is essential to examine the protections that come along with the e-commerce platform.
SparkPay advised ensuring that security measures align with PCI guidelines for full industry compliance. This standard requires that brands have specific safeguards in place. Any breach can severely damage a brand's reputation. It is critical to have the right security in place.
5) Can the platform integrate with other solutions?
Administrators often focus on the initial rollout of the solution without examining how the platform might connect with their other systems. Practical Ecommerce contributor Armando Roggio pointed out that today's companies will need to unify their solutions to ensure they have the full breadth of capabilities they need. For example, the brand may want to integrate an email marketing solution within their website to better connect with its customers.
"Look for app stores, extensions and integrations for the e-commerce platforms you're considering," Roggio recommended.
6) What will it cost?
It's also important to factor cost into your considerations. This includes not only the price of the initial deployment, but the costs incurred throughout the company's lifecycle.
Roggio pointed out that there are free platforms available, as well as those that come with high price tags. Often, the price of the platform is equivalent with its capabilities – a more expensive solution will likely have more to offer. However, you must select the one that suits your needs as well as your budget.
"Half of today's users expect a page to load in two seconds or less."
7) How will the platform be hosted?
You must also decide what hosting environment is right for your brand. Roggio pointed out that a hosted solution – where the vendor takes care of the maintenance and upkeep of the platform – can be particularly beneficial for organizations that have limited technical resources.
In addition, having the proper support can also make a big difference when it comes to scalability and speed. Merchants often have to expand their hosting environment as their business grows or to account for seasonal spikes in traffic. A robust hosting provider can provide this flexibility.
With the proper computing resources in place, pages load faster. KISSmetrics noted that a speedy website can support increased conversions. Half of today's users expect a page to load in two seconds or less, and they will likely abandon the site in favor of a competitor if content doesn't load in under three seconds. The majority of shoppers – 79 percent – won't return to a site if they've had performance problems with it in the past.
For these reasons and more, it is essential to not only select a top e-commerce platform, but to also choose a hosting partner that can provide the support your brand needs. The best hosting vendors can provide the flexibility, scalability and customer support to ensure the success of your company throughout its lifecycle.
For more information on Magento and e-commerce hosting, contact Hostway today.
Our allies at Magento have issued the following advisory for our Magento Merchant customers:
Today, Magento has released a new security patch (SUPEE-6788) and Community Edition 1.9.2.2 to address over 10 issues identified through our comprehensive security program, including remote code execution and information leak vulnerabilities. This patch is unrelated to the recent Guruincsite malware issue. There are no confirmed reports of attacks related to these issues to date, but it is important that you deploy the patch in order to protect your store. More information about the patch is provided in the Magento Security Center and in the Magento Community Edition release notes.
BACKWARD COMPATIBILITY
This patch breaks backward compatibility in ways that can affect your extensions or customizations (see notes for details). For example, certain updates to admin routing can make improperly coded extensions and customizations inaccessible from the admin panel. We expect that many extensions and customizations will be affected by this change, so we are releasing the patch with it included, but turned off. This lets you immediately benefit from the rest of the patch, while also giving you time to update your code before turning on the admin routing change.
We recommend that you first test the code in a non-production environment with the admin routing change turned on. If it works, deploy the fully enabled patch to production. If you discover issues with accessing extensions or customizations from the admin panel, deploy the patch with the admin routing change disabled. Then work with your developer and extension providers to update impacted customizations and extensions. We urge you to turn on the admin routing change as soon as possible to protect your site from automated attacks, like the malware issue we recently experienced.
DOWNLOADING THE SECURITY PATCH
Patches are available for Magento Community Edition 1.4 and later releases and Magento Enterprise Edition 1.7 and later releases. Before implementing this new security patch (SUPEE-6788), you must first implement all previous security patches. This will ensure that the patch works properly.
To download the patch, choose from the following options:
Information about installing patches for Magento Enterprise Edition and Magento Community Edition is available online.
