eCommerce For GrowthThe internet is a cluttered space of services. There-fore, in order to stand out among the clutter, it is necessary to create a strong foundation. A strong foundation is set thru extensive planing and organiza-tion. In the case of internet businesses the foundation is established thru the strategic use of tools available via the internet. Because there are so many available tools and provid-ers of such tools, there is a great need for an all in one dependable solution. This need was addressed thru the creation of Magento, an e-commerce solution that aids business owners in the proper utilization of the many internet maketing, merchandising and content man-agement tools. This study will focus on Magento’s use of information and information systems and how Ma-gento’s clients achieve a competitive advantage. Before thoroughly investigating Magento’s features, it is helpful to briefly examine the general practices of businesses both inside and outside of the internet space. This information will be used to aid in understanding why e-commerce solutions, such as Magento, offer the features they offer. The introduced internet tech-nologies are all features offered by Magento that will be thouroughly assessed in the remainder of this study. Businesses inside and outside of the internet space share many common practices that lead to their success. One practice is marketing. Whether a business resides solely on the internet or in a physical location, busi-nesses must effectively market their product to their in-tended audience. In the internet space, an effective way to market customers is thru the use of search engine optimization. Search engine optimization is the strate-gic selection of keywords and the strategic organization of site content to ensure site presence within search en-gine results. Once a customer enters a store, the next step is to attract that customers attention. The organiza-tion and placement of products is what will either at-tract or repel customers. Catalog Management systems are responsible for the organization and supervision of products within an internet business. A major business goal is to attract customers in the most effective manor, and as the internet market has become dominant by mobile devices it is absolutely necessary to create inter-net businesses that are fully accessible via mobile de-vices. The feature of creating mobile versions of internet businesses is known as mobile commerce. With strong search engine optimization and catalog management, a business can expect customers to purchase their goods. The ease and security of checkout and payment collec-tion is a large factor that will determine a customers willingness to complete a transaction and return in the future; therefore, it is important to have a trusted and secure checkout and payment collection process. Once a significant amount of purchase data is collected it is important to assess the collected information to deter-mine products that may need to be discontinued as well as to aid in financial documents. In order to keep track of product performance and financial documents, such as taxes, e-commerce companies run analytics and re-porting software. “Thru these features clients are able to gain a competitive advantage”Furthermore, Magento, an e-commerce solution leader, strategically uses information systems to provide clients with the following features: search engine opti-mization, payment, checkout, catalog management, an-alytics and reporting, and mobile commerce. Thru the integration of these features, clients are able to gain a competitive advantage among other internet businesses who do not accurately utilize such features. Villarreal MatthewEbrahimoon Nathaniel Shahab ShehbaISM 158June 03, 2010Search Engine Optimization Search engine optimization is an approach many internet websites engage in to attract more site traf-fic by strategically utilizing search engine technology. Because so many users begin their web experience on a search engine, search engine optimization is one of the best ways to attract traffic to a website. Therefore, Magento offers this feature to ensure the most effective e-commerce solution. Because the thought of search engine optimization is such a large hard to scale concept, here are some Facts and Figures to help quantify the potential of developing and expanding online presence. The Facts and Figures of Search Engine Optimization• In the United Kingdom today over 70% of house-holds now have internet access, 90% of which have a high speed broadband service.• Over 75% of the UK adult population accessed the internet in 2009, 64% of these users have made at least one online purchase; these figures are set to rise in fu-ture.• 100% of internet users will use the first page of search engine results, which supports our philosophy of only charging our SEO customer’s for page one ranked re-sults. Other optimisers frequently charge their clients for page two rankings, of which only 8% of users will view, representing a marginal return on your invest-ment.• 90% of individuals using search engines do so to re-search a specific purchase, given this information the benefits of high ranking key phrases are clear to see.• Over 80% of all searches performed by internet users are generated by Google, Yahoo and MSN.• In excess of 75% of Google users choose organic search results, not the more expensive AdWords links.• More than 60% of search engine usage relates to the first step in the buying process.• Over 30% of all search engine queries have two words• Nearly 25% of the worlds’ populations are users of the internet The figure above is a visual representation of all the components of search engine optimization.Magento has delivered great returns to e-business’s thru the integration of their Search Engine Optimiza-tion feature. One business that has seen tremendous returns thru the use of Magento’s search engine op-timization feature is Planet Organic, a supermarket chain in the United Kingdom. Prior to the integration of Magento, Planet Organic’s online presence revolved around the founder, Renee Elliots, blog; thus, they were not able to capture the goal wide ranged intended au-dience. One of the main objectives of using Magento to create the new site was to “capitalize on the search presence that the existing blog had established, and the wealth of highly targeted content
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