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Embarassing fact: Magento 2.0 was announced 3 years ago today

At the Magento Developers Paradise in 2010, then CTO Yoav Kutner announced Magento 2.0. Later that year, Magento announced that we could expect a stable release somewhere in Q4 2011.

Today, 3 years after that first announcement, we haven’t even seen any sign of a beta release.

At the time, the developers already realised that Magento needed a major code overhaul to support the growth of its customers and to keep up with the fast growing e-commerce world. So instead of building upon the 1.0 codebase, they decided to start from scratch to have maximum flexibility and to make development much faster.

Oh, the irony.

In the fast-paced e-commerce world that’s, that’s (very) embarrassing. If eBay doesn’t get its act together, Magento customers will fall behind the competition and switch platforms.

The original announcement can be viewed on YouTube.

BMW

Country of Origin-effect

:theory:

We prefer products from stereotypical countries. For example – Germany is typically known for building good cars, whereas the French produce the best wine, the Swiss the best watches, and the Japanese are known for good TV sets. 

:application:

To use this, you first need to know if the country of origin of your product complies with the stereotype or not.

If it does comply with the stereotype, you can (subtly) remind customers of this fact or show other stereotypical items of that country.

If the product doesn’t comply with the stereotype, you might consider not mentioning it (or less prominent) or try to counteract the stereotype by showing other quality products from this country.

Further reading: ‘Branding’ on the Wheel of Persuasion

:epsychseries:

Meet_Magento_DE_2013_-_Guido_Jansen_-_YouTube

Video: Online Persuasion @ Meet Magento Germany

Here’s the video from me at Meet Magento in Leipzig, Germany last June. I presented my Online Persuasion session and the video was published this week at nr-apps.com.

In addition to all the fancy persuasion techniques I also added some additional thoughts about how to optimize your website…

A) Prioritize and get a decent basis, or you’ll waste money with persuasion. Improve your website in the following order:

  1. Technology: it should work. No errors.
  2. Functionality: it should offer the functionality your customer wants. The most screen estate should go to the most important tasks for the customer.
  3. Usability: If it works and does whát the customer wants, make it as easy as you can. Remove the bumps in the road.
  4. Persuasion: Now that it’s technically and functionally possible and easy to do, motivate your customers to act.

Now I don’t say that step 1 to 3 should be perfect in order to start with persuasion. But there is no use in persuading customers to do something that has technical, functional or usability issues, that only leads to frustration.

B) Your gut feeling sucks. So does your HIPPO. We have customers that either test a lot or really everything they change on their site. Their optimization teams are really skilled and experienced in A/B testing and are awesome ‘customer intelligence teams’ that are invaluable to their business. This is because they fail as much as they possibly can. And even with all that experience, predicting the success of an A/B test is just above chance. But they don’t need to predict, after a few weeks testing, they KNOW what works best. So guess how good the gut feeling of your marketer or the HIPPO (Highest Paid Person’s Opinion) at your department is…

C) The ‘golden egg’ of persuasion exists. But it’s not what you think it is. People often look for a ‘golden egg’: something that will solve all their problems and sell their services like a madman. It does exist, but it’s different for every customer, every product, every brand and a plethora of external factors you have no control over. So the key is not to find one golden egg for every customer in every situation, they key is finding out what influences your customers behavior and adapt your communication accordingly. This means you should be testing what you do to see what works best for which customer segment and don’t forget to include external factors like weather conditions, competitor pricing or marketing actions or just the difference between a working day or the weekend.

In the end, you’ll end up with a basket full of eggs. The color depends on your team and testing processes ;) .

If you want to see my session live and/or talk to me about it: my next events are at TeCOMM in Romania (October 24th) and Meet Magento Poland (November 4/5th).