Our allies at Magento have passed along the following information for our Magento Merchant customers:
Magento is investigating reports of Magento sites being targeted by Guruincsite malware (Neutrino exploit kit). They have not identified a new attack vector at this time, but have found that nearly all impacted sites tested so far were vulnerable to a previously identified code execution issue for which Magento released a patch in early 2015; sites not vulnerable to that issue show other unpatched issues. The malware can also take advantage of situations where an administrative account has been compromised through weak passwords, phishing, or any other unpatched vulnerability that allows for administrative access, so it is important to check for fake user accounts and for leftover demo accounts.
Magento has posted full instructions for you to identify and fix the Guruincsite issue in the Magento Security Center. They strongly encourage you to immediately do a security health check for your site:
Hostway strongly recommends keeping your mission-critical applications updated to latest versions and patched for all ongoing security concerns.
Right now, there are more than 858 million registered websites for users to visit, according to Tech Made Easy. This means you have a lot of competition to deal with when creating and building out your brand's online presence.
A website is an essential piece of the business puzzle, helping a brand connect with its customers and offer potential for the organization.
However, building a website that supports its brand is not as easy as one might think. Some important components and strategies are often overlooked when designers and decision-makers begin their website-building journey. This checklist will help ensure that nothing falls through the cracks:
1) Overall purpose and driving goals
Before thinking about theme or design, determine the overall purpose and goals of the website. Small Business Trends contributor Amanda Stillwagon noted that these include defining the type of site and what it will be used for – will the platform be used for e-commerce? Is it educational? Or will it offer some other type of service? Answering these questions will serve as the starting point for the entire process – these details will guide the decision-making processes for the entire initiative.
"Right now, there are more than 858 million registered websites, only 177 million of these are currently active."
2) Top priorities, in order of importance
Once the website's purpose and goals have been determined, it's time to prioritize. For example, if the website needs to be launched and accessible quickly, it might be best to begin with a basic site and add to it later. If the website's purpose is to provide data or educational information, what assets should be made available first? Stillwagon advised making a list of priorities to better drive the creation and launch process.
3) Register a domain name
The domain name will serve as the web address for the site. PressCoders pointed out that the company may want to include the business's name or certain keywords in the domain name to make it easier for clients to find. Overall, it's important to maintain a short and simple name that won't be difficult for users to remember.
"It doesn't matter what SEO value you get from the keywords, you need to think of people first, and search engines second," PressCoders recommended.
The name must be registered with a leading hosting provider like Hostway in order to ensure that it remains the property of the business. Many generic domain names can be quite popular and are therefore some of the first to be used. Registering a domain name can establish credibility for the brand as well as increase its visibility online.
4) Features and capabilities
It's also essential to think about the features and capabilities the website will need. These will largely be governed by the site's purpose and goals. For example, an e-commerce site will need a product catalog and shopping cart. An educational resource site may need considerable storage, a robust database and a blog. Selecting these features will help with the next step.
5) Platform software
There are more than a few solutions on the market that serve as the foundation of a website. These differ in their features and capabilities. For example, Magento is a leading e-commerce platform and offers just about everything a brand needs to open its own online store. WordPress, on the other hand, is more suited for blog-based sites. There are free tools as well as paid solutions, each providing different levels of design, support and user capabilities. It's important to do research in order to select a platform that will be able to address all of your needs.
Businesses need to register a domain name, select a platform and ensure hosting resources are in place.6) Hosting
Another key component of website building is attaining the proper support. Often, it makes more sense for a business to select a hosting provider that can handle the equipment, expense and upkeep to host the site. When registering a domain name, it can be helpful to also examine that provider's hosting capabilities.
Hosting also comes in different levels. Dedicated hosting, for example, differs from shared hosting, although both strategies come with their share of benefits. Working with an industry-leading hosting provider like Hostway can help decision-makers understand the difference and select the best environment for the company's needs.
7) Content
With the domain name, platform and hosting resources in place, it's time to consider what content will live on the site. Again, this is primarily determined by the type of website and the industry the business operates within. Stillwagon noted that a website should include company branding and contact information. The website can also provide in-depth details about available products or services, and informative content such as that found on a blog. The possibilities here are nearly endless.
8) Continual improvements
It's critical to keep in mind that websites do not exist in a vacuum – they must be continually updated and improved to capture users' attention and provide true value for the brand.
To find out more, check out this checklist and contact Hostway today.
