Recently in eCommerce Tidbits

Recently, Google updated the javascript code used to track your pages for analysis. The former version was either the secure version or the non-secure version. Now, it's both - which is nice.

There are two bits to the code and here they are:

<script type="text/javascript">
  var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
  document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>

<script type="text/javascript">
  var pageTracker = _gat._getTracker("UA-XXXXXX-X");
  pageTracker._initData();
  pageTracker._trackPageview();
</script>

You must add your Google Analytics ID to the second block where indicated by the "UA-XXXXXX-X"

Problem: site stalls at some point while waiting on a script to load.

Reason: The script is referencing a different domain than your own, and if that domain is taking a while to load, your page cannot proceed until it's loaded. This is a problem.

Solution: If the location of the code itself is not important (i.e. code doesn't add any visible elements to the page), place it as far down on the page as possible. That simple change will allow most of the page to load immediately for use - even though the offending slow script isn't done yet.

Alternatively: If the code generates some sort of html and needs to be put in a specific place (i.e. live chat module or site seal) the following tip is very handy indeed. It relies on the "domready" function of MooTools (a supertastic Javascript library) that will only start the slow script after the whole page has loaded. We are using this on our contact us page for the live chat and skype scripts.

1. Download and install MooTools (it's awesome)

2. Replace your module code with something like:

<div id="whereTheCodeEndsUp"></div>

3. Place the "module" code near the bottom of the page inside of something like:

<div id="whereTheCodeStarts" style="display: none;">
	<!-- Module Code here -->
</div>

4. Place the following code directly following the call for mootools.js:

<script language="JavaScript" type="text/javascript">
	window.addEvent('domready', function() {
	$('whereTheCodeEndsUp').innerHTML = $('whereTheCodeStarts').innerHTML;
	$('whereTheCodeStarts').innerHTML = "";
});
</script>

There are many different ways to accomplish this type of thing, but this is pretty quick — especially if you already have MooTools installed.

Build a Smart Catalog

One of the most important jobs you have as an online entrepreneur is to create a store where people can easily shop for goods in an online environment. Just like Mail Order, a well structured catalog is easy to use. If they are going to enjoy shopping your store, the catalog has to be easy to browse. The larger your product offering, the more of a challenge this will become.

Remember, your catalog is the way you present your products to the consumer. It should not necessarily follow the same model in which you purchase these products or store them in your warehouse. Basically always look at the catalog from your consumers point of view rather than your own.

Example: you buy all your stuff wholesale and have all the SKU's memorized. Obviously, the easy was is to make customers search by SKU... wrong. They want to browse by category or price range or brand name — maybe even season or type. Keep this in mind as you create your online catalog and refine it as you go.

Write Just Enough, But Not Too Much

Spend extra time naming and describing both your products and categories. For example: Instead of having a category called "Shirts" filled with 117 shirts, consider breaking it up a bit. How about 4 or 5 categories like "Mens Short Sleeve Tee's", "Ladies Tank Tops", "Kids Long Sleeve Shirts", etc... this makes your store easier for the user and better for search engines at the same time.

Don't Forget About the Shipping

Shipping can make or break a sale and/or your wallet. Many new online store owners are taken by surprise when they have to setup, plan or even execute a shipment. The more planning upfront you do with shipping, the better.

Try to mirror your real world warehouse experience. The closer you can get your online store setup to match your real-world shipping methods, the happier you and your shoppers will be in the end. Setting up a quality shipping table or ensuring an accurate shipping quote from an integrated shipper should be right up there with your catalog when it comes to planning and setup.

Extended Validation SSL Certificates give next generation Web browsers information to clearly identify a Web site’s organizational identity. For example, if you use Microsoft® Internet Explorer 7 to go to a Web site secured with an SSL Certificate that meets the Extended Validation Standard, IE7 will cause the URL address bar to turn green. A display next to the green bar will toggle between the organization name listed in the certificate and the Certificate Authority (GeoTrust, for example). Older browsers will display Extended Validation SSL Certificates with the same security symbols as existing SSL Certificates.

EV SSL FAQ