Since the inception of the Internet, we've all used domain names as the addresses at which our favorite websites and resources reside.
While many users don't give a second thought to a company's domain name, consumers and businesses alike might not realize the impact an URL can carry. More than a web address, this moniker encompasses a brand.
Today, we'll take a look at domain names, including the process of registration, and what businesses should consider.
Choosing a domain name
Domain names come with an endless potential for variety – simply changing one letter or the attached suffix creates a brand new name and destination. When choosing a name, it is important to keep these considerations in mind:
Registering a domain name
When it comes time to register the domain name, your company will want to select an industry-leading hosting provider. Hostway's domain registration enables brands to control their nameserver information, manage multiple domains with our online control panel, provide protection with domain locking, and boost potential traffic with domain aliases.
To find out more, check out our Top 10 Reasons to Register Your Domain Name with Hostway, and be sure to contact us today.
Email supports quick communication among those that might be worlds apart, enabling users to attach, transmit, and access messages as well as other assets. However, depending upon the industry in which the organization operates, there may be specific rules that govern the use of email. Healthcare is among the most prominent examples.
Hospitals, doctors, and other practitioners are privy to sensitive patient information that must be kept safe. Healthcare providers are increasingly using email to connect with patients and discuss medical conditions and treatments. These providers must use email in a way that is compliant with industry rules.
"So long as the proper precautions are taken, healthcare providers can leverage email in a safe way that aligns with HIPAA requirements."
For companies in the United States, the most important standard is the Health Insurance Portability and Accountability Act, or HIPAA, which outlines the proper treatment of sensitive patient details and digital records.
What does HIPAA say about email?
HIPAA guidelines don't prohibit the use of email, but ask that healthcare providers observe certain considerations when transmitting sensitive information. According to the HIPAA FAQs page, "The Privacy Rule allows covered healthcare providers to communicate electronically, such as through email, with their patients, provided they apply reasonable safeguards when doing so. For example, certain precautions may need to be taken when using email to avoid unintentional disclosures, such as checking the email address for accuracy before sending, or sending an email alert to the patient for address confirmation prior to sending the message."
HIPAA also notes that when patients initiate email contact with the provider, the healthcare organization assumes the responsibility for ensuring that messages are acceptable and that the patient understands the potential risks of using an unencrypted platform. The provider can make the patient aware of these possible threats and let him or her decide whether or not to continue communicating in this manner.
The HIPAA Privacy Rule isn't the only standard that applies here, however. The Security Rule can also come into play, particularly when it comes to sending electronically protected health information, or e-PHI. According to HIPAA, "The Security Rule does not expressly prohibit the use of email for sending e-PHI. However, the standards for access control, integrity, and transmission security require covered entities to implement policies and procedures to restrict access to, protect the integrity of, and guard against unauthorized access to e-PHI." This includes not only policies, but encryption as well. Healthcare organizations must use encryption to safely transmit sensitive e-PHI over an open network.
Considerations for compliant email
While much of compliance depends upon usage, the email platform itself must also be compliant. Not all email systems are by default aligned with HIPAA guidelines. In fact, most free services, including Gmail, Yahoo Mail and others, do not have the proper protections in place for sending communications containing e-PHI, either within the body of the email or as an attachment. You should not use these within a healthcare setting.
There are hosted platforms, however, that are HIPAA-compliant. These implement top security measures, including encryption and message expiry to ensure protection of sensitive health information. A message expiry date can be attached to communications that contain e-PHI, allowing them to be remotely deleted after a certain period of time. This prevents protected data from being stored or accessed inappropriately.
But using a compliant email solution isn't just about aligning the organization with HIPAA. This strategy comes with its share of benefits as well, such as streamlined delivery of lab results, enhanced communications among doctors and staff, access to e-PHI while away from the office, and better connections with patients.
Top-tier hosting
One of the best ways to ensure compliance is to leverage the services of a hosting provider. Hostway, for instance, allows healthcare providers to have granular management control, view daily reviews of security event log files, and deploy a robust firewall and intrusion detection and prevention system.
To learn how you can migrate your email platform to a compliant environment that’s monitored 24/7/365 for security risks, contact Hostway for a free assessment